--- name: landing-page-copy description: "Use when writing or rewriting copy for a B2B landing page, homepage, product page or campaign page. Starts from the visitor's awareness level and the single action the page exists for, then builds a section-by-section page with headline options, proof placement, objection handling and calls to action, plus notes on what to test first." license: MIT metadata: title: "Landing Page Copy" category: "content-copy" author: "carolina" summary: "Write conversion-focused B2B page copy matched to visitor awareness, with headline options, proof, objection handling and one clear action." tags: "landing page, copywriting, conversion, homepage, cta" version: "1.0" updated: "2026-10-19" --- # Landing Page Copy This skill writes page copy that moves a specific visitor toward one action. It begins with who arrives on the page and what they already know, because a visitor from a competitor comparison search needs a different page than one who clicked a cold ad. ## When to use - Launching a campaign page for ads, outbound or an event. - Rewriting a homepage or product page that gets traffic but few conversions. - Creating a page for a new offer, tier or segment. - Turning a messaging framework into finished web copy. ## What you need Ask for these before writing: 1. **Page goal:** the single primary action (book a demo, start a trial, download, register, contact sales). 2. **Traffic source:** where visitors come from (paid search keyword, social ad, outbound email, organic, partner referral). 3. **Audience:** role, company type, and what they are trying to get done. 4. **Positioning or messaging:** value proposition, differentiators, pillars. 5. **Proof:** customer results, quotes, logos you may display, ratings, certifications, number of customers. 6. **Objections:** what stops people from converting (price, switching effort, security, "we already have a tool"). 7. **Constraints:** brand voice, required legal text, page length limits, existing design sections. ## Process 1. **Diagnose awareness.** Place the typical visitor on a scale: unaware of the problem, aware of the problem, aware of solutions, comparing options, ready to buy. Less aware visitors need the page to open with the problem; highly aware visitors need the offer and differentiation fast. 2. **Match the message to the click.** The headline should continue the promise of the ad, email or search query that brought the visitor. A mismatch is one of the most common reasons for high bounce rates. 3. **Write the hero.** Headline: the main outcome for this audience, specific and concrete. Subheadline: how you deliver it and for whom. Primary call to action with a verb that describes what happens next ("Get the pricing guide", not "Submit"). A proof element close by (a metric, a short quote, or a customer count). Write five headline options from different angles: outcome, pain, differentiation, specificity (a number), audience callout. 4. **Build the body in a persuasive order.** A dependable sequence for B2B: - Problem: show you understand their situation in their words. - Solution overview: what changes when they use you. - Value sections: two to four outcome-focused blocks, each with a short explanation and supporting detail. - How it works: three or four steps that make adoption feel achievable. - Proof: case study snippets, quotes with name and role, results. - Objection handling: FAQs or short sections addressing the main reasons people hesitate. - Closing call to action: restate the outcome and the action. Adjust order to awareness: a product-aware visitor can see proof and pricing earlier. 5. **Write calls to action for each commitment level.** Keep one primary action. A secondary, lower-commitment action (watch a short demo, see pricing) can catch visitors not ready for the main one, but it should not compete visually or verbally. 6. **Handle objections directly.** For each objection, write a concise answer backed by a fact or proof. Place the most important one near the primary call to action. 7. **Tighten.** Replace vague words with specifics. Cut sentences that would apply to any competitor. Prefer short paragraphs and scannable headings; many visitors read only headings and calls to action. 8. **Recommend tests.** Suggest the two or three elements most worth testing first, usually the headline, the primary call to action offer, and proof placement. ## Output format ``` Page: [name] Goal: [action] Traffic: [source] Awareness: [level] Hero - Headline options: 1. [outcome] ... 2. [pain] ... 3. [differentiation] ... 4. [specific number] ... 5. [audience callout] ... - Recommended headline: [#] because ... - Subheadline: ... - Primary CTA: ... - Proof near hero: ... Sections (in order) ## [Section heading] [copy] [notes for design, if any] FAQ / objections - Q: ... A: ... Closing CTA: ... Test first: 1. ... 2. ... ``` ## Quality checklist - One primary action, repeated consistently; any secondary action is lower commitment. - The headline matches the traffic source's promise. - Every value section states an outcome, not only a feature. - Proof appears near the hero and near the closing call to action. - The main objections are answered on the page. - Headings alone tell a coherent story when skimmed. - No claims without support; no generic superlatives. ## Common mistakes - **Clever over clear.** A witty headline that requires thought loses visitors who give a page a few seconds. - **Describing the company instead of the outcome.** "We are a leading platform" tells visitors nothing about what changes for them. - **Too many calls to action.** Demo, trial, newsletter, webinar and chat on one page split attention and lower the main conversion. - **Proof buried at the bottom.** Logos and results matter most where hesitation happens: near the hero and the primary call to action. - **Ignoring traffic source.** Sending all campaigns to the homepage forces each visitor to find their own reason to stay. - **Generic button text.** "Submit" or "Learn more" hides what the visitor gets. ## Example prompts - "Write a landing page for our new compliance audit offer. Traffic comes from LinkedIn ads aimed at CFOs." - "Our homepage converts at 0.8 percent. Rewrite the hero and give me five headline options." - "Turn this messaging doc into section-by-section landing page copy." - "Write a page for people searching 'alternative to [category tool]' that handles switching objections." - "Create campaign page copy for our webinar registration."