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.
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.
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:
| 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.
[Who it's for] + [Specific outcome] + [Time/qualifier]
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.
| 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) |
Pull content from (step 2–4):
CTA sends to:
Internal linking:
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 |
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