Landing Page Copy

Use AskUserQuestion for page type and awareness stage.

Process

1. Load voice and context

• Read editorial-guidelines.md (or fall back).
• Read any linked assets (existing product page, competitor pages, internal brand doc).

2. Map awareness to message strategy

• Unaware: lead with the problem, not the product. The hero is a story or observation, not a feature claim.
• Problem-aware: lead with agitation + name the outcome. Product appears mid-page.
• Solution-aware: lead with the differentiator. Compare to alternatives within the page.
• Product-aware: lead with proof. The reader already knows what you are — they need reasons to pick you today.
• Most-aware: lead with the offer and remove friction. Shorter page, bigger CTA.

3. Draft sections

Standard section stack (include only the ones that fit the page type and awareness stage):

Hero

• Headline — the promise. Specific, outcome-focused, ≤12 words. Never generic ("Grow faster").
• Subheadline — the mechanism ("by doing X") and the proof or differentiator. ≤25 words.
• Primary CTA — verb + outcome ("Book a demo", "See it live", not "Learn more").
• Secondary CTA (optional) — low-commitment alternative.
• Hero visual description — one sentence for the designer.

Social proof bar — 4–6 customer logos or 1 strong stat.

Problem / agitation (unaware and problem-aware only) — 2–3 short paragraphs.

Solution / how it works — 3 steps, each with a one-line headline and a 1–2 sentence explainer.

Features — 3–6 feature blocks. Each block:

• Feature name (product language, not marketing fluff)
• One-sentence benefit (what the reader gets, not what the feature does)
• 2–3 bullet details
• Optional: small visual description

Proof section — customer quote + stat + linked case study. Repeat 2–3 times.

Comparison (solution-aware and product-aware) — head-to-head table against 1–2 named or unnamed alternatives.

Objection handling — 3–5 FAQ-style blocks addressing the objections the user provided. Phrase as the objection itself ("Isn't this just a spreadsheet with a pretty UI?") followed by a direct answer.

FAQ — 5–8 genuine questions, each with a 2–4 sentence answer. Good for schema.

Closing CTA — second pass at the primary CTA with a different framing. End the page on action, not a footer.

Trust signals — security, compliance, uptime, number of customers, integrations.

4. Variants

For the hero:

• Produce 3 headline + subheadline variants across different angles (outcome-led, mechanism-led, contrarian).
• Mark one as the recommended default with a one-line reason.

5. Voice and constraints

• Obey editorial guidelines banned words and voice.
• No hype adjectives in the hero — specificity beats enthusiasm.
• Every feature block must pass the "so what?" test — if the benefit isn't obvious, rewrite.
• Every claim tied to a number should cite the source (even if the source is "internal Q3 2026 data").
• Buttons always start with a verb.

6. Write the file

Write to landing/<page-name>.md:

# Landing — {page name}

**Type:** {product/feature/…}
**Audience:** {ICP}
**Awareness stage:** {stage}
**Primary outcome:** {goal}
**Differentiator:** {one sentence}

## Hero variants

### Variant 1 (recommended) — {angle}
- **Headline:** {…}
- **Subheadline:** {…}
- **Primary CTA:** {…}
- **Secondary CTA:** {…}
- **Visual:** {…}
- **Why this one:** {1 line}

### Variant 2 — {angle}
{…}

### Variant 3 — {angle}
{…}

## Social proof bar

{content}

## Problem

{content}

## How it works

**Step 1 — {name}**
{explainer}

**Step 2 — {name}**
{explainer}

**Step 3 — {name}**
{explainer}

## Features

### {Feature name}
**What you get:** {benefit}

- {detail}
- {detail}
- {detail}

**Visual:** {one line for designer}

{repeat}

## Proof

> {customer quote}
> — {name}, {role}, {company}

**Stat:** {number + context}
**Case study:** [{title}]({url})

{repeat}

## Comparison

| | Us | Alt 1 | Alt 2 |
|---|---|---|---|
| {dimension} | ✅ | ❌ | ✅ |

## Objections

### "{objection phrased as the reader would say it}"
{answer, 2–4 sentences}

{repeat}

## FAQ

### {question}
{answer}

{repeat}

## Closing CTA

**Headline:** {…}
**Subhead:** {…}
**CTA button:** {…}

## Trust signals

- {signal}
- {signal}

7. Print summary

One block: path, section count, recommended hero variant, any sections skipped.

Fallbacks

• Unclear ICP or awareness stage: ask before drafting. Generic copy is worse than no copy.
• No proof points provided: include {TODO: proof needed} placeholders and list them explicitly at the end of the file so the user can backfill.

Verification

1. File exists under landing/.
2. Contains all applicable sections for the page type.
3. 3 hero variants with one marked recommended.
4. No banned words.
5. Every CTA button text starts with a verb.
6. Proof/stat placeholders explicitly called out if proof wasn't provided.