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claude-skills-reference/product-team/landing-page-generator/references/copy-frameworks.md
Reza Rezvani 67f3922e4f feat(product,pm): world-class product & PM skills audit — 6 scripts, 5 agents, 7 commands, 23 references/assets 
Phase 1 — Agent & Command Foundation:
- Rewrite cs-project-manager agent (55→515 lines, 4 workflows, 6 skill integrations)
- Expand cs-product-manager agent (408→684 lines, orchestrates all 8 product skills)
- Add 7 slash commands: /rice, /okr, /persona, /user-story, /sprint-health, /project-health, /retro

Phase 2 — Script Gap Closure (2,779 lines):
- jira-expert: jql_query_builder.py (22 patterns), workflow_validator.py
- confluence-expert: space_structure_generator.py, content_audit_analyzer.py
- atlassian-admin: permission_audit_tool.py
- atlassian-templates: template_scaffolder.py (Confluence XHTML generation)

Phase 3 — Reference & Asset Enrichment:
- 9 product references (competitive-teardown, landing-page-generator, saas-scaffolder)
- 6 PM references (confluence-expert, atlassian-admin, atlassian-templates)
- 7 product assets (templates for PRD, RICE, sprint, stories, OKR, research, design system)
- 1 PM asset (permission_scheme_template.json)

Phase 4 — New Agents:
- cs-agile-product-owner, cs-product-strategist, cs-ux-researcher

Phase 5 — Integration & Polish:
- Related Skills cross-references in 8 SKILL.md files
- Updated product-team/CLAUDE.md (5→8 skills, 6→9 tools, 4 agents, 5 commands)
- Updated project-management/CLAUDE.md (0→12 scripts, 3 commands)
- Regenerated docs site (177 pages), updated homepage and getting-started

Quality audit: 31 files reviewed, 29 PASS, 2 fixed (copy-frameworks.md, governance-framework.md)

Co-Authored-By: Claude Opus 4.6 <noreply@anthropic.com>
2026-03-10 01:08:45 +01:00

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Landing Page Copywriting Frameworks

Overview

Four copy frameworks with worked SaaS examples you can adapt. Each framework includes a complete before/after example plus specific guidelines for each section.

1. AIDA Framework (Attention - Interest - Desire - Action)

The classic direct response formula, ideal for product landing pages.

Example — Project management SaaS:

Attention: "Your Team Loses 12 Hours Every Sprint to Status Meetings"

Interest: "Engineering teams at Series A-C startups spend 23% of their week in sync meetings — not writing code. We tracked 847 teams over 6 months. The pattern was clear: the more people in a standup, the less code shipped that day."

Desire: "Teams using AsyncStand ship 31% more story points per sprint. No more 15-person standups where 13 people zone out. Replace your daily sync with a 2-minute async check-in that your engineers actually complete (94% response rate vs 67% attendance for live standups)."

Action: "Start Your Free 14-Day Trial — No Credit Card Required"

Attention

  • Lead with a specific, quantified pain point (not vague claims)
  • Weak: "Save time on meetings" → Strong: "Your Team Loses 12 Hours Every Sprint to Status Meetings"
  • Keep headlines under 10 words for maximum impact

Interest

  • Back up the headline with specific data or a relatable scenario
  • Weak: "Meetings waste time" → Strong: "We tracked 847 teams — the more people in standup, the less code shipped that day"
  • Use their language: mirror words from customer reviews, support tickets, and G2 feedback

Desire

  • Stack measurable outcomes, not features
  • Weak: "AI-powered async updates" → Strong: "31% more story points per sprint, 94% response rate"
  • Compare directly to the status quo they already endure

Action

  • Single, clear CTA with action-oriented verb
  • Reduce friction: "No credit card required," "Set up in 2 minutes"
  • Repeat CTA after each major content block

2. PAS Framework (Problem - Agitate - Solution)

Best for pain-point-driven products where the problem is well understood.

Example — Expense management tool:

Problem: "Your finance team is still chasing receipts in Slack DMs."

Agitate: "Last quarter, your team spent 46 hours manually reconciling expenses across email threads, shared drives, and 'I'll submit it later' promises. That's $4,200 in payroll — spent on data entry. And when audit season hits? Good luck finding that client dinner receipt from February."

Solution: "Snap a photo of the receipt. ExpenseFlow auto-extracts vendor, amount, and category in 3 seconds. Your monthly close drops from 5 days to 1. 2,400 finance teams already made the switch."

Problem

  • Name the exact scenario (not the abstract category)
  • Weak: "Expense tracking is hard" → Strong: "Your finance team is still chasing receipts in Slack DMs"
  • Mirror language from reviews and support tickets

Agitate

  • Quantify the cost in dollars, hours, or missed opportunities
  • Weak: "This costs you money" → Strong: "46 hours last quarter, $4,200 in payroll — on data entry"
  • Acknowledge the workarounds they've tried and why those fail too

Solution

  • Lead with the user action, not the technology: "Snap a photo" not "AI-powered OCR"
  • Include one proof point: number of customers, time saved, or before/after metric
  • Make the mechanism clear in one sentence: what happens when they use it

3. BAB Framework (Before - After - Bridge)

Ideal for aspirational products and lifestyle-oriented landing pages.

Example — Sales enablement platform:

Before: "It's 9 PM. You're rebuilding a deck for tomorrow's demo because the prospect is in healthcare, not fintech. You copy-paste from three old decks, pray the logos are right, and rehearse the new talk track in the shower."

After: "It's 9 AM. You type 'healthcare, 200-bed hospital, HIPAA-concerned CTO.' DeckGen builds your slides in 40 seconds — case studies, compliance badges, ROI calculator pre-loaded. You walk into the call with the best deck your prospect has ever seen."

Bridge: "DeckGen connects to your CRM, learns your win patterns, and generates prospect-specific decks in under a minute. 340 AEs at companies like Stripe and Notion already use it. Start free — your first 5 decks are on us."

Before

  • Describe a specific, lived moment — not an abstract pain category
  • Weak: "Sales decks take too long" → Strong: "It's 9 PM. You're rebuilding a deck for tomorrow's demo..."
  • Use second person and present tense to make it feel immediate

After

  • Same level of specificity — show the transformed version of that exact moment
  • Include a measurable outcome: "40 seconds," "best deck your prospect has ever seen"
  • The after state should feel effortless compared to the before

Bridge

  • Name the product explicitly and explain the mechanism in one sentence
  • Include one social proof data point
  • End with a low-friction CTA that connects to the after state

4. 4Ps Framework (Promise - Picture - Proof - Push)

Strong for SaaS and B2B landing pages with measurable outcomes.

Promise

  • Make a clear, specific, believable promise
  • Tie it to a measurable outcome
  • Example: "Reduce customer churn by 25% in 90 days"

Picture

  • Help the reader visualize success
  • Use scenarios they can relate to
  • Show the product in context (screenshots, demos)

Proof

  • Back the promise with evidence
  • Customer testimonials with specific results
  • Case studies with before/after metrics
  • Third-party validation (awards, analyst reports)

Push

  • Give a compelling reason to act now
  • Limited-time offer, bonus, or guarantee
  • Risk reversal (money-back guarantee, free trial)

Headline Formulas

Benefit-Driven

  • "Get [Desired Outcome] Without [Common Objection]"
  • "[Specific Result] in [Timeframe]"
  • "The [Adjective] Way to [Achieve Goal]"

Problem-Driven

  • "Stop [Painful Activity]. Start [Better Alternative]."
  • "Tired of [Problem]? There's a Better Way."
  • "[Problem]? Not Anymore."

Social Proof-Driven

  • "[Number] Teams Trust [Product] to [Outcome]"
  • "Why [Notable Company] Switched to [Product]"
  • "Rated #1 for [Category] by [Authority]"

Question-Driven

  • "What If You Could [Desirable Outcome]?"
  • "Ready to [Transformation]?"
  • "Still [Painful Status Quo]?"

CTA Best Practices

Language

  • Use first-person: "Start My Free Trial" > "Start Your Free Trial"
  • Be specific: "Get My Report" > "Submit"
  • Include benefit: "Start Saving Time" > "Sign Up"
  • Add urgency naturally: "Start Free Today" > "Sign Up Now!!!"

Placement

  • Primary CTA above the fold
  • Repeat after each major content section
  • Sticky CTA on scroll (mobile especially)
  • Exit-intent as last chance

Design

  • High contrast color (stands out from page palette)
  • Sufficient whitespace around the button
  • Large enough to tap on mobile (min 44x44px)
  • Micro-copy below button to reduce anxiety ("No credit card required")

Above-the-Fold Principles

The first viewport must accomplish these goals within 5 seconds:

  1. Communicate what you do - Clear, jargon-free headline
  2. Show who it's for - Audience identification
  3. Demonstrate value - Primary benefit or outcome
  4. Provide next step - Visible CTA button
  5. Build credibility - One trust signal (logo bar, metric, badge)

Above-the-Fold Checklist

  • Headline states primary benefit (under 10 words)
  • Subheadline adds specificity or addresses objection
  • Hero image/video shows product in use
  • CTA button is visible without scrolling
  • At least one trust signal present
  • No jargon or ambiguity in messaging
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