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. Scale: When building many landing pages (city-specific, product-specific, integration-specific), use programmatic-seo (template + data) and template-page-generator for template design. 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 project context first: If .claude/project-context.md or .cursor/project-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%

Programmatic Landing Pages (Scale)

When you need many landing pages (e.g., city-specific, product-specific, integration-specific), use programmatic-seo: one template + data = hundreds or thousands of LPs. Apply landing page structure (5-step flow, CTA, trust) to the template; see template-page-generator for template design. Example: "[Product] for [City]" LPs with local data; "[App A] + [App B]" integration signup pages.

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; competitor brand keyword ads; commercial intent alternatives-page, features-page, pricing-page

Use cases / Solutions For integrated products hard to split into tools features-page, services-page

Free tools Standalone utilities; lead gen; same ICP; excerpt from product tools-page-generator; tool page as LP when gated

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%

• Frontend aesthetics: For distinctive typography, motion, spatial composition, backgrounds—see brand-visual-generator Frontend Aesthetics

• Disclosure: FTC-compliant affiliate/paid disclosure when applicable

Pre-Delivery Checklist

Before shipping a landing page, verify:

Category Check

Visual No emojis as icons (use SVG); icons from consistent set (Heroicons/Lucide); hover states don't cause layout shift

Interaction All clickable elements have cursor-pointer ; hover provides clear feedback; transitions 150–300ms

Accessibility Images have alt text; form inputs have labels; color not sole indicator; prefers-reduced-motion respected

Layout No horizontal scroll on mobile; content not hidden behind fixed nav; responsive at 375px, 768px, 1024px

Performance Load time under 2.5s; LCP optimized; images use WebP/lazy loading where appropriate

Images See image-optimization for alt, format, responsive, lazy loading

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

• hero-generator: Hero section (step 1)

• grid, list: Content layout below hero; sections, features, testimonials

• cta-generator: CTA button design and placement

• image-optimization: Alt, WebP, LCP, responsive, lazy loading

• pricing-page-generator: Click-through LP destination; signup CTA

• faq-page-generator: Objection-handling FAQ section

• homepage-generator: Multi-purpose home vs single-goal landing; similar structure

• paid-ads-strategy: Ad-to-page alignment; when to use paid ads

• alternatives-page-generator: Competitor brand keyword ads → comparison LP (not blog)

• programmatic-seo: Scale landing pages via template + data

• template-page-generator: Template structure for programmatic LPs

• title-tag, meta-description, page-metadata: Landing page metadata