landing-page-design

1# Landing Page Design
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3A landing page is not a homepage. A homepage serves multiple intents. A landing page wins one intent:
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5**one offer → one audience → one primary action.**
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7This 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.
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9## Scope
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11Apply 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.
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13**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.
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15---
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17# PART A — Strategy and structure
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19## A1. Intake
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21Gather these before designing or writing. Ask only for what is missing, and ask in one batch rather than one question at a time.
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23**Purpose**
24- What is the ONE primary action? (trial, demo, buy, waitlist, download)
25- What is the offer, exactly what do they get?
26- What counts as a conversion? (click, signup, purchase)
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28**Audience and context**
29- Who is the ICP?
30- What problem are they trying to solve?
31- Top three objections, meaning why they do not convert today
32- Traffic source: ads, search, social, email
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