landing_page_anatomy v1.0.0

name: "landing_page_anatomy" description: "Structure and write landing pages that convert: headline, subheadline, section order, CTA placement, and social proof. Includes a pre-launch conversion checklist and a scoring script. Triggers on: landing page, homepage copy, above the fold, CTA placement, social proof, conversion checklist, product page structure, launch page." metadata: { "includeInPrompt": true }

Landing Page Anatomy

Purpose

Covers page structure and conversion copy: what goes where, how to write the headline and subhead, where CTAs go, what counts as real social proof, and a pre-launch checklist. Does NOT cover SEO or search traffic (see the catalog's seo-basics) and NOT memes or meme traffic (see the catalog's meme-marketing).

Workflow

1. Clarify the page's one ask first. A landing page has exactly one job: get the visitor to do one thing. Write it down in a sentence: "The visitor should [sign up / buy / book] because [reason]."
2. Build the section stack in this order:

• Above the fold: headline, subhead, one primary CTA, hero visual (product screenshot or result, not stock decoration).
• Social proof strip: customer logos, short testimonials, or real numbers. Place immediately below the hero.
• Problem / solution: name the visitor's problem in their words, then show the fix. Keep it to 2-3 short blocks.
• How it works: 3 steps max. People bail at step 4.
• Objections / FAQ: answer the top 3 things stopping someone from saying yes (price, effort, trust).
• Final CTA: repeat the same single ask. Same button text as the hero CTA.
• Footer: contact info, plain-language privacy note, nothing flashy.

1. Write the headline and subhead:

• Headline: who it's for and the outcome, in words the buyer would use. One clear claim, no cleverness at the cost of clarity. A visitor should get it in 10 seconds.
• Subhead: what the thing actually is and how it delivers the headline's promise. One to two sentences, concrete nouns.

1. Place the CTAs:

• Hero CTA above the fold, visible without scrolling.
• Repeat the same CTA after the problem/solution section and once more at the bottom. Same label everywhere ("Start free trial", "Book a call").
• One ask per page. Secondary links (docs, pricing) go in the footer or nav, never as competing buttons next to the CTA.

1. Add real social proof only: named testimonials with a real person's name and role, customer logos you have permission to show, usage numbers you can back up. If you have no proof yet, ship without a proof strip instead of faking one. Never invent testimonials, never use stock photos with made-up quotes.
2. Cut friction: the shortest form that still works, no required phone number unless you will actually call, guest checkout if it's a store.
3. Run the conversion checklist (self-contained script below). Save it, run it, and fix every failed check worth 2+ points before launch.

python
#!/usr/bin/env python3
# Save as audit.py and run: python3 audit.py
# Edit the ANSWERS dict: True = check passes for your page.
import json

CHECKS = [
    ("headline", "Headline states the value to a specific person in under 10 seconds", 3),
    ("subhead", "Subhead explains what it is and who it is for", 2),
    ("cta_above", "Primary CTA visible above the fold", 3),
    ("cta_single", "One clear ask per page, no competing CTAs", 2),
    ("proof", "Real social proof present (testimonial, logos, numbers)", 2),
    ("proof_real", "Proof is verifiable, no fake testimonials", 3),
    ("cta_repeat", "CTA repeated after the pitch sections", 2),
    ("objections", "Page answers the top 3 objections", 2),
    ("visuals", "Hero visual shows the product or result", 1),
    ("friction", "Signup is minimal (short form, no forced extras)", 2),
    ("mobile", "Page reads fine on a phone (tappable CTA)", 2),
    ("honesty", "No fake countdowns, fake scarcity, or fake reviews", 3),
]

ANSWERS = {key: False for key, _, _ in CHECKS}  # flip to True as you verify

score = sum(w for k, _, w in CHECKS if ANSWERS[k])
total = sum(w for _, _, w in CHECKS)
print(f"Score: {score}/{total} ({round(100 * score / total)}%)")
for key, label, weight in CHECKS:
    print(f"[{'PASS' if ANSWERS[key] else 'FAIL'}] ({weight} pts) {label}")

Output Contract

Deliver: (1) a page outline following the section stack, with headline, subhead, CTA labels, and draft copy for each section; (2) the checklist score from the script plus a fix list for every failed check worth 2+ points; (3) one sentence stating the page's single ask.

Operating Rules

1. One page, one ask. If the user wants two conversions, that is two pages.
2. Clarity beats cleverness in the headline. If a stranger cannot repeat what you sell after 10 seconds, rewrite it.
3. No deceptive patterns, ever: no fake countdowns, no invented scarcity, no fake testimonials, no misleading before/after claims.
4. Social proof must be real and verifiable, or it does not ship.
5. No conversion-rate benchmark percentages unless you verified them fresh; say "verify before quoting" instead.
6. Ship at 80%+ checklist score. Below that, fix the failures before asking anyone to look at the page.