Imported from halt-catch-fire/mutiny (guides/design/landing-page-design/SKILL.md). Install upstream with npx skills add halt-catch-fire/mutiny --skill landing-page-design. Copyright stays with the author.

Install the belt CLI skill: npx skills add belt-sh/cli

Landing Page Design

Design high-converting landing pages with AI-generated visuals via inference.sh CLI.

Quick Start

Requires inference.sh CLI (belt). Install instructions

belt login

# Generate a hero image
belt app run falai/flux-dev-lora --input '{
  "prompt": "professional person smiling while using a laptop showing a clean dashboard interface, bright modern office, natural lighting, warm and productive atmosphere, lifestyle marketing photography",
  "width": 1248,
  "height": 832
}'

# Research competitor landing pages
belt app run tavily/search-assistant --input '{
  "query": "best SaaS landing page examples 2024 conversion rate"
}'

Above-the-Fold Formula

Everything visible before scrolling must communicate value in 5 seconds.

┌─────────────────────────────────────────────────┐
│  [Logo]              [Nav]        [CTA Button]  │
│                                                 │
│   Headline (6-12 words)                         │
│   ─────────────────────────                     │
│   Subheadline (15-25 words)        [Hero Image] │
│                                    showing the  │
│   [Primary CTA Button]            OUTCOME, not  │
│   "Start Free Trial"              the product   │
│                                                 │
│   Social proof: "Trusted by 10,000+ teams"      │
│   [logo] [logo] [logo] [logo] [logo]            │
└─────────────────────────────────────────────────┘

The 5 Elements

Element	Rule	Example
Headline	6-12 words, states the outcome	"Ship docs in minutes, not days"
Subheadline	15-25 words, expands on how	"AI-powered documentation that writes itself from your codebase. No templates needed."
Hero image	Shows the OUTCOME, not the product	Person looking satisfied at results, not a screenshot of your UI
Primary CTA	Action verb + value	"Start Free Trial" not "Submit" or "Learn More"
Social proof	Logos, count, or micro-testimonial	"Trusted by 10,000+ teams at [logos]"

Headlines

Formulas That Convert

Formula	Example
[Outcome] without [pain]	"Beautiful docs without the design skills"
[Outcome] in [timeframe]	"Launch your site in 5 minutes"
The [better way] to [common task]	"The faster way to build APIs"
Stop [pain]. Start [outcome].	"Stop guessing. Start knowing."
[Number] [things] to [outcome]	"One tool to manage all your data"

What Makes Headlines Fail

❌ "Welcome to Our Platform" (says nothing about value)
❌ "The World's Most Advanced AI-Powered Solution" (buzzwords, no specifics)
❌ "We Help Businesses Grow" (vague, generic)
❌ "Next-Generation Enterprise Software" (what does it DO?)

✅ "Turn customer feedback into product features, automatically"
✅ "The spreadsheet that thinks like a database"
✅ "Find and fix bugs before your users do"

Hero Images

Show the Outcome, Not the Product

❌ Screenshot of your dashboard (boring, hard to parse at a glance)
❌ Abstract geometric background (says nothing)
❌ Stock photo of a handshake (cliché)

✅ Person looking satisfied at clear results on their screen
✅ Before/after transformation
✅ The end result of using your product

# Outcome-focused hero
belt app run falai/flux-dev-lora --input '{
  "prompt": "happy professional team celebrating around a laptop showing positive growth charts, bright modern office, natural sunlight, authentic candid moment, marketing photography style, warm tones",
  "width": 1248,
  "height": 832
}'

# Product-in-context hero
belt app run bytedance/seedream-4-5 --input '{
  "prompt": "clean modern laptop on a minimalist desk showing a beautiful analytics dashboard, floating UI elements emerging from the screen, soft gradient background, product marketing style, professional",
  "size": "2K"
}'

CTA Buttons

Text

Good CTAs	Bad CTAs
"Start Free Trial"	"Submit"
"Get Started Free"	"Click Here"
"See It in Action"	"Learn More" (low commitment)
"Create Your First Report"	"Sign Up" (vague)
"Try Free for 14 Days"	"Register"

Formula: Action verb + value/outcome + (optional: reduce risk)

Design

Element	Rule
Color	High contrast with background — must be the most visible element
Size	Minimum 44px height (tap target), wide enough for text + padding
Position	Above the fold, repeated after each major section
Whitespace	Generous padding around button, don't crowd it
Secondary CTA	If needed, use text link below ("or watch a demo")

Section Order

The proven sequence for landing pages:

Section	Purpose	Key Element
1. Hero	Core value, primary CTA	Headline + image + CTA
2. Social Proof	Build trust	Logos, numbers, badges
3. Problem	Create empathy	Pain point they recognize
4. Solution/Features	Show how you solve it	3 key features with visuals
5. How It Works	Reduce complexity	3 steps: sign up, configure, benefit
6. Testimonials	Prove it works	2-3 specific customer quotes
7. Pricing	Enable decision	Clear tiers, highlight recommended
8. FAQ	Handle objections	5-7 common questions
9. Final CTA	Capture remainders	Repeat primary CTA with urgency

Social Proof Types

Type	Impact	Placement
Company logos	Fastest to process, high trust	Below hero
User count	Scale signal	Hero or social proof bar
Star rating	Product quality	Near CTA
Testimonials	Detailed credibility	Dedicated section
Case study stats	Specific proof	Feature sections
Trust badges	Security/compliance	Near forms, pricing, footer

# Research for social proof stats
belt app run exa/answer --input '{
  "question": "What is the average conversion rate for SaaS landing pages with social proof vs without?"
}'

Form Design

Rule	Impact
Every field reduces conversion ~11%	Minimize fields
Name + Email = maximum for signups	Don't ask for phone, company, role
Single-column layout	Don't use multi-column forms
Inline validation	Show errors immediately, not on submit
Clear error messages	"Email is required" not "Error in field 3"
Submit button text = action	"Create Account" not "Submit"

Mobile Optimization

Rule	Why
CTA button full width	Easy to tap with thumbs
Sticky CTA on scroll	Always accessible
No horizontal scrolling	Breaks mobile layout
Font minimum 16px	iOS zooms inputs below 16px
Tap targets minimum 48x48px	Apple HIG, Google Material
Images responsive	Don't overflow viewport
Prioritize headline + CTA	Simplify above-the-fold

OG Image for Sharing

# Generate an OG image for the landing page
belt app run falai/flux-dev-lora --input '{
  "prompt": "clean professional social sharing card, product name and tagline on modern gradient background, minimal design, corporate tech aesthetic, 1200x630 aspect ratio equivalent",
  "width": 1200,
  "height": 630
}'

# Or use html-to-image for a template-based approach
belt app run infsh/html-to-image --input '{
  "html": "<div style=\"width:1200px;height:630px;background:linear-gradient(135deg,#667eea,#764ba2);display:flex;align-items:center;justify-content:center;font-family:sans-serif;color:white\"><div style=\"text-align:center\"><h1 style=\"font-size:48px;margin:0\">DataFlow</h1><p style=\"font-size:24px;opacity:0.9\">Ship docs in minutes, not days</p></div></div>"
}'

Page Speed

Rule	Target	Why
Hero image	< 200 KB	First thing to load
Total page weight	< 2 MB	Mobile data, patience
Lazy load below-fold	Always	Only load what's visible
Minimize JavaScript	< 200 KB	Blocks rendering
LCP (Largest Contentful Paint)	< 2.5s	Google Core Web Vitals

Common Mistakes

Mistake	Problem	Fix
No clear headline	Visitor doesn't know what you do	6-12 words, outcome-focused
CTA says "Learn More"	Too low commitment	Action verb + specific value
Hero is a product screenshot	Hard to parse, boring	Show the outcome, use lifestyle imagery
Multiple competing CTAs	Decision paralysis	One primary CTA, one secondary max
No social proof	No trust signal	Add logos, counts, or testimonials
Too many form fields	Conversion drops ~11% per field	Name + email maximum
Desktop-only design	60%+ traffic is mobile	Design mobile-first
No urgency in final CTA	Visitors leave and forget	"Start your free 14-day trial"

Related Skills

npx skills add inference-sh/skills@ai-image-generation
npx skills add inference-sh/skills@web-search
npx skills add inference-sh/skills@prompt-engineering

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