Landing Page Copy Improver

What this skill does

This skill reviews and rewrites landing page copy to make it more compelling, clear, and conversion-focused. It identifies common copy problems — vague headlines, feature-focused (instead of benefit-focused) language, weak CTAs, missing social proof hooks, and buried value propositions — then rewrites each section following proven copywriting principles. The output is improved copy ready to test.

Use this when you're launching a new product, when your landing page isn't converting, when you're getting feedback that your copy is "boring" or "unclear," or when you want a second opinion on messaging before running paid ads.

How to use

Claude Code / Cline

Copy this file to .agents/skills/landing-page-copy-improver/SKILL.md in your project root.

Then ask:

• "Use the Landing Page Copy Improver skill to review and rewrite this landing page copy: [paste copy]."
• "Improve the hero section of our landing page using the Landing Page Copy Improver skill."

Provide the existing copy — hero headline and subheadline at minimum, the full page if possible. Also share:

• Target audience
• The main benefit or value proposition
• Any copy you feel is working and don't want changed

Cursor

Add the instructions below to your .cursorrules or paste them into the Cursor AI pane. Then paste the copy you want improved.

Codex

Paste the existing copy and audience context. Ask Codex to follow the instructions below to produce the rewrite.

The Prompt / Instructions for the Agent

When asked to improve landing page copy, follow these steps:

Step 1 — Audit the existing copy

Identify every instance of these common copy problems:

Weak headline

• Features instead of benefits ("We offer 256-bit encryption" vs "Your data stays private, always")
• Company-centric language ("We built a platform for..." instead of "You can now...")
• Vague value claims ("The best solution for your business")
• Missing the audience ("A tool for teams" — which teams? doing what?)

Buried value proposition

• The key benefit appears in paragraph 3 instead of the headline
• The visitor has to read 200 words before understanding what the product does

Feature lists without benefit translation

• "99.9% uptime SLA" — so what? → "Your site stays up even during traffic spikes"
• "Multi-region deployment" — so what? → "Fast load times for users anywhere in the world"

Weak calls to action

• Generic CTAs: "Submit", "Click here", "Learn more"
• No urgency or specificity
• No clarity about what happens after clicking

Missing specificity

• Vague claims: "saves you time", "improves productivity", "easy to use"
• No numbers, no concrete outcomes, no named results

Passive or complex language

• Long sentences with multiple clauses
• Jargon the audience doesn't use
• Passive voice: "files are processed by our system" → "we process your files"

Step 2 — Identify the core message

Before rewriting, distill:

• Who is this for? (Be specific: "solo developers who hate writing Terraform by hand")
• What does it do? (One sentence, concrete action)
• What is the #1 benefit? (The single most compelling reason to use it)
• What is the evidence / proof? (Numbers, customer names, results)

Step 3 — Rewrite each section

Apply these rules to every section:

Headlines: Lead with the outcome or transformation. Structure: [Audience] + [Achieves / Gets / No longer has to deal with] + [Specific outcome]. E.g.: "Ship production-ready APIs in half the time."

Subheadlines: Support the headline with one more specific detail or proof point. No jargon.

Feature → Benefit translations: For every feature, ask "so what does that mean for the user?" Write the answer, not the feature.

CTAs: Make them action + outcome specific. "Start free trial" > "Get started". "See how it works" > "Watch demo". "Get your free audit" > "Learn more".

Body copy: Short sentences. Max 20 words per sentence as a target. One idea per paragraph.

Step 4 — Format the output

Provide:

1. Critique — A bullet-point list of the main issues found in the original copy

1. Rewritten copy — The full improved copy, clearly sectioned

1. Key changes explained — A short note on the most important changes and why they should improve performance

Example

Input to Agent:

"Use the Landing Page Copy Improver skill.

>

Audience: small business owners

>

Original copy: Headline: Enterprise-grade accounting software for the modern business Subheadline: Our platform provides a comprehensive suite of tools for financial management and reporting. Features section: Automated reconciliation | Multi-currency support | Role-based access control | API integrations CTA: Get Started"

Output from Agent:

## Critique

>

- Headline is company/feature-focused ("enterprise-grade", "modern business") — tells small business owners nothing about their life after using this product - Subheadline is a generic filler sentence — "comprehensive suite" and "financial management" could describe any accounting tool - Features list is raw features with no benefit translation — "automated reconciliation" means nothing to a small business owner who just wants to stop spending Sundays on bookkeeping - CTA "Get Started" is generic — no specificity about what happens next or what the visitor gets

>

---

>

## Rewritten Copy

>

Headline: Stop doing your books by hand. Get back to running your business.

>

Subheadline: [Product name] automatically handles reconciliation, invoices, and tax prep — so you can close your books in minutes, not hours.

>

Features → Benefits - Your transactions match themselves — no more manual reconciliation at month end - Invoice and get paid in any currency — no extra setup, no conversion headaches - Share access with your accountant without handing over your login - Connects to the tools you already use: Stripe, Shopify, PayPal, and more

>

CTA: Try it free for 14 days — no credit card needed

>

---

>

## Key Changes

>

- Headline now speaks directly to the pain (manual bookkeeping) and the outcome (time back) - Each feature is rewritten as a concrete user benefit in plain language - CTA now specifies what the user gets (14-day free trial) and removes the biggest friction point (credit card)

Notes

• Always get clarity on the target audience before rewriting — "small business owners" and "enterprise CFOs" need completely different copy for the same product.
• Don't change copy the user explicitly marks as working or non-negotiable.
• Provide at least 2–3 headline options when rewriting the hero — headlines benefit most from A/B testing.