Landing Page Copywriting
Write high-converting landing page copy that drives action. Produces a full structured page with all sections as valid JSON — ready to populate a landing page template.
Core Sections
Every landing page includes these sections in order:
- Hero — immediate value proposition or capabilities
- Problem — pain points and the cost of the status quo
- Features & Benefits — 3 core capabilities with specific outcomes
- Who It's For — self-selection signals that qualify and attract the right buyer
- Social Proof — testimonials and/or client logos
- Closing CTA — one clear action
Output Format
Always output valid JSON matching this exact schema:
json{ "category_name": "string", "hero_header": "string", "hero_subheader": "string", "hero_image_alt": "string", "problem_header": "string", "problem_subheader": "string", "feature_1_title": "string", "feature_1_description": "string", "feature_2_title": "string", "feature_2_description": "string", "feature_3_title": "string", "feature_3_description": "string", "who_its_for_header": "string", "who_its_for_intro": "string", "who_signal_1": "string", "who_signal_2": "string", "who_signal_3": "string", "who_qualifier": "string", "social_proof_header": "string", "testimonial_1_quote": "string", "testimonial_1_name": "string", "testimonial_1_title": "string", "testimonial_2_quote": "string", "testimonial_2_name": "string", "testimonial_2_title": "string", "testimonial_3_quote": "string", "testimonial_3_name": "string", "testimonial_3_title": "string", "logos_note": "string", "cta_header": "string", "cta_subheader": "string", "cta_button": "string", "cta_supporting_line": "string" }
Writing Guidelines by Section
Category Name
- Be specific and descriptive in 5 words or less
- Signal what kind of product or service this is
- Examples: "Custom AI Sales Roleplay Trainer", "B2B Content Strategy System", "AI-Powered Finance Report Generator"
Hero Section
hero_header:
- Communicate the primary outcome or benefits
- Lead with what changes for the customer or new capabilities
- Punchy, active, 6–12 words
- No fluff verbs: not "streamline", "empower", "transform", "revolutionize"
hero_subheader:
- Who it's for + what they get + how it works
- 1 long sentence or 2 short sentences
- Include a concrete outcome or time-saving if possible
hero_image_alt:
- A text description of the ideal image to show here (product screenshot, team photo, customer scenario, etc.)
- Prefix with "IMAGE:" so the user knows this is a placement note, not copy
- Example: "IMAGE: Product dashboard showing key metrics at a glance"
Problem Section
problem_header:
- Name the problem the reader recognizes in themselves
- Short, specific, relatable
- Not "challenges exist" — name the actual challenge
problem_subheader:
- Specific pain points with real consequences
- Name what the reader has already tried (and why it didn't work)
- 2–3 short sentences
Features & Benefits (3 features)
For each feature:
title:
- What the feature does, not what it is
- Outcome-led, not label-led
description:
- Sentence 1: the specific problem this feature addresses
- Sentence 2: the benefit or outcome it creates
- Sentence 3 (optional): concrete example or additional detail
- 2–3 sentences total
Who It's For
who_its_for_header:
- Invite the right person to identify themselves
- Examples: "Built for teams that...", "This is for you if...", "Who it works for"
who_its_for_intro:
- 1–2 sentences setting up the self-selection signals
who_signal_1 / 2 / 3:
- Each signal = one sentence describing a scenario the right buyer recognizes
- Written in second person ("You...")
- Should make the right person lean in and feel seen
- Should quietly filter out the wrong person
who_qualifier:
- A pricing or engagement signal that sets expectations
- For premium products: signal the range without showing a price card
- For self-serve: frame the commitment level
- Example: "We work with a small number of clients at a time. Typical engagements start at $X."
- Leave empty string if no qualifier is needed
Social Proof
social_proof_header:
- Simple label, e.g. "What clients say", "Results", "In their words"
testimonial_1/2/3 (quote, name, title):
- Use real testimonials if provided
- If no testimonials provided, write compelling placeholder quotes that represent the ideal outcome — label them clearly as "[PLACEHOLDER — replace with real testimonial]"
- Quotes should be specific and outcome-focused, not generic ("It's great!")
- Name and title: "[First Name Last Name], [Title] at [Company]" — use "[Name], [Title]" as placeholder format
logos_note:
- If the user has client logos: "LOGOS: Display [company names] logos here"
- If no logos: leave as empty string or "LOGOS: Add client logos here when available"
Closing CTA
cta_header:
- Mirror the hero headline's core idea
- The last thing they read before deciding
cta_subheader:
- Reinforce the primary benefit or remove friction
- 1 sentence
cta_button:
- Action-oriented, specific
- Not "Submit" or "Click Here"
- Examples: "Book a Call", "Start Free", "See a Demo", "Get Started Today"
cta_supporting_line:
- Micro-copy that removes the last objection
- Examples: "No commitment. No sales deck.", "Free for 14 days. No credit card required.", "Typically respond within 1 business day."
Copywriting Voice & Style
- Authoritative and confident
- Short sentences — one idea per sentence
- No em-dashes (—)
- No fluff: "innovative", "cutting-edge", "world-class", "game-changing"
- Active voice throughout
- Specific over general — numbers, timeframes, named processes beat vague claims
- Lead with benefits, not features
- Add a
references/folder with your own copy examples to calibrate the voice to your brand
Context Extraction
When the user provides a brief, description, or existing materials — extract:
- Core capability: what the solution actually does
- Target audience: who it's for, role and company type
- Main problem: the specific pain it solves
- Key features: the 3 most important capabilities
- Outcomes: measurable results or benefits
- Differentiation: what makes it different from alternatives
- Pricing / deal size: if mentioned, use to calibrate the tone and qualifier
If critical information is missing (especially target audience and main problem), ask before writing.
Common Mistakes to Avoid
- Don't write a hero headline that could apply to any company in the category
- Don't list features without the "so what?" — every feature needs a benefit
- Don't write problem sections that lecture the reader — validate, then explain
- Don't use testimonials that say "It's great!" — specificity is credibility
- Don't leave the CTA vague — tell them exactly what happens when they click
- Don't write long paragraphs — 2–3 sentences maximum per block
