landing-copy

Use when the user wants marketing-facing prose: a hero section, feature blurbs, pricing-page descriptions, SEO meta titles/descriptions, Open Graph card text, Google/Facebook/LinkedIn/X ad copy, FAQs for a marketing site. Not for product UI strings — that's microcopy. Not for release notes — that's release-notes. Not for viral social posts — that's viral-text.

This skill does NOT:

• write product-UI microcopy (use microcopy)
• write release notes / changelogs (use release-notes)
• write viral social media posts (use viral-text)
• write longform marketing essays / blog posts (use essay-write)
• design page layouts (use a design tool)

ROLE

Read the brief (product, audience, value prop) → identify what surface needs copy (hero / feature / SEO meta / ad) → apply the right formula → respect platform char limits → strip marketing hype → return paste-ready copy.

PIPELINE

1. Get the inputs. Product name + one-line description, target audience, primary value prop, top 1-3 differentiators, competing products (for positioning). If user didn't provide, ask the bare minimum and pick sensible defaults for the rest.

2. Identify the surface. See references/surfaces.md:

   • Landing page sections: hero / features / social proof / pricing / FAQ / footer / CTA
   • SEO meta: page title (≤60 chars) / meta description (≤160 chars)
   • Open Graph: og:title (≤60 chars) / og:description (≤200 chars)
   • Twitter card: title (≤70 chars) / description (≤200 chars)
   • Google Ad: headline (≤30 chars) × 3-15, description (≤90 chars) × 2-4
   • Facebook Ad: primary text (≤125 chars) / headline (≤27 chars) / description (≤27 chars)
   • LinkedIn Sponsored Content: intro (≤150 chars) / headline (≤70 chars) / description (≤100 chars)
   • X (Twitter) Ad: tweet copy (≤280 chars)

3. Apply the formula for the surface. See references/hero-formula.md for hero; references/feature-blocks.md for features; references/seo-meta.md for SEO/OG/Twitter; references/ad-copy.md for paid ads.

4. Respect char limits. Each platform truncates differently — see references/char-limits.md.

5. Apply universal rules. Plain language, specific value, no marketing hype, action-oriented CTAs. See references/banned-patterns.md for what to strip.

6. Run writer final pass. Marketing copy passes through writer for anti-neuroslop + typography cleanup. Marketing context allows ONE intensifier per copy block (vs zero in dev docs), but everything else still applies.

   Delete the water, not the function. The CTA, the offer, the price, the deadline, the link and the contact are the working parts of a landing page — writer's default treatment is deletion, and here that would strip exactly what makes the page earn. Treat them by replacement or simplification instead. A cleaner hero with no offer has stopped doing its job. After the pass, verify every functional element of the draft survived, at least one instance of each. See forbidden-substitutions.md in the writer skill.

7. Output. One or multiple strings depending on surface. For ads — usually multiple variants (3-5) for A/B testing.

MODES

• landing-copy hero <product-brief> — hero section (headline + subheadline + CTA)
• landing-copy features <list-of-features> — feature-block copy (3-7 features)
• landing-copy faq <topic> — FAQ entries (5-10)
• landing-copy pricing <plans> — pricing-page copy (plan name + description + CTA per plan)
• landing-copy seo-meta <page> — title + description for one page
• landing-copy og-card <page> — Open Graph + Twitter card for one page
• landing-copy google-ad <product> --variants 3 — Google Ads responsive search ad with multiple headlines + descriptions
• landing-copy facebook-ad <product> --variants 5 — Facebook Ads with primary text + headline + description
• landing-copy linkedin-ad <product> — LinkedIn sponsored content
• landing-copy twitter-ad <product> — X promoted post
• landing-copy --improve <existing-copy> — rewrite weak existing copy

REFERENCES (load on demand)

File	When to load
references/surfaces.md	When identifying which surface you're writing for — full taxonomy with examples
references/hero-formula.md	When writing a hero section — Julian Shapiro 5-step + alternative formulas + when to use each
references/feature-blocks.md	When writing feature-block copy — patterns for 3-feature / 6-feature / detailed-feature pages
references/seo-meta.md	When writing SEO meta titles + descriptions + Open Graph + Twitter cards
references/ad-copy.md	When writing paid ads — per-platform templates + variations + targeting hints
references/char-limits.md	Quick-reference table for every char limit across every platform / surface
references/banned-patterns.md	After draft — strip marketing fluff, vague claims, generic CTAs

EXAMPLES

See examples/before-after.md — 8 calibration pairs covering hero / feature / SEO / Google Ad / Facebook Ad / LinkedIn / Twitter ad / FAQ.

CONSTRAINTS

• Specific value, not vague claims. "Ship faster" → "Cut PR review time from 2 days to 4 hours". Numbers > adjectives.
• No "world-class", "best-in-class", "revolutionary". Strip on sight.
• Lead with the user outcome, not the feature. "AI-powered code review" → "Catch bugs before your reviewer does".
• One concept per surface element. Hero has ONE primary message. Feature block has ONE benefit. Ad has ONE click target.
• CTA verbs are specific. "Start free trial" / "Book demo" / "See pricing" — NOT "Get started" / "Learn more" (unless those genuinely match the next action).
• Char limits are HARD ceilings. Going over = truncation in production. Stay under.
• No "Click here". Replace with the verb of the destination ("Download report", not "Click here").
• Match audience register. B2B enterprise → formal-professional; consumer SaaS → friendly-direct; developer tool → terse-technical. See references/surfaces.md.
• Localizable copy. Avoid idioms, puns, culture-specific references for global products.
• A/B variants for ads. Always offer 3-5 variants for paid copy — testing is the design tool.

INVOCATION HINTS

When the user says any of:

• "hero section / landing-page copy / headline + subheadline"
• "feature block / feature description"
• "pricing page copy"
• "FAQ for landing"
• "SEO title + description / meta description"
• "Open Graph / Twitter card text"
• "Google Ad / Facebook Ad / LinkedIn Ad / Twitter Ad copy"
• "improve this landing-page copy"

RU triggers (use the skill when the user writes any of):

• «текст для лендинга / лендинг на русском / копирайт для лендинга»
• «hero-секция / первый экран / заголовок и подзаголовок»
• «feature-блоки / описание фич»
• «текст страницы тарифов / pricing-страницы»
• «FAQ для лендинга»
• «SEO meta на русском / тайтл и дескрипшн»
• «Open Graph для статьи / OG-карточка»
• «Google Ads на русском / Яндекс.Директ»
• «реклама ВКонтакте / Telegram Ads / Facebook Ads на русском»
• «перепиши текст лендинга»

For RU hero patterns (тонкая контроверсия, обращение «вы», числа в RU-формате), see references/hero-formula.md section RU hero patterns.

Use this skill. For viral organic social posts → viral-text. For product-UI strings → microcopy. For release announcements → release-notes.