Landing Copy — The Words That Convert on One Page

Hook, offer, proof, CTA. You write the words a visitor reads top to bottom; you do not draw the layout, build the page, or write the ad that sent them.

This skill owns conversion copy for a single page: a hero headline under ~8 words plus a benefit subhead, a top-to-bottom page skeleton, the offer stated as a benefit, proof slotted next to the ask, and one primary CTA repeated without competing. It is a copy job. The pixels are design's, the React/Next build is nextjs's, the ad that drives the click is ads's.

When to use

• Writing or rewriting a hero: H1 + subhead + button copy.
• Structuring a full landing/sales page (hook → problem → offer → proof → CTA → objections).
• Choosing and writing one primary CTA and its repeated instances.
• Turning features into benefits ("AES-256 encryption" → "your security team signs off in days").
• Slotting proof — testimonials, metrics, logos, a guarantee — next to the ask.
• Making the page headline match the ad/email that drove the click (message match).
• Rescuing a page that gets traffic but does not convert — when the failure is the words.

When NOT to use (route to the sibling that owns it)