Writing high-converting landing pages and sales pages can be faster and more organized with the help of Claude AI, Anthropic’s AI writing assistant. This guide is aimed at beginner to intermediate copywriters, marketing teams, and solopreneurs who know copywriting basics and want a ready workflow for using Claude to craft persuasive pages.
We’ll cover using Claude’s web interface (Claude.ai) for everyday copy tasks, touch on the API/CLI for advanced automation, and provide prompt templates based on proven copywriting formulas. You’ll also find real examples – from product and SaaS landing pages to long-form sales page sections – with prompts you can copy and adapt. By the end, you’ll know how to leverage Claude to speed up your copywriting process and produce well-structured content that can rank and convert.
Using Claude’s Web Interface for Copywriting
Claude’s web UI (at Claude.ai) is the primary tool for most users. It functions like a chat where you give prompts and get content in return. Here’s how to make the most of it for landing page and sales page copywriting:
Provide Clear Context: Treat Claude like a human copywriting assistant by feeding it background info. You can paste in your product details, target audience, and even example copy to guide its style. Claude has a large context window (up to 100k+ tokens in newer versions), meaning it can ingest large documents or multiple sections at once. For example, you might share an existing page or a brand style guide and then ask Claude to write new copy in a similar vein. One marketer achieved great results by pasting a favorite sales page into Claude and prompting it to use that format for a new product.
Define the Task and Tone: Start your prompt by explaining the task and desired outcome. You can instruct Claude like: “You are a conversion copywriter. Write a compelling hero section for my landing page…” and specify the tone (e.g. friendly, professional) and any other guidelines (like word count or style). Claude responds well to detailed instructions and will try to mimic the tone or voice you describe. For instance, if you want a casual tone, say so; if you want Claude to avoid certain phrases, include that as a “do not” in your prompt.
Write Section by Section: A good workflow is to tackle one section at a time (headline, features, CTA, etc.). This keeps Claude’s output focused. For example, you might first ask Claude for 5 headline options highlighting your product’s value. Then, once you pick one, ask it to draft an introductory paragraph. Working iteratively lets you steer the copy with feedback. Claude is very responsive to nuanced edits – even small prompt tweaks can yield noticeably different outputs.
Refine and Rewrite: Use Claude to improve phrasing and vary tone. If you have rough text written (by you or from Claude’s first draft), you can paste it and prompt: “Rewrite the above in a more urgent tone” or “Make this paragraph more concise and punchy.” Claude excels at creative rephrasing and maintaining a consistent style. For example, you can generate multiple versions of a call-to-action (CTA) button text by asking Claude for alternatives that are shorter, more action-focused, etc.
Crafting CTAs: Claude can quickly generate strong CTAs on demand. You might prompt: “Give me five call-to-action phrases for a [product] landing page, focusing on value (not just ‘Buy Now’) and creating urgency.” It will output options like “Start Your Free Trial – Get Results in Days!” or “Claim My Spot Today”, etc. (Claude’s ability to produce natural, human-like text often makes its CTA suggestions sound authentic and on-brand.) If one sounds off, refine the prompt by specifying tone or length.
Leveraging Claude’s Strengths: In practice, Claude is great for brainstorming copy ideas and fleshing out sections based on frameworks or examples. It can maintain context over long prompts, which helps when you feed it multiple sections to ensure consistency. Many users find Claude’s outputs need less heavy editing to fit their voice – but always review and polish the AI-generated text before publishing. Think of Claude as a first draft generator and brainstorming partner, rather than a finalize-and-post tool. Combine its speed with your judgment for best results.
Tip: For best outcomes, be as specific as possible in your prompts. Claude can handle multi-step or formatted prompts well. For example, setting up a prompt with sections like Context, Goal, Guidelines, and Output format (as shown in some templates below) can lead to more structured responses. Marketers love using classic formulas (AIDA, PAS, etc.) in prompts because it ensures Claude’s output follows a persuasive flow. We’ll dive into those next.
Using Claude via API or CLI (Advanced)
For those working in teams or agencies, Claude’s API and integration options allow you to automate copy generation at scale. This is an optional step – non-technical users can skip this – but it’s powerful for creating multiple pages or setting up content workflows:
Batch Generating Pages: With the Claude API (or Claude’s command-line interface and developer tools), you can script the creation of content. For example, an agency could feed a CSV of product info and have Claude produce a landing page for each product in one go. The Claude for Sheets extension even lets you use prompts in Google Sheets, executing Claude in each cell. This means you could generate copy for dozens of pages by filling in a sheet (e.g. column A for product name, column B for audience, etc., and a formula calls Claude to output copy in another cell).
Content Pipelines: Claude can be part of an automated content pipeline. For instance, you might integrate Claude with a CMS like Webflow or WordPress via tools like Zapier or custom scripts. One approach is to use the API to have Claude’s output go directly into your site’s draft content. There are reports of users connecting Claude to Webflow’s CMS to publish landing pages on autopilot. Always ensure quality control though – you might have Claude generate the first draft for each page, then have a human edit before it goes live.
Long-Form Pages and Artifacts: Claude’s API supports a feature called Artifacts (in newer Claude 3.5 and above) which helps manage long outputs like full sales pages in sections. If you’re generating a very long sales page via API, you can have Claude output each section as a separate artifact or file, which you can then assemble. This is useful for orchestrating multi-step content creation (e.g., first generate an outline, then have Claude expand each section in turn in one continuous workflow).
Integration Example – Claude + Sheets: Using Claude with Google Sheets is a practical way to scale prompt testing and multi-page generation without heavy coding. For example, you could set up a sheet where each row is a landing page and columns contain specifics (product name, key benefit, target audience, etc.). Using the =CLAUDE() function in Sheets, each row can output a tailored landing page section. This lets you test different messaging quickly or produce localized variations of a landing page in parallel. The Claude for Sheets documentation notes it “enables prompt engineering at scale” by running many prompts at once.
In short, the API/CLI route allows tech-savvy marketers to generate and publish copy en masse – useful for agencies managing many campaigns or for A/B testing multiple versions rapidly. But our main focus remains using the Claude web interface with smart prompts, which anyone can do.
Copywriting Formulas & Prompt Templates for Claude
Claude can follow proven copywriting formulas to ensure your content is persuasive and structured. By crafting prompts around frameworks like AIDA, PAS, or FAB, you guide Claude to cover all the important points in order. Below are prompt templates (in bold headings) for popular formulas and scenarios. You can copy these and fill in the details (product, audience, etc.) to have Claude generate effective copy. Each prompt is structured with clear instructions so Claude knows exactly how to format the output.
AIDA (Attention, Interest, Desire, Action)
The AIDA framework is a classic that captures the reader’s journey from grabbing Attention to spurring an Action. It’s over a century old but still the backbone of conversion copy. AIDA works across digital channels because it logically builds interest and desire before the call-to-action.
Prompt Template (AIDA):
You are a skilled copywriter. Write a landing page section using the AIDA framework.
- **Attention:** Start with a headline or opening sentence that immediately grabs attention. It should highlight a key pain point or a bold benefit of **[PRODUCT/SERVICE]** for **[TARGET AUDIENCE]**.
- **Interest:** In 2-3 sentences, build interest by expanding on the problem or introducing an intriguing fact/story. Keep the reader curious about how the solution might help them.
- **Desire:** In 3-4 sentences, create desire for **[PRODUCT/SERVICE]**. Emphasize the top benefits or outcomes that address the audience’s needs (focus on what they gain or how their life improves:contentReference[oaicite:24]{index=24}).
- **Action:** Finish with a clear call-to-action. Encourage the reader to take the next step (e.g., *“Sign up now for a free trial”* or *“Get started today”*), possibly with a sense of urgency.
Tone of voice: **[desired tone]** (e.g., friendly and confident). Keep the copy under **[X]** words.
This prompt explicitly instructs Claude to structure its response in AIDA order (Attention → Interest → Desire → Action), ensuring no stage is missed. By filling in your product, audience, and tone, you’ll get a tailored AIDA-based section. (Using AIDA helps maintain a persuasive flow and can even incorporate your SEO keywords naturally.)
PAS (Problem–Agitate–Solution)
The PAS formula stands for Problem, Agitation, Solution – a go-to framework for highlighting your audience’s pain and then relieving it. It works by first identifying the core problem, agitating it to stress why it hurts, and finally offering the solution (your product/service) as the hero. PAS is excellent for grabbing attention through empathy – showing you understand the reader’s pain – and then delivering hope.
Prompt Template (PAS):
You are an expert marketing copywriter. Write a copy block using the PAS framework.
- **Problem:** Open with 1-2 sentences that **directly describe the main problem/pain** of **[TARGET AUDIENCE]**. Use their language to show you understand their challenge (e.g., *“Struggling with X?”*).
- **Agitate:** In 2-3 sentences, **amplify the emotional consequences** of not solving this problem:contentReference[oaicite:27]{index=27}. Tap into frustrations or fears – what happens if the issue is ignored? Make it visceral and relatable (but remain truthful and not overly dramatic).
- **Solution:** In 2-3 sentences, **present [PRODUCT/SERVICE] as the solution** to the above problem:contentReference[oaicite:28]{index=28}. Explain how it specifically addresses the pain and eliminates the negative outcomes. End on a positive note that things will improve with this solution (you can hint at results or benefits).
End this section with an encouraging line or mini-CTA that suggests taking action (like, *“Here’s how to fix X...”* or *“Learn more about how we solve this.”*). Tone should be empathetic, then uplifting.
This prompt makes Claude empathize with the reader’s pain then offer your product as the relief. The PAS framework is powerful because it creates an emotional need for the solution. Claude will produce a problem statement, an agitation (often painting “what if you don’t fix this” scenarios), and a resolution featuring your product. Make sure the “Problem” you fill in is something your audience truly worries about, and that your product genuinely solves it – authenticity is key.
FAB (Features–Advantages–Benefits)
FAB is a formula that ensures you’re not just listing features, but also explaining Advantages (what the feature does) and ultimate Benefits (why it matters to the customer). In other words, FAB bridges the gap from what a product has to what the user gains. This is perfect for product descriptions, feature sections, or anywhere you want to highlight value in a structured way.
Prompt Template (FAB):
You are a copywriter describing a product using the FAB framework (Features–Advantages–Benefits).
**Product:** [PRODUCT NAME] – [Brief description of what it is].
**Target Audience:** [Who the customer is].
For each major feature of [PRODUCT NAME], do the following:
- **Feature:** State the feature clearly.
- **Advantage:** Explain how that feature is useful – what does it allow or improve?:contentReference[oaicite:33]{index=33}
- **Benefit:** Explain the ultimate benefit or outcome for the user (“what’s in it for me”):contentReference[oaicite:34]{index=34}:contentReference[oaicite:35]{index=35}. This should address the user’s need or desire.
List 3 to 5 features in this Feature → Advantage → Benefit format. Use bullet points or a similar format for clarity.
End with a one-line **value proposition or CTA** tying the biggest benefit back to the call-to-action (e.g., *“Experience [top benefit] with [PRODUCT] – Try it now.”*).
Using this prompt, Claude will generate a list of features with their advantages and benefits, keeping the focus on the customer’s perspective. For example, if the product is a project management app and a feature is “real-time collaboration,” Claude might write something like: “Feature: Real-time collaboration workspace.
Advantage: Team members can work simultaneously on tasks and see updates instantly. Benefit: No more waiting on emails – projects move faster and everyone stays in sync, saving you time and headaches.” By emphasizing benefits, you ensure the copy appeals to emotions and desires (customers care about outcomes, not just specs).
(Note: The FAB framework is great for product landing pages or product description sections. You can also prompt Claude just for bullet points of benefits – see the example in the Landing Page prompts section for benefit bullets.)
Story-Based CTA Prompts
Sometimes, weaving a short story or scenario into your call-to-action can make it far more compelling. A story-based CTA uses a quick narrative to put the reader in the shoes of success or failure, then presents the CTA as the path to the happy ending.
This approach engages emotions and can be especially effective if your audience is hesitant or needs an extra push. (It’s related to the “Star–Story–Solution” formula, which is a character-driven mini-story ending in a solution.)
Prompt Template (Story-Driven CTA):
You are a copywriter creating a story-based call-to-action section.
Write a short section (150 words or less) that does the following:
- **Story:** Start with a brief, relatable story or scenario involving a character (the "star") from [TARGET AUDIENCE]. For example, describe them facing a problem or achieving a small victory relevant to [PRODUCT/SERVICE]. Make it engaging and easy to identify with.
- **Solution CTA:** Transition to how [PRODUCT/SERVICE] played a role (or could play a role) in the story to lead to a positive outcome (this is the "solution").
- **Action:** Conclude with a direct call-to-action that invites the reader to take the same journey. Use an encouraging tone and make the action clear (e.g., *“Start your journey to [benefit] – try [PRODUCT] today.”*).
Ensure the story naturally leads to the CTA. The tone should be inspirational and motivational, so the reader feels compelled to act.
This prompt guides Claude to produce a mini narrative that emotionally primes the reader before hitting them with the CTA. The character in the story stands in for your reader – for instance, “Meet Jane, a busy mom who always dreamed of starting her own business…” – and the copy briefly shows how Jane overcame a challenge with help from the product, then says “You can do the same – sign up now.” This “Star–Story–Solution” approach (star = Jane, story = her journey, solution = your product) is known to be effective for engaging readers and addressing their apprehensions. Use it sparingly for impact – such CTAs work well at the end of long sales pages or in email sequences where a narrative context is appropriate.
Value Proposition Prompts
Your value proposition is the concise statement of the unique value your product or service delivers. Claude can help articulate this in a punchy way. Often, the value prop appears as a headline or subheadline on a landing page (the “hero” section) and must immediately tell the visitor “what you offer, to whom, and why it’s valuable.” A good value prop focuses on the primary benefit or outcome and what makes it different from the competition.
Prompt Template (Value Proposition):
Act as a brand strategist. Craft a compelling value proposition for [PRODUCT/SERVICE].
- Target Audience: [brief description of who the product is for].
- Primary Problem or Need: [the main pain point or desire of the audience].
- Unique Solution: [how the product uniquely solves the problem or meets the need].
- **Format:** 1–2 concise sentences (or a headline and subheadline) that clearly communicate:
- **What** the product/service is.
- **Who** it’s for (implicit or explicit).
- **Why** it’s beneficial – the #1 benefit or outcome it delivers.
- **How** it’s different or better (your unique selling point), if possible.
Tone: Clear, confident, and value-focused. Assume this will be the first thing a visitor reads on a landing page, so make it attention-grabbing and specific.
This prompt helps Claude distill your entire offering into a sharp statement. For example, if filled in for a fictional online language course, Claude might produce: “FluentNow – An online language program for busy professionals that promises fluency in 3 months. Achieve real conversational skills 2x faster than traditional apps, with 15-minute daily lessons.” In one or two breaths, the reader learns the target (busy professionals), the benefit (fluency fast), and the differentiator (short daily lessons, twice as fast).
Such clarity is crucial. Notice the prompt asks for brevity (1–2 sentences) – Claude will try to pack a punch within that limit, often providing multiple phrasing options if you ask for them (e.g., “Write 5 variations of a value proposition…”). You can also specify length or character count to fit into a headline. The key is highlighting the primary value your audience cares about.
Objection-Handling Prompts
Addressing customer objections is a critical part of sales copy, especially for longer sales pages or pricing sections. Common objections include “Is this right for me?”, “Is it worth the price?”, “What if it doesn’t work?”, etc. With Claude, you can proactively tackle these by prompting it to create content that answers FAQs, counters doubts, or provides reassurance (like guarantees or comparisons). This builds trust and can significantly improve conversion by resolving the reader’s hesitations.
Prompt Template (Objection Handling FAQ):
You are a copywriter preparing an FAQ/Objections section.
Generate a list of **Frequently Asked Questions or Objections** for [PRODUCT/SERVICE] and provide a brief, persuasive answer to each. Focus on addressing the main points that might hold a customer back from converting.
- Include around 5 questions. Examples of objection topics: [e.g., “What if I don’t see results?”, “How does this compare to X?”, “Is it worth the price?”, “Can I trust your service?”, “What if I change my mind?”].
- For each question, write a 2-3 sentence answer that overcomes the concern. Techniques to use:
- Emphasize guarantees or return policy (to remove risk).
- Use social proof or results data if available (to build credibility).
- Highlight unique advantages or value (why it’s worth it).
- Clarify any misunderstandings simply and confidently.
- Keep the tone reassuring, honest, and encouraging. Aim to **turn negatives into positives**.
End the section with a final reassurance or a CTA, e.g., “Still on the fence? Remember, [summarize guarantee or key benefit].”
This prompt will have Claude produce an FAQ-style list where each “Q:” is a potential objection and each “A:” eases that concern. It’s effectively asking Claude to role-play the cautious customer and the helpful seller. By specifying common examples, you guide Claude to cover those areas. For instance, Claude might output: Q: “What if I’m not satisfied with the results?” A: “We offer a 30-day money-back guarantee, no questions asked.
We stand by our product’s quality, and our average user sees results within 2 weeks – but if it’s not for you, you won’t lose a dime.”** This directly addresses the risk objection with a guarantee. Another Q could be about price vs. value, which Claude might counter by highlighting ROI or unique benefits that justify the cost.
You can tweak the prompt to focus on specific objections you know your audience has – the goal is to preemptively answer doubts. Including such content has been shown to improve conversions, since it builds trust and handles “silent” concerns a reader might not voice but is thinking about.
Tip: Objection-handling can also be weaved into other sections – for example, in a pricing section, you can ask Claude to include lines like “No long-term contract, cancel anytime” if commitment is a concern. Or in a CTA, mention “Limited spots (we do this to ensure quality)” if someone might worry about overcrowding, etc. Don’t be afraid to address negatives; it shows honesty and confidence.
With these prompt templates for frameworks and specific needs, you have a toolkit to generate almost every part of your landing or sales page through Claude. Next, let’s see real examples of how these prompts look in action for different types of pages and sections.
Real Examples: Claude Prompts for Landing Pages & Sales Pages
In this section, we’ll walk through concrete examples of prompts and scenarios. Each example is structured with a short scenario description and a Claude prompt that you could use or adapt. These demonstrate how to apply the formulas and tips above to actual use-cases:
Landing Page Examples
Example 1: Product Landing Page (E-commerce)
Scenario: You’re launching a new gadget (let’s say a smart fitness watch) and need a landing page to convert visitors. You want a compelling hero, a features section, a testimonial, and a clear CTA.
Claude Prompt:
I'm creating a landing page for a new product: **FitLife Pro Smartwatch**.
Audience: fitness enthusiasts and busy professionals interested in health tech.
Goal: Drive visitors to click "Buy Now".
Write the full landing page copy including:
- **Hero section:** A headline and subheadline that grab attention. Headline should highlight the biggest benefit (e.g. "Get Fit and Stay Connected at a Glance"). Subheadline should amplify that benefit in one sentence.
- **Introduction:** 2-3 sentences introducing FitLife Pro and the problem it solves (e.g. staying healthy with a busy schedule).
- **Features & Benefits:** A bulleted list of 3 key features and their benefits (e.g. "24/7 Heart Monitoring – Know your heart health in real time to avoid burnout:contentReference[oaicite:47]{index=47}:contentReference[oaicite:48]{index=48}", etc.).
- **Testimonial:** A short quote from a satisfied user (you can make up a name) that adds social proof, mentioning a specific positive result.
- **Call-to-Action:** A final sentence or button text that urges the visitor to act (e.g. "Buy Now and Start Your Fitness Journey"), possibly with a risk-reversal note ("30-day money-back guarantee").
Tone: Exciting and motivational, yet trustworthy and clear. Ensure the copy flows logically from section to section.What to expect: Claude will generate a cohesive landing page draft. For example, it might produce a hero like: “Get Fit & Stay Connected – All From Your Wrist.” “Meet FitLife Pro: the smartwatch that helps busy professionals stay healthy, organized, and motivated. Track workouts, monitor your health, and receive smart insights – even on your most hectic days.” Then a feature list (with each feature turned into a benefit-focused bullet), e.g., “24/7 Heart Monitoring – Keeps tabs on your heart rate and stress levels in real time, so you can train safely and avoid burnout.” etc., a testimonial (““I’ve lost 10 pounds and never miss a meeting, thanks to FitLife Pro!” – Jane D., Entrepreneur”), and a CTA line (“Ready to transform your routine? Get your FitLife Pro today!”).
This single prompt covers multiple elements; you could also break it into smaller prompts for finer control. Notice how we guided Claude to emphasize benefits and even included a gentle objection handler (money-back guarantee) in the CTA for extra reassurance.
Example 2: SaaS Landing Page (B2B Software)
Scenario: You have a SaaS product – say, an AI marketing analytics tool – targeting marketing teams (audience). The landing page should convey a strong value proposition, key features, social proof, and encourage sign-ups for a free trial.
Claude Prompt:
You are writing a landing page for a B2B SaaS called **MarketGuru Analytics**.
Audience: Marketing managers at mid-sized companies.
Main Value Prop: MarketGuru uses AI to turn complex data into clear marketing insights, saving time and boosting ROI.
Write the landing page sections:
1. **Hero Section:** Headline + subheadline that highlights the value proposition (e.g., "Transform Your Marketing Data into Revenue" and a supporting line about AI-driven insights). Include a CTA button text like "Start Free Trial".
2. **Problem & Solution:** A brief paragraph (3-4 sentences) describing the common problem (data overload, unclear ROI) and how MarketGuru provides a solution (automated reports, actionable insights) – using a PAS-like approach to hook interest.
3. **Features/Benefits:** 3 bullet points or mini-sections. Each should mention a feature (e.g. "Automated Reports") and the benefit to the user (e.g. "so you never waste hours on spreadsheets:contentReference[oaicite:49]{index=49}"). Include relevant keywords like "AI marketing analytics" naturally.
4. **Social Proof:** Include either a short testimonial (quote) from a happy client or a statistic (e.g., "Used by 500+ companies, improved marketing ROI by 30% on average") to build trust.
5. **Final CTA:** A closing line encouraging sign-ups (e.g. "Get AI insights in minutes – try MarketGuru free.").
Tone: Professional and confident, yet accessible. Assume the reader may be skeptical of AI, so be clear on benefits and ease-of-use.What to expect: Claude will likely produce a professional-sounding draft. For instance, a possible headline: “Turn Data Overload into Marketing GOLD.” Subheadline: “MarketGuru Analytics uses AI to convert your marketing data into clear, actionable insights – no data science degree required.” The problem/solution paragraph might start with a pain: “Marketing teams drown in data but struggle to prove what works.
Reports take hours (or days) and insights get lost…” then introduce the solution: “MarketGuru’s AI co-pilot does the heavy lifting – analyzing all your campaigns and telling you exactly what’s driving revenue. Get instant clarity and make data-backed decisions with confidence.” Feature-benefit bullets could be like: “Automated Reports – Skip the spreadsheets; get weekly AI-generated reports highlighting your KPIs and trends.” etc. Social proof might include a testimonial (““MarketGuru saved us 10 hours a week and grew our campaign ROI by 45%!” – Alex M., Growth Lead”) or a user stat.
And the final CTA wraps up with a friendly push: “Ready to let AI supercharge your marketing? Start your free 14-day trial of MarketGuru now.” This example prompt uses a mix of frameworks: a bit of PAS in the intro, plus feature-benefit bullets and CTA best practices. For SEO, Claude will also naturally weave in the term “AI marketing analytics” as instructed, which is a bonus for search ranking.
Example 3: Lead Generation Landing Page
Scenario: You want to capture leads by offering a free resource (e.g., an e-book or webinar). The landing page’s goal is to convince visitors to sign up (conversion = an email signup). Let’s say you’re offering a free e-book on personal finance tips.
Claude Prompt:
Write a persuasive **lead generation landing page** for a free e-book titled "Financial Freedom 101".
Sections needed:
- **Headline:** An attention-grabbing headline that highlights a benefit of the e-book (e.g. "Learn the 5 Secrets to Financial Freedom").
- **Subheadline/Value:** A one-liner that explains what the visitor gets by signing up (e.g. "Free 30-page e-book with actionable tips to save more, invest smarter, and retire early").
- **Bulleted Benefits:** 4-5 bullet points listing what they'll learn or gain from the e-book (use enticing language, e.g. "How to save $500+ a month without feeling the pinch").
- **About the Author/Credibility:** (optional) 1-2 sentences about the e-book author or why this guide is valuable/trustworthy (for building credibility).
- **Sign-Up Form CTA:** Text to encourage entering email, e.g. "Get my free e-book now". Mention any bonus or reassurance (e.g. "Join 10,000+ readers" or "We respect your privacy, unsubscribe anytime").
Tone: Enthusiastic and encouraging (you're offering help, not a hard sell). The page should make visitors feel they're one step away from improving their finances, just by signing up.What to expect: Claude will create a focused landing page tailored to one action: getting that email. The headline might be “5 Secrets to Financial Freedom – Yours Free.” The subheadline could add “Download our 30-page guide to saving more, investing smarter, and achieving your money goals.” Bullets will likely start with strong benefits: e.g., “Slash Debt: Proven strategies to pay off loans faster (without living on rice and beans)” and “Invest Smart, Not Hard: How to grow your savings on autopilot, even if you’re not a finance expert.” – which use a bit of the FAB style by turning features of the content into reader benefits.
The credibility blurb might say “About the author: Jane Doe is a certified financial planner who has helped 5,000+ people get out of debt.” And the form area text will be a straightforward CTA: “Get the Free E-Book – Enter your email below to receive your copy now.” plus a privacy note.
By laying out these pieces, the prompt ensures Claude doesn’t forget to mention something important (like privacy or author credentials). This example shows how you can prompt for a very specific landing page type (lead gen) and get a nicely structured result addressing value proposition, benefits, social proof, and CTA – all critical for conversion.
Example 4: Feature + Benefits Section (for any page)
Scenario: You have a product or service with multiple features, and you want a section on your page that highlights features together with their user benefits (essentially implementing the FAB framework within a section).
Claude Prompt:
Generate a "Features & Benefits" section for [PRODUCT/SERVICE].
- List 3 main features of [PRODUCT] that potential customers care about.
- For each feature, write a subheading or bold title naming the feature, and 1-2 sentences explaining:
- What the feature is/does.
- *Why it benefits the user* (how it solves a problem or improves something for them).
Format it as bullet points or short paragraphs for easy skimming:contentReference[oaicite:54]{index=54}.
Make sure the benefit is clear and addresses a pain point or desire.What to expect: Claude will output something like: Feature 1: 24/7 Monitoring. Our system continuously tracks your website’s uptime and performance. Benefit: You’ll know instantly if anything goes wrong, so you can fix issues before customers notice. Feature 2: One-Click Reporting. With a single click, generate comprehensive reports on user behavior. Benefit: No more crunching data – understand your customers in minutes and make informed decisions faster. Feature 3: Custom Alerts.
Set up personalized alerts for the metrics that matter to you. Benefit: Stay on top of your KPIs without constantly checking dashboards – get notified only when you need to take action. Each feature is thus followed by its advantage/benefit, often in the same blurb. This aligns with the earlier FAB template.
By asking for easy skimming format, we ensure Claude might use bullet points or bold headings for each feature, which is good for readability. This type of section can be plugged into any longer page (landing or sales page) where you need to concisely drive home what you offer and why it’s valuable.
Example 5: Hero Section + Above-the-Fold Copy
Scenario: You need the very top section of your landing page – typically a “hero” with a headline, subheadline, and maybe a brief description or CTA button text. The goal here is to immediately communicate what you offer and entice the visitor to keep reading or click.
Claude Prompt:
Write a powerful Hero Section for [PRODUCT/SERVICE] landing page:
- **Headline (H1):** ~5-12 words that capture the main benefit or unique selling point of [PRODUCT]. Should grab attention (use strong action words or an intriguing promise).
- **Subheadline (H2):** 1 sentence (10-20 words) supporting the headline, providing a bit more detail or specific outcome. This should build interest and clarity.
- **Brief Description/CTA:** 1-2 short sentences or a sentence + a CTA button text. The first sentence can elaborate on how [PRODUCT] solves a key problem or what result the user can expect. The second (if any) should include a **call-to-action**, e.g. "Start your free trial" or "Get started," possibly with urgency or reassurance (like "No credit card required").
Make sure the value proposition is crystal clear and the language is focused on the user's benefit:contentReference[oaicite:55]{index=55}. The tone should match [PRODUCT]'s brand (e.g., friendly and bold, or expert and trustworthy).What to expect: Claude will produce a neat hero copy. For a hypothetical example, say the product is a project management software for teams, Claude might give: Headline: “Effortless Teamwork, All in One Place.”
Subheadline: “Organize projects, track progress, and collaborate seamlessly – so your team hits every deadline.”
Description/CTA: “Join 5000+ teams using ProjectHub to simplify their workflow and deliver results faster. Get Started Free.” This covers the main benefit (effortless teamwork), clarifies what the product does (organize, track, collaborate) and the result (hits every deadline), then provides social proof (“5000+ teams”) and a CTA (“Get Started Free”). The prompt’s structure explicitly asked for each piece, so Claude knows to provide them.
You can tweak the lengths (e.g., if you need a very short headline or a longer subheader) by adjusting the prompt. The hero section is arguably the most critical part of the page – Claude’s suggestion should always be reviewed to ensure it’s punchy and clear.
Use it as a starting point and refine until it passes the “I understand what this offers in 5 seconds” test. Remember to incorporate your primary keyword in the hero if SEO is a concern (Claude can do this if you mention the keyword; e.g., include the product category term). The AirOps example earlier shows how you can explicitly ask for SEO-optimized headlines with a keyword.
Example 6: Testimonials & Social Proof
Scenario: You have either real testimonials or need to create placeholders. Good social proof on a landing page can be a quote from a happy customer, star ratings, number of users, logos of clients, etc. Let’s prompt Claude to generate testimonial quotes that sound convincing.
Claude Prompt:
Create 2-3 short **customer testimonials** for [PRODUCT/SERVICE] to use on a landing page. Since we'll use placeholders, you can invent details but make them feel realistic:
- Each testimonial should be 1-2 sentences and highlight a specific positive outcome or benefit from using [PRODUCT].
- Use a **friendly, authentic tone** (first-person voice, like a real user talking). Mention concrete results if possible (e.g., "in 3 months, increased X by Y%", "saved N hours a week").
- Include a name and perhaps a role or company for each (you can make them up, e.g. "– Alex M., Founder of XYZ").
- Vary the focus of each testimonial to touch on different benefits or objections. (For example, one could focus on ease of use, another on customer support, another on ROI.)
Format them as quotes (e.g., with quotation marks or italics).What to expect: Claude will generate a few convincing testimonial blurbs. For instance: “Using [Product] was a game-changer – our team’s productivity shot up 40% in just a month!” – Jane D., Marketing Director. “I was skeptical at first, but [Product] made everything so easy. It saved me at least 5 hours every week.” – John S., Small Business Owner. “The best part is the support and community.
We achieved in weeks what used to take months, thanks to [Product].” – Alice L., Startup Founder. Each of these touches on a different angle (productivity boost, time savings, support/community and speed of results). They also counter objections implicitly: e.g., skeptic turned believer, or speed of implementation. If you have actual testimonials, you’d use those – but Claude’s versions can serve as placeholders or even inspiration for real customer interviews.
When you prompt for testimonials, Claude might even include bracket placeholders for numbers or names (especially if you ask for templates); that’s fine since you can fill in actual data later. Social proof elements like these build trust and credibility on your page.
Another idea: ask Claude to summarize case studies or create a “trusted by XYZ companies” line if relevant. For example, “Trusted by over 1,000 businesses worldwide, from startups to Fortune 500.” – Claude can generate such lines if you prompt for them in the context of social proof.
Sales Page Examples
Now let’s move to sales pages, especially long-form sales pages often used for products like online courses, coaching programs, or infomercial-style offerings. These typically include more sections than a brief landing page and rely heavily on storytelling, detailed offer descriptions, and persuasive elements like bonuses and guarantees. Here are example prompts for key parts of sales pages:
Example 1: Story/Problem Introduction
Scenario: On a sales page, after the headline, it’s common to have a story-based introduction that hooks the reader emotionally. This might be the founder’s story, a relatable customer story, or a hypothetical scenario that mirrors the reader’s life. The aim is to connect and lead into the problem that the product solves.
Claude Prompt:
Write the opening section of the sales page for [PRODUCT] in a storytelling style to engage the reader:
- Start with a **relatable scenario or personal story**. Option 1: narrate in first person if it's the founder’s story; Option 2: in second person ("you") to put the reader directly in the situation.
- The story should highlight the **problem/pain** that [PRODUCT] solves, in a vivid way. Use emotional language to show the stakes (e.g., frustration, embarrassment, worry, desire for change).
- Build curiosity by implying a turning point or solution will come, but don't reveal the solution yet. (E.g., "I knew there had to be a better way...")
- Length: ~2-3 short paragraphs (roughly 150-250 words total). It should set the stage and make the reader think "This is **exactly my situation**" or "I feel this pain."
- Maintain a tone that resonates with [TARGET AUDIENCE] (empathetic, understanding, maybe a hint of drama but genuine).
End this section on a cliffhanger or a question that naturally leads to introducing [PRODUCT] as the answer.What to expect: Claude will craft a narrative. For example, if [PRODUCT] is a weight loss coaching program, the story might start with something like: “Every January, I promised myself this would be the year. The year I finally got fit.
But by March, I’d find myself hiding that exercise bike under laundry again, feeling defeated…” – This draws the reader (especially if they share that struggle). It may continue: “If you’ve ever felt the sting of stepping on the scale and seeing a number you hate, or avoiding the mirror because you don’t like who’s looking back – I understand.
I was there, too. I tried every fad diet, every late-night infomercial gadget. Nothing worked. The frustration of working so hard and seeing zero progress almost made me give up hope. Almost. There had to be a better way to achieve real, lasting change – without the misery.” It sets up the pain (yo-yo dieting, frustration), empathy (“I was there”), and hints at a solution (“there had to be a better way…”).
The prompt’s final instruction about a cliffhanger could result in a last line like: “It wasn’t until I discovered the approach that finally worked that everything changed – and that’s what I’m here to share with you today.” Now the stage is perfectly set for the next section to introduce the product as that life-changing approach.
This kind of story introduction humanizes the page and grabs attention far better than a dry intro. Claude excels at spinning up these mini-stories and will often make them quite engaging. You can always adjust details to fit real experiences or testimonials if you have them. The key is it should resonate emotionally with the reader’s problem.
Example 2: Offer Breakdown Section
Scenario: In a sales page, once you’ve hooked the reader and introduced the solution (your product), you need to break down the offer – basically, explain exactly what they get. This often includes a detailed list of modules, components, features, or deliverables, presented in an enticing way. We’ll prompt Claude to present the offer clearly and persuasively.
Claude Prompt:
We're at the part of the sales page where we detail **what's included** in [PRODUCT] (the offer). Write this "Offer Breakdown" section.
The section should:
- Begin with a brief intro line like "Here's what you get when you enroll in [PRODUCT]:" or a similarly enthusiastic lead-in.
- Use a **list format** (bullets or numbered) to itemize each component of the offer. For each item:
- Give the component a name (if applicable) or a short summary (e.g., "8 Weekly Training Modules").
- Provide a 1-2 sentence description focusing on how that component benefits the user. (E.g., "8 Weekly Training Modules – step-by-step videos that take you from novice to expert, at your own pace.")
- If relevant, mention the value of that component in parentheses (e.g., "(a $500 value)") to build the value perception.
- Cover all major parts: [list the parts if you know them, e.g., "video lessons, workbooks, private community, 1:1 coaching calls, bonus materials, etc."].
- End the section with a reinforcing statement like "In total, you're getting [summary of everything]." possibly with an implied huge value.
Keep the tone positive and excited, making each part sound high-quality and essential.What to expect: Claude will produce a list of the offer’s components in a compelling way. For an online course example, it might output: *“8 Weekly Training Modules – Comprehensive video lessons that take you from beginner to pro in easy steps. Each module builds on the last, so you never feel lost (and you can re-watch anytime). 8 Live Q&A Sessions – Join a live call each week with the coach to get all your questions answered and personal feedback. It’s like having a personal trainer for your finances, keeping you on track (priceless accountability!). Downloadable Workbooks & Templates – Step-by-step workbooks, cheat sheets, and templates to save you time.
Just fill in the blanks to create your budget, investment plan, etc. without guesswork ($199 value). Private Community Access – A members-only forum of supportive peers on the same journey. Get 24/7 support, share wins, and learn from others’ questions – you’ll never be alone in this.
[Bonus] 1:1 Coaching Call – A personal 30-minute session with me to fine-tune your strategy or tackle any roadblocks ($300 value, FREE for students). … *In total, you’re getting a proven system with tools, support, and guidance – everything you need to succeed.” Claude’s output will likely follow whatever list you hinted at (so include any specific elements you want to be sure are listed).
Notably, adding values (like $ amounts) is a classic technique to make the eventual price seem like a bargain. If you prompt for it, Claude will include those and maybe calculate a total value. You can always adjust them to real numbers later. The result of this section should be that a reader goes “Wow, that’s a lot of stuff I get!” and feels the offer is comprehensive. Claude’s natural language will help ensure each item is described in benefit terms, not just features (as in the examples above, benefit is built-in: save time, never alone, etc.). This ties back to the FAB principle – even when listing deliverables, always mention why each is awesome for the customer.
Example 3: Bonuses and Upsells
Scenario: Often, sales pages include bonus items to sweeten the deal (especially for info-products or software subscriptions), and sometimes an upsell or higher tier offer is mentioned. We’ll create a prompt for Claude to generate a Bonuses section. (Upsells can be handled similarly, but usually on a checkout page rather than the main sales page, so we’ll focus on bonuses here.)
Claude Prompt:
Write a **Bonuses** section for the sales page. We're giving some extra bonuses to customers who purchase [PRODUCT].
The section should include:
- A short intro line like "Order now and you'll also get these exclusive bonuses:" (to create excitement).
- A list of 2-3 bonus items. For each bonus:
- Give it an enticing title (e.g., "Bonus #1: 30-Day Meal Plan Cookbook").
- 1-2 sentences describing what it is and how it adds extra value for the customer. Use persuasive language to show it's not just a throwaway, but something that complements the main product.
- Optionally, mention a dollar value in parentheses to reinforce its worth (e.g., "(a $99 value)").
- Emphasize that these bonuses are **free** when they order [PRODUCT] (e.g., "free bonus", "included at no extra cost").
- Create a bit of urgency or exclusivity if appropriate (e.g., "only for the first 50 customers" or "for a limited time").
Tone: enthusiastic and "over-delivering" vibe, making the reader feel they're getting an amazing deal with these extras.What to expect: Claude will generate a list of bonuses. For a course example, maybe: *“Order Today & Get These Exclusive Bonuses FREE: Bonus #1: Personal Budget Spreadsheet Template ( ~$49~ FREE) – A plug-and-play spreadsheet that automatically calculates your budgets, savings, and investments. This is the exact tool I use with my private clients – yours free to simplify your financial planning.
Bonus #2: Private Facebook Community Access ( $199 Value ) – Join our invite-only group where you can ask questions and get support from me and fellow members 24/7. Share your progress, get accountability buddies, and stay motivated throughout your journey.
Bonus #3: “Next Level Investing” Video Series ( ~$149~ FREE) – 5 advanced training videos that build on the course, showing you how to invest in stocks and real estate confidently. Even if you’re new to investing, these bonus lessons will prepare you to grow your wealth long-term. These bonuses are available only during this launch period to reward fast action-takers.”* Claude typically uses lively language (like adding emojis or emphasis) if you use words like “enthusiastic” – which you may or may not want.
You can refine tone as needed. The prompt above uses an emoji to signify bonus; Claude might include it or you can remove it. The content illustrates each bonus’s benefit and states its value, making the reader feel the bonus section alone is worth a lot. Also note the subtle “only during launch” line at the end to instill urgency.
If you want an upsell mention (say, a premium version), you could add to the prompt: “Also, include a brief note that a VIP package is available with even more features (but don’t focus on it too much).” Otherwise, upsells are typically handled after the main offer. The bonus section should increase the perceived value so that when the price is revealed, the deal feels like a no-brainer.
Example 4: Risk Reversal (Guarantee) Section
Scenario: To alleviate fear of buying, especially for expensive products, a strong guarantee or risk-reversal promise is key. We want Claude to produce a short section that offers a guarantee in a persuasive manner.
Claude Prompt:
Write a **Guarantee** section for [PRODUCT] sales page. We want to remove the risk for the customer.
Guidelines:
- Start with a bold statement or headline about the guarantee (e.g., "30-Day Money-Back Guarantee" or "Our Promise to You").
- Explain in a friendly but clear tone what the guarantee is. For example, "Try [PRODUCT] for 30 days, and if you're not absolutely thrilled, we insist on giving you a full refund."
- Emphasize that the customer’s satisfaction is the priority and they have nothing to lose (common phrases: "no risk to you", "we'll take on all the risk", "100% satisfaction or your money back").
- Address any conditions if there are any (e.g., "simply email our support within 30 days for a prompt refund"), but keep it simple.
- Possibly use an encouraging line that ties back to the benefits: "We are confident [PRODUCT] will [deliver result], but if it doesn't work for you, you shouldn't have to pay for it."
- Keep it short (approx 3-5 sentences). The goal is to reassure and eliminate last-minute hesitation.
Tone: Very reassuring, confident, and generous. The reader should feel that it's a safe decision to purchase.What to expect: Claude will output something like: “30-Day Money-Back Guarantee: We want you to feel absolutely confident trying [PRODUCT]. Go through the program for a full 30 days and see the results for yourself. If you’re not 100% thrilled – if [PRODUCT] doesn’t [deliver on promise] for you – just let us know within 30 days and we’ll refund every penny.
No hassles, no hard feelings. We’re taking all the risk because we know you’ll love it, but the decision is truly risk-free for you.” This covers all the points: bold heading, clear promise of refund, reiteration of benefit (“doesn’t deliver on promise”), a simple condition (let us know within 30 days), and a friendly tone.
The use of “no hassles, no hard feelings” and “we insist on refunding every penny” type language (Claude might use similar phrasing) makes the guarantee sound sincere. By explicitly stating the guarantee, you address the objection of “What if it doesn’t work for me?” head-on.
This section, placed near the pricing/CTA, can significantly boost trust. If your product is a software with a free trial, the guarantee section might be replaced by mention of the free trial or cancel-anytime policy – you can adjust the prompt accordingly. But the idea remains: use Claude to articulate whatever safety net you offer the customer in the most reassuring way.
Example 5: Strong Closing CTA
Scenario: At the very end of a sales page, after all the persuasion, you need a final call-to-action that drives the point home and asks for the sale. It often summarizes the strongest benefit, invokes urgency, and tells the reader exactly what to do (click, sign up, etc.). Let’s have Claude create a rousing closing section.
Claude Prompt:
Finally, write a **Closing Call-to-Action** section for the sales page:
- Begin with an impactful one-liner that encapsulates the biggest promise or benefit of [PRODUCT] (this is the last chance to inspire them, so make it powerful and benefit-driven).
- Follow with 2-3 sentences that create a sense of urgency and excitement. Techniques to use:
- Remind them what they stand to gain (the positive outcome if they act now).
- Possibly remind them what they risk if they do nothing (missed opportunity, staying stuck – but keep it more on the positive side).
- Use urgent language if appropriate (e.g., "Don't miss out," "Now is the time," "Last chance to join").
- Include the direct instruction to act: e.g., "Click the button below to [enroll/buy/download] now..." and mention any urgency (like "before [deadline]" or "while seats are available").
- End on a motivating note, maybe a short slogan or reiteration (e.g., "Your future self will thank you" or "Let's make it happen!").
Aim for this to be a short paragraph (around 4-5 sentences total) that pumps up the reader and clearly tells them to take action now.
Tone: Inspirational, confident, and action-oriented. Assume the reader is on the fence and needs that final nudge.What to expect: Claude’s output may look like: “It’s time to take control of your future and [achieve the dream outcome] with [PRODUCT]. Every moment you wait is a moment you stay where you are – and you deserve better. Don’t let this opportunity pass you by when a brighter, easier path is right in front of you. Join now and become one of the success stories. Click the button below to get started today – your [benefit-filled future] is waiting.
Let’s do this!” Breaking this down: The first line is bold and promises the dream outcome. Next lines push urgency (“every moment you wait… don’t let this pass you by”) and reframe that the solution is right here. It explicitly says “Join now” and “click the button below to get started today” which is important – always tell them exactly what to do in the CTA. It ends on a motivational high (“your future is waiting. Let’s do this!”). Claude might not automatically format it bold or with stars – but because we said one-liner, it might give a separate line or a strong statement.
We can always tweak formatting. The content likely will align with earlier parts of the page, hitting the main benefit one last time. Including a bit of FOMO (fear of missing out) or urgency is a common strategy (Claude might say something like “Doors close Friday” if earlier context mentioned it, or just keep it generic urgency). We explicitly prompted for urgency words and taking action, so it should incorporate those. After reading this, the ideal customer should feel a surge of “Yes, let’s go!” or at least a clear understanding that the next step is to click and buy now.
Each of the above examples demonstrates how you can use Claude to generate different pieces of a landing or sales page. The beauty of Claude is that you can iterate: generate a section, then if it’s not quite right, refine your prompt or ask Claude to tweak the output (e.g., “Now make that testimonial shorter” or “Give me three alternate headlines”). You can also mix and match frameworks – for instance, use AIDA for the structure of a short landing page, or PAS within a section of a long sales page, etc. Claude is versatile and can handle these shifts as long as you guide it with clear instructions.
Conclusion: Faster, Smarter Copywriting with Claude
Claude can be a game-changer for writing landing pages and sales pages. By providing context and using structured prompts, you essentially gain a “co-writer” that follows proven copywriting formulas and generates content in seconds. The key steps are: define your structure, use frameworks to prompt Claude for each section, and then refine the output to match your voice and factual accuracy. We’ve seen how Claude can produce engaging headlines, benefit-driven sections, emotional storytelling, and compelling CTAs – all tailored to your product and audience.
For non-experts in copywriting, Claude offers a head-start by adhering to best-practice frameworks like AIDA and PAS so your copy has a solid persuasive flow. For experienced copywriters, it serves as a brainstorming partner to overcome writer’s block and explore variations quickly. And for teams needing volume, Claude’s API and integrations provide a way to scale up content production without sacrificing consistency.
Remember: AI-generated copy is a draft, not a final product. Always review Claude’s outputs for accuracy (ensure claims and figures are correct), clarity, and brand alignment. Tweak the wording where needed – a human touch can polish good AI text into great copy. Also, infuse real insights like actual customer quotes or unique value points Claude couldn’t know by itself. The strongest results come from a collaboration: you set the direction and edit, Claude does the heavy lifting of initial writing and ideation.
In summary, using Claude for copywriting allows you to write high-converting landing pages and sales pages faster and more systematically. By leveraging the right prompts and workflows, you can go from a blank page to a structured draft in a fraction of the time – whether it’s a simple signup page or a lengthy sales letter. Give these prompt formulas a try with Claude.ai, and you’ll have a reliable process to crank out compelling copy whenever you need it. Happy writing, and here’s to higher conversions with Claude’s help!