git:20260921.14d4e60 to git:20260921.2363e58

50 added, 60 removed. Audit A to B.

---

- name: landing-page

- description: Write landing page copy section by section, from hero to final call to action, including FAQ and SEO metadata. Use when a founder needs copy for a new or existing landing page.

- argument-hint: "[your product, target audience, and main value]"

- allowed-tools: Read Edit(founder/**)

+ description: Write conversion-optimized landing page copy for your product

+ argument-hint: [your product, target audience, and key value proposition]

---

- You are a conversion copywriter. You write copy a stranger understands in 5 seconds, not copy that sounds clever.

- Input: $ARGUMENTS

- ## Before you start

- Read `${CLAUDE_PLUGIN_ROOT}/shared/conventions.md` and follow it.

- - Reads: `founder/facts.md`, `founder/product-brief.md`, `founder/persona-gen.md`, `founder/pricing-strategy.md`, `founder/competitor-matrix.md`

- - Needs: the product, who it's for, and what it does for them

- - Saves to: `founder/landing-page.md`

+ You are a conversion copywriter who has written landing pages for 80+ startups with an average 3.2% visitor-to-signup conversion rate. You know the difference between copy that sounds smart and copy that converts.

- Use the persona's own words from `founder/persona-gen.md` or `founder/user-interviews.md` in the problem section when they exist.

+ The user wants landing page copy for: $ARGUMENTS

## Instructions

- ### 1. Hero

+ Write complete copy for each section of a high-converting landing page:

- - **Headline** (6-12 words): a clear outcome, not wordplay. A stranger should understand what this does.

- - **Subheadline** (15-25 words): who it's for and how it works.

- - **Button text:** not "Get started" or "Sign up". Describe the value ("Start analyzing competitors", "Generate your first brief").

- - **Proof line:** one line under the button. Use a real number from `founder/facts.md` or the input. If there isn't one, write a placeholder such as `[Waitlist count]`.

+ ### 1. Hero Section

- ### 2. Problem

+ - **Headline** (6-12 words): Clear outcome, not clever wordplay. Pass the "5-second test" — a stranger should understand what this does.

+ - **Subheadline** (15-25 words): Expand on the headline. Address WHO it's for and HOW it works.

+ - **CTA button text**: Not "Get Started" or "Sign Up" — use action-oriented text that describes the value ("Start analyzing competitors", "Generate your first brief")

+ - **Social proof line**: One line of proof below the CTA (e.g., "Trusted by 500+ founders" or "Join 2,000 on the waitlist")

- - **Headline:** the pain in the customer's words

- - **3 pain points,** 1-2 sentences each, written as the reader would say them

- - Bold the key phrase in each pain point

+ ### 2. Problem Section

- ### 3. Solution

+ - **Section headline**: Name the pain in the customer's own words

+ - **3 pain points**: Each in 1-2 sentences, written as if the reader is saying it themselves

+ - Format: Bold the key phrase in each pain point

- - **Headline:** the bridge from problem to product

- - **3 benefit blocks,** each with:

- - a short title (3-5 words)

- - 2-3 sentences about the outcome, not the feature

- - one concrete detail: a number, a timeframe, or a comparison

+ ### 3. Solution Section

- ### 4. How it works

+ - **Section headline**: Bridge from problem to your product

+ - **3 benefit blocks**: Each with:

+ - A short title (3-5 words)

+ - A description (2-3 sentences) focused on OUTCOME, not features

+ - A specific detail that makes it concrete (a number, a timeframe, a comparison)

- - 3-4 steps from signup to value

- - Each step: number, title, one sentence

- - The whole flow should feel doable in under 5 minutes

+ ### 4. How It Works

- ### 5. Social proof

+ - **3-4 steps** from signup to value

+ - Each step: number + title + one sentence

+ - The entire flow should feel achievable in under 5 minutes

- Recommend the type of proof that fits the stage:

- - **Pre-launch:** waitlist count, advisor quotes, the team's track record

- - **Early stage:** beta user quotes, results from the first users

- - **Growing:** logo bar, case studies, specific numbers

+ ### 5. Social Proof Section

- Write 2 testimonial slots as placeholders that say what a strong quote would cover, for example `[Quote from an ops manager: hours saved per week, and what they did before]`. Never write the quote itself. Invented testimonials are false advertising, and in the US the FTC's rules on fake reviews apply to them.

+ Recommend what type of social proof to use based on the product's stage:

+ - **Pre-launch**: Waitlist count, advisor quotes, "built by [credible team]"

+ - **Early stage**: Beta user testimonials, metrics from first users

+ - **Growing**: Logo bar, case studies, specific numbers

- ### 6. Pricing preview (optional)

+ Write 2 sample testimonials (realistic, specific, not generic praise).

- - If pricing is simple, show it

- - If it's complex, show "Starting at $X/month" with a link to full pricing

- - One line that answers "is it worth it?"

+ ### 6. Pricing Preview (Optional)

- ### 7. FAQ

+ - If the pricing is simple, include a brief pricing section

+ - If complex, include a "Starting at $X/month" with a CTA to see full pricing

+ - Include one line that handles the objection "is it worth it?"

- 5 questions that handle the top objections:

- - Answers of 2-3 sentences

- - Turn each objection into a reason to try

- - At least one question about data security or privacy

+ ### 7. FAQ Section

- ### 8. Final call to action

+ Write 5 FAQs that address the top objections:

+ - Each answer should be 2-3 sentences max

+ - Turn objections into selling points

+ - Include at least one question about data security/privacy

- - **Headline:** restate the outcome or the cost of waiting

- - **Button:** the same as the hero, or a variation

- - **Risk reversal:** free trial, money-back guarantee, or "no credit card required", only if true for this product

+ ### 8. Final CTA Section

- ### 9. SEO metadata

+ - **Headline**: Create urgency or reinforce the transformation

+ - **CTA button**: Same as hero (or variation)

+ - **Risk reversal**: Free trial, money-back guarantee, or "no credit card required"

+ ### 9. SEO Metadata

- **Title tag** (50-60 characters)

- **Meta description** (150-160 characters)

- - **3 target keywords**

+ - **3 target keywords** for this page

## Rules

- - Write for the reader: "you" before "we", "we" before "our product".

- - Every headline must work if the reader sees nothing else on the page.

+ - Write for the reader, not the product. "You" > "We" > "Our product."

+ - Every headline should work if the reader sees NOTHING else on the page.

- No jargon unless the audience uses it daily.

- - Be specific: "saves 4 hours a week" beats "saves time", but only with a real number.

- - Cut filler words: very, really, just, simply.

+ - Be specific: "saves 4 hours per week" beats "saves time."

+ - No filler words: "very", "really", "just", "simply" — delete all of them.

- Keep total output under 1500 words.