# Landing Page Creation

## Purpose
Transform PMF analysis insights into a compelling landing page that resonates with validated customer pain points and positions the product effectively for the target market.

## When to Use
- After completing PMF analysis (JTBD, Problem Validation, Persona work)
- Ready to test demand before building
- Need to communicate value proposition clearly
- Building a pre-launch signup page
- Creating a "smoke test" MVP

## Prerequisites

**Required PMF artifacts:**
- Customer interview insights (quotes, pain points)
- JTBD analysis (functional, emotional, social jobs)
- Persona or earlyvangelist profile
- Positioning statement
- Key differentiators from alternatives

## Process

### 1. Extract Landing Page Inputs

From your PMF analysis, identify:

**Pain Points (3-5):**
- What exact problems did customers describe?
- What quotes capture the pain viscerally?
- What's the cost of NOT solving this?

**Value Proposition:**
- What's the primary benefit in customer language?
- What transformation do you promise?
- How is this different from alternatives?

**Target Customer:**
- Who exactly is this for?
- What triggers them to seek a solution?
- What objections will they have?

**Proof/Trust Signals:**
- Customer quotes or testimonials
- Data points that validate the problem
- Social proof (logos, numbers, endorsements)

### 2. Choose Landing Page Type

| Type | Best For | Key Element |
|------|----------|-------------|
| **Problem-First** | New categories, educational products | Lead with the pain they recognize |
| **Solution-First** | Obvious problems, competitive markets | Lead with what you do better |
| **Outcome-First** | Aspirational products | Lead with the transformation |
| **Social Proof** | Products with existing traction | Lead with who's already using it |

**Decision framework:**
- Do they KNOW they have the problem? → Solution-First
- Do they FEEL the problem but not know solutions exist? → Problem-First
- Do they want a TRANSFORMATION more than a feature? → Outcome-First
- Do they trust PEOPLE over claims? → Social Proof

### 3. Landing Page Structure

**Above the Fold (First Screen)**

| Element | Purpose | Source from PMF |
|---------|---------|-----------------|
| **Headline** | Stop them scrolling. State the core value. | JTBD statement or positioning |
| **Subheadline** | Clarify who it's for and what it does | Target customer + key benefit |
| **Hero Image/Video** | Show the product or transformation | Show the outcome, not features |
| **CTA** | Single clear action | Sign up, Pre-order, Learn more |
| **Trust Badge** | Reduce friction | "No credit card" / Social proof |

**Social Proof Section**

| Element | Example |
|---------|---------|
| **Customer Quote** | "If everything would just come together in one hit..." |
| **Logo Bar** | "Trusted by 500+ plumbers" |
| **Metric** | "Saves 10 hours/week" |
| **Review Snippets** | Stars + short quotes |

**Problem/Solution Section**

| Element | Purpose |
|---------|---------|
| **Problem Statement** | Make them nod "that's me" |
| **Customer Quote** | Prove you understand |
| **Solution Overview** | How you solve it |
| **Before/After** | Visual transformation |

**Features/Benefits Section**

| Approach | When to Use |
|----------|-------------|
| **3 Key Benefits** | Simple products, clear value |
| **Feature Grid** | Complex products, comparison shoppers |
| **Use Cases** | Multiple personas |
| **How It Works** | Process-oriented solutions |

**Objection Handling Section**

| Format | When to Use |
|--------|-------------|
| **FAQ** | Many common questions |
| **Comparison Table** | Strong competitors |
| **Guarantee** | Trust/risk concerns |
| **"Not For You If"** | Qualification concerns |

**Final CTA Section**

| Element | Purpose |
|---------|---------|
| **Summary Value Prop** | Remind them why |
| **Urgency Element** | Why act now (if genuine) |
| **CTA Button** | Same as above the fold |
| **Risk Reducer** | "Free trial" / "No credit card" |

### 4. Write Copy from PMF Insights

**Headline Formulas:**

From JTBD:
> "[Outcome] without [current pain]"
> "Never [pain point] again"
> "The [solution category] that [key differentiator]"

From customer quotes:
> Use their exact language in your headline
> "If everything would just come together in one hit" → "All your messages. One place."

From positioning:
> "For [target customer] who [need], [Product] is the [category] that [key benefit]"

**Subheadline:**
Expand on the headline with specifics:
- Who it's for
- What it does
- Key differentiator

**Body Copy:**
- Use customer language (from interviews)
- Short sentences, short paragraphs
- Benefits > Features
- "You" language, not "We" language
- Specific > Generic ("Save 10 hours" vs "Save time")

### 5. Design Principles

**Visual Hierarchy:**
1. Headline first (biggest, boldest)
2. CTA second (contrasting color)
3. Hero image third
4. Supporting copy fourth

**Trust Builders:**
- Real customer photos > stock photos
- Named quotes > anonymous
- Specific numbers > vague claims
- Show the product working

**Mobile Optimization:**
- 60%+ visitors on mobile
- Stack elements vertically
- Tap-friendly CTA buttons
- Readable text without zooming

### 6. Conversion Optimization

**Primary Metrics:**
- Conversion rate (signups/visitors)
- Time on page
- Scroll depth
- CTA click rate

**A/B Test Priorities:**
1. Headline (highest impact)
2. CTA button (text and color)
3. Hero image/video
4. Social proof placement

**Friction Reducers:**
- Fewer form fields (email-only signup)
- No credit card required (state clearly)
- Clear value for signup
- Privacy reassurance

### 7. Validation Checklist

Before launching, verify:

- [ ] Headline uses customer language (from interviews)
- [ ] Pain points are validated (not assumed)
- [ ] CTA is singular and clear
- [ ] Mobile experience tested
- [ ] Load time < 3 seconds
- [ ] Social proof is real (not placeholder)
- [ ] FAQ addresses real objections
- [ ] Analytics tracking configured

### 8. Synthesis

After creating the landing page:
- Does every section connect back to validated PMF insights?
- Would your interviewed customers recognize themselves?
- Is the single most important message clear in 5 seconds?
- What objections are NOT addressed?
- What's the plan for testing and iteration?

## Example

**Product**: Task Agent (AI assistant for tradespeople)

### PMF Insights Summary

**From JTBD Analysis:**
- Functional job: Handle customer messages, scheduling, quotes
- Emotional job: Feel free, know it's handled
- Social job: Show mates at the pub

**From Customer Interview (Sarah):**
> "Our main thing is getting back to people quickly because all they've got to do is put down the phone"
> "Sometimes I have to check 10 different routes"
> "If everything would just come together in one hit, so that no one misses"

**Pain Points:**
1. Missed enquiries = lost revenue
2. Checking 10+ messaging channels
3. Evening admin after physical work
4. Quote delays (handwritten → typed)

**Target Customer:**
- UK tradespeople (plumber, electrician, builder)
- Partner often handles admin
- Technophobic (won't use software)
- Lives on WhatsApp

### Landing Page Structure

**Above the Fold:**

```
HEADLINE:
"Never miss another job"

SUBHEADLINE:
Your AI assistant handles customer messages, scheduling, and quotes—
all through WhatsApp. You stay on the tools.

HERO IMAGE:
[Split screen: Tradesperson working on boiler / WhatsApp showing
 agent responding to customer]

CTA:
[Get Early Access] (Free for early adopters)

TRUST BADGE:
No app to install. No dashboard to learn. Just WhatsApp.
```

**Social Proof Section:**

```
"If everything would just come together in one hit, so that no one misses."
— Sarah, plumber's wife who handles bookings

Pain points validated with 20+ tradespeople.
```

**Problem Section:**

```
HEADING: "Sound familiar?"

✗ Customer messages at 5pm, calls a competitor by 6pm
✗ Checking WhatsApp, Facebook, email, text—10 different places
✗ Typing quotes at 10pm when you just want to watch TV
✗ Missing messages because you accidentally marked them "read"

Your customers don't wait. Your competition doesn't either.
```

**Solution Section:**

```
HEADING: "Your office in your pocket"

Task Agent lives in WhatsApp. It:
• Replies to enquiries in seconds (even at 3am)
• Books appointments and handles the back-and-forth
• Sends quotes the same day (you dictate, it sends)
• Chases invoices so you don't have to
• Remembers every customer and every job

You just keep doing what you're good at—the actual work.
```

**How It Works:**

```
1. Customer WhatsApps you
   → Agent replies instantly, gathers details

2. Agent notifies you (summary, not the full thread)
   → "New enquiry: Mrs. Johnson, bathroom refit"

3. You reply: "Quote her £4,500, available March"
   → Agent sends the quote, schedules follow-up

4. You never opened an app. You never typed a quote.
   → The job is booked while you were on the tools.
```

**Objections (FAQ):**

```
"What if it says something wrong?"
You're always in control. For the first week, it drafts and you approve
before anything goes out. After that, you choose what it handles alone.

"Do I need a computer?"
No. Everything happens in WhatsApp. If you can message your mates,
you can use Task Agent.

"What does it cost?"
£49/month—less than one missed job. Free for early adopters.

"What about [Facebook/email/phone calls]?"
Coming soon. We're starting with WhatsApp because that's where
most tradespeople already are.
```

**Final CTA:**

```
HEADING: "Stop losing jobs. Start finishing on time."

[Get Early Access] (Free for early adopters)

No credit card. No commitment. We'll let you know when it's ready.
```

### Metrics to Track

| Metric | Target | Why |
|--------|--------|-----|
| Conversion (signup) | >5% | Validates demand |
| Time on page | >60s | Interest level |
| Scroll to bottom | >40% | Message resonance |
| FAQ clicks | Track which | Identifies objections |

**Insight:** Every section of this landing page traces back to validated customer insights. The headline ("Never miss another job") comes directly from Sarah's quote about losing customers. The "10 different places" problem is her exact description. The "10pm quote typing" is Neil's real workflow. Nothing is invented—it's synthesized from PMF analysis.

---

## OG Images & Social Sharing

For generating Open Graph images and Twitter cards, see **[og-images.md](og-images.md)**.

The OG image formats (landscape, square, portrait) can also be reused as responsive portfolio images across breakpoints.
