Landing Page Design

Overview

Build landing pages that convert AND captivate. This skill combines conversion-focused structure with distinctive visual design to create pages that stand out in an AI-saturated world. The goal: pages worth $50-100 that you'd be proud to sell.

MANDATORY: Vibe Discovery (Do This First)

BEFORE writing any code, you MUST run the Vibe Discovery process. This generates a UNIQUE aesthetic direction every time — no two landing pages should look alike.

See the full process: ../_shared/references/vibe-discovery.md

The process will guide you through:

1. Gathering context via structured questions (place/object, emotion, collision, anti-patterns)
2. Inventing a unique vibe via the Collision Method (material + energy = vibe seed)
3. Deriving colors, typography, layout, and motion from the vibe seed
4. Writing a Vibe Spec
5. Running the Freshness Check to prevent convergence

The 50% Rule

Spend 50% of your time on the hero section. It's the cover image for social media, the first impression, the hook. Everything else flows from getting the hero right.

Section Composition (Top to Bottom)

1. Hero Section (Primary Focus)

The make-or-break element. Must contain:

• Headline: Sharp, benefit-driven hook (reference H1 Gallery for inspiration)
• Subheadline: Supporting context, 1-2 sentences max
• CTA Button(s): Primary action + optional secondary
• Social Proof: Logo marquee, testimonials, or trust badges
• Visual Element: Product shot, illustration, or animated background

Hero Variations:

• Split layout (text left, visual right)
• Centered with floating elements
• Full-bleed background with overlay text
• Asymmetric with decorative elements

2. Features/Benefits Section

Show what the product does. Options:

• Bento Grid: Cards in asymmetric layout (popularized by Apple)
• Alternating Rows: Image + text, flipping sides
• Icon Grid: Simple icons with short descriptions
• Interactive Cards: Hover states, micro-animations

3. Social Proof Section

Build trust through:

• Logo carousel (marquee animation)
• Testimonial cards with photos
• Stats/metrics with animated counters
• Case study snippets

4. How It Works Section

Step-by-step explanation:

• Numbered steps (01, 02, 03 pattern adds sophistication)
• Sticky scrolling with progressive reveal
• Timeline or flowchart visualization

5. Pricing Section (if applicable)

• 2-3 tier comparison
• Highlighted "recommended" tier
• Feature comparison table
• FAQ accordion below

6. CTA Section

Final conversion push:

• Repeat value proposition
• Strong headline
• Single focused action
• Urgency elements (if authentic)

7. Footer

• Navigation links
• Social icons
• Legal links
• Optional newsletter signup

Anti-AI-Slop Principles

For the full anti-slop guidelines (fonts, colors, icons, layouts), see ../frontend-design/SKILL.md.

Landing-page-specific notes:

• Icons: Use Iconify Solar (multiple styles), Heroicons, or Phosphor — avoid Lucide (overused in AI-generated pages)
• For icon integration: use Iconify's unified API for access to all sets

Animation Vocabulary

Entrance Animations

• fade-in: Simple opacity transition
• blur-in: Starts blurred, sharpens
• slide-in: Direction-based entrance
• scale-in: Grows from small to full size
• stagger: Sequential reveal of child elements

Continuous Animations

• marquee: Infinite horizontal scroll (logos, testimonials)
• beam: Light traveling along a path/border
• pulse: Subtle scale/opacity breathing
• float: Gentle up/down movement
• rotate: Continuous spin (icons, decorations)

Interactive Animations

• hover-lift: Subtle Y translation + shadow
• hover-glow: Border/shadow color change
• hover-reveal: Hidden element appears
• click-ripple: Material-style feedback

Decorative Elements

• Vertical grid lines (container-size based)
• Noodles/curved connectors between elements
• Gradient orbs/blobs in background
• Grain/noise texture overlay
• Geometric shapes (circles, rectangles with rounded corners)

Design Resources

Hero Inspiration

• Superhero (superhero.design): Curated hero sections
• Dribbble: Search "hero section", "landing page"
• Awwwards: Award-winning designs

Section Patterns

• Mobin: Real websites with section breakdowns
• Bento Grids: Card layout inspiration
• CTA Gallery: Call-to-action patterns

Typography

• Google Fonts: Free, AI-accessible fonts
• Fontshare: Free quality fonts
• H1 Gallery: Headline inspiration

Icons & Logos

• Iconify: Unified icon API (Solar, Heroicons, etc.)
• Simple Icons: Brand logos (SVG)
• Heroicons: Tailwind's icon set

Implementation Workflow

Phase 1: Research & Collect

1. Gather 5-10 hero screenshots as wireframes
2. Identify section patterns needed
3. Choose icon set and font pairing
4. Define color palette

Phase 2: Hero Development

1. Generate hero from best reference screenshot
2. Iterate: change colors, fonts, layouts
3. Add animations (beam, fade-in, etc.)
4. Add decorative elements (noodles, grids, numbers)
5. Refine until distinctive

Phase 3: Section Build-Out

1. Add sections one at a time (not all at once)
2. Reference specific components/screenshots per section
3. Maintain color/font consistency from hero
4. Add section-specific animations

Phase 4: Polish

1. Fix responsive breakpoints (mobile, tablet, desktop)
2. Replace placeholder images with real/quality assets
3. Optimize animations for performance
4. Test all interactive elements

Phase 5: Presentation

1. Create cover screenshot with infinity canvas layout
2. Show hero prominently
3. Include mobile and desktop views
4. Add subtle background (blurred gradient, pattern)

Prompt Patterns

Hero Generation

Create a hero section for [PRODUCT TYPE].
Change text, names, and numbers to fit [BRAND].
Use Iconify Solar icons (duotone style).
Use [FONT] for headlines.
Add vertical container-size grid lines.
Add 01, 02, 03 step indicators for sophistication.
Use [COLOR] as primary, dark mode.

Section Addition

Adapt a new [SECTION TYPE] section.
Match the hero's color scheme and typography.
Use marquee animation for logos.
Add fade-in blur-in entrance animation.
Keep the hero exactly as is.

Animation Enhancement

Add beam animation to the primary button border.
The beam should be 1px, continuously traveling around the pill shape.
Add a subtle hover-lift effect to feature cards.

Negative Prompts (What NOT to change)

Don't change the hero section.
Keep the navbar exactly as is.
Don't modify the existing animations.

Quality Checklist

Visual Distinction

• No generic purple gradients
• Non-default icon set (not Lucide)
• Distinctive font pairing
• At least one "memorable" element
• Consistent color system via CSS variables

Technical Quality

• Mobile responsive (no horizontal scroll)
• All images loading (no broken placeholders)
• Animations performant (no jank)
• Accessible color contrast
• Fast initial load

Conversion Optimization

• Clear value proposition above fold
• Single primary CTA visible
• Social proof present
• Logical information hierarchy
• No friction to main action