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:

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

Landing Page Structure (5-Step Flow)#

StepPurposeElements1. Stop the scrollCapture attention in ~2.6 secondsHeadline, subheadline, hero image or video2. Earn trustSocial proof before the askLogos, testimonials, ratings, customer count3. Explain valueBenefits, features, use casesClear copy; who it's for, what it does4. Remove doubtObjection handlingFAQ, guarantees, comparison5. Make the askSingle primary CTAOne 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#

TypeUseCTA DestinationClick-throughWarm audience before sending to offer; best for SaaS, subscriptionspricing-page, products-page, signupLead captureCollect email for nurture; forms 5 fields or fewer (longer forms cause ~81% abandonment)newsletter-signup, contact-pageProduct-focusedDeep-dive features and benefits; product launchproducts-page, features-pageComparisonX vs Y; competitor brand keyword ads; commercial intentalternatives-page, features-page, pricing-pageUse cases / SolutionsFor integrated products hard to split into toolsfeatures-page, services-pageFree toolsStandalone utilities; lead gen; same ICP; excerpt from producttools-page-generator; tool page as LP when gatedBridge/bonusExtra incentive to purchase through your linkpricing-page, products-pageWebinar/eventEvent registration; collect signups before liveresources-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:

CategoryCheckVisualNo emojis as icons (use SVG); icons from consistent set (Heroicons/Lucide); hover states don't cause layout shiftInteractionAll clickable elements have cursor-pointer; hover provides clear feedback; transitions 150–300msAccessibilityImages have alt text; form inputs have labels; color not sole indicator; prefers-reduced-motion respectedLayoutNo horizontal scroll on mobile; content not hidden behind fixed nav; responsive at 375px, 768px, 1024pxPerformanceLoad time under 2.5s; LCP optimized; images use WebP/lazy loading where appropriateImagesSee 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