Turn ICP research into landing page copy, section by section
PART 1 — OUTLINE
Use the following page structure to write an outline for the {{PAGE_NAME}} page, based on the reference material you have access to. This page should speak to {{ICP_DESCRIPTION}}. Take their customer journey and decision-making process into account. You don't need to follow this structure exactly if the research doesn't support a section.
In the outline, give only the strategic points to hit in each section — no actual copy, headlines, or sample text. Focus on messaging strategy, key themes, pain points, and positioning angles per section.
PAGE STRUCTURE
1. Headline + Subheadline + CTA — headline matches what the ICP is thinking on arrival; subheadline expands on the value; CTA pushes immediate action.
2. Proof section — logos or badges plus a short credibility paragraph.
3. What your product does for the ICP — a value-prop crosshead, a supporting subheadline, and short paragraphs breaking down each relevant benefit.
4. How it's different — what makes the solution unique, backed by proof such as case studies, data, or testimonials.
5. Addressing switching costs — the psychological barriers to switching (fear of change, training, implementation), and how competing solutions compare on effectiveness, cost, or ease of implementation.
6. Deep-dive proof section — in-depth feature descriptions reinforced with proof, tied explicitly back to the ICP's context.
7. Final CTA + urgency — an action-oriented closing headline, a supporting subheadline, and a clear CTA button.
Optional: here's specific product or offer content to work from: {{PRODUCT_OFFER_DETAILS}}
PART 2 — SECTION WRITING
Let's write a section for this page. Here's the outline section we need to write now: {{OUTLINE_SECTION}}. Write it in our voice and tone, following our messaging strategy and the relevant ICP's value proposition. We're not tied to any copy suggestions in the outline yet — propose alternatives where they're more effective.Most landing page prompts ask for finished copy in one shot and get generic output back. This one splits the job into two passes: first a strategic outline that names the pain points and positioning angle for every section without writing a word of copy, then a second prompt that writes one section at a time against that outline. It earns its keep on any page where you’ve already done real customer research and don’t want it flattened into boilerplate.
What to fill in
{{PAGE_NAME}}— which page this is: homepage, a specific product page, a campaign landing page.{{ICP_DESCRIPTION}}— the persona this page is written for. One ICP per page. If you serve several, run this once per persona rather than trying to speak to all of them at once.{{PRODUCT_OFFER_DETAILS}}— optional, but include pricing, feature specifics, or a concrete offer if you have one; the outline uses it in the deep-dive proof section.{{OUTLINE_SECTION}}— in the second prompt, paste in exactly one section from the outline the first prompt gave you, not the whole thing.
How to use it
Run Part 1 first and review the outline before writing anything. Then take one section at a time from that outline into Part 2, review it, and move to the next. Keep your research documents (ICP notes, positioning, messaging framework) somewhere the model can see them on every turn, rather than pasting them fresh into each prompt.
Why it works
The split matters more than either prompt individually. Asking a model for a full landing page in one pass collapses strategy and execution into the same step, so you end up reviewing copy quality and messaging accuracy at the same time and usually catch neither well. Separating them means you approve the strategic angle before a single headline gets written, which is a far cheaper mistake to catch than a full rewrite.
Writing section by section keeps the model’s attention on one job at a time, matching this section’s specific pain points and positioning angle, instead of spreading itself across seven sections and averaging out the quality. It also means you can push back on a single weak section without regenerating the whole page.
Where it falls short
Section-by-section writing is slower than asking for the whole page at once, and it shows if you skip the outline step and jump straight to writing — the sections stop cohering into one argument. It also assumes you already have real ICP research to feed it; run this against a guessed-at persona and you’ll get plausible-sounding copy that’s positioned for nobody in particular.
Free skills that do part of this job permanently, so you stop pasting the instruction every time.