# Landing Page Copy

> >-

- **Type:** Skill
- **Install:** `agentstack add skill-leadmagic-gtm-skills-landing-page-copy`
- **Verified:** Yes — security-reviewed for prompt injection and unsafe behavior
- **Seller:** [LeadMagic](https://agentstack.voostack.com/s/leadmagic)
- **Installs:** 0
- **Category:** [Communication](https://agentstack.voostack.com/c/communication)
- **Latest version:** 0.1.0
- **License:** MIT
- **Upstream author:** [LeadMagic](https://github.com/LeadMagic)
- **Source:** https://github.com/LeadMagic/gtm-skills/tree/main/skills/creative/landing-page-copy
- **Website:** https://github.com/LeadMagic/gtm-skills

## Install

```sh
agentstack add skill-leadmagic-gtm-skills-landing-page-copy
```

Requires the [AgentStack CLI](https://agentstack.voostack.com/docs/cli). Works with Claude Code, Cursor, and any MCP-compatible agent.

## About

# Landing Page Copy

## Overview

Landing page copy is not literature. It is salesmanship in text. Every word
either moves the visitor toward conversion or gives them a reason to leave.
The mistake: writing copy that sounds clever instead of copy that closes.
"Revolutionary AI-powered workflow optimization" sounds smart to the writer.
It means nothing to a visitor who wants to know "will this save me 10 hours
a week?" This skill covers conversion copy frameworks, section-by-section
patterns, and testing methodology — built on the shoulders of Joanna Wiebe,
Oli Gardner, Harry Dry, and the direct response legends.

## When to Use

Trigger phrases: "landing page copy", "hero copywriting", "CTA optimization",
"conversion copy", "sales page copy", "write landing page", "optimize hero
section", "A/B test landing page copy", "messaging for landing page",
"headline formulas", "value proposition copy"

## Authoritative Foundations

### Joanna Wiebe — Copyhackers
"The first rule of conversion copy: start with the problem, not the product.
Nobody cares about your product. They care about their problem. Show them you
understand their problem better than they do — then show the solution."

**Wiebe's 3-step persuasion:**
1. **I know what you're going through** (empathy with the problem)
2. **Here's what's possible instead** (the promised land)
3. **Here's how to get there** (your product)

### Oli Gardner — Unbounce
"The 5-second rule: within 5 seconds of landing on your page, a visitor should
be able to answer: What is this? What's in it for me? What do I do next?"

**Gardner's attention ratio:** Every page should have exactly ONE conversion
goal. If there are 10 links on the page and 1 CTA, the attention ratio is 10:1.
Reduce links, increase conversions.

### Harry Dry — Marketing Examples
"Don't tell me your product is fast. Show me a screenshot of the load time.
Don't tell me customers love you. Show me the exact quote. Don't tell me you
grew fast. Show me the revenue chart. Show, don't tell — always."

### Eugene Schwartz — Breakthrough Advertising (1966)
"There are two kinds of copy: copy that creates desire, and copy that channels
existing desire. The latter is far easier and far more profitable. Find the
desire. Channel it. Don't try to create it."

## The Landing Page Copy Architecture

### Section 1: Hero (Above the Fold)

**The most valuable real estate on your entire website.** 80%+ of visitors
never scroll past the hero. You have 3-5 seconds before they leave.

**Headline formula — 5 patterns that work:**

| Pattern | Formula | Example |
|---|---|---|
| **Outcome** | "Get [desired outcome] without [pain]" | "Get 47% reply rates without manual research" |
| **Problem-First** | "Stop [pain]. Start [outcome]." | "Stop guessing emails. Start closing deals." |
| **Specific Result** | "[Number] [result] in [timeframe]" | "Find any email in 30 seconds or less" |
| **Question** | "[Burning question your ICP asks]" | "Still manually searching for prospect emails?" |
| **How-To Promise** | "How [target] [result] without [pain]" | "How B2B teams 3x pipeline without hiring SDRs" |

**Headline rules (Wiebe + Gardner):**
- Under 12 words. 6-8 is the sweet spot.
- No jargon. No "revolutionary," "advanced," "best-in-class."
- Specific over clever. "47% reply rate" > "Unlock email potential"
- The visitor should know what you do AND why they should care in one read

**Subheadline (1-2 sentences):**
Expands on the headline. Clarifies who it's for and what they get. Concrete,
not abstract. "12,000+ sales teams use LeadMagic to find and verify prospect
emails — built directly into their workflow."

**Hero CTA copy:**

| Component | Bad | Good |
|---|---|---|
| Button text | "Submit" / "Learn More" | "Start free trial" / "Get your first 50 emails free" |
| Supporting text | None | "No credit card required. 14-day free trial." |
| Secondary CTA | "Contact sales" | "See how it works" (video/demo) |

**Hero CTA rules:**
- Button text = the action + the value. "Start free trial" (action + zero-risk).
  "Get your score" (action + value). "Find emails now" (action + urgency).
- ONE primary CTA. Two CTAs split attention and reduce conversion.
- Supporting text directly below button: answer the #1 anxiety ("No credit
  card," "14-day free trial," "Cancel anytime").
- Secondary CTA (if you must): not competing. Smaller. Less prominent. "See
  how it works" or "Watch demo" — NOT "Contact sales" next to "Start trial."

### Section 2: Social Proof

**Place IMMEDIATELY after hero.** The visitor just learned what you do. Now
they need to know: "Do other people trust this?"

**Social proof hierarchy (most to least effective):**
1. **Customer results with specific numbers:** "Acme Corp increased reply rates
   from 3% to 47% in 30 days." Specific. Verifiable. Powerful.
2. **Customer quotes with full attribution:** "LeadMagic paid for itself in the
   first week." — Jane Smith, VP Sales, Acme Corp. Not: "Great product!" — Jane S.
3. **Customer logos (recognizable names):** 6-8 logos in a row. "Trusted by
   2,000+ teams." Best if the visitor recognizes the logos.
4. **Aggregate metrics:** "12,000+ companies. 500M+ emails verified. 99.5% accuracy."
5. **Media / press mentions:** "As featured in TechCrunch, SaaStr, First Round Review"
6. **Star ratings / review count:** "4.8/5 on G2 (500+ reviews)"

**Social proof copy rules (Harry Dry):**
- Every claim needs proof. "Trusted by 2,000+ teams" — show the logos or
  the counter.
- Quotes must be specific. "We got 47% reply rates" > "We love it"
- Attribution is mandatory. No "Jane S." — full name, title, company.
- Place the strongest proof closest to the CTA.

### Section 3: Value Propositions

**3-5 value props. Each: icon + headline + one sentence.**

**Wiebe's "So what?" test:** For every feature you want to list, ask "so what?"
until you reach the actual benefit.
- "AI-powered email finder" → So what? → "Find any email in 30 seconds"
  → So what? → "Fill your pipeline 3x faster than manual research"
  → That's the value prop. Not the feature.

**Value prop formulas:**
| Formula | Example |
|---|---|
| **Action + Outcome** | "Find emails in 30 seconds" |
| **Pain → Relief** | "No more bounced emails" |
| **Before → After** | "From 3% to 47% reply rates" |
| **With us → Without us** | "4x faster than manual research" |

**Structure per value prop:**
- **Icon:** Visual anchor (keep it simple — a checkmark, not an illustration)
- **Headline:** The outcome, bold, 3-7 words
- **Subhead:** One sentence. Concrete. "Our waterfall enrichment checks 25+
  data sources simultaneously so you never miss a valid email."

### Section 4: How It Works

**3 steps. Keep it simple.** The visitor doesn't need to understand your
architecture. They need to understand: "Is this easy to use?"

**Step structure:**
- **Number + Headline:** "1. Enter a name and company"
- **One sentence:** "Type a prospect's name and company — we do the rest."
- **Visual:** Screenshot or simple diagram showing the step

**The 3 steps must answer:**
1. What do I do? (input)
2. What happens? (process — briefly)
3. What do I get? (output)

### Section 5: Feature Grid

**6 features. 2-column or 3-column grid.** Each: feature name + one sentence +
checkmark or icon.

**Feature copy rules:**
- Feature name: noun phrase. "Bulk Verification." Not "You can verify in bulk."
- Description: what it DOES for the user. "Verify 10,000 emails in one upload."
  Not: "Our bulk verification engine utilizes multi-threaded processing."
- Group by benefit: "Save Time" row, "Improve Accuracy" row, "Scale Outreach" row

### Section 6: Pricing

**3 tiers. One recommended. Annual default.**

**Pricing copy rules (see `pricing-psychology` skill for deep dive):**
- Recommended tier: "Most Popular" badge. 70-80% of customers will choose it.
- Plan names: descriptive, not clever. "Starter," "Growth," "Enterprise."
  Not "Solo," "Team," "Business" (ambiguous).
- Feature lists: checkmarks for included. Dashes for not included. Never X marks.
- Enterprise: "Contact us" not a price. This is a feature, not a bug — enterprise
  deals need conversation.
- Annual savings: show the monthly equivalent. "$49/mo billed annually" (not
  "$588/yr" — anchoring to the lower number). Show monthly price as comparison.

### Section 7: Objection Handling (before the FAQ)

**Anticipate and kill objections BEFORE they reach the FAQ.** Place objection
handling copy at the point in the page where the objection naturally arises.

| Where It Arises | Objection | Copy That Handles It |
|---|---|---|
| Near hero CTA | "Is this really free?" | "No credit card required. 14 days. Cancel anytime." |
| Near pricing | "What if I need to cancel?" | "Cancel anytime. No contracts. No questions." |
| Near features | "Does this work with our stack?" | "Integrates with HubSpot, Salesforce, and 50+ tools in one click." |
| Near testimonials | "Will this work for MY company?" | "Works for teams of 1 to 1,000. See how [similar company] uses us." |
| Near signup | "Is my data secure?" | "SOC2 Type II certified. GDPR compliant. Your data never leaves our encrypted pipeline." |

**Objection handling formula (Wiebe):**
1. State the objection (prove you understand their concern)
2. Address it directly (no hedging — concrete answer)
3. Flip to benefit (why it's not a problem for YOUR product)

### Section 8: FAQ

**6-8 questions.** Write them from customer conversations, not your imagination.

**Required FAQ questions:** Is there a free trial? Do I need a credit card?
Can I cancel anytime? What integrations do you support? Is my data secure?
How is this different from [competitor]? What kind of support do you offer?
What happens after the trial?

**FAQ copy rules:**
- Question = customer's exact words. "Do I need to talk to sales to get started?"
  Not: "What is the onboarding process?"
- Answer = 2-3 sentences max. Link to more detail if needed.
- No marketing language in answers. Straight answers build trust.

### Section 9: Final CTA

**Repeat the hero CTA. Same message. Same button text. Consistency matters.**

Visitors who scroll to the bottom were interested enough to read everything.
Don't confuse them with a different offer now.

## The 7 Deadly Sins of Landing Page Copy

| Sin | Example | Fix |
|---|---|---|
| **Vague Headlines** | "Revolutionary AI platform" | "Find any email in 30 seconds" |
| **Feature Lists Without Benefits** | "AI-powered, multi-threaded, cloud-native" | "Verify 10,000 emails in one click" |
| **Generic CTAs** | "Submit" / "Learn More" | "Start free trial" / "Get your score" |
| **Jargon** | "Leverage our synergistic solution" | "Save 10 hours a week on prospect research" |
| **Passive Voice** | "Results can be achieved by..." | "Get 47% reply rates" |
| **Too Many Words** | 200-word hero section | 50 words max above the fold |
| **No Specificity** | "Trusted by leading companies" | "Used by 2,000+ teams including Acme and Beta Corp" |

## A/B Testing Landing Page Copy

**What to test (in order of impact):**
1. Headline (biggest lever — 10-30% conversion swings)
2. CTA button text (5-15%)
3. Hero image vs. no image (5-10%)
4. Social proof placement (5-10%)
5. Pricing page layout (3-8%)

**How to test (CXL / Wynter methodology):**
1. Hypothesis: "Changing headline from X to Y will increase conversion by Z%
   because [reason]."
2. Traffic requirement: minimum 100 conversions per variant for statistical
   significance. 500+ is better.
3. Run until significance (use a calculator — don't eyeball it).
4. If winner is clear: ship it. Start testing the next element.
5. If no clear winner: the difference is noise. Test something bigger.

**Pre-test with message testing (Wynter / UserTesting):**
Before A/B testing live, test your copy with 10-20 people from your ICP.
Ask: "What do you think this product does?" "What would make you sign up?"
"What's confusing?" Fix the confusion before spending traffic on A/B tests.

## Output Format

```
LANDING PAGE COPY DECK — [Page Name]

HERO:
- Headline: [formula + rationale]
- Subhead: [one sentence]
- Primary CTA: [button text]
- Supporting text: [anxiety killer]
- Secondary CTA: [if any]

SOCIAL PROOF:
1. [Specific result + attribution]
2. [Customer logos]
3. [Aggregate metric]

VALUE PROPS (3-5):
1. [Outcome] — [one sentence]
2. ...
3. ...

HOW IT WORKS (3 steps):
1. [Action]
2. [Action]
3. [Action]

OBJECTION HANDLING:
- [Where] → [Objection] → [Response]

FINAL CTA: [same as hero]
```

## Implementation Checklist

- [ ] Headline is specific and under 12 words (test: "would my ICP stop scrolling?")
- [ ] Hero communicates what it is and why it matters in <5 seconds
- [ ] Every feature is rewritten as a benefit (test: "so what?")
- [ ] CTA button text is action + value — not "Submit"
- [ ] Social proof has specific results with full attribution
- [ ] Objections handled inline (not just FAQ)
- [ ] No jargon, no passive voice, no "revolutionary" anywhere
- [ ] Page passes the "grandma test": can a non-expert understand it?
- [ ] A/B test plan ready with hypothesis and success metric
- [ ] Every claim has evidence (number, screenshot, quote, or source)

## Quality Check

Before delivering, verify:

- [ ] Output matches the user's stated request
- [ ] Named frameworks or sources are reflected in the recommendation
- [ ] The deliverable is specific enough for an agent to execute
- [ ] Any assumptions, risks, or dependencies are explicit
- [ ] No unsupported claims, invented facts, or private/internal references are included

## Common Pitfalls

1. **Clever over clear.** "We're the Salesforce of email" = I need to know
   what Salesforce is to understand you. Just say what you do. Fix: "Find
   any email in 30 seconds." No metaphors. No analogies. Just the outcome.

2. **Feature vomit in the hero.** "AI-powered, multi-threaded, cloud-native
   email verification platform with enterprise-grade security..." Nobody
   reads past the fourth word. Fix: One headline. One subhead. Two CTAs.
   Everything else goes below the fold.

3. **No anxiety reduction.** "Start free trial" with no supporting text = "but
   what's the catch?" Fix: Add "No credit card required" or "14-day trial"
   or "Cancel anytime" directly below the button.

4. **Lazy social proof.** "Trusted by leading companies" with no logos, no
   names, no metrics. This is less credible than NO social proof. Fix: Logos,
   specific results, full attribution, or aggregate metrics. Something real.

5. **Testing too small.** Testing "button color" when the headline is vague
   = optimizing deck chairs on the Titanic. Fix: Test the biggest lever first.
   Headline. Then CTA. Then social proof placement.

6. **Copy written in isolation.** Marketing writes copy. Sales hears objections
   daily. They never talk. Fix: Interview 3 salespeople. Ask: "What are the
   top 5 objections you hear?" Address every one of them on the landing page.

## Execution Artifacts

- `references/framework-notes.md` — Named frameworks and reference tables
- `templates/output-template.md` — Deliverable shell for agent output
- `scripts/check-output.py` — Lightweight deliverable validator

## Related Skills

- `copywriting` — Marketing copy fundamentals, Cialdini principles
- `landing-pages` — CRO audits, conversion patterns, form design
- `v0-lander` — Build landing pages with v0 by Vercel
- `vibe-marketing` — AI-powered content at scale
- `a-b-testing` — Experiment design and statistical significance
- `design-system-gtm` — Brand consistency across landing pages
- `ui-ux-gtm` — Landing page UX and accessibility

## Source & license

This open-source skill is cataloged on AgentStack and links to its original source — we do not rehost the code.

- **Author:** [LeadMagic](https://github.com/LeadMagic)
- **Source:** [LeadMagic/gtm-skills](https://github.com/LeadMagic/gtm-skills)
- **License:** MIT
- **Homepage:** https://github.com/LeadMagic/gtm-skills

Install and usage instructions live in the source repository linked above.

## Pricing

- **Free** — Free

## Security capabilities

Automated source analysis of v0.1.0 — what this tool can access:

- **Network access:** no
- **Filesystem access:** no
- **Shell / process execution:** no
- **Environment & secrets:** no
- **Dynamic code execution:** no

*"Yes" means the capability is present in the source — more access means more to trust, not that it is unsafe.*


## Versions

- **0.1.0** — security scan: passed — Imported from the upstream source.

## Links

- Listing page: https://agentstack.voostack.com/l/skill-leadmagic-gtm-skills-landing-page-copy
- Seller: https://agentstack.voostack.com/s/leadmagic
- Browse the marketplace: https://agentstack.voostack.com/browse

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