marketing-website

# Marketing Website

Marketing sites have one job: **convert visitors into customers**. Every element serves that goal.

**Related skills:**
- `ux-design` — Structure, usability, accessibility foundations
- `aesthetic-ui-designer` — Visual execution, typography, motion

This skill adds the **conversion and persuasion layer**.

## Core Principles

### 1. Clarity Over Cleverness
- Visitors decide in 5 seconds: Is this for me? Can it help?
- Clear beats clever. Don't make them think.
- Jargon-free unless audience expects it

### 2. One Goal Per Page
- Each page has ONE primary CTA
- Secondary actions are visually subordinate
- Don't dilute focus with competing asks

### 3. Value Before Friction
- Show value before asking for anything
- Delay signup/pricing until interest established
- Progressive commitment: small asks before big asks

### 4. Social Proof Everywhere
- Testimonials, logos, numbers, case studies
- Specificity beats vagueness: "47% faster" not "much faster"
- Real names, photos, companies when possible

### 5. Answer the Core Questions
Every visitor asks:
1. **What is this?** (Clear headline)
2. **Is it for me?** (Target audience clarity)
3. **Why should I care?** (Benefits, not features)
4. **Why trust you?** (Social proof)
5. **What do I do next?** (Clear CTA)

## Copywriting Essentials

### Headline Formula

**Structure:** [End result] + [Time period] + [Address objection]

Examples:
- "Launch your app in 2 weeks — no coding required"
- "Cut meeting time in half without losing alignment"

**Headline Types:**
| Type | Example | Best For |
|------|---------|----------|
| Benefit-led | "Save 10 hours every week" | Clear value prop |
| Problem-led | "Tired of endless spreadsheets?" | Pain-aware audience |
| How-to | "How to double your conversion rate" | Educational |
| Question | "What if onboarding took 5 minutes?" | Curiosity |
| Command | "Stop losing customers to slow support" | Direct/urgent |

### Subheadline Role

The subhead **explains** what the