Landing Page Copywriter
Draft landing-page copy from an offer, an audience, and the proof points you actually have, as a complete section set (hero, problem, solution, how it works, proof, pricing framing, FAQ, and three CTA variants) in PAS or AIDA, with a [PROOF NEEDED] marker wherever a testimonial, number, or logo would normally sit but was not supplied. Use when a page needs first-draft copy and you would rather see the gaps than have them filled with invented social proof.
Give this skill an offer, an audience, and the proof you actually have and it drafts a full landing page in PAS or AIDA: hero with headline variants, problem, solution, how it works, proof, pricing framing, FAQ, and three CTA variants. It never invents a testimonial, number, or logo; every slot that would hold one gets a [PROOF NEEDED] marker instead.
Install to ~/.claude/skills/landing-page-copywriter/SKILL.md
npx agentscamp add skills/landing-page-copywriterA landing page drafted by an AI assistant usually arrives with three glowing testimonials, a "trusted by 10,000 teams" line, and a logo row, none of which exist. This skill builds the copy from the offer, the audience, and the proof points you list; every place social proof would normally go is a bracketed marker until you supply the real thing. You get a page you can read as a page and a checklist of what to collect. It works from pasted text alone, so it runs the same on claude.ai, in Claude Code, and in Claude Cowork.
When to use this skill
- A product, feature, event, or lead magnet needs a page and no copywriter is free this week.
- The seo-content-brief-writer skill classified a keyword as transactional and the right response is a page, not an article.
- A page converts poorly and you want a rewrite that keeps only the claims you can stand behind.
- You are handing copy to a designer or to Claude Design and need it structured by section before the layout exists.
NOTE
Proof is whatever you paste: a quote with name and permission, a number with its source, a logo you may show, a case study. Nothing else exists for the skill. It never writes a price: given one, it frames it; otherwise it leaves a [PRICE] token. Voice comes from a pasted brand-voice-profiler rules block if you have one.
Instructions
- Inventory the inputs. Three lists: the offer (what it is, what it does for the buyer, price if given), the audience (role, situation, objections in their own words where supplied), and the proof points, each tagged TESTIMONIAL (name, permission), NUMBER (source), LOGO (permission), or CASE STUDY. Anything missing is "not provided".
- Choose the framework. PAS (problem, agitation, solution) by default for an audience that knows it has the problem; AIDA (attention, interest, desire, action) for one that does not; or whichever the user names. State the choice and a one-line reason at the top.
- Write the hero. A headline of at most ten words, a subhead of at most 25, the primary CTA button text, and a one-line "who this is for". Give three headline variants: outcome-led, problem-led, and a plain description of the offer.
- Write the problem section. Two or three short paragraphs or bullets in the audience's own words, drawn from the objections and situation you were given. No invented quotes, no "we've all been there".
- Write the solution section. The offer stated as the outcome first, then the mechanism in one paragraph. Capabilities come from the offer notes only.
- Write "How it works". Three or four numbered steps, one sentence each plus an optional detail line: what the buyer does and what happens next.
- Write the proof section. Place every supplied proof item with its type. For each slot you have nothing for, write a marker saying what is needed:
[PROOF NEEDED: customer quote about time saved in the first week],[PROOF NEEDED: logo row, 4 to 6 customers with permission]. - Frame the pricing. With a price: plan names, what each includes, any guarantee or trial supplied, and one line anchoring the price to the outcome. Without one: the same copy around a
[PRICE]token. Never a price, discount, or comparison from memory. - Write the FAQ. Five to seven questions from the objection list and the gaps a buyer would notice. Answer only from the inventory; where the inventory is silent, the answer reads
[ANSWER NEEDED: refund window]. - Write three CTA variants. Direct ("Start your trial"), low-commitment ("See a 3-minute demo"), and benefit-led, each with button text of four words or fewer and a microcopy line that makes no unproven claim.
- Run the claims pass. Remove "guaranteed", "#1", "best", "fastest", "leading", and any competitor comparison unless a proof item backs it. List what was removed and why, then assemble: Framework, Hero, Problem, Solution, How it works, Proof, Pricing, FAQ, CTA variants, Proof needed checklist, Claims removed.
Output
A Markdown page draft with the sections in that order, plus the two closing lists. The "Proof needed" checklist is the marketer's to-do list; when the items come back, paste them in with the draft and re-run the skill. The email-sequence-drafter skill takes the same offer notes and writes the emails that send people to the page, and the content-editor agent can check the final copy for voice and any claim that crept back in.
Example
Excerpt of a PAS draft for an invoicing tool for freelance designers, with two proof items supplied:
### Hero
Headline A (outcome): Get paid without chasing anyone
Headline B (problem): Your invoices should not need a follow-up email
Subhead: Send the invoice once. Reminders, receipts, and late fees run on their own.
CTA: Start free
For: freelance designers who bill by the project
### Proof
NUMBER: "Customers on the reminder plan were paid a median of 6 days sooner" (source: internal billing data, Q2 2026, per offer notes)
TESTIMONIAL: "I stopped writing 'just checking in' emails." Dana R., brand designer (permission: yes)
[PROOF NEEDED: logo row, 4 to 6 customers with permission]
### Claims removed
- "the fastest way to get paid": no proof item supports a speed comparison.The full marketer's toolkit is described in Claude skills for marketers.
Related
- Email Sequence DrafterDraft a four-to-six email sequence from a goal, an audience, and the product notes you paste in: a send-timing table, one job per email, three subject-line variants per email with character counts, a formatted and a plain-text version of each message, every product claim traced to your notes, and a compliance footer placeholder on every email. Use when a welcome, onboarding, launch, or nurture sequence has to be written from what the product actually does rather than from what a template assumes.
- Seo Content Brief WriterWrite an SEO content brief from a target keyword plus the SERP notes and competitor outlines you paste in: search intent with evidence, an angle the ranking pages under-serve, an H2/H3 outline, the entities and questions to cover, internal-link placeholders, a length-checked meta title and description, and a word-count target explained by the SERP rather than a rule of thumb. Use when a writer or a coding agent needs a brief before drafting an article and you do not want search volumes, difficulty scores, or rankings invented.
- Brand Voice ProfilerDerive a reusable brand voice guide from five to ten writing samples you paste in: tone axes scored with quoted evidence, use and avoid vocabulary, sentence rhythm, formatting habits, dos and don'ts, three before/after rewrites, and a rules block ready to paste into a SKILL.md, with every rule traced to a sample and disagreements between samples flagged instead of averaged. Use when your team writes in a recognizable voice that nobody has written down, or the guide you have was never derived from what you actually publish.
- Claude Skills for Marketers: 6 to Upload TodaySix Claude skills for marketers (brand voice, SEO brief, repurposing, landing page, email sequence, documents), how to upload them, and a prompt for each.
- Content EditorUse this agent to edit marketing and editorial drafts (blog posts, landing pages, emails, social copy, newsletters) for clarity and brand voice while marking every unsourced claim, statistic, and superlative with a [CITATION NEEDED] or [VERIFY] tag and a one-line reason, never inventing a source, and returning the edited draft with a change log. Examples — 'edit this post before it goes to the client', 'tighten this launch email and tell me which numbers I need to back up', 'check this page copy against brand-voice.md and mark anything we cannot prove'.
- Claude DesignAn Anthropic Labs tool for making prototypes, decks, and one-pagers with Claude, using your design system, with PPTX, PDF, HTML, and Canva export.
- GammaAn AI design partner that turns a prompt or a document into presentations, docs, websites, and social posts, with an Agent for edits and a credits-based plan.