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landing-page-copy

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English
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Translation

Chinese

Landing Page Copy

着陆页文案撰写

Write copy for pages with a single conversion goal: signup, purchase, demo request, download, lead capture. Stack-agnostic.
This skill is narrower than 
content-and-copy
. Landing pages exist to drive a specific action, not to inform broadly.
撰写用于单一转化目标的页面文案：注册、购买、预约演示、下载、线索捕获。与技术栈无关。
此技能的适用范围比
content-and-copy
更窄。着陆页的存在目的是推动特定行动，而非进行广泛信息传递。

When to use

使用场景

  • Writing a hero section for a homepage or product page
  • Writing a sales page or long-form sales letter
  • Drafting opt-in or lead-capture page copy
  • Campaign-specific landing pages
  • Pricing page copy
  • Demo or signup CTAs
  • 为首页或产品页撰写Hero板块文案
  • 撰写销售页或长篇销售信
  • 草拟选择加入页或线索捕获页文案
  • 营销活动专属着陆页文案
  • 定价页文案
  • 演示或注册CTA文案

When NOT to use

不适用场景

  • Long-form blog content (use 
    content-and-copy
    )
  • Email sequences (use 
    email-sequences
    )
  • Brand voice definition (use 
    brand-voice
    )
  • Page design and layout decisions (use 
    design-standards
    )
  • 长篇博客内容（使用
    content-and-copy
    ）
  • 邮件序列（使用
    email-sequences
    ）
  • 品牌调性定义（使用
    brand-voice
    ）
  • 页面设计与布局决策（使用
    design-standards
    ）

Required inputs

必要输入信息

  • The product, service, or offer
  • The target audience and the specific objection they bring
  • The conversion goal (one specific action)
  • Brand voice
  • Existing customer language (testimonials, support tickets, sales calls)
  • Any constraints (length, format, regulatory)
If audience is unclear or objections are unknown, run 
brand-discovery
or pull from sales call recordings before writing.
  • 产品、服务或优惠内容
  • 目标受众及其具体异议
  • 转化目标（单一特定行动）
  • 品牌调性
  • 现有客户语言素材（客户证言、支持工单、销售通话记录）
  • 任何约束条件（篇幅、格式、合规要求）
若受众不明确或异议未知，撰写前需先运行
brand-discovery
或提取销售通话记录中的相关信息。

The framework: 7 sections

框架：7个核心板块

A landing page does seven things in sequence. The structure can flex (combine, reorder, expand), but the elements stay constant.
着陆页需按顺序完成七项任务。板块结构可灵活调整（合并、重排、扩展），但核心要素保持不变。

1. Hero

1. Hero板块

The first 3 to 5 seconds. Decides whether the visitor stays.
Three components:
  • Headline. The promise. Specific, outcome-focused, free of cliche.
  • Subheadline. The mechanism. How you deliver the promise.
  • Primary CTA. The action. One button, descriptive label.
Strong hero patterns:
  • Outcome + audience + mechanism. "Ship features 3x faster, for engineering teams who hate meetings, with our async-first project tool."
  • Pain reversal. "Stop losing customers to slow page loads."
  • Surprising claim. "The note-taking app that gets used. We have data."
  • Direct address. "You have 47 unread Slack messages. Here's what to do about it."
Weak hero patterns:
  • Generic adjective stacking ("Powerful, intuitive, scalable")
  • "Welcome to our platform"
  • Brand-name-only headlines ("Acme: The Future of X")
  • Vague benefits ("Streamline your workflow")
访客进入页面的前3-5秒，决定了他们是否会停留。
三个核心组件：
  • 标题（Headline）： 承诺内容。需具体、聚焦结果、避免陈词滥调。
  • 副标题（Subheadline）： 实现机制。说明如何兑现承诺。
  • 主CTA： 行动指令。仅设一个按钮，标签需清晰描述行动。
优质Hero板块模式：
  • 结果+受众+机制： "让讨厌开会的工程团队，通过我们的异步优先项目工具，将功能交付速度提升3倍。"
  • 痛点反转： "别再因页面加载缓慢流失客户。"
  • 惊人主张： "一款真正会被使用的笔记应用。我们有数据支撑。"
  • 直接对话： "你有47条未读Slack消息。这是解决办法。"
劣质Hero板块模式：
  • 堆砌通用形容词（"强大、直观、可扩展"）
  • "欢迎来到我们的平台"
  • 仅含品牌名的标题（"Acme：X领域的未来"）
  • 模糊的益处描述（"简化你的工作流程"）

2. Social proof (early)

2. 前置社会证明

Within the first scroll, prove someone else trusts you.
Forms:
  • Customer logos (recognizable beats unknown)
  • Quantitative trust signal ("Over 10,000 teams")
  • One strong testimonial with name and role
  • Press mentions (logos of where you've been featured)
Placement: Right below the hero, before the visitor invests in reading more.
在访客首次滚动页面范围内，证明已有他人信任你。
呈现形式：
  • 客户logo（知名品牌优于不知名品牌）
  • 量化信任信号（"超过10,000个团队使用"）
  • 带姓名和职位的优质客户证言
  • 媒体报道标识（展示曾被报道的媒体logo）
放置位置： Hero板块正下方，在访客投入更多精力阅读之前。

3. Problem / promise

3. 问题/承诺

Establish that you understand the visitor's situation.
Pattern:
  • 1 to 3 paragraphs naming the specific problem
  • Use the visitor's language (mined from research, not your marketing language)
  • Stop before you sell. Resonate first.
Test: Read the problem section aloud. Does the target audience nod? If they don't, you don't understand them yet.
建立你对访客处境的理解。
模式：
  • 1-3个段落，明确指出具体问题
  • 使用访客的语言（来自调研素材，而非你的营销话术）
  • 先引发共鸣，再进行销售。
测试方法： 大声朗读问题板块内容。目标受众是否会点头认同？如果不会，说明你还未真正理解他们。

4. Solution / mechanism

4. 解决方案/实现机制

How you solve the problem. The "what we actually do" section.
Effective structure:
  • One headline summarizing the solution
  • 3 to 5 specific features or capabilities, each with a 1-2 sentence explanation
  • Each feature framed as the benefit it produces, not the technical detail
  • Visual support (screenshots, illustrations, video clips)
Failure mode: Listing features without translating to outcomes. "Real-time collaboration" is a feature. "Edit together without copying-pasting from email" is the outcome.
说明你如何解决问题。即"我们实际能做什么"的板块。
有效结构：
  • 一个总结解决方案的标题
  • 3-5个具体功能或能力，每个配1-2句解释
  • 每个功能需从其带来的益处角度阐述，而非技术细节
  • 配套视觉素材（截图、插画、视频片段）
常见误区： 仅罗列功能而未转化为结果。"实时协作"是功能，"无需从邮件复制粘贴即可共同编辑"才是结果。

5. Proof and detail

5. 深度证明与细节

The expanded social proof and case studies section.
Components:
  • 1 to 3 detailed case studies (specific customer, specific outcome, specific numbers)
  • Multiple testimonials with attribution
  • Specific data points (usage stats, success metrics, growth)
  • Awards, certifications, or third-party validation
The deeper proof section is where committed visitors convert. Skim-readers won't make it here, but the ones who do are ready to buy.
扩展的社会证明和案例研究板块。
组成部分：
  • 1-3个详细案例研究（具体客户、具体结果、具体数据）
  • 多条带署名的客户证言
  • 具体数据点（使用统计、成功指标、增长数据）
  • 奖项、认证或第三方验证
深度证明板块是意向明确的访客完成转化的地方。浏览型访客不会看到这里，但能看到的访客已准备好购买。

6. Objection handling

6. 异议处理

Anticipate the reasons people say no. Address them directly.
Common objection types:
  • Price. "Is this worth it?"
  • Time. "Will this take forever to set up?"
  • Trust. "Will this actually work for my situation?"
  • Risk. "What if I commit and it's wrong?"
  • Comparison. "How is this different from [competitor]?"
  • Implementation. "Can my team handle the change?"
Handling formats:
  • FAQ section. Structured, scannable.
  • Comparison table. Vs. competitors or vs. alternatives.
  • Risk reversal. Money-back guarantee, free trial, no-contract terms.
  • Proof of effort needed. "Setup takes 5 minutes, not 5 weeks."
预判人们拒绝的理由，直接回应。
常见异议类型：
  • 价格： "这值得吗？"
  • 时间： "设置会不会花很久？"
  • 信任： "这真的适合我的情况吗？"
  • 风险： "如果我投入了但不合适怎么办？"
  • 对比： "这和[竞品]有什么不同？"
  • 实施： "我的团队能适应这个变化吗？"
处理形式：
  • FAQ板块： 结构化、易扫描。
  • 对比表格： 与竞品或替代方案对比。
  • 风险逆转： 退款保证、免费试用、无合同条款。
  • 投入证明： "设置仅需5分钟，而非5周。"

7. Final CTA

7. 最终CTA

The closer. Re-state the offer. Re-state the action.
Strong final CTAs:
  • Repeat the primary CTA from the hero (consistency)
  • Frame in terms of the visitor's situation ("Get your team set up in 5 minutes")
  • Remove friction ("No credit card required")
  • One action only (avoid offering 5 alternatives that paralyze decision)
Avoid:
  • Multiple CTAs competing for attention at the bottom
  • New offers introduced only at the bottom (visitor is now confused)
  • Long forms that ask for more information than needed for the action
收尾环节。重申优惠内容与行动指令。
优质最终CTA：
  • 重复Hero板块的主CTA（保持一致性）
  • 结合访客处境阐述（"5分钟内完成团队配置"）
  • 降低行动门槛（"无需信用卡"）
  • 仅设一个行动选项（避免提供多个选择导致决策瘫痪）
需避免：
  • 页面底部出现多个相互竞争的CTA
  • 仅在页面底部推出新优惠（会让访客困惑）
  • 过长的表单，要求提供超出行动所需的信息

The CTA itself

CTA按钮本身

Buttons matter. Treat the button copy as a whole-page-worth of attention.
Strong CTA patterns:
  • Action + outcome. "Start your free trial," "Get my pricing," "Send me the guide"
  • First-person. "Show me how" outperforms "Show you how"
  • Specific. "Book a 15-minute demo" beats "Contact us"
  • Low-friction. "Free trial, no credit card" reduces commitment cost
Weak CTAs:
  • "Submit" (functional but lifeless)
  • "Click here" (no value statement)
  • "Learn more" (vague; about what?)
  • "Get started" (started doing what?)
按钮至关重要。需像对待整页文案一样重视按钮文案。
优质CTA模式：
  • 行动+结果： "开始免费试用"、"获取我的定价"、"发送指南给我"
  • 第一人称： "告诉我怎么做"比"告诉您怎么做"效果更好
  • 具体明确： "预约15分钟演示"优于"联系我们"
  • 低门槛： "免费试用，无需信用卡"降低承诺成本
劣质CTA：
  • "提交"（功能性强但缺乏吸引力）
  • "点击这里"（无价值说明）
  • "了解更多"（模糊；了解什么？）
  • "开始使用"（开始做什么？）

Workflow

工作流程

  1. Confirm the offer. What exactly is being offered? At what price (if any)? What does the visitor get?
  2. Confirm the audience and objection. Specific segment. The specific worry they bring.
  3. Mine the language. Customer testimonials, support tickets, sales calls. Use real customer phrases.
  4. Draft the hero. Headline, subheadline, CTA. Test 5 to 10 variations.
  5. Build the structure. All 7 sections in order. Sections can combine for shorter pages.
  6. Draft sections. Section by section. Don't polish until the structure is sound.
  7. Edit for friction. Remove every word that doesn't earn its place. Landing pages do not have words to spare.
  8. Test the CTA. Read the page aloud. By the end, is the visitor's next action obvious?
  9. Pre-publish: check links, spell-check, mobile preview, SEO basics if SEO is a goal.
  1. 确认优惠内容： 具体提供什么？价格多少（如有）？访客能获得什么？
  2. 确认受众与异议： 具体细分群体，他们的具体顾虑是什么？
  3. 提取真实语言： 从客户证言、支持工单、销售通话中提取真实的客户用语。
  4. 草拟Hero板块： 标题、副标题、CTA。测试5-10个变体。
  5. 搭建结构： 按顺序整合7个板块。短页面可合并部分板块。
  6. 撰写各板块： 逐个板块撰写。结构确定前无需打磨细节。
  7. 精简文案： 删除所有非必要的文字。着陆页没有冗余文字的空间。
  8. 测试CTA： 大声朗读页面内容。结尾处访客的下一步行动是否清晰明确？
  9. 发布前检查： 检查链接、拼写、移动端预览，若有SEO需求则完成基础SEO设置。

Failure patterns

常见失败模式

  • Hero that explains instead of sells. "We're an X for Y" is description. "Get X without Y" is sell.
  • Feature lists with no outcomes. Features without benefits read as a spec sheet.
  • Generic testimonials. "Great product!" is worth less than nothing. "We cut onboarding time from 2 weeks to 4 days" is gold.
  • Multiple competing CTAs. Pick one primary action. Everything else is noise.
  • Walls of text. Visitors scan. Use short paragraphs, bullet lists, and visual breakpoints.
  • No social proof. Trust is the first hurdle. Without proof, the rest of the page does not earn the chance to be read.
  • Mismatched headline and CTA. Hero promises X, CTA asks for Y. Visitor confused.
  • Writing for everyone. "Our solution works for any business" appeals to no one. Specificity converts.
  • Ignoring mobile. Most visitors are on mobile. Test the page at 375px first.
  • Hero板块侧重解释而非销售： "我们是面向Y的X"是描述，"无需Y即可获得X"才是销售。
  • 仅罗列功能无结果阐述： 无益处的功能列表读起来像规格说明书。
  • 通用客户证言： "很棒的产品！"毫无价值，"我们将入职时间从2周缩短至4天"才是黄金内容。
  • 多个相互竞争的CTA： 选择一个主行动，其他都是干扰项。
  • 大段文字墙： 访客会快速浏览。使用短段落、项目符号列表和视觉断点。
  • 无社会证明： 信任是第一道关卡。没有证明，页面其余内容连被阅读的机会都没有。
  • 标题与CTA不匹配： Hero板块承诺X，CTA要求Y。访客会困惑。
  • 面向所有人撰写： "我们的解决方案适用于任何企业"无法吸引任何人。具体性才能促进转化。
  • 忽略移动端： 大多数访客使用移动端。先在375px尺寸下测试页面。

Output format

输出格式

Default output is a structured markdown document for the page, with each section labeled. The markdown is ready to import into the CMS or hand to design.
Structure:
markdown
undefined
默认输出为结构化markdown文档，标注每个板块。该markdown可直接导入CMS或交付给设计团队。
结构：
markdown
undefined

[Page Title]

[页面标题]

SECTION: Hero

SECTION: Hero

  • Headline: [text]
  • Subheadline: [text]
  • Primary CTA: [button text]
  • Supporting cue: [optional, e.g., "No credit card required"]
  • Hero visual notes: [if any]
  • Headline: [文本]
  • Subheadline: [文本]
  • Primary CTA: [按钮文本]
  • Supporting cue: [可选，例如："无需信用卡"]
  • Hero visual notes: [如有]

SECTION: Social proof (early)

SECTION: Social proof (early)

  • Logo bar: [list customer/press logos]
  • Trust statistic: [if any]
  • Logo bar: [客户/媒体logo列表]
  • Trust statistic: [如有]

SECTION: Problem / promise

SECTION: Problem / promise

[2 to 3 paragraphs]
[2-3个段落]

SECTION: Solution

SECTION: Solution

  • Headline: [text]
  • Feature 1: [headline + description]
  • Feature 2: [headline + description]
  • Feature 3: [headline + description]
  • Headline: [文本]
  • Feature 1: [标题+描述]
  • Feature 2: [标题+描述]
  • Feature 3: [标题+描述]

SECTION: Proof

SECTION: Proof

  • Case study 1: [customer, outcome, numbers]
  • Testimonials: [list]
  • Data points: [list]
  • Case study 1: [客户、结果、数据]
  • Testimonials: [列表]
  • Data points: [列表]

SECTION: Objection handling

SECTION: Objection handling

  • FAQ: [questions and answers]
  • OR Comparison table: [vs alternatives]
  • OR Risk reversal: [guarantee, terms]
  • FAQ: [问题与答案]
  • OR Comparison table: [与替代方案对比]
  • OR Risk reversal: [保证条款]

SECTION: Final CTA

SECTION: Final CTA

  • Headline: [text]
  • Final CTA button: [text]
  • Supporting cue: [optional]
  • Headline: [文本]
  • Final CTA button: [文本]
  • Supporting cue: [可选]

Variants for testing

Variants for testing

  • [Alternate headlines]
  • [Alternate CTAs]
  • [Alternate proof framings]

---
  • [备选标题]
  • [备选CTA]
  • [备选证明呈现方式]

---

Reference files

参考文件

  • references/hero-formulas.md
     - Patterns and formulas for hero headlines.
  • references/objection-library.md
     - Common objections by category, with handling strategies.
  • references/hero-formulas.md
     - Hero标题的模式与公式。
  • references/objection-library.md
     - 按类别划分的常见异议及处理策略。