Landing Page Designer

This skill builds conversion-focused single-page landing pages. One offer. One audience. One primary CTA repeated throughout the page. The goal is not a "website" - it's a page that turns a visitor into a buyer, lead, or booked call.

If the user wants a multi-page site, use the Web Designer skill instead.

Inputs to Gather

Before writing code, collect (ask only what's missing - infer the rest):

1. Offer - What is being sold or given away? Price, format, delivery.
2. Audience - Who is this for in one sentence? What pain are they in right now?
3. Primary CTA - The single action the page must drive (Buy, Book a Call, Get Quote, Download, Call Now, Subscribe).
4. CTA destination - Stripe checkout URL, Calendly link, phone number (tel:), form, etc.
5. Proof - Real reviews, testimonials, star ratings, client logos, screenshots, case study numbers. Use only what's real.
6. Brand - Colors, fonts, logo, voice. If none provided, pick a bold direction and commit.
7. Visual proof asset - Screenshot, product mockup, terminal mockup, before/after photo, hero image of the team/work.

If the user has no proof yet, do not invent testimonials, star ratings, review counts, or client names. Leave the section out or use a single honest line of positioning instead.

The Proven Landing Page Anatomy

Use this section order as the default. Remove sections rather than add new ones. Most high-converting landing pages have 6-9 sections.

1. Sticky Top Bar (optional) - One line: phone number, urgency, or trust signal. Click-to-call on mobile (<a href="tel:...">) is non-negotiable for local/service businesses.
2. Nav - Logo left, single CTA button right. No menu links. The page is the menu.
3. Hero - The most important section. See "Hero Formula" below.
4. Social Proof Strip - Logos, star rating + review count, "as seen in," or a single named testimonial. Goes immediately under the hero to validate the claim before the visitor scrolls further.
5. How It Works (3 Steps) - Numbered 1-2-3. Reduces perceived friction. Every offer can be framed as 3 steps. Local/service: "Call → Pick a Time → We Come to You." Digital product: "Buy → Download → Install in Claude Code." SaaS: "Sign Up → Connect → Automate."
6. What's Included / Services / Features - A grid (3 or 4 columns desktop, 1 column mobile). Each card = icon or check + 2-5 word title + one-line description. For digital products, lean on a long check-marked list with a final "+ X more" line.
7. Why Choose Us / Differentiators - 3-6 reasons framed as benefits, not features. Each one answers a specific objection. ("Same equipment as any tire shop" answers "are mobile guys actually pros?")
8. Visual Proof Block - Terminal mockup, product screenshot, before/after, photo of work, or short video. This is where the page becomes believable.
9. Reviews / Testimonials - 3-5 real quotes with name and role (and photo if available). Star ratings only if real. Pull from Google, Stripe, Skool, Trustpilot, email replies, DMs.
10. Bottom CTA Block - Restate the offer, the price (or "Free Quote"), and the CTA button. Add light urgency if real ("Same-day install," "Lifetime updates," "Limited spots").
11. FAQ - 4-8 questions in a <details> accordion. Answer the real objections (price, refunds, time, "does this work for me?"). Do not add filler FAQs.
12. Footer - Minimal. Copyright, contact info, links to legal pages if they exist.

CTA buttons appear at minimum 3 times: hero, mid-page, bottom CTA block. All go to the same destination.

Hero Formula

The hero is the page. If the hero fails, nothing else matters.

Structure (top to bottom):

• Eyebrow line (optional) - Location, category, or audience qualifier. ("Mobile Tire Shop in Austin" / "For Marketers Using Claude Code")
• Headline - One sentence. Names the outcome or the transformation, not the product category. 6-14 words. ("New Tires Delivered & Installed Right Where You Are" / "Get the 20+ Claude Code skills I use daily to drive six figures in revenue")
• Subheadline - 1-2 sentences. Explains what it is and removes the biggest friction. ("Skip the tire shop. We bring new tires, expert installation, and full-service repairs to your driveway, office, or job site.")
• Primary CTA button - Action verb + outcome. ("Get Instant Access →", "Call (555) 555-5555", "Book a Free Estimate")
• Trust line under CTA - Tiny text removing risk. ("Secure checkout via Stripe · Instant delivery" / "4.8 Stars on Google · Veteran-Owned · Same-Day Service")
• Hero visual - To the right on desktop, below on mobile. Terminal mockup, product screenshot, photo, or illustration. If nothing else exists, build a CSS terminal mockup showing the product in use.

Hero rules:

• No carousels. No video that autoplays with sound. No three-paragraph hero copy.
• The CTA must be visible above the fold on desktop AND mobile.
• The headline must name the outcome the customer wants, not your category.

Layout Patterns by Page Type

Digital Product / Info Product (Stripe checkout)

Dark theme works well. Hero with terminal/product mockup. "What's Included" as a long checkmark list. "Built For" section calling out 3-4 specific audience types. Testimonials. Bottom CTA with price. FAQ. One-time price beats subscription framing for cold traffic.

Local Service Business

Light theme, bold accent color (red, blue, orange). Sticky click-to-call bar on top. Hero with photo of team/truck/work + headline naming the city. Star rating + review count under hero. "How It Works" in 3 steps. Services grid. "Why Choose Us" bullets answering objections. Real Google reviews. Service area mention. Phone number repeated 4+ times on the page.

Lead Magnet / Opt-in

Strip everything. Hero + 3-bullet "what's inside" + email form + 1-2 testimonials + footer. No FAQ, no extra sections. Goal is email capture, nothing else.

Booking / Consultation Page

Hero with outcome-focused headline. "Who this is for" / "Who this is not for" section (this filters bad leads). Process in 3 steps. Testimonials from clients with results. Embedded Calendly or booking form. FAQ. No price unless price is the filter.

SaaS / Tool Landing Page

Hero with product screenshot or short loop video. Social proof strip with logos. Feature grid (3-6 features). "How it works" 3-step. Pricing tier block (or "Start Free" if freemium). Testimonials. FAQ. Footer with full nav (SaaS pages do get more footer links).

Design Defaults (when no brand is provided)

Commit to one direction. Do not blend.

Option A - Dark Premium (good for digital products, SaaS, agencies):

• Background: #0f0f1a to #1a1a2e
• Text: #e0e0e0 body, #ffffff headings
• Accent: one vivid color (#0693e3 cyan, #00d084 green, or #ff5722 orange)
• Fonts: Sora or Space Grotesk headings + Inter body (Google Fonts)
• Subtle gradient mesh or noise background in hero

Option B - Bold Service Business (good for local/trades/health):

• Background: white
• Accent: one strong brand color (red #c8102e, blue #1e40af, orange #ea580c)
• Text: near-black #111 headings, #374151 body
• Fonts: Outfit or Plus Jakarta Sans headings + Inter body
• Photography-heavy. Real photos beat stock every time.

Option C - Editorial / Minimal (good for consultants, premium offers):

• Off-white background #fafaf7
• Black text
• One accent color used sparingly
• Serif display font (Fraunces, Instrument Serif) + sans body
• Generous whitespace, large type, no decorative elements

Avoid: generic purple gradients on white, Inter as the only font, three-column stock-icon feature grids with no real copy, fake testimonials, AI-generated headshots in review sections.

Copy Rules

• 8th-grade reading level. Short sentences (8-15 words). Active voice.
• Headlines sell the outcome, subheads handle the mechanism, body removes objections.
• Every section should answer a question the visitor is silently asking ("Is this for me?" "Does it actually work?" "What does it cost?" "What if it doesn't work?").
• Use specifics. "4.8 stars from 143 Google reviews" beats "loved by customers." "1,400-word SEO blog post in 90 seconds" beats "fast content creation."
• Repeat the CTA copy across the page. Consistency reinforces the action.
• Do not pad with adjectives. If the line works without the word, cut it.

Technical Defaults

• Single index.html with internal CSS in <style> and minimal JS. No build step. No framework. No dependencies beyond Google Fonts.
• Mobile-first. Design the mobile layout first, then enhance for desktop with @media (min-width: 768px).
• Performance. Inline critical CSS. Lazy-load images below the fold (loading="lazy"). Compress images before embedding.
• Accessibility. Real heading hierarchy (one h1, then h2s for sections). Alt text on every image. Buttons that look like buttons. Color contrast minimum 4.5:1.
• Click-to-call. <a href="tel:+15555555555"> on every phone number for local/service pages.
• Form handling. For email capture, use Kit, ConvertKit, Mailchimp, or Formspree. Never hand-roll a backend for a landing page.
• Checkout. For digital products, point the CTA directly at the Stripe payment link. No backend needed.
• Analytics. Drop in Google Tag Manager or a single GA4 snippet. Add a data-cta attribute to CTA buttons for event tracking.

Deployment

• Push the folder to GitHub, connect to Cloudflare Pages or Vercel. Build command: none. Output: /.
• Use a subdomain for product/offer pages (get.yourdomain.com, skills.yourdomain.com, quote.yourdomain.com) rather than nesting under a CMS. This avoids theme conflicts and gives full design control.
• Every Git push auto-deploys. That's the whole pipeline.

Workflow

1. Confirm the offer, audience, and primary CTA in one or two questions max. Do not survey the user.
2. Pick a design direction from the three options above (or apply the user's brand) and commit to it.
3. Write the hero first. Headline, subhead, CTA, trust line. Do not move on until the hero sells.
4. Build the page top-to-bottom following the anatomy. Cut sections rather than thin them out.
5. Add real proof only. If proof is missing, leave the slot empty and flag it to the user.
6. Review against the conversion checklist below before delivering.
7. Output one index.html file the user can open locally and deploy immediately.

Pre-Delivery Conversion Checklist

Run through this before saying the page is done. Every "no" is a fix.

• The headline names the outcome the customer wants - not the product category.
• The primary CTA is visible above the fold on mobile.
• The same CTA appears at least 3 times on the page, all pointing to the same destination.
• There is at least one real piece of social proof in the first screen or right under the hero.
• Every section answers a question a skeptical visitor would ask.
• There is no fabricated testimonial, review count, star rating, or client logo.
• The page works on mobile (test at 375px width).
• Phone numbers are click-to-call (for local/service pages).
• The page has 6-9 sections, not 15.
• The FAQ answers real objections, not filler ("What is this?" type questions).
• Load time feels instant on mobile (no heavy hero video, images compressed).

What This Skill Is Not For

• Multi-page websites (use Web Designer)
• Blog posts (use SEO Blog Post Writer)
• Full SaaS app dashboards (use Web Designer)
• Pages with no clear single offer (figure out the offer first)