landing-page-copywriter

Use it when:: You need the words for a landing, sales, pricing or waitlist page, or want weak copy rewritten or headline variants for an A/B test.
It does:: Builds a brief, writes a four-line message hierarchy of promise, mechanism, proof and action, picks a framework by the reader's awareness, then drafts each section.
You get:: The page copy in a fixed template, with three headlines, two CTAs, which variant to test first, every placeholder and the open questions.
Won't:: Invent testimonials, customer names, logos or numbers, or fake urgency; missing proof becomes a labelled placeholder.
Unlike landing-page-optimizer:: That one, from the same library, audits an existing page's performance; this one writes the copy and leaves layout and code out unless asked.

TL;DR

From OneWave AI's skills library. It pulls the brief from the conversation, your documents or the product's site before asking anything: the one action the page drives, where readers arrive from, the problem in their words, the real differentiator and the proof that exists. A line of the message hierarchy it can't fill is flagged as a gap instead of papered over. PAS suits readers who feel the pain, AIDA cold or comparing traffic, and StoryBrand brand-led or service businesses, with section guidance for each in a reference file. The draft runs hero, problem, solution, how it works, proof, pricing, FAQ and final CTA, cutting what the product doesn't need. Before delivering, it checks that a competitor couldn't paste the headline unchanged, that every feature answers "so what?", that every CTA points to the same action and starts with a verb, that sentences are short and in the second person, and that filler such as "seamless" or "revolutionary" is gone. A worked example builds a page for a physical therapy scheduling tool.

Summarizes the skill at b2267d9.

npx skills add https://github.com/onewave-ai/claude-skills --skill landing-page-copywriter

skills.sh page Source on GitHub All skills from onewave-ai/claude-skills

Total Downloads: 6,600 on skills.sh, Nov 9, 2026
Repo stars: 421 onewave-ai/claude-skills
First seen: Jan 24, 2026 on skills.sh

Weekly Downloads

-60% over the 8 weeks to Nov 9

Weekly values

Week to	Installs
Sep 21	119
Sep 28	73
Oct 5	57
Oct 12	52
Oct 19	52
Oct 26	51
Nov 2	47
Nov 9	48

Category	category:marketing category:writing SEO, copy, conversion, social media and e-commerce. Articles, docs, internal comms, research write-ups and prose that doesn't read as generated.
Type	type:workflow A multi-step process the agent follows: interview, debug, run a TDD loop, review.
Effect	effect:none Adds no side effects of its own. It shapes how the agent thinks, writes or reviews. Guidelines and routers are always effect:none, even when the task they support edits code.
Needs	needs:none Instructions only. Works in any agent that supports skills.
Publisher	by:community Everyone else. Unverified vendor claims default to community.
Topics	copywriting conversion marketing

SKILL.md

From onewave-ai/claude-skills at b2267d9. Checked daily, last changed Nov 7, 2026.

Frontmatter

name: landing-page-copywriter
description: Writes conversion-focused landing page copy - headlines, subheads, value propositions, feature and benefit blocks, social proof, FAQs, and CTA button text - using PAS, AIDA, or StoryBrand. Use when the user wants words for a landing page, sales page, product or pricing page, waitlist page, homepage hero, or ad-to-page flow, including rewriting weak copy, generating headline or CTA variants for A/B tests, or turning a product description into page sections. Use landing-page-optimizer instead for auditing an existing page's performance, and a frontend skill for building the page itself.

Landing Page Copywriter

Write landing page copy that makes one reader take one action. The copy is the deliverable; layout and code are out of scope unless asked.

Workflow

Build the brief. Pull these from the conversation, attached docs, or the product's existing site before asking anything. Ask only for what is missing and blocking:
- Product and the one action the page drives (buy, book, sign up, join waitlist)
- Who lands here and where they came from (ad, search, email, referral) - this sets how much context the hero must carry
- The problem in the reader's words, and what they use today instead
- The real differentiator versus that alternative
- Proof that actually exists: numbers, named customers, reviews, guarantees
Write the message hierarchy before any sections. One sentence each:
- Promise: the outcome the reader gets
- Mechanism: why this product delivers it when alternatives do not
- Proof: the strongest real evidence
- Action: the CTA and what happens right after clicking
If you cannot fill one of these, flag the gap instead of papering over it. Every section below expands one of these four lines.
Pick the framework from the reader's awareness:
- Reader feels the pain but has not looked for fixes: PAS
- Reader is comparing options or cold from an ad: AIDA
- Brand-led, story-heavy, or services business: StoryBrand
Section-by-section guidance for each framework is in references/frameworks.md.
Draft the page in the order hero, problem, solution/features, how it works, proof, pricing (if relevant), FAQ, final CTA. Cut sections the product does not need; a waitlist page may be hero + three benefits + CTA.
Write variants where they matter: 3 headline options (different angles: outcome, pain, mechanism) and 2 CTA options. Say which you would test first and why.
Run the checks below, fix what fails, then deliver using references/output-template.md.

Checks before delivering

No invented proof. Never make up testimonials, customer names, logos, user counts, or percentages. Use a labeled placeholder like [TESTIMONIAL: ops lead at a customer, quote about time saved] and list every placeholder at the end.
Headline test. Could a competitor paste your headline onto their page unchanged? If yes, it is too generic. Anchor it to the mechanism or a specific outcome.
Benefit test. Every feature line answers "so what?" for the reader. "Real-time sync" becomes "Your team sees the same numbers, no more version-hunting."
One primary action. Every CTA on the page points to the same action. Secondary links (docs, pricing) stay visually secondary in your notes.
CTA text starts with a verb and names the outcome ("Get my audit", "Start free trial"). Never "Submit" or "Click here". State friction reducers under it when true ("No card required").
Urgency only if real. Deadlines, limited seats, and price changes must be true. Fake scarcity costs trust; omit urgency instead.
Reading level. Short sentences, second person, present tense. Read the hero aloud; if it takes more than one breath, cut it.
Voice. Match the brand voice from any existing copy the user shared. If none, default to plain and direct over hype. Drop filler adjectives (revolutionary, seamless, cutting-edge, unlock, elevate).

Worked example

Brief: scheduling tool for independent physical therapy clinics; action is "book a demo"; readers come from a Google search for "PT clinic no-show software"; proof is one clinic that cut no-shows from 18% to 7%.

Message hierarchy:

Promise: fewer empty appointment slots
Mechanism: two-way text reminders that let patients reschedule in one tap instead of silently skipping
Proof: one clinic went from 18% to 7% no-shows in 60 days
Action: book a 20-minute demo

Hero (PAS, since searchers already feel the pain):

Headline: "Stop losing a fifth of your schedule to no-shows"
Subhead: "Patients reschedule by text in one tap, so the slot gets refilled instead of sitting empty."
CTA: "Book a 20-minute demo" / under it: "See it with your own calendar"
Proof line: "One clinic cut no-shows from 18% to 7% in 60 days" (real, from the brief)

Note what it avoids: no "revolutionary", no invented clinic count, and the headline only works for this product.

Common failure modes

Writing sections before the message hierarchy, which produces a page of disconnected claims.
Opening the hero with the product name or category ("Acme is an AI-powered platform...") instead of the reader's outcome.
An FAQ full of softballs. FAQ entries should answer the real objections: price, switching cost, setup time, security, "will this work for my case".
Treating every page as long-form. Match length to price and risk: a free signup needs less persuasion than a five-figure contract.