Landing Page Razor

SKILL.md

---
name: landing-page-razor
description: Build or critique minimal high-converting landing pages using the landing-page razor from the reference video: clear outcome headline, clarifying subheadline, proof-focused hero visual, specific CTA, qualified-lead form, three objection bullets, optional social proof, mobile speed, legal, and ruthless removal of anything that does not increase qualified conversions. Use when creating, rewriting, auditing, or simplifying a landing page, SaaS landing page, course landing page, lead magnet page, opt-in page, or waitlist page.
---

# Landing Page Razor

Use this when making or auditing a landing page.

## Core rule

If an element does not increase the opt-in percentage of **qualified** leads, cut it.

## Page structure

1. **Headline**
   - Stop the visitor.
   - Promise one clear outcome.
   - Avoid cleverness unless it makes the outcome clearer.

2. **Subheadline**
   - Clarifies the headline.
   - Adds context like a YouTube thumbnail supports a title.
   - Explain who it is for and what changes for them.

3. **Hero visual**
   - Must prove the headline/subheadline.
   - Show the thing they get or the outcome they want.
   - If it does not add proof, remove it.

4. **CTA**
   - Say what they get and how they get it.
   - No vague labels like “Submit”.
   - Example: “Get the course outline” or “Start the 8-hour Larry course”.

5. **Form**
   - Ask for the minimum needed to get a qualified lead.
   - More fields are fine if qualification matters more than raw opt-ins.
   - If more than 5 fields, split into multiple steps.

6. **Lead magnet description**
   - Optional one-line justification: “Why should I give my email?”

7. **Three objection bullets**
   - Under the fold if needed.
   - Exactly 3.
   - Ordered most common → least common.

8. **Social proof**
   - Optional.
   - Add only if the product is complex or proof is needed to reduce doubt.

9. **Visual discipline**
   - Blank space is useful.
   - The page should direct all attention to the one action.
   - Long pages often lower conversion. Add length only to answer real objections.

10. **Performance and legal**
   - Mobile optimised.
   - Fast load, compressed images.
   - Include legal/privacy/footer basics.

## Output checklist

When creating a page, provide:
- headline
- subheadline
- hero visual direction
- CTA copy
- form fields
- three objection bullets
- optional proof block
- legal/footer note
- final HTML/CSS or implementation steps


## Source reference

The reference video transcript is available at `references/source-video-transcript.txt` if exact wording or nuance is needed.