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 product marketing context first:
If
.claude/product-marketing-context.md
or
.cursor/product-marketing-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
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)