git:20260608.d82d20f to git:20260923.537406a

+ description: Writes conversion-focused landing page copy - headlines, subheads, value propositions, feature and benefit blocks, social proof, FAQs, and CTA button text - using PAS, AIDA, or StoryBrand. Use when the user wants words for a landing page, sales page, product or pricing page, waitlist page, homepage hero, or ad-to-page flow, including rewriting weak copy, generating headline or CTA variants for A/B tests, or turning a product description into page sections. Use landing-page-optimizer instead for auditing an existing page's performance, and a frontend skill for building the page itself.

+ Write landing page copy that makes one reader take one action. The copy is the deliverable; layout and code are out of scope unless asked.

+ ## Workflow

+ 1. **Build the brief.** Pull these from the conversation, attached docs, or the product's existing site before asking anything. Ask only for what is missing and blocking:

+ - Product and the one action the page drives (buy, book, sign up, join waitlist)

+ - Who lands here and where they came from (ad, search, email, referral) - this sets how much context the hero must carry

+ - The problem in the reader's words, and what they use today instead

+ - The real differentiator versus that alternative

+ - Proof that actually exists: numbers, named customers, reviews, guarantees

+ 2. **Write the message hierarchy before any sections.** One sentence each:

+ - Promise: the outcome the reader gets

+ - Mechanism: why this product delivers it when alternatives do not

+ - Proof: the strongest real evidence

+ - Action: the CTA and what happens right after clicking

+ If you cannot fill one of these, flag the gap instead of papering over it. Every section below expands one of these four lines.

+ 3. **Pick the framework** from the reader's awareness:

+ - Reader feels the pain but has not looked for fixes: **PAS**

+ - Reader is comparing options or cold from an ad: **AIDA**

+ - Brand-led, story-heavy, or services business: **StoryBrand**

+ Section-by-section guidance for each framework is in [references/frameworks.md](references/frameworks.md).

+ 4. **Draft the page** in the order hero, problem, solution/features, how it works, proof, pricing (if relevant), FAQ, final CTA. Cut sections the product does not need; a waitlist page may be hero + three benefits + CTA.

+ 5. **Write variants where they matter**: 3 headline options (different angles: outcome, pain, mechanism) and 2 CTA options. Say which you would test first and why.

+ 6. **Run the checks below**, fix what fails, then deliver using [references/output-template.md](references/output-template.md).

+ ## Checks before delivering

+ - **No invented proof.** Never make up testimonials, customer names, logos, user counts, or percentages. Use a labeled placeholder like `[TESTIMONIAL: ops lead at a customer, quote about time saved]` and list every placeholder at the end.

+ - **Headline test.** Could a competitor paste your headline onto their page unchanged? If yes, it is too generic. Anchor it to the mechanism or a specific outcome.

+ - **Benefit test.** Every feature line answers "so what?" for the reader. "Real-time sync" becomes "Your team sees the same numbers, no more version-hunting."

+ - **One primary action.** Every CTA on the page points to the same action. Secondary links (docs, pricing) stay visually secondary in your notes.

+ - **CTA text** starts with a verb and names the outcome ("Get my audit", "Start free trial"). Never "Submit" or "Click here". State friction reducers under it when true ("No card required").

+ - **Urgency only if real.** Deadlines, limited seats, and price changes must be true. Fake scarcity costs trust; omit urgency instead.

+ - **Reading level.** Short sentences, second person, present tense. Read the hero aloud; if it takes more than one breath, cut it.

+ - **Voice.** Match the brand voice from any existing copy the user shared. If none, default to plain and direct over hype. Drop filler adjectives (revolutionary, seamless, cutting-edge, unlock, elevate).

+ ## Worked example

+ Brief: scheduling tool for independent physical therapy clinics; action is "book a demo"; readers come from a Google search for "PT clinic no-show software"; proof is one clinic that cut no-shows from 18% to 7%.

+ Message hierarchy:

+ - Promise: fewer empty appointment slots

+ - Mechanism: two-way text reminders that let patients reschedule in one tap instead of silently skipping

+ - Proof: one clinic went from 18% to 7% no-shows in 60 days

+ - Action: book a 20-minute demo

+ Hero (PAS, since searchers already feel the pain):

+ - Headline: "Stop losing a fifth of your schedule to no-shows"

+ - Subhead: "Patients reschedule by text in one tap, so the slot gets refilled instead of sitting empty."

+ - CTA: "Book a 20-minute demo" / under it: "See it with your own calendar"

+ - Proof line: "One clinic cut no-shows from 18% to 7% in 60 days" (real, from the brief)

+ Note what it avoids: no "revolutionary", no invented clinic count, and the headline only works for this product.

+ ## Common failure modes

+ - Writing sections before the message hierarchy, which produces a page of disconnected claims.

+ - Opening the hero with the product name or category ("Acme is an AI-powered platform...") instead of the reader's outcome.

+ - An FAQ full of softballs. FAQ entries should answer the real objections: price, switching cost, setup time, security, "will this work for my case".

+ - Treating every page as long-form. Match length to price and risk: a free signup needs less persuasion than a five-figure contract.