Complete system for building high converting landing pages: intake questions, page structure, layout selection, conversion copywriting, SEO, plus strict visual rules for typography, spacing, corner radius, backgrounds, hero layout, icons, and motion. Use this skill whenever building, editing, stylin

Landing Page Design A landing page is not a homepage. A homepage serves multiple intents. A landing page wins one intent: one offer → one audience → one primary action. This skill has two halves. Part A decides what the page says and how it is structured. Part B is the non negotiable visual system. Work through A before touching B. Scope Apply to all web UI work: landing pages, marketing sites, components, dashboards, prototypes, and design reviews. When a rule here conflicts with a framework default, this file wins. When the user's explicit prompt conflicts with a rule, the user wins. Companion skill. For upgrading an existing site rather than building a new one, use redesign existing projects ([github.com/elayadesign/redesign skill](https://github.com/elayadesign/redesign skill)). It diagnoses generic patterns and defers to this file for every concrete value. PART A — Strategy and structure A1. Intake Gather these before designing or writing. Ask only for what is missing, and ask in one batch rather than one question at a time. Purpose What is the ONE primary action? (trial, demo, buy, waitlist, download) What is the offer, exactly what do they get? What counts as a conversion? (click, signup, purchase) Audience and context Who is the ICP? What problem are they trying to solve? Top three objections, meaning why they do not convert today Traffic source: ads, search, social, email What do visitors already know when they land? Proof and assets Proof points: logos, testimonials, numbers, case studies Screenshots, demo video, product GIFs Guarantees, refund terms, cancellation terms Constraints Brand voice: casual or professional Design direction: minimal editorial, playful 3D, glass UI Mobile priority? If the user cannot answer, make a reasonable assumption, state it in one line, and continue. Do not stall the build. A2. Page structure Above the fold (required) 1. Headline, outcome plus audience 2. Subheadline, clarifies how and adds specificity 3. Primary CTA, clear verb plus what they get 4. One proof signal, logo strip, stat, or short testimonial 5. Hero visual, product screenshot or video, or a strong illustration Mid page (the argument) 6. Problem to solution, one section 7. Benefits, three to five, outcome driven 8. How it works, three steps 9. Social proof, testimonials or a case study Bottom (objection handling) 10. FAQ, six to twelve questions 11. Risk reversal, trial, cancel anytime, guarantee 12. Final CTA, identical to the top Include the mandatory tagline reveal section from B11 somewhere in the mid page argument, typically right after the hero or after benefits. A3. Layout selection Pick one and say why. Type Use when A. Classic hero plus sections The product is understandable from a hero screenshot. Most common. B. Long form story You need to educate and overcome skepticism. C. Minimal conversion page High intent traffic (email to known users), or a short offer like a download or waitlist. D. Comparison page Search intent includes alternatives ("X vs Y", "best for"). Usually paired with SEO pages. A4. Conversion rules Match message to source. If traffic comes from ads, mirror the ad headline in the hero and keep the same promise and visual tone. Make the next step obvious. One primary CTA. Never place competing CTAs above the fold. Write benefit first. Features are what it does. Benefits are what that means for them. Be specific. ❌ "Save time and streamline" ✅ "Cut your weekly reporting from 4 hours to 15 minutes" Reduce risk. Pick at least one: free trial, free plan, no credit card, cancel anytime, money back guarantee. Treat objections as a section, not a footnote. Move the FAQ earlier for high friction offers. Put proof directly beside the claim it supports. A5. Copywriting Headline formulas "{Outcome} without {pain}" "The {category} for {audience}" "Ship {result} in {time}" Subheadline. One or two sentences. Clarify what it is and who it is for. CTA. Verb plus what they get. Never "Learn more" or "Submit". Use "Start free trial", "Book a demo", "Get the checklist". Benefit bullets. Bold benefit, then the proof or detail. Example: Faster iteration — generate three layout variants in one click. Note: the copy rules in B1 still apply. No hyphens inside sentences, no orphaned words. A6. Build order Work section by section, in this order: 1. Hero 2. Benefits 3. How it works 4. Proof 5. FAQ 6. Final CTA Never rebuild the whole page on each iteration. Section by section keeps control and keeps diffs reviewable. A7. SEO and AEO Do not index ad only campaign pages or highly time bound offers. Use noindex or keep them behind a non indexed path. Do index evergreen offers and pages where search intent matches the promise. Add a clear title and meta description, internal links from the homepage and feature pages, and the FAQ in plain question and answer form for AEO. Add FAQ schema if appropriate. A8. Pitfalls Too many CTAs above the fold Vague value prop: "streamline", "optimize" A large feature list with no outcomes Proof buried at the bottom Mobile layout that breaks readability No clear next step PART B — Visual system Every visual value must resolve through these rules instead of being invented ad hoc. B1. Typography Fonts Use: Geist, Manrope, Geist Mono, Poppins. Never use: Inter, Roboto, Arial, Open Sans, Helvetica. Never use italic fonts anywhere in the interface. One typeface per site. Do not pair two fonts unless the prompt explicitly asks for it. Geist Mono is allowed alongside a primary font only for code, data, or numeric UI where a monospace is functionally required. Never use ultra bold weights (900 / black). Cap at semibold or bold. Copy rules No hyphens in text. Do not use inside body copy, headings, or labels. Rewrite the phrase instead. No orphaned words. A single word must never sit alone on the last line. Apply text wrap: balance for headings and text wrap: pretty for body copy. Type scale Always resolve font sizes to Tailwind's default type scale. Never leave arbitrary values in place, including text [19px] , font size: 22px , or 1.4rem . If an existing size does not land exactly on a step, snap it to the closest step below , taking both the size and its paired line height. Class Size Line height text xs 12px (0.75rem) 16px text sm 14px (0.875rem) 20px text base 16px (1rem) 24px text lg 18px (1.125rem) 28px text xl 20px (1.25rem) 28px text 2xl 24px (1.5rem) 32px text 3xl 30px (1.875rem) 36px text 4xl 36px (2.25rem) 40px text 5xl 48px (3rem) 1 text 6xl 60px (3.75rem) 1 text 7xl 72px (4.5rem) 1 text 8xl 96px (6rem) 1 text 9xl 128px (8rem) 1 Do not combine scale snapping with independently set custom line heights elsewhere in an audit. Tracking and line height may only be adjusted within the value the matched step already provides, so the two rules never fight each other. Button type Main buttons: text base (16px), semibold. Smaller header buttons: text sm (14px), semibold. B2. Spacing Only these values. Nothing between them, nothing outside them. Token Value Spacing 0 0 Spacing 25 2px Spacing 50 4px Spacing 75 8px Spacing 100 12px Spacing 200 16px Spacing 300 24px Spacing 400 32px Spacing 500 40px Spacing 600 48px Spacing 700 64px Spacing 800 80px Spacing 900 96px Main buttons: 8px vertical padding, 12px horizontal padding. B3. Corner radius Only use Tailwind's radius values. Nested radius formula. When a shape sits inside another shape and the gap between them is less than 32px : Apply this only when the result is greater than 2 . Below that, leave the inner shape square or unchanged. Example: an outer card at rounded 2xl (16px) with 8px of internal padding gives an inner element an 8px radius ( rounded lg ). B4. Borders and backgrounds Never apply a border to only one side of a card. Borders go all the way around or not at all. Never use gradients in backgrounds. Backgrounds are flat. Dark mode background colors Use only these: 000000 · 181818 · 1F1F1F · 272727 · 313131 · 131209 B5. Hero section Heading color Dark theme: left to right gradient on the heading text, FFFFFF → 9B9B9B . Light theme: left to right gradient on the heading text, 000000 → 666666 . This is the one place gradients are used, and only on text, never on the background. Layout Heading and subheading both get a max width of 680px . Read the heading copy and insert line breaks at meaningful points. Never break a line in a way that cuts a phrase awkwardly or makes the sentence harder to read. Break where the thought breaks. B6. Icons Use: Phosphor, Solar, or Iconamoon. Never use: Material Icons, Material Symbols. B7. Motion choreography (fluid dynamics) Never use default transitions. All motion simulates real world mass and spring physics through custom cubic beziers. Fluid island nav Closed state. The navbar is a floating glass pill detached from the top: mt 6 , mx auto , w max , rounded full . Hamburger morph. On click, the hamburger lines fluidly rotate and translate into a perfect X using rotate 45 and rotate 45 with absolute positioning. They must never simply disappear. Modal expansion. The menu opens as a screen filling overlay with a heavy glass effect: backdrop blur 3xl bg black/80 or bg white/80 . Staggered mask reveal. Nav links inside the expanded state fade in and slide up from an invisible box, translate y 12 opacity 0 resolving to translate y 0 opacity 100 , staggered per item with delay 100 , delay 150 , delay 200 , and so on. Scroll interpolation Elements never appear statically on load. As they enter the viewport they execute a gentle, heavy fade up: over 800ms or longer. For JavaScript driven reveals use IntersectionObserver or Framer Motion's whileInView . Never use window.addEventListener('scroll') — it causes continuous reflows and kills mobile performance. B8. Content realism Never ship filler. These are the tells that a page was generated rather than made. No Lorem Ipsum. Write real draft copy. No "John Doe". Use diverse, realistic names. No placeholder brands like "Acme Corp", "Nexus", or "SmartFlow". Invent contextual, believable names. No round fake numbers like 99.99% , 50% , $100.00 . Use organic data: 47.2% , $99.00 , +1 (312) 847 1928 . No AI cliches. Never "Elevate", "Seamless", "Unleash", "Next Gen", "Game changer", "Delve", "Tapestry", or "In the world of". Sentence case headers , not Title Case On Everything. Active voice. "We could not save your changes", not "Mistakes were made". No exclamation marks in success messages , and no "Oops!" in errors. Be direct: "Connection failed. Please try again." Unique avatars per person, and varied blog post dates. B9. States Every interactive element ships with its full state set: Hover — background shift, slight scale, or translate Active — scale(0.98) or translateY(1px) for physical feedback Focus — a visible focus ring. Accessibility requirement, not optional. Loading — skeleton loaders shaped like the real layout, not circular spinners Empty — a composed "getting started" view, never a blank panel Error — inline and specific. Never window.alert() . No dead links. A button pointing at is either linked or visually disabled. The current page must be indicated in the navigation. B10. Ship requirements Things that get forgotten and make a page feel unfinished: Privacy po

landing-page-design