Landing Page

1---
2name: launch-landing-page
3description: >
4  Plan, write, build or audit a landing page or home page that turns a small business's
5  visitors into calls, bookings and leads. Use this skill for landing pages, home pages,
6  service pages, ad landing pages and offer pages, and when the user mentions conversion rate,
7  "the site gets traffic but no leads", hero section, call to action, social proof, message
8  match, or page structure.
9---
10
11# Landing Page: One Page, One Offer, One Action
12
13**RULE: Each page has one main action. Every section either moves the visitor toward that
14action or answers a reason not to take it. Cut everything else.**
15
16Small business visitors arrive with a job to get done ("fix my leak", "book a cleaning").
17They decide in seconds whether this business can do it, nearby, soon, at a fair price. The
18page must answer those questions before it says anything about the business itself.
19
20## 1. Decide before you write
21
22Write these down first. If the owner cannot answer, the page cannot convert.
23
24| Question | Example |
25|---|---|
26| Who is the visitor? | A homeowner in Charleston with a leaking water heater |
27| Where do they come from? | Google search, the Business Profile, a Facebook ad |
28| What is the one action? | Call now, or request a quote |
29| What do they get? | A plumber at the door today, with a fixed price before work starts |
30| Why this business? | Licensed, 4.9 stars from 380 reviews, 2-hour arrival window |
31| What stops them? | Price uncertainty, trust, availability |
32
33**Message match:** the headline repeats the promise of the ad, search or post that sent the
34visitor. A visitor who clicked "same-day water heater repair" and lands on "Welcome to Harbor
35Plumbing" leaves.
36
37## 2. Structure
38
39Above the fold, on a phone, the visitor sees:
40
411. **Headline:** the outcome, for whom, where. "Same-day water heater repair in Charleston."
42   Under about 10 words.
432. **Subhead:** how, and the strongest proof. "Licensed plumbers, fixed price before we start,
44   4.9 stars from 380 neighbors."
453. **Primary action** (button) and the **phone number** as a `tel:` link.
464. **Trust strip:** rating and review count, license or certification, years in business.
47
48Then, in this order, keeping only the sections the business can support with real content:
49
505. **The problem and the outcome,** in the customer's words.
516. **How it works,** in 3 steps (book, we arrive, it's fixed).
527. **Proof:** reviews with first names, towns and dates; photos of real jobs; before and after.
538. **Offer details and price guidance:** "From $X" or what affects the price. Silence on
54   price makes people assume it is high.
559. **FAQ** that answers the real objections (cost, timing, warranty, area served).
5610. **Final call to action,** repeating the main action.
57
58## 3. Copy rules
59
60- Lead with the customer's outcome, not the business's history. "You" more than "we".