Pages: Landing Page

Guides campaign landing page structure, conversion flow, and optimization. Primary use: Paid ads (PPC/SEM) — landing pages are typically built to receive paid traffic; ad-to-page alignment is critical for conversion. See paid-ads-strategy for when to use paid ads and ad-to-page alignment principles. Also applies to affiliate signup, product launch, lead capture, webinar registration, and other single-goal conversion pages. Differs from homepage (multi-purpose) and product pages (catalog).

When invoking: On first use, if helpful, open with 1–2 sentences on what this skill covers and why it matters, then provide the main output. On subsequent use or when the user asks to skip, go directly to the main output.

Paid Ads: LP Requirements

When LP receives paid traffic: ad promise on page immediately; mobile-first (CTA above fold, fast load); minimal form (fewer fields); trust above fold. See paid-ads-strategy for full ad-to-page alignment and Quality Score.

Initial Assessment

Check for product marketing context first: If .claude/product-marketing-context.md or .cursor/product-marketing-context.md exists, read it for product, audience, and value proposition.

Identify:

Page goal: Signup, purchase, lead capture, webinar, download
Traffic source: Paid ads, email, affiliate, organic
Audience: Cold vs warm; segment if known

Landing Page Structure (5-Step Flow)

Step	Purpose	Elements
1. Stop the scroll	Capture attention in ~2.6 seconds	Headline, subheadline, hero image or video
2. Earn trust	Social proof before the ask	Logos, testimonials, ratings, customer count
3. Explain value	Benefits, features, use cases	Clear copy; who it's for, what it does
4. Remove doubt	Objection handling	FAQ, guarantees, comparison
5. Make the ask	Single primary CTA	One clear action; repeat at logical points

Every element should serve one of these five functions. Pages with multiple competing offers get ~266% fewer leads.

Headline Formula

[Who it's for] + [Specific outcome] + [Time/qualifier]

Avoid: Abstract promises ("Unlock your potential," "Transform your business")
Prefer: Concrete ("Cut invoice processing by 70%—without new software")

CTA Best Practices

One primary CTA: No competing actions; create a "one-way street" toward conversion
Above the fold on mobile: Thumb-reachable; ~65%+ traffic is mobile
Value-focused copy: "Start Free Trial" not "Submit"
Pair with trust signals: Customer count, logos, or stats next to the button
Remove or minimize navigation: Can increase conversion 2–28%

Page Types

Type	Use	CTA Destination
Click-through	Warm audience before sending to offer; best for SaaS, subscriptions	pricing-page, products-page, signup
Lead capture	Collect email for nurture; forms 5 fields or fewer (longer forms cause ~81% abandonment)	newsletter-signup, contact-page
Product-focused	Deep-dive features and benefits; product launch	products-page, features-page
Comparison	X vs Y; commercial intent	features-page, pricing-page
Use cases / Solutions	For integrated products hard to split into tools	features-page, services-page
Bridge/bonus	Extra incentive to purchase through your link	pricing-page, products-page
Webinar/event	Event registration; collect signups before live	resources-page (webinar as resource)

Landing Page ↔ Page Types (Content & Flow)

Pull content from (step 2–4):

customer-stories-page-generator: Testimonials, case studies for social proof; Challenge→Solution→Results snippets
faq-page-generator: Objection-handling FAQ section; reuse conversion-related Q&A
features-page-generator: Benefit-first feature copy for "Explain value" step
resources-page-generator: Lead magnet (ebook, template) as exchange for email; webinar as resource

CTA sends to:

pricing-page-generator: Click-through LP → pricing; signup, trial
products-page-generator: Product LP → product detail or catalog
services-page-generator: Service LP → contact, quote, booking
contact-page-generator: Lead capture LP → contact form; B2B demo request
affiliate-page-generator, creator-program: Partner signup = landing page type

Internal linking:

Link LP to homepage (brand anchor); about-page (trust); privacy-page (form compliance)
Avoid orphan LPs: ensure at least one internal link from sitemap, nav, or campaign hub

Performance and Design

Load time: Under 2.5 seconds; each extra second can cost ~7% conversion
Mobile-first: Responsive; CTA visible without scrolling
Visuals: Hero image or video can improve conversion up to 80%
Disclosure: FTC-compliant affiliate/paid disclosure when applicable

Output Format

Headline and subheadline
Structure (5-step flow sections)
Trust signals placement
CTA copy and placement
Objection handling (FAQ, guarantees)
Internal links (destination pages)
SEO metadata (if page is indexed)

Related Skills

Pages (destination & content)

affiliate-page-generator: Affiliate signup; apply landing page principles
pricing-page-generator: Click-through LP destination; signup CTA
products-page-generator: Product LP destination; product launch
features-page-generator: Value/benefits content for product LP
customer-stories-page-generator: Testimonials, case studies for social proof
faq-page-generator: Objection-handling FAQ section
resources-page-generator: Lead magnet, webinar; lead capture LP
services-page-generator: Service LP; CTA to contact/quote
contact-page-generator: Lead capture LP form; demo request
homepage-generator: Multi-purpose home vs single-goal landing; similar structure
about-page-generator: LP can link to About for trust
privacy-page-generator: LP form compliance; link near form
creator-program: Creator signup; similar to affiliate

Components

hero-generator: Hero section (step 1)
cta-generator: CTA button design and placement
testimonials-generator, trust-badges-generator: Social proof (step 2)
newsletter-signup-generator: Lead capture form on LP
popup-generator: Lead capture popup alternative to full-page form

Strategy & SEO

paid-ads-strategy: When to use paid ads; ad-to-page alignment; channel selection
title-tag, meta-description, page-metadata: Landing page metadata

landing-page

Installation

Summary

SKILL.MD