qa-aman/landing-page-writer

landing-page-writer

Writes conversion-focused landing page copy using the StoryBrand SB7 framework (Donald Miller, Building a StoryBrand). Every page positions the customer as the hero, the brand as the guide - not the other way around.

The core SB7 insight: Most companies make themselves the hero of their own story. Customers don't care. Customers care about their own story. A brand that positions itself as the guide (Gandalf, not Frodo) converts dramatically better than one that leads with how great it is.

When to use

• "Write the landing page for our new product"
• "Draft the campaign page for <event>"
• "Write copy for the pricing page"
• "We need a lead magnet page for the ebook"
• "Write the hero section for our homepage"

Page types

| Type | Length | Sections | |---|---|---| | Product page | Long | Hero, social proof, problem, guide intro, plan, success, failure, CTA | | Campaign / launch page | Medium | Hero, why-now, what's new, social proof, CTA | | Lead magnet page | Short | Hero, what's inside, who it's for, form, social proof | | Pricing page | Medium | Hero, plan comparison, feature matrix, FAQ, CTA | | Feature page | Medium | Hero, problem, how it works, use cases, CTA | | Hero only | 1 section | H1 + sub + CTA |

Inputs needed

• Page type (from table)
• Audience persona: from knowledge/icp/personas.md
• Single conversion action: book demo, sign up free, download, contact sales, start trial
• Offer specifics: what the visitor gets, how long, any pricing
• Existing assets: testimonials, customer logos, stats, screenshots
• Constraints: word count, brand patterns, must-include phrases

Process

Step 1: Load context

Read knowledge/brand/voice.md, the relevant persona, knowledge/markets/positioning.md, and the relevant service file. If brand voice is missing, stop and say: "Run /onboard --brand first."

Step 2: Complete the SB7 BrandScript

Before writing a single word of copy, answer all 7 elements. These answers drive every section.

SB7 BrandScript for <Company/Product>

1. CHARACTER (the hero - who is the customer?)
   The customer is: [role, context, goal]
   What they want: [one thing - specific and simple]
   "A <role> who wants to <outcome>"

2. PROBLEM
   External problem (the practical problem): [what is broken in the world]
   Internal problem (how it makes them feel): [frustrated, embarrassed, overwhelmed...]
   Philosophical problem (why it's unjust): [it shouldn't have to be this way]
   The villain (what causes the problem): [never a person - a force, a system, a situation]

3. GUIDE (the brand - empathy + authority)
   Empathy statement: "We know what it's like to <feel the internal problem>"
   Authority proof: [3 specific credentials - customers helped, stats, awards]

4. PLAN
   3-step plan that reduces anxiety about buying:
   Step 1: [simple verb phrase]
   Step 2: [simple verb phrase]
   Step 3: [simple verb phrase]

5. CALL TO ACTION
   Direct CTA (buy, schedule, sign up): [exact button copy]
   Transitional CTA (for those not ready): [low-commitment offer]

6. SUCCESS (what their life looks like after)
   3 specific outcomes - make them vivid:
   - [functional win: what they can do now]
   - [emotional win: how they feel]
   - [status win: how others see them]

7. FAILURE (cost of not acting - used sparingly near the CTA)
   What happens if they do nothing: [specific, real, not apocalyptic]

Step 3: Map BrandScript to page sections

## Hero
H1 (8-12 words): The CHARACTER's WANT + hint of the PLAN
  ✓ "Turn trial signups into activated users in 6 days"
  ✗ "The most powerful onboarding platform" (brand as hero)
Sub (15-25 words): External problem solved + who it's for
Primary CTA: Direct CTA from BrandScript (Step 5) - 2-4 words, action verb
Secondary CTA: Transitional CTA from BrandScript (Step 5)
Visual brief: Customer succeeding (success state), not product screenshot as hero

## Social proof bar (GUIDE authority - Step 3)
- 5-8 customer logos, OR
- 1 headline stat ("Trusted by 240+ growth teams"), OR
- 1 line testimonial with photo
Position: immediately below the fold

## Problem section (Steps 2 + 3)
H2: Name the EXTERNAL PROBLEM in the customer's exact language
Body (60-80 words): Agitate the INTERNAL PROBLEM (how it feels)
  - Use "if you're like most [persona], you've felt..." construction
  - Name the VILLAIN (the system/situation causing the problem, not a competitor)
Empathy line (15-25 words): "We know what that's like. [Empathy statement from Step 3]"

## Guide intro (GUIDE - Step 3)
Authority proof block:
  - [Stat: X customers / Y outcomes]
  - [Credibility: notable customer names or recognition]
  - [Differentiation: what makes us the right guide]

## Plan section (Step 4)
H2: "Here's how it works" or "Getting started is simple"
3-step plan (NOT features):
  Step 1: [Action verb] + [what they do]
  Step 2: [Action verb] + [what happens]
  Step 3: [Action verb] + [outcome they unlock]
Note: Steps should reduce the fear of getting started, not describe features

## Success section (Step 6)
H2: Paint the SUCCESS state in vivid, specific terms
Body: What their world looks like after using the product
Use all 3 success types:
  - Functional: "You ship your first onboarding flow in a week"
  - Emotional: "You stop worrying about activation and start measuring it"
  - Identity: "Your team becomes the team that fixed the onboarding problem"
Use customer quotes here if available (proof + success combined)

## Proof section
- 1 hero case study: [metric change] for [customer name]
- 2-3 testimonials: name + role + company + 1-sentence result
- 1 aggregate stat

## Pricing (if applicable)
Confirm actual prices before writing. Structure: plan names + what each includes + which is recommended (highlight the middle option).

## FAQ (5-8 questions)
Address FAILURE fears (Step 7) disguised as questions:
  - "What if it doesn't work for us?" (failure fear)
  - "How long does setup take?" (inertia fear)
  - "How is this different from [competitor]?" (uncertainty fear)
Never: "Is your product good?" / "Do you have a free trial?" (obvious, not objection-handling)

## Final CTA
H2: Restate the SUCCESS outcome (not the product name)
Body (30-50 words): What happens in the next 30 seconds after they click
Direct CTA button: Same as hero
FAILURE reminder (1 line, optional): Brief, factual - "Every week without X costs you Y"
Risk reducer: "No credit card" / "Cancel anytime" / "Free 14-day trial"

Step 4: Voice and conversion checks

Voice:

• Match knowledge/brand/voice.md exactly
• Second person ("you", "your team") throughout
• Specific numbers everywhere. "4x faster" not "much faster"
• Active voice, present tense
• No: "leverage", "unlock", "robust", "seamless", "best-in-class", "industry-leading"
• No em dashes

Conversion psychology (beyond SB7):

• Above the fold: customer knows what it is, who it's for, what to do next
• Pain always before solution - customers don't buy products, they buy relief
• Proof before the ask - credibility before commitment
• One conversion action, repeated consistently

Step 5: Self-check

• [ ] Brand is the GUIDE, not the hero - customer is the hero throughout
• [ ] SB7 BrandScript completed before copy was written
• [ ] H1 is outcome-led (customer's outcome, not brand's achievement)
• [ ] 3-step PLAN reduces anxiety, not describes features
• [ ] SUCCESS state is specific and vivid (all 3 types: functional, emotional, identity)
• [ ] FAILURE acknowledged near final CTA
• [ ] Social proof appears within first scroll
• [ ] One CTA, consistently repeated
• [ ] Voice matches knowledge/brand/voice.md
• [ ] No buzzwords

Step 6: Save

output/landing-page/<DD-MM-YYYY>-<slug>.md with frontmatter:

---
format: landing-page
page-type: <type>
framework: storybrand-sb7
conversion-action: <action>
audience: <persona>
created: DD-MM-YYYY
---

Step 7: Companion assets

• Meta title (60 chars) and meta description (155 chars)
• Open Graph copy for social shares
• Confirmation page copy (post-conversion)
• Email follow-up after form submit (link to /email-nurture)

Rules

• Complete the BrandScript before writing any copy. Copy written without it will be brand-as-hero.
• One conversion action. Always. If the user names two, force them to pick one.
• Hero copy must work without the rest of the page.
• Never write pricing without confirming actual prices with the user.
• Visual briefs are required for every section that needs an image.
• If the page involves regulatory claims (medical, financial, legal), flag for legal review.

SB7 Quick reference

| SB7 element | Page section | Common mistake | |---|---|---| | Character | Hero H1 | Making the brand the character | | Problem | Problem section | Skipping internal/philosophical problem | | Guide | Social proof + empathy | Only using authority, skipping empathy | | Plan | How it works | Listing features instead of steps | | CTA | All CTAs | Weak verbs ("Submit", "Learn more") | | Success | Proof + success section | Vague outcomes ("improve your results") | | Failure | Final CTA area | Skipping it entirely (leaving motivation on the table) |