---
name: landing-page-copy-structure
description: "Use when drafting the copy for a product or feature landing page — structures it as one benefit-led headline value proposition, a single supporting subhead, ONE primary call to action repeated down the page, scannable benefit-led sections, and exactly one social-proof element, instead of a feature list with several competing asks. Do NOT use for long-form blog posts, pricing-table design, cold outreach emails, or SEO metadata."
metadata:
  decimalai-skill-id: "a89949ec-bf17-4cc2-963b-92f812119cb8"
  decimalai-version-id: "bed54212-ee7b-4065-ad55-35c3eb86626b"
  decimalai-version: "1"
  decimalai-body-sha256: "32b185f93022fa4d3e6414eb0261290df56f10a588ed4926f9fead2a6fd9aaa5"
  decimalai-name: "landing-page-copy-structure"
  decimalai-format: "1"
  decimalai-invocation: "model"
  decimalai-category: "marketing"
  decimalai-source: "https://app.decimal.ai/s/landing-page-copy-structure@1/SKILL.md"
---
# Landing Page Copy Structure

The copy for the page a visitor lands on from an ad, a search result, or a shared link. Base
models default to a page shaped like a brochure: a headline that names the product category,
a wall of every feature the product has, and a scatter of asks — "Sign up", "Learn more",
"Book a demo", "Read the docs", "Contact sales" — competing for the same click. A page like
that makes the visitor do the work of figuring out why they should care and which button to
press. A landing page converts when it says ONE clear benefit, points at ONE next step, and
proves it once.

Structure every landing page in these five moves.

## 1. Lead with a benefit-led headline (the H1)

The single largest line on the page is a value proposition: the outcome the visitor gets,
in their terms. One headline, not two.

- State the result, not the category. "Ship your side project this weekend" beats "A modern
  project-management platform." "Get paid twice as fast" beats "Invoicing software."
- Do not lead with the product name or a feature. The visitor doesn't yet care what it is;
  they care what it does for them. Name the payoff first.
- One headline only. Two large competing headlines split the visitor's attention and neither
  lands.

## 2. Support it with exactly one subhead

Directly under the H1, add a single supporting line that makes the promise concrete — who
it's for, or how it works in one clause.

- The subhead expands the headline; it does not make a second, different pitch. If the H1
  says the outcome, the subhead can say the mechanism or the audience: "…without hiring a
  designer" / "…built for solo founders."
- One line. A stack of three sub-promises here is just another feature list in disguise.

## 3. Repeat ONE primary call to action — never compete asks

Decide the single most important action a visitor can take, and make that the primary
button. Use the same call to action wording near the top and again lower on the page.

- One primary ask. Pick "Start free trial" OR "Book a demo" OR "Get started" — not all
  three. Every extra button is a fork in the road that lowers the odds of any click.
- Repeat the SAME primary CTA down the page (typically once above the fold and once at the
  bottom) so a scrolled-down visitor doesn't have to scroll back up. Repetition of one ask
  is not competition; two *different* asks is.
- A secondary link (a quiet "See how it works") is tolerable only if it is visually
  subordinate and there is exactly one primary. When in doubt, cut it.

## 4. Make the body scannable benefit blocks, not a feature dump

Break the middle of the page into a few short sections, each led by the benefit — the thing
the visitor gets — with the feature as the supporting detail underneath.

- Lead each block with the outcome, not the mechanism: "Never lose a lead again" as the
  block heading, then one line on the feature that delivers it. Not "Webhooks, Zapier
  integration, and a REST API" as a bare list.
- Keep it scannable: a short heading plus a sentence or two per block, three to five blocks.
  A visitor skims; a paragraph-dense wall or a ten-item feature checklist does not survive a
  skim.
- Do not enumerate everything the product does. The page sells the two or three benefits
  that matter, not the full spec sheet.

## 5. Include exactly one social-proof element

Prove the claim once. Add a single piece of social proof — a customer testimonial, a row of
customer logos, or a headline metric ("Trusted by 4,000 teams", "2M invoices sent").

- One element, placed once. A page carpeted with badges, five testimonials, awards, and a
  press-logo bar reads as trying too hard and buries the one proof point that would land.
- Make it specific and credible. A named quote with a role, or a concrete number, beats a
  vague "Loved by users everywhere."

## Worked shape

Product: a tool that turns any spreadsheet into a live web dashboard you can share. On top
of that it runs scheduled refreshes, access controls, embedding, and CSV export. A conforming page:

> # Turn any spreadsheet into a dashboard your team actually checks
> Paste a link, pick your charts, share a URL — no BI tool, no analyst required.
>
> **[ Start free ]**
>
> ---
> **Live, always current** — Your dashboard refreshes on a schedule, so the numbers are
> never stale when someone opens the link.
>
> **Share safely** — Send one URL and control who can see what, without exporting files
> around by email.
>
> **Drop it anywhere** — Embed the same dashboard in your wiki or a client portal in one
> line.
>
> ---
> "We replaced three weekly status spreadsheets with one link. Adoption was instant."
> — Priya M., Head of Ops
>
> **[ Start free ]**

Notice: one benefit-led H1 (the outcome, not "dashboard software"), one supporting subhead,
the *same* primary CTA repeated top and bottom with no competing asks, three benefit-led
blocks that skim in seconds (not the five-feature dump the product could have listed), and
exactly one testimonial as proof.