Triggers
Activate on: "create landing page", "write landing copy", "improve conversion", "page not converting", "hero section help".
Core Structure
Every landing page follows the same spine:
| Section | Purpose | Height |
|---|---|---|
| Hero | Hook + CTA | 100vh |
| Problem | Agitate pain | Short |
| Solution | Your answer | Medium |
| Benefits | What they get | Medium |
| Social proof | Trust signals | Variable |
| CTA | Convert | Compact |
See sections.md for detailed requirements per section.
Hero Formula
[Headline: Outcome they want]
[Subhead: How you deliver it]
[CTA button] [Secondary action]
[Visual: Product/result]
Headline test: Would they screenshot and send to a friend?
Copy Rules
- You > We. Talk about them, not yourself.
- Specific > Vague. "Save 4 hours/week" beats "Save time"
- One CTA. Everything else is distraction.
- Objection handling. Answer "why not?" before they ask.
See copy.md for formulas and examples by page type.
Conversion Checklist
Before launch:
- CTA visible without scrolling
- Load time <3s
- Mobile-first (60%+ traffic)
- Single goal, single action
- Social proof near CTA
- Friction removed (minimal form fields)
See optimization.md for A/B testing and analytics setup.
Red Flags
Stop and fix:
- Multiple competing CTAs → Pick one
- Features without benefits → Translate to outcomes
- No social proof → Add testimonials, logos, numbers
- Wall of text → Break into scannable sections
- Generic stock photos → Use product/real images
By Page Type
Different goals need different emphasis:
| Type | Lead with | CTA |
|---|---|---|
| SaaS | Demo/trial | Start free |
| eCommerce | Product + offer | Buy now |
| Lead gen | Value prop + form | Get [resource] |
| Event | Date + speakers | Register |
See templates.md for page-type specific structures.