landing-page-guide-v2

SKILL.md

Landing Page Guide V2

Overview

This skill enables creation of distinctive, high-converting landing pages that combine:

Proven Conversion Framework: 11 essential elements from DESIGNNAS for high conversion rates

Exceptional Design Quality: Bold aesthetic choices that create unforgettable brand experiences

Production-Ready Code: Next.js 14+ with ShadCN UI, TypeScript, and performance optimization

Philosophy: A landing page must convert visitors AND make them remember your brand. Generic, template-looking pages fail at both. This skill ensures your landing pages are functionally effective and visually extraordinary.

When to Use This Skill
Use this skill when users request:

Creation of landing pages, marketing pages, or product pages

Next.js or React-based promotional websites

Pages that need to convert visitors into customers AND stand out visually

Professional marketing pages with exceptional design quality

Landing pages that avoid generic "template" aesthetics

Brand experiences that are both conversion-optimized and memorable

Design Thinking: Before You Code

Before implementing any landing page, commit to a BOLD aesthetic direction that aligns with the brand and product:

1. Understand Context

Purpose: What problem does this product solve? Who is the target audience?

Brand Personality: Is this brand playful, professional, luxury, minimalist, bold, technical?

Industry: What visual language does this industry expect (or should we break)?

Differentiation: What makes this brand unforgettable? What's the ONE thing visitors will remember?

2. Choose an Aesthetic Direction

Pick an extreme direction and commit fully. Examples:

Minimalist & Refined

Brutally clean layouts, generous whitespace

Sophisticated typography with large scale contrasts

Monochromatic or limited color palette (2-3 colors max)

Subtle micro-interactions, elegant transitions

Examples: Luxury products, professional services, premium SaaS

Bold & Maximalist

Rich, complex visual layers

Dynamic animations and scroll effects

Gradient meshes, textures, and overlapping elements

Vibrant color palettes with high contrast

Examples: Creative agencies, entertainment, youth brands

Retro-Futuristic

Nostalgic elements with modern execution

Geometric patterns, neon accents

Glitch effects, scanlines, grain textures

Monospace or display fonts with character

Examples: Gaming, tech startups, creative tools

Organic & Natural

Soft, flowing shapes and gradients

Nature-inspired colors (earth tones, pastels)

Smooth animations mimicking natural motion

Rounded corners, soft shadows

Examples: Wellness, sustainability, food

Editorial & Magazine

Strong typographic hierarchy

Grid-breaking asymmetric layouts

Large, impactful imagery

Bold use of whitespace and negative space

Examples: Content platforms, media, education

Brutalist & Raw

Unconventional layouts, intentional "ugly"

System fonts or deliberately basic typography

High contrast, limited color

Minimal or no animations

Examples: Art, fashion, anti-establishment brands

CRITICAL: Choose ONE clear direction. Bold maximalism and refined minimalism both work - the key is intentionality, not intensity. Execute your chosen direction with precision and consistency across all 11 elements.

3. Define Your Design System

Before coding, define these core decisions:

Typography Choices

Display Font: Choose something distinctive and memorable (NOT Inter, Roboto, Arial, or system fonts)

Consider: Space Grotesk, Clash Display, Cabinet Grotesk, Syne, DM Serif Display, Zodiak, Fraunces, Archivo Black, Unbounded, Outfit

Or use Google Fonts wisely: Playfair Display, Crimson Pro, Libre Baskerville, Epilogue, Plus Jakarta Sans

NEVER converge on common choices - vary fonts across different projects

Body Font: Refined, readable choice that complements display font

Consider: DM Sans, General Sans, Switzer, Geist, Manrope, Karla, Work Sans

Scale: Establish clear hierarchy (e.g., H1: 4rem → H2: 3rem → H3: 2rem → Body: 1rem)

Color Palette

Dominant Color: Your primary brand color (60% usage)

Accent Color: High-contrast color for CTAs (10% usage)

Neutral Palette: Grays or earth tones (30% usage)

Background Strategy: Solid, gradient, texture, or pattern?

Define as CSS variables for consistency

Motion Strategy

Page Load: Staggered reveals with animation-delay for hero elements

Scroll Interactions: Fade-ups, parallax, or scroll-triggered animations?

Hover States: Subtle scale, color shift, or dramatic transformations?

CTA Animations: How do buttons attract attention without being annoying?

Spatial Approach

Layout Style: Centered and symmetric? Asymmetric and dynamic? Grid-breaking?

Spacing System: Tight and dense? Generous and airy?

Section Flow: Traditional stacked? Diagonal? Overlapping?

The 11 Essential Elements Framework

Every effective landing page must include these 11 essential elements. These are based on DESIGNNAS's proven framework for high-converting landing pages.

Each element has TWO requirements:

Functional requirement (for conversion) - Must be included

Design excellence (for memorability) - Must be distinctive and beautiful

Element-by-Element Design Guide

1. URL with Keywords

Functional: SEO-optimized, descriptive URL structure
Design: N/A (SEO-focused)

2. Company Logo (Header)

Functional: Brand identity placed prominently (top-left)
Design Excellence:

Consider animated logo on page load

Sticky header with smooth scroll transitions

Logo mark variation for different scroll states

Header background: transparent → solid with backdrop blur

Navigation typography that matches your display font choice

3. SEO-Optimized Title and Subtitle (Hero)

Functional: Clear value proposition with keywords
Design Excellence:

Typography: Make this MASSIVE and unforgettable (4rem-6rem+)

Use your distinctive display font here

Consider gradient text, outlined text, or text shadows for impact

Animate title words with staggered fade-in (animation-delay)

Subtitle should be 50% the size of title, different weight or font

Add visual rhythm with line breaks and spacing

4. Primary CTA (Hero)

Functional: Main call-to-action button in hero section
Design Excellence:

Make it IMPOSSIBLE to miss: size, color contrast, position

Avoid boring rectangles: consider pill shapes, unique borders, or geometric shapes

Add micro-interactions: hover scale, shadow expansion, color shift

Consider dual CTAs with primary/secondary hierarchy

Entrance animation that draws the eye (delay after title)

Add visual cues: arrows, icons, or pulsing effects

5. Social Proof (Hero)

Functional: Reviews, ratings, user statistics
Design Excellence:

Numbers should be HUGE and animated on load (count-up effect)

Statistics cards with gradient backgrounds or subtle borders

Customer avatars in overlapping circles

Star ratings with custom styling (not default yellow stars)

"As featured in" logos with proper spacing and opacity treatment

Consider rotating testimonials or animated social proof carousel

6. Images or Videos (Media Section)

Functional: Visual demonstration of product/service
Design Excellence:

CRITICAL: Never use placeholder or generic images

Product screenshots with device mockups (laptop/phone frames)

Add depth: shadows, reflections, 3D tilt effects

Consider: Floating screenshots, parallax scroll effects, video backgrounds

Image reveal animations on scroll (fade-up, slide-in)

For videos: Custom play button design, ambient background glow

Grid layouts: Asymmetric, overlapping, or bento box style

7. Core Benefits/Features

Functional: 3-6 key advantages with icons
Design Excellence:

Icons: Custom designed or carefully selected (NOT generic line icons)

Consider: Gradient fills, animated icons on hover, 3D-style illustrations

Card design variations: glassmorphism, neumorphism, gradient borders, subtle shadows

Staggered animation as user scrolls to this section

Asymmetric layout instead of boring 3-column grid

Background elements: subtle patterns, gradients, or decorative shapes

Typography: Feature titles in your display font, bold and prominent

8. Customer Testimonials

Functional: 4-6 authentic reviews with photos
Design Excellence:

Photo treatment: Circular avatars with gradient borders or unique shapes

Card backgrounds: Subtle gradients, frosted glass, or elevated shadows

Quote marks: Oversized, decorative, or custom styled

Layout: Masonry grid, carousel, or staggered vertical

Rating stars: Custom colors matching brand palette

Hover effects: Lift up, expand, or glow

Customer names and titles: Refined typography

9. FAQ Section

Functional: 5-10 common questions with accordion UI
Design Excellence:

Accordion animations: Smooth expand/collapse with easing

Icons: Custom chevrons or plus/minus signs with rotation

Hover states on questions

Typography: Questions in bold or different font weight

Consider: Two-column layout on desktop, side-by-side Q&A pairs

Background: Subtle color shift from previous section

Spacing: Generous padding inside accordion items

10. Final CTA

Functional: Bottom call-to-action for second chance conversion
Design Excellence:

Make it a HERO moment: This is the last chance

Full-width section with dramatic background (gradient, pattern, or color)

CTA button even BIGGER than hero CTA

Add urgency: Countdown timers, limited spots, scarcity indicators

Surround with compelling copy and micro-benefits

Animation: Parallax background, floating elements, or scroll-triggered effects

Consider: Email input + button combo for newsletter/waitlist

11. Contact Information/Legal Pages (Footer)

Functional: Footer with complete information, legal links
Design Excellence:

Multi-column layout with clear information hierarchy

Social icons: Hover effects (color shift, scale, or rotate)

Newsletter signup: Styled input with inline button

Typography: Smaller but still readable (14-16px)

Background: Darker than body or distinct color

Separator from content: Subtle gradient line or decorative divider

Bottom bar: Copyright and legal links with proper spacing

Critical: All 11 elements must be included in every landing page. No exceptions.

For detailed explanations of each element, refer to references/11-essential-elements.md.

Design Aesthetics Guidelines

Typography Excellence

NEVER use generic fonts: Inter, Roboto, Arial, Helvetica, system-ui

Display fonts should be distinctive and memorable

Pair wisely: Display font for headings + refined body font for text

Scale dramatically: Create clear hierarchy with size jumps (not subtle differences)

Letter spacing: Adjust for display fonts (often needs tighter tracking)

Line height: Display = 1.1-1.2, Body = 1.6-1.8

Color & Visual Coherence

Define CSS variables for all colors (maintain consistency)

Dominant color should appear throughout (not just CTAs)

Accent colors must have sufficient contrast for accessibility (WCAG AA minimum)

Avoid: Purple gradients on white (overused AI aesthetic)

Backgrounds: Create atmosphere with gradients, meshes, patterns, or textures

Gradient meshes: Multi-color smooth gradients

Noise textures: Subtle grain for depth

Geometric patterns: Dots, lines, or shapes at low opacity

Layered transparencies: Overlapping colored sections

Motion & Animation

Page load: One well-orchestrated entrance with staggered reveals

Hero title words fade in sequentially (animation-delay: 0ms, 100ms, 200ms)

Subtitle follows (delay: 300ms)

CTA appears last (delay: 500ms) with emphasis

Scroll animations: Sections fade up as they enter viewport

Use Intersection Observer API or Framer Motion's scroll triggers

Cards stagger in (each with incremental delay)

Hover states: Surprise and delight

Buttons: Scale up, shadow expand, color shift

Cards: Lift effect with shadow

Images: Subtle zoom or parallax

Performance: Prefer CSS animations over JavaScript

Use transform and opacity (GPU-accelerated)

Avoid animating width, height, top, left

Spatial Composition & Layout

Break the grid: Don't default to centered, symmetric layouts

Asymmetry: One side larger text, other side visual

Overlapping elements: Layer sections for depth

Diagonal flow: Angled dividers between sections

Generous whitespace OR controlled density (pick one and commit)

Z-axis thinking: Use shadows, blur, and layering for depth

AVOID Generic AI Aesthetics

These patterns make landing pages look "AI-generated" and forgettable:

DON'T:

❌ Inter/Roboto/Arial fonts

❌ Purple gradients on white backgrounds

❌ Perfectly centered, symmetric layouts every time

❌ Generic line icons

❌ Default yellow star ratings

❌ Boring rectangular buttons with no personality

❌ White background with no visual interest

❌ Cookie-cutter three-column feature grids

❌ Stock photos of people pointing at laptops

DO:

✅ Choose distinctive fonts that match brand personality

✅ Commit to a unique color palette (not always purple!)

✅ Create unexpected layouts with asymmetry

✅ Design or select characterful icons

✅ Custom-style all UI elements to match aesthetic

✅ Add background textures, gradients, or patterns

✅ Vary layouts across sections

✅ Use product screenshots, custom illustrations, or authentic photography

Technology Stack Requirements

When creating landing pages, always use:

Required Technologies

Next.js 14+ with App Router

TypeScript for type safety

Tailwind CSS for styling

ShadCN UI for all UI components (customize heavily!)

Framer Motion (optional) for advanced animations

ShadCN UI Components to Install

Before creating any landing page, ensure these components are installed:

npx shadcn-ui@latest add button
npx shadcn-ui@latest add card
npx shadcn-ui@latest add accordion
npx shadcn-ui@latest add badge
npx shadcn-ui@latest add avatar
npx shadcn-ui@latest add separator
npx shadcn-ui@latest add input

IMPORTANT: ShadCN components are STARTING POINTS, not final designs. Customize them heavily:

Modify default styles in component files

Add custom variants in Tailwind config

Override with className props

Create wrapper components for brand-specific styling

Why ShadCN UI?

Accessibility: WCAG-compliant components (maintain this!)

Customizable: Fully customizable with Tailwind CSS (leverage this!)

Type-safe: Written in TypeScript

Performance: Copy only what you need, minimal bundle size

Ownership: You own the code, modify freely

Project Structure

Create landing pages with this structure:

landing-page/
├── app/
│   ├── layout.tsx          # Root layout with metadata
│   ├── page.tsx            # Main landing page
│   └── globals.css         # Global styles
├── components/
│   ├── Header.tsx          # Logo & Navigation (Element 2)
│   ├── Hero.tsx            # Title, CTA, Social Proof (Elements 3-5)
│   ├── MediaSection.tsx    # Images/Videos (Element 6)
│   ├── Benefits.tsx        # Core Benefits (Element 7)
│   ├── Testimonials.tsx    # Customer Reviews (Element 8)
│   ├── FAQ.tsx             # FAQ Accordion (Element 9)
│   ├── FinalCTA.tsx        # Bottom CTA (Element 10)
│   └── Footer.tsx          # Contact & Legal (Element 11)
├── public/
│   └── images/             # Optimized images
└── package.json

Implementation Workflow

Step 1: Design First (CRITICAL)

Before writing ANY code, complete the Design Thinking section:

Understand the brand, audience, and purpose

Choose your aesthetic direction (minimalist, maximalist, retro, etc.)

Define your design system:

Display font + body font

Color palette (dominant, accent, neutral)

Motion strategy (page load, scroll, hover)

Spatial approach (layout style, spacing)

Document these decisions in comments at the top of your main component file.

Step 2: Setup Design System (CSS Variables)

Create globals.css or app.css with your design system:

@import url('https://fonts.googleapis.com/css2?family=Your+Display+Font&family=Your+Body+Font&display=swap');

:root {
  /* Typography */
  --font-display: 'Your Display Font', sans-serif;
  --font-body: 'Your Body Font', sans-serif;

  /* Colors */
  --color-primary: #your-dominant-color;
  --color-accent: #your-accent-color;
  --color-neutral: #your-neutral-color;
  --color-background: #your-bg-color;

  /* Spacing */
  --spacing-xs: 0.5rem;
  --spacing-sm: 1rem;
  --spacing-md: 2rem;
  --spacing-lg: 4rem;
  --spacing-xl: 6rem;

  /* Animation timing */
  --duration-fast: 150ms;
  --duration-medium: 300ms;
  --duration-slow: 500ms;
  --easing: cubic-bezier(0.4, 0, 0.2, 1);
}

/* Apply fonts */
h1, h2, h3, h4, h5, h6 {
  font-family: var(--font-display);
}

body {
  font-family: var(--font-body);
}

Update tailwind.config.ts to use your design system:

export default {
  theme: {
    extend: {
      fontFamily: {
        display: ['var(--font-display)'],
        body: ['var(--font-body)'],
      },
      colors: {
        primary: 'var(--color-primary)',
        accent: 'var(--color-accent)',
        // ... etc
      },
    },
  },
}

Step 3: Setup Metadata (SEO)

Configure proper SEO metadata in layout.tsx or page.tsx:

import type { Metadata } from 'next'

export const metadata: Metadata = {
  title: 'SEO Optimized Title with Keywords | Brand Name',
  description: 'Compelling description with main keywords',
  keywords: ['keyword1', 'keyword2', 'keyword3'],
  openGraph: {
    title: 'OG Title',
    description: 'OG Description',
    images: ['/og-image.jpg'],
  },
}

Step 4: Create Component Structure with Design

Build components in this order, applying your aesthetic direction to each:

Header - Sticky navigation with smooth transitions

Hero - MASSIVE typography, staggered animations, bold CTA

MediaSection - Showcase with depth (shadows, 3D effects)

Benefits - Asymmetric layout, custom icons, animated on scroll

Testimonials - Unique card design, custom avatars

FAQ - Smooth accordion with custom styling

FinalCTA - Dramatic full-width section

Footer - Multi-column with refined typography

Step 5: Customize ShadCN Components

Map sections to ShadCN components and customize heavily:

Hero CTA Example:

<Button
  size="lg"
  className="bg-accent hover:bg-accent/90 text-white px-12 py-6 text-xl font-display rounded-full shadow-2xl hover:shadow-accent/50 hover:scale-105 transition-all duration-300"
>
  Get Started →
</Button>

Benefits Card Example:

<Card className="border-2 border-primary/10 hover:border-primary/30 transition-all duration-300 hover:shadow-xl hover:-translate-y-1 bg-gradient-to-br from-white to-primary/5">
  {/* Custom content */}
</Card>

Step 6: Implement Animations

Add entrance animations and scroll effects:

// Hero title with staggered animation
<h1 className="text-6xl font-display font-bold">
  <span className="inline-block animate-fade-in" style={{ animationDelay: '0ms' }}>
    Beautiful
  </span>{' '}
  <span className="inline-block animate-fade-in" style={{ animationDelay: '100ms' }}>
    Landing
  </span>{' '}
  <span className="inline-block animate-fade-in" style={{ animationDelay: '200ms' }}>
    Pages
  </span>
</h1>

// Add to globals.css
@keyframes fade-in {
  from {
    opacity: 0;
    transform: translateY(20px);
  }
  to {
    opacity: 1;
    transform: translateY(0);
  }
}

.animate-fade-in {
  animation: fade-in var(--duration-slow) var(--easing) both;
}

For scroll animations, use Intersection Observer or Framer Motion.

Step 7: Implement Responsive Design

Ensure mobile-first responsive design with brand consistency:

Use Tailwind responsive prefixes: sm:, md:, lg:, xl:

Test all breakpoints: 640px (sm), 768px (md), 1024px (lg), 1280px (xl)

Minimum touch target size: 44x44px for buttons

Base font size: minimum 16px on mobile

Maintain design system across breakpoints (colors, fonts stay consistent)

Adjust layouts: Stack on mobile, side-by-side on desktop

Step 8: Optimize Performance

Use Next.js Image component for all images

Add priority prop to above-the-fold images (hero section)

Implement lazy loading for below-the-fold content

Optimize fonts: Use font-display: swap for web fonts

Use CSS animations over JavaScript when possible

Minimize bundle size: Tree-shake unused ShadCN components

Step 9: Ensure Accessibility

Use semantic HTML5 elements (<header>, <main>, <section>, <footer>)

Add ARIA labels for icon-only buttons

Ensure keyboard navigation works (test with Tab key)

Provide descriptive alt text for all images

Maintain sufficient color contrast (WCAG AA minimum: 4.5:1 for text)

Test animations for users who prefer reduced motion:

@media (prefers-reduced-motion: reduce) {
  * {
    animation-duration: 0.01ms !important;
    transition-duration: 0.01ms !important;
  }
}

Component Examples

For complete, production-ready component implementations using ShadCN UI, refer to references/component-examples.md.

This reference file includes:

Hero section with Button, Badge, and Image optimization

Benefits section with Card components

Testimonials with Avatar and Card

FAQ with Accordion

Final CTA with Card and Button

Footer with Separator and links

Load this reference when implementing components to follow best practices.

Validation Checklist

Before completing any landing page, verify ALL items:

Design Quality ⭐

 Aesthetic direction chosen and executed consistently

 Typography: Distinctive display font (NOT Inter/Roboto/Arial)

 Typography: Clear hierarchy with dramatic scale differences

 Color palette: Defined CSS variables, cohesive throughout

 Backgrounds: NOT plain white - has texture/gradient/pattern

 Animations: Staggered page load, scroll-triggered reveals

 Layout: Not generic centered grid - has unique composition

 ShadCN customization: Components heavily customized, not default

 NO generic AI aesthetics: Passes the "does this look AI-generated?" test

11 Essential Elements (Conversion) ✅

 1. URL with keywords

 2. Company logo (top-left, animated)

 3. SEO-optimized title and subtitle (MASSIVE typography)

 4. Primary CTA in hero (distinctive design, micro-interactions)

 5. Social proof (reviews, stats, animated)

 6. Images or videos (with depth effects, not placeholders)

 7. Benefits/features section (3-6 items, custom icons, unique layout)

 8. Customer testimonials (4-6 items, styled cards)

 9. FAQ section (5-10 questions, smooth accordion)

 10. Final CTA at bottom (dramatic, full-width)

 11. Footer with contact and legal links (multi-column, refined)

Technical Requirements 🔧

 Next.js 14+ with App Router

 TypeScript types defined

 Tailwind CSS styling

 ShadCN UI components installed and customized

 Metadata configured for SEO (title, description, OG tags)

 Images optimized with Next.js Image component

 Responsive design implemented (mobile-first)

 Accessibility standards met (WCAG AA)

 Performance optimized (lazy loading, font optimization)

 Reduced motion support for animations

Final Polish 💎

 All fonts loaded correctly (check browser DevTools)

 Color contrast tested (use browser DevTools)

 Tested on mobile, tablet, desktop

 Keyboard navigation works

 Hover states feel delightful

 No Lorem Ipsum or placeholder content

 Brand feels unique and memorable

Best Practices

Design-First Approach

Always start with design thinking before coding

Document your aesthetic direction in comments

Create a mood board or reference images before implementing

Don't default to "safe" choices - push creative boundaries

Remember: Conversions come from trust, and trust comes from professionalism + distinctiveness

Content Guidelines

Write clear, benefit-focused copy that matches your brand voice

Use action-oriented language in CTAs (verb + benefit)

Keep sections scannable with proper headings

Include specific numbers and statistics (builds credibility)

Use authentic testimonials with real names and photos

Match tone to aesthetic: Playful design → playful copy, Professional design → authoritative copy

Typography Best Practices

Never compromise on typography - it's 80% of design

Use display fonts at large sizes (4rem+) where they shine

Maintain consistent line heights across sections

Use font weights strategically (light for elegance, bold for impact)

Test readability on actual devices, not just dev tools

Load fonts efficiently: Only weights you actually use

Color & Visual Consistency

Define ALL colors as CSS variables upfront

Use your primary color in at least 3-4 places (not just logo)

Accent color should be high contrast and used sparingly

Test color contrast with browser DevTools or online checkers

Dark text on light backgrounds should be near-black (#1a1a1a), not pure black

Consider color psychology: Blue = trust, Green = growth, Red = urgency, Purple = creativity

Animation & Motion Guidelines

Less is more: One great page entrance > scattered micro-animations

Use animation-delay to create rhythm and flow

Respect prefers-reduced-motion - always

Test on actual devices - animations feel different on 60Hz vs 120Hz screens

Avoid animations that distract from CTAs

Use easing functions: cubic-bezier(0.4, 0, 0.2, 1) is smooth and professional

SEO Optimization

Include keywords naturally in H1, H2, and first paragraph

Use proper heading tag structure (H1 → H2 → H3), only one H1

Add descriptive alt text to all images (SEO + accessibility)

Optimize page load speed (Core Web Vitals matter)

Create compelling meta tags that encourage clicks

Schema markup for business/product info

Conversion Optimization

Primary CTA: Above the fold, impossible to miss

Final CTA: Last chance conversion, make it dramatic

Reduce friction: Minimize form fields, clear value proposition

Highlight trust signals: Reviews, testimonials, "As seen in" logos

Use contrasting colors for CTAs (should stand out)

Test CTA copy variations: "Start Free Trial" vs "Try Free for 14 Days"

Add urgency where appropriate: Limited spots, time-sensitive offers

Show human faces: Testimonials with real photos convert better

Performance Best Practices

Optimize images: WebP format, proper sizing, lazy loading

Font loading strategy: font-display: swap to avoid FOIT (Flash of Invisible Text)

Minimize JavaScript: Use CSS animations when possible

Code splitting: Dynamic imports for heavy components

Prefetch critical resources

Target: LCP < 2.5s, FID < 100ms, CLS < 0.1

Common Patterns & Aesthetic Recommendations

Each landing page type has different conversion goals AND can express unique aesthetics:

SaaS Product Landing Page

Conversion Focus: Free trial CTA, feature comparisons, pricing clarity, security badges
Aesthetic Recommendations:

Minimalist & Professional: Clean layout, lots of whitespace, sophisticated typography

Tech-Forward: Gradient backgrounds, subtle animations, modern sans-serif fonts

Bold & Confident: Large typography, high-contrast CTAs, dynamic hover states
Avoid: Generic blue gradients, stock photos of laptops in coffee shops

E-commerce Product Landing Page

Conversion Focus: Product images, pricing, shipping info, return policy, urgency
Aesthetic Recommendations:

Luxury/Premium: Elegant serif fonts, monochrome palette, generous whitespace

Energetic/Youth: Bold colors, playful fonts, dynamic layouts, vibrant CTAs

Natural/Sustainable: Earth tones, organic shapes, soft shadows, rounded corners
Avoid: Cluttered layouts, too many competing visual elements

Service/Agency Landing Page

Conversion Focus: Portfolio/case studies, process explanation, team credentials, contact form
Aesthetic Recommendations:

Creative/Bold: Asymmetric layouts, unique typography, portfolio as hero

Editorial: Magazine-style layouts, large imagery, strong typographic hierarchy

Minimalist/Portfolio: Grid of work, minimal text, let work speak for itself
Avoid: Generic "professional" templates, stock photography

Event/Webinar Landing Page

Conversion Focus: Date/time prominence, speaker profiles, agenda, registration form, countdown timer
Aesthetic Recommendations:

Exciting/Dynamic: Animated countdown, gradient backgrounds, energetic colors

Professional/Conference: Clean layout, speaker headshots with borders, agenda timeline

Community/Friendly: Warm colors, circular avatars, social proof emphasis
Avoid: Boring bullet-point agendas, generic conference aesthetics

Mobile App Landing Page

Conversion Focus: App Store badges, screenshots in device frames, feature highlights, demo video
Aesthetic Recommendations:

Modern/Sleek: Device mockups with 3D tilt, floating screenshots, smooth animations

Playful/Fun: Bright colors, illustrated icons, character mascots

Screenshot-Forward: Large phone mockups as hero, minimal text, visual storytelling
Avoid: Tiny screenshots, generic app icons

Resources

references/

This skill includes detailed reference documentation:

11-essential-elements.md - In-depth explanation of each of the 11 essential elements with principles, implementation tips, and examples

component-examples.md - Complete, production-ready component code using ShadCN UI for all major sections

Load these references as needed when implementing specific sections or when you need detailed guidance on any element.

Notes & Philosophy

Core Principles

Conversion + Memorability: A landing page must both convert and be memorable

Intentional Design: Every aesthetic choice should be deliberate, not default

No Generic AI Aesthetics: Avoid the "AI-generated" look that makes brands forgettable

Design System First: Define fonts, colors, motion before coding

Customize Everything: ShadCN is a starting point, not the final design

Framework Origins

11 Essential Elements based on DESIGNNAS's proven conversion framework

Design Excellence principles adapted from high-quality frontend design practices

Combined to create landing pages that are functionally effective AND visually extraordinary

Adaptation Guidelines

Adapt to specific brand guidelines and target audience

Use A/B testing to continuously improve conversion rates

Balance conversion optimization with creative expression

When in doubt, be bold - generic pages don't convert OR impress

Success Metrics

Conversion metrics:

Click-through rate on CTAs

Form submission rate

Scroll depth (are users reaching all 11 elements?)

Bounce rate and time on page

Brand metrics:

User feedback on design quality

Social sharing of the landing page

Brand recall in user surveys

Differentiation from competitors

Remember

Every landing page is an opportunity to make an unforgettable first impression. The 11 essential elements ensure conversions. Exceptional design ensures they remember your brand. Never sacrifice one for the other.

The best landing pages convert AND inspire.