/landing-page — Landing Page Creator & Reviewer

Create high-converting landing pages from scratch or review existing ones against proven best practices.

When to Use

• User wants to write landing page copy for a product, feature, or campaign
• User wants to review or improve an existing landing page
• User says "landing page", "write a landing page", "landing page copy", "review my landing page"

Process

Step 1: Determine Mode

If `` contains a URL, enter Review Mode.
If the user explicitly asks to review/improve a page, enter Review Mode.
Otherwise, enter Create Mode.

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Create Mode

Step 2: Gather Context

Ask the user the following. Skip any they've already answered in conversation:

1. What's the product/service? — One sentence.
2. Who is the target audience? — Be specific (role, pain, situation).
3. What's the single goal of this page? — Sign up, book a demo, buy, download, etc.
4. What's the visitor's awareness level? — Are they cold (don't know you), warm (know the problem), or hot (comparing solutions)?
5. Do you have existing positioning or messaging? — Brand voice, taglines, value props already defined.
6. Any must-include elements? — Specific testimonials, stats, integrations, compliance badges, etc.

Step 3: Define Strategy

Before writing a single word, establish:

• Value proposition — One clear sentence: what you do, for whom, and why it matters
• Primary CTA — The single action you want visitors to take
• Message match — What promise brought them here (ad copy, email, search query)?
• Key objections — The 3-4 reasons someone would NOT convert. The page must address each.
• Proof points — Testimonials, metrics, logos, case studies available to use

Present this strategy summary to the user for approval before writing copy.

Step 4: Write the Landing Page

Follow the proven high-converting structure. See references/page-anatomy.md for the full breakdown.

Write each section in order:

1. Hero Section

• Headline — Benefit-driven, specific, under 10 words. This carries everything — 8/10 people read only this.
• Subheadline — Expands on "how" the benefit is delivered. 1-2 sentences.
• CTA — Action-oriented button text (not "Submit" — use "Start free trial", "Get the guide", etc.)
• Visual direction — Describe what image, screenshot, or demo should appear here.

2. Social Proof Bar

• Logos, user counts, or one standout metric ("Trusted by 10,000+ teams")

3. Pain Section

• Acknowledge 2-3 specific frustrations the visitor feels. Use their language.
• Use the PAS or PRESTO framework. See references/copywriting-frameworks.md.

4. Benefits (Not Features)

• 3-4 blocks, each with a short heading and 1-2 sentences
• Format: outcome the customer gets, not what the product does
• "Ship 2x faster" not "CI/CD pipeline integration"

5. How It Works

• 3 simple steps. Reduce perceived complexity.
• Each step: number + short heading + one sentence

6. Social Proof / Case Study

• Specific testimonials with real names, roles, and results
• "Cut onboarding time from 3 weeks to 2 days" > "Great product!"

7. Feature Deep-Dive (Optional)

• Only if the audience is solution-aware and comparing options
• Keep it scannable: icon + heading + one line per feature

8. Trust & Risk Reversal

• Guarantees, security badges, certifications, compliance logos
• Free trial or money-back guarantee language

9. FAQ

• Address the top 3-5 objections identified in Step 3
• Direct, honest answers. No fluff.

10. Final CTA

• Restate the value prop from a different angle
• Repeat the same CTA button

Step 5: Apply Copy Principles

Review the draft against these rules:

• Every sentence is about the customer, not the company
• Headline passes the 5-second test (visitor understands the offer instantly)
• CTA appears at least 3 times on the page
• Specific numbers and results used wherever possible
• No jargon the target audience wouldn't use
• Copy uses the customer's own language (from reviews, support tickets, interviews)
• Every section earns the next scroll

Step 6: Deliver

Present the complete landing page copy in a structured format with clear section headings. Include:

• Copy for every section
• Visual/image direction notes in italics
• CTA button text called out explicitly
• Any notes on mobile-specific considerations

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Review Mode

Step 2: Capture the Page

If given a URL, use WebFetch to retrieve the page content. If given a file or pasted content, read it directly.

Step 3: Analyze Against Framework

Score the page on each dimension. See references/page-anatomy.md for the full criteria.

Strategy

• Is there a single, clear value proposition?
• Is there one primary CTA (not competing goals)?
• Does the page match the likely visitor awareness level?

Structure

• Does it follow the proven section order? (Hero → Proof → Pain → Benefits → How it works → Deeper proof → Trust → FAQ → Final CTA)
• Is there a CTA above the fold?
• Is navigation removed or minimized?

Copy

• Does the headline pass the 5-second test?
• Is copy benefit-focused (not feature-focused)?
• Is it specific (numbers, results) rather than vague?
• Does it use customer language?
• Are objections addressed?

Social Proof

• Are testimonials specific with real names and results?
• Is proof placed early (not buried at the bottom)?
• Are trust badges, guarantees, or risk reversal present?

Design Signals (from the markup/structure)

• Is there clear visual hierarchy?
• Is the CTA high-contrast and repeated?
• Are form fields minimal?
• Is the page mobile-friendly?

Step 4: Deliver the Review

Present findings as:

1. Overall Assessment — One paragraph summary. Is this page likely to convert well? What's the biggest issue?
2. What's Working — 2-3 things the page does well. Be specific.
3. Critical Issues — Problems that are likely hurting conversions right now. Prioritize by impact.
4. Quick Wins — Changes that would improve the page with minimal effort.
5. Rewrite Suggestions — For the headline, CTA, and any weak sections, provide specific alternative copy.

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Key References

• Page Anatomy & Structure — Full breakdown of every section
• Copywriting Frameworks — PAS, PPPP, PRESTO with examples
• Award-Winning Examples — Inspiration from top-performing landing pages

Next Steps

After creating a landing page, suggest:

• /content-writer to write supporting content (ads, emails, social posts that drive traffic to the page)
• /positioning if the value proposition felt weak during creation
• Running A/B tests on the headline and CTA as the highest-leverage optimizations