landing-page-brief

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---
name: landing-page-brief
description: >-
  Use when the user wants to plan or spec a landing page before building it —
  structure, copy, sections, and conversion elements. Also use when the user
  mentions landing page brief, page wireframe, "what should go on this page",
  page outline, or wants a build-ready spec for a designer, developer, or page
  builder. Produces a section-by-section brief with copy direction and CTAs.
license: MIT
metadata:
  publisher: AAJ
  slug: landing-page-brief
  category: Conversion & Web
  phase: Execute
  difficulty: Starter
  version: 1.0.0
  agents: [Claude Code, Cursor, OpenAI Codex, Windsurf, Cline]
  inputs: The offer, target audience, conversion goal, key benefits/proof, and the primary competitive alternative
  outputs: A section-by-section landing page brief with copy direction, CTAs, proof placement, and SEO/GEO notes
  related_aaj:
    - https://aajconsult.com/tools/webgen-ai
  related: [positioning-statement, website-conversion-audit, geo-content-optimization]
  tags: [landing-page, brief, wireframe, conversion, copy, web]
---

# Landing Page Brief

Turn an offer into a build-ready landing page spec — the sections, the message in each, the proof, and the CTAs — so a designer, developer, or page builder can execute without guessing. A good brief decides the page's job and the order of persuasion before a single pixel is placed.

## When to use

The user is about to build (or rebuild) a landing page and needs the structure and copy direction first.

## Before you start

1. **Read the brand/product context** (`.agents/product-marketing.md` / `.agents/aaj-brand.md`) and reuse the positioning if it exists; otherwise pull it from the `positioning-statement` skill.
2. **Lock the page's one job** — the single conversion goal (signup, demo, purchase, lead) — and the one audience it speaks to.
3. **Gather** the core benefit, supporting benefits, proof (data, testimonials, logos), objections to overcome, and the competitive alternative.

## Workflow

1. **Define the through-line:** the single promise the whole page makes, derived from positioning.
2. **Lay out the sections** in persuasion order using the template in `resources/brief-template.md` (hero → proof → how it works → benefits → objection handling → final CTA).
3. **Write copy direction** for each section — the message and angle, not necessarily final words — plus the specific CTA.
4. **Place proof deliberately** near the claims it supports and the points of hesitation.
5. **Add conversion + SEO/GEO notes:** one primary action, minimal form, and the page's title/meta, answer-first intro, and schema (hand to the `geo-content-optimization` skill if the page must rank/be cited).

## Present the result

Deliver the section-by-section brief (section, purpose, message/copy direction, proof, CTA), the single primary CTA, and the SEO/GEO notes — ready to hand to a builder.

## Guardrails & common mistakes

- **One job per page.** A page that tries to do everything converts no one.
- **Lead with the outcome**, not the feature list or the company story.
- **Match message to traffic source.** A page for a specific ad should echo that ad's promise.
- **Don't bury proof.** Put it where doubt arises, not only at the bottom.
- **Minimize the ask.** Every extra field and every secondary CTA costs conversion.

## Related AAJ resources

- Interactive tool: https://aajconsult.com/tools/webgen-ai

## Related skills

`positioning-statement` (the through-line) · `copywriting` (final copy) · `website-conversion-audit` (grade it once built) · `ab-test-significance` (test variants).

## Credits

Original AAJ skill. The Agent Skills format and Corey Haines' `coreyhaines31/marketingskills` (MIT) were references for structure and coverage; this skill is independently written. See the repository README.