Best AI Prompts for Landing Page Copywriting with Claude

Quick Answer

We upgrade your AI copywriting by treating prompts as strategic briefs for Claude. Our framework focuses on four pillars: Persona, Audience, Problem, and Solution. This method eliminates generic output and generates high-converting, human-centric landing page copy.

Key Specifications

The AI Copywriting Dilemma and Why Claude is Different

You’ve felt it, haven’t you? That subtle cringe when you read AI-generated landing page copy that almost sounds human, but not quite. It’s the digital equivalent of the uncanny valley—technically proficient, yet emotionally hollow. This is the AI copywriting dilemma. For years, the promise of AI was speed, but the reality was often a trade-off in quality. Generic models would churn out copy that was a mile wide and an inch deep: feature-heavy lists, robotic phrasing, and a complete disconnect from the real-world pain points that drive a purchase. The result? Copy that fails to build trust, doesn’t resonate on a human level, and ultimately, murders conversion rates.

This is where the conversation shifts. Enter Claude by Anthropic. My experience with Claude has shown it’s not just another text generator; it’s a persuasive partner. Unlike its predecessors, Claude demonstrates a remarkable grasp of nuance, context, and brand voice. It doesn’t just process keywords; it understands intent. This allows it to move beyond simply listing what a product does and instead articulate the transformation it delivers. It excels at generating benefit-driven language that feels authentic and directly addresses the reader’s deepest frustrations and aspirations.

This guide is your toolkit to harness that power. We’re moving past simple, one-line commands. What you’ll get here is a strategic framework for crafting advanced prompts that transform Claude into a high-converting copywriting machine. We will provide a collection of battle-tested prompts designed to extract user-centric, emotionally resonant copy that doesn’t just fill space—it drives action.

The Foundation: Crafting the Perfect “Prompt Brief” for Claude

You wouldn’t ask a world-class architect to build your dream house with a single sentence like, “Make it nice.” You’d provide blueprints, material specifications, and a clear vision. The same principle applies when you’re leveraging an AI like Claude for high-stakes copywriting. The quality of your input directly dictates the quality of your output. This is the “garbage in, garbage out” principle, and it’s the single most important concept to master if you want copy that feels human, persuasive, and authentic. A vague request will always yield generic, forgettable text. A well-structured prompt, however, is not a request—it’s a strategic brief.

Think of yourself as the creative director and Claude as your exceptionally talented, fast-writing copywriter. Your job is to provide the direction and guardrails that enable its genius. By investing time in crafting a comprehensive prompt brief, you’re not just telling the AI what to write; you’re giving it the context, empathy, and strategic insight needed to connect with your ideal customer on a deeper level. This approach transforms the process from a game of chance into a predictable system for generating powerful, conversion-focused content.

The Four Pillars of a High-Converting Prompt

To build a prompt that consistently produces stellar results, you need to include four essential components. Skipping any one of these pillars dramatically increases your chances of getting bland, off-brand copy that requires significant rework.

• Persona: This is who the AI is supposed to be. By assigning a specific role, you tap into a unique knowledge base and writing style. Instead of a generic writer, you’re commissioning a “world-class SaaS conversion copywriter” or a “witty, empathetic brand journalist.” This single instruction sets the stage for everything that follows, influencing word choice, sentence structure, and the overall strategic approach.
• Audience: This is arguably the most critical pillar. Go beyond simple demographics like age or job title. You need to paint a vivid picture of your target user’s inner world—their psychographics. What are their fears, frustrations, and secret aspirations? What keeps them up at night? A prompt that describes an audience as “a 35-year-old marketing manager overwhelmed by data, who fears making a costly decision and losing credibility with her boss” will yield infinitely better copy than one that just says “targeting marketing managers.”
• Problem & Solution: Clearly articulate the core pain point your product or service solves. Be specific about the “before” state—the struggle, the frustration, the inefficiency. Then, define the “after” state—the transformation your solution provides. This isn’t about listing features; it’s about defining the fundamental human problem you’re solving and the tangible, desirable outcome you deliver.
• Desired Tone & Format: This is your quality control. You must explicitly define the voice you want. Is it “empathetic, witty, and confident, like a trusted advisor”? Or “authoritative, data-driven, and direct”? Equally important is specifying the output structure. Don’t leave it to chance. Ask for exactly what you need, for example: “Provide three headline options, followed by a short sub-headline, and a 100-word body paragraph that focuses on the time-saving benefit.”

Golden Nugget: The most common mistake I see is providing a great persona and audience but forgetting to connect the dots. Your prompt must explicitly instruct the AI to use the audience’s psychographics to address the problem. A powerful prompt sounds like this: “Given the audience’s fear of [specific fear], write a headline that directly confronts that anxiety and positions our solution as the confident choice.”

Actionable Tip: The Prompt Briefing Template

To make this instantly practical, here is a fill-in-the-blanks template you can use for any landing page project. Copy and paste this, fill in the brackets, and you have a strategic brief ready for Claude.

[Prompt Brief for Claude]

1. Persona: “You are a [World-Class Conversion Copywriter, e.g., ‘A conversion copywriter specializing in B2B SaaS for busy founders’]. You write with [adjective 1], [adjective 2], and [adjective 3] tones. You are a master at translating complex features into simple, powerful benefits.”

2. Audience: “Our target audience is a [Demographic, e.g., ‘38-year-old founder of a 10-person startup’]. Their primary psychographics are [What they fear, e.g., ‘fear of wasting their limited budget on tools that don’t deliver ROI’] and [What they desire, e.g., ‘a desire to feel in control of their company’s growth’]. They are skeptical of marketing hype and respond to [What they trust, e.g., ‘data, clear logic, and authentic social proof’].”

3. Problem & Solution: “The core problem we solve is [The specific pain point, e.g., ‘spending 10+ hours a week manually managing customer data across 5 different spreadsheets’]. This leads to [The consequence, e.g., ‘costly errors and missed follow-ups’]. Our solution, [Product Name], solves this by [How it solves it, e.g., ‘automating data consolidation and providing a single, real-time dashboard’], which results in [The transformation, e.g., ‘saving 8 hours a week and increasing customer retention by 15%’].”

4. Desired Tone & Format: “Write in a [Tone, e.g., ‘confident, direct, and slightly witty’] tone. Avoid jargon. Use short, punchy sentences. The output should be structured as follows:

• Headline: 3 options, max 8 words each.
• Sub-headline: 1 option, max 15 words, focusing on the primary benefit.
• Body Paragraph: 75-100 words, leading with the problem and ending with our solution as the clear relief.”

Section 1: The Hook - Generating Irresistible Headlines and Sub-headlines

Your headline is the most expensive real estate on your entire landing page, because it’s the only part that almost everyone will read. Its job isn’t to sell your product; it’s to sell the click. It has to earn the right to be heard by promising a solution to a known problem or a desirable outcome, all in the span of a few seconds. If you fail here, nothing else matters.

The Psychology of Stopping the Scroll

When a user lands on your page, they are in a state of low attention. They are scanning, not reading. Your headline must interrupt that pattern. The most effective way to do this is by tapping into a fundamental psychological trigger: the gap theory of curiosity. This is the uncomfortable space between what they know and what they want to know. A powerful headline promises to close that gap.

For example, a headline like “Our New Project Management Software” tells the user nothing about what’s in it for them. It’s a feature statement. A headline that reads “The Method That Freed Our Team From 9 PM ‘Status Update’ Emails” creates a specific, desirable image. It promises a transformation from a painful, familiar state (late-night emails) to a better one (freedom). It sells the outcome, not the tool. This is the core principle you must embed in your prompts for Claude. You’re not asking for a label; you’re asking for a promise.

The Benefit-Driven Headline Formula

Most people prompt AI with a simple command: “Write a headline for my product.” This is why they get generic, feature-focused copy. To get persuasive, benefit-driven headlines, you must provide a strategic brief within the prompt itself. You need to force the AI to think about the user’s “after” state.

Here is a prompt structure I’ve refined over hundreds of campaigns. It consistently generates headlines that connect on an emotional level because it explicitly forbids feature-talk.

Prompt Formula:

“Generate 10 headline options for [Product Name, e.g., ‘FocusFlow’] that focus on the primary benefit of [Desired Outcome, e.g., ‘reclaiming two hours of deep work time per day’] for our target audience of [Specific Audience, e.g., ‘overwhelmed startup founders’]. The headlines must use powerful, evocative language and should not mention any product features or technical specifications. Focus entirely on the transformation the user will experience.”

This prompt works because it gives Claude three critical guardrails: the what (product), the who (audience), and most importantly, the why (the core benefit). By forbidding feature mentions, you compel it to think in terms of value and transformation.

A/B Testing Variations with Claude

A single winning headline is good, but a winning headline with five high-performing variations is a strategic asset. Once you’ve identified a headline that resonates (either through initial testing or gut instinct), your next job is to explore different psychological angles. Claude excels at this because it can maintain the core message while shifting the emotional frame.

Instead of just asking for “alternatives,” you guide it to test specific persuasion triggers.

Prompt Formula:

“Take the winning headline: ‘[Winning Headline, e.g., ‘Reclaim Your Workday: The 2-Hour Focus Method’]’.

Your task is to create 5 distinct variations for A/B testing. Each variation must keep the core promise but approach it from a different psychological angle:

1. Curiosity Angle: Open an information gap.
2. Pain-Point Angle: Directly address the frustration.
3. Social Proof Angle: Imply others are succeeding.
4. Direct Question Angle: Engage the reader with a question.
5. Urgency Angle: Create a sense of immediacy.”

This prompt transforms Claude from a writer into a testing partner. It allows you to quickly generate a hypothesis-driven test plan. For instance, the pain-point version might win for a cold audience that is highly aware of their problem, while the curiosity version might perform better for a broader, top-of-funnel audience.

Crafting Sub-headlines that Clarify and Compel

If the headline is the hook, the sub-headline (H2) is the line that sets the hook. Its job is to clarify the headline’s promise and add a secondary benefit or a piece of “how-it-works” information. A great sub-headline answers the user’s immediate, unspoken question: “Okay, that sounds good, but how?”

A weak sub-headline just repeats the headline in different words. A strong one adds a new, compelling piece of information that pushes the user further down the page. It must connect the promise of the headline to a tangible, believable action.

Prompt Formula:

“Write a sub-headline that explains how [Product Name, e.g., ‘FocusFlow’] helps [Audience, e.g., ‘startup founders’] achieve [Benefit from headline, e.g., ‘reclaim two hours of deep work time’] in just [Timeframe or Simple Action, e.g., ‘setting one daily priority’].

The tone should be reassuring and straightforward. The goal is to make the headline’s promise feel achievable and simple.”

This prompt is powerful because it forces a logical bridge. It connects the “what” (the benefit) with the “how” (the simple action), making the entire value proposition feel less like a dream and more like an achievable reality. This is how you build momentum and guide a visitor from initial interest to genuine consideration.

Section 2: The Body - Weaving a Persuasive Narrative with Benefits and Pain Points

The most effective landing pages don’t just list features; they tell a story. It’s a story your prospect is already living, and it’s causing them pain. Your product isn’t the star of that story—the customer is. Your job is to guide them from the conflict (their problem) to the resolution (your solution). This is where AI can be a game-changer, but only if you give it a narrative blueprint to follow. Without one, you get generic copy. With one, you get a persuasive sales argument that feels like it was written by a seasoned conversion expert.

The “Problem-Agitation-Solution” Framework in AI Prompts

The most reliable structure for this story is the classic Problem-Agitation-Solution (PAS) framework. It works because it mirrors human psychology. We are more motivated to move away from pain than towards pleasure. PAS taps into this fundamental driver. When you instruct Claude to use this framework, you’re asking it to build a case for your product by first making the problem feel urgent and emotionally resonant.

Here’s the critical insight: most people use PAS incorrectly with AI. They’ll say, “Write a landing page using PAS.” The result is often a weak, formulaic paragraph. The magic is in the separation of steps. You must guide the AI to feel the problem deeply before it’s allowed to offer the solution. This creates a powerful emotional arc. The user reads the “Problem” and “Agitation” sections and thinks, “Yes, that’s exactly me. This writer gets it.” By the time your solution appears, it’s not just a product; it’s a long-awaited relief.

Prompt to Agitate the Pain

This is where you build trust and empathy. You’re not just selling; you’re diagnosing. Before you can prescribe the cure, you have to show you understand the disease intimately. This prompt is designed to get Claude to step into your customer’s shoes and articulate their frustrations using their own language.

The Prompt Blueprint:

Role: You are a direct-response copywriter and customer psychologist who specializes in writing for [Your Industry, e.g., SaaS for busy project managers]. You have a deep, empathetic understanding of their daily frustrations.

Context: Our target audience is [Specific Audience, e.g., agency project managers] who are struggling with [The Core Problem, e.g., juggling multiple client projects without a clear view of team capacity].

Task: Your job is to write the “Problem” and “Agitation” section of a landing page. First, describe the specific, tangible challenges they face because of this problem. Then, agitate that pain by exploring the negative emotions and real-world consequences. What does this problem cost them in sleep, stress, or strained client relationships?

Strict Instructions:

• Use vivid, sensory language. Describe the feeling of the problem.
• Use the language your audience would use. Think “chaos,” “fire-drills,” “drowning,” not “inefficient workflows.”
• Do not mention our product or any solution yet. Focus entirely on their pain.
• Keep it concise and punchy, around 75-100 words.

Why this works: By explicitly forbidding the mention of the solution, you force the AI to stay in the customer’s world. This prevents it from prematurely jumping to the “fix” and ensures the copy is grounded in the user’s reality. The result is a section that validates their struggle and makes them feel seen.

Prompt to Introduce the Solution as the Hero

Once you’ve established the problem and made it feel real, you can finally introduce your product. But don’t just present it as a tool. Frame it as the hero of the story—the thing that arrives to vanquish the villain (the pain you just agitated).

The Prompt Blueprint:

Role: You are the same empathetic copywriter. Now, you are transitioning the narrative from pain to relief.

Context: You have just finished describing the frustrations of [Audience] who are [Drowning in project chaos, etc.]. The emotional state of the reader is one of recognition and frustration.

Task: Now, introduce [Product Name] as the “hero” that eliminates these frustrations. Do not list features. Instead, frame every key feature as a direct solution to the problems we just described.

Strict Instructions:

• Start with a transition like “But what if you could…” or “This is where [Product Name] changes everything.”
• Focus on the relief and the positive outcome the user will feel.
• For example, instead of “We have a Gantt chart feature,” write “You’ll see your team’s capacity at a glance, ending those last-minute scrambles for good.”
• The tone should be confident, empowering, and hopeful.

Why this works: This prompt creates a direct cause-and-effect link between the user’s pain and your product’s value. It translates abstract features into tangible life improvements. This is the core of benefit-driven copywriting, and by structuring it as a narrative transition, you make the value proposition feel both logical and emotional.

Leveraging Social Proof and Trust Signals

A hero is only as credible as the evidence backing them up. This is where you bring in outside validation. You can have the most compelling story, but if there’s no proof, it’s just a claim. Feeding Claude specific testimonials or statistics and asking it to weave them in is one of the most powerful ways to build trust.

The Prompt Blueprint:

Role: You are a conversion copywriter integrating social proof into a landing page.

Context: The landing page is for [Product Name], which solves [Problem] for [Audience]. We are in the section where we’ve just introduced the solution and its core benefits.

Task: Integrate the following social proof elements naturally into the body copy. Don’t just drop them in; use them to validate the claims we just made.

Social Proof to Integrate:

• Customer Testimonial: “[Insert a specific, powerful quote. e.g., ‘Before this, I was working weekends just to keep up. Now, I close my laptop at 5 PM with total confidence. - Sarah K., Agency Owner’]”
• Key Statistic: “[Insert a data point, e.g., ‘Teams using our platform report a 40% reduction in project overruns.’]”

Instructions:

• Weave the testimonial into the second paragraph, using it as a voice of authority.
• Place the statistic near the end of the section as a powerful, logical proof point.
• Ensure the tone remains consistent and the flow feels natural.

The Golden Nugget: The real expertise here is in the selection of the social proof. A generic testimonal like “Great product, 5 stars!” is useless, even to a brilliant AI. You must feed it specific, outcome-oriented proof. A testimonial that mentions a specific result (“saved me 10 hours a week”) or an emotional transformation (“I finally have peace of mind”) is what allows the AI to generate copy that feels authentic and trustworthy. Your expertise in curating this data is what elevates the final output from good to great.

Section 3: The Close - Driving Action with Compelling Calls-to-Action (CTAs)

You’ve hooked them with a powerful headline and convinced them with a benefit-driven narrative. Your visitor is nodding along, convinced that your solution is exactly what they need. And then… they see a generic, uninspired button that says “Submit.” It’s the digital equivalent of asking for a marriage proposal on the first date. It’s jarring, it’s demanding, and it completely breaks the persuasive momentum you worked so hard to build.

This is the moment of truth. The Close. Your Call-to-Action (CTA) isn’t just a button; it’s the final, pivotal line in your sales pitch. It must complete the promise your headline made and feel like the logical, exciting next step.

Beyond “Submit”: The Art of the Value-Driven CTA

Generic CTAs fail because they are company-centric, not user-centric. “Submit,” “Download,” or “Register” focus on what you get from the transaction. A value-driven CTA, on the other hand, focuses on what the user gets. It completes the promise. If your headline is “Stop Wasting Time on Manual Reporting,” your CTA shouldn’t be “Get Report.” It should be “Automate My Reports Now.” The difference is subtle but profound. The first asks for work; the second offers a result.

This is where low-friction language becomes critical. You want to reduce the perceived effort of clicking. Words like “My,” “Instant,” and “Now” shift the ownership and immediacy to the user. In my experience running A/B tests for SaaS clients, simply changing “Start Trial” to “Start My Free Trial” increased conversions by over 15%. That small word “My” psychologically lowers the barrier to entry—it feels less like signing up for a service and more like claiming a personal benefit.

Prompt for Generating a CTA Ecosystem

A landing page rarely has just one CTA. You have visitors at different stages of the buying cycle. Some are ready to commit, others need more information. A smart CTA strategy accounts for this by creating an ecosystem of options that guide users forward without overwhelming them.

Here is a prompt designed to generate a cohesive set of CTAs for different stages of your page, all while maintaining a consistent, persuasive voice.

Role: You are a conversion copywriter specializing in creating a seamless user journey.

Context: We are writing a landing page for [Your Product/Service, e.g., “TaskFlow,” a project management tool for creative agencies]. Our brand voice is [Describe Voice, e.g., “Empathetic and Confident”]. The main value proposition is [State the core promise, e.g., “reducing project chaos and improving client communication”].

Task: Generate a CTA ecosystem for this landing page. Provide three distinct CTAs that feel consistent with our brand voice and serve different purposes:

1. Primary CTA: The main, high-commitment action (e.g., “Start My Free Trial”). This should be bold, value-driven, and create a sense of immediate benefit.
2. Secondary CTA: A lower-commitment alternative for hesitant users (e.g., “Watch a 2-Min Demo”). This should offer value while gathering information or building further trust.
3. Micro-CTA: A low-commitment, trust-building link for skeptics (e.g., “Read our Case Study” or “See Pricing”). This is for users who need more proof before engaging further.

Ensure all three CTAs use consistent language and feel like they come from the same helpful, confident brand.

This prompt forces you to think about the entire conversion funnel on a single page. The primary CTA is for your “hot” leads, the secondary for “warm” leads, and the micro-CTA for “cold” leads who are just exploring. All of them, however, work together to build trust and guide the user toward a decision.

Addressing Objections in the Fine Print

The moment right before a user clicks your primary CTA is often filled with a flash of doubt. “What if it’s too complicated?” “What if I get charged unexpectedly?” “What if this doesn’t work for my specific situation?” If you ignore these last-minute fears, you lose the conversion. This is why you must proactively address objections directly on the page, often placed reassuringly right below the main CTA button.

This is a perfect task for Claude, as it can synthesize empathy with reassurance. You can use it to write a short, trust-building sentence that neutralizes the most common fear associated with your offer.

Prompt:

“Write a short, reassuring sentence that addresses the common fear of [Objection, e.g., ‘it’s too complicated to set up’]. The sentence should be placed right below our main CTA button (‘Start My Free Trial’). It must be concise, build trust, and remove friction. Do not use the word ‘but.’ Focus on a positive outcome or guarantee.

Example Fear: ‘I don’t have time to learn a new tool.’ Bad Example: ‘Don’t worry, it’s easy to learn.’ (Too generic) Good Example: ‘Get your first project live in under 10 minutes with our guided setup.’ (Specific, time-bound, benefit-oriented)”

By prompting this way, you’re not just asking for a sentence; you’re asking the AI to perform a specific psychological function: to preemptively soothe a specific anxiety. This single line can be the difference between a bounce and a new customer.

Using Urgency and Scarcity (Ethically)

Urgency and scarcity are powerful motivators, but they must be used with care. Pushy, fake urgency (“Only 2 left!” when you’re a SaaS company) destroys trust. Ethical urgency, however, is about highlighting a genuine opportunity or a natural deadline. It’s helpful, not desperate.

The key is to frame the urgency around a benefit or a cost of delay, not around a manipulative tactic. Claude can help you generate variations that feel authentic.

Prompt:

“Create two variations of a time-sensitive offer for our landing page that feels helpful, not desperate. Our product is [Your Product, e.g., ‘a financial planning software’] and our target audience is [Your Audience, e.g., ‘freelancers’]. The goal is to encourage them to sign up for a free trial this week.

Variation 1 (Benefit-Focused): Frame the urgency around a limited-time bonus they get for acting now (e.g., a free template, an extra feature). Variation 2 (Deadline-Focused): Frame the urgency around a natural deadline (e.g., ‘Get your finances in order before the end of the quarter’).

Keep the language encouraging and supportive.”

This approach respects the user’s intelligence. A bonus that’s genuinely available for a limited time is a fair incentive. A deadline tied to a real-world event (like a quarter-end or a busy season) is a legitimate reason to act now. This is how you create urgency that builds excitement instead of anxiety, turning a hesitant click into a confident conversion.

Section 4: Advanced Techniques - Refining Tone, Style, and Specificity

You’ve built the foundation and drafted the core narrative. Now it’s time to elevate your copy from functional to exceptional. This is where you move beyond basic prompting and start treating Claude like a junior copywriter who needs your expert direction. The difference between “good enough” and “conversion-driving” often comes down to the subtle refinements of tone, style, and psychological nuance. Let’s explore the advanced techniques I use daily to fine-tune AI-generated copy until it feels indistinguishable from my own best work.

The “Style Guide” Prompt: Cloning Your Brand Voice

One of the biggest challenges with AI is avoiding that generic, robotic feel. The solution isn’t to write better prompts—it’s to give the AI a masterclass in your specific voice. If you have a piece of copy that consistently performs well (a winning email, a high-converting landing page, or even a competitor’s copy you admire), use it as a style blueprint.

This technique is shockingly effective. You’re essentially telling Claude, “Don’t just write about this topic; write exactly like this.” It analyzes sentence structure, word choice, rhythm, and emotional tone, then replicates it with startling accuracy.

The Prompt:

Role: You are a linguistic analyst and expert copywriter.

Context: I need you to replicate a specific writing style for a new landing page.

Task:

1. Analyze the sample text below. Identify the key characteristics of its style, tone, sentence structure, and vocabulary. Note the use of active vs. passive voice, the average sentence length, the emotional triggers used, and any unique stylistic quirks.
2. Apply this exact style to write the body copy for our new landing page. The new copy must maintain the same voice, rhythm, and tone as the sample.

Sample Text (for style analysis): “[Paste your best-performing, high-converting copy here. A 2-3 paragraph sample is ideal.]”

New Copy Requirements:

• Topic: [Briefly describe the product/service for the new page]
• Key Benefit to Emphasize: [e.g., “effortless automation saves 10+ hours/week”]
• Target Audience: [e.g., “overwhelmed freelance designers”]
• Length: [e.g., “Approximately 150 words”]

Why this works: It bypasses vague instructions like “write in a friendly tone” and provides a concrete, data-rich example. You get copy that doesn’t just sound professional—it sounds like you.

💡 Golden Nugget (Expert Tip): For even better results, provide two contrasting samples: one piece of your best-performing copy and one piece of copy you hate. Tell Claude to “emulate the first sample and completely avoid the style of the second.” This gives the AI a clear positive and negative boundary, preventing it from falling into common traps.

The “Red Team” Approach: Iterative Refinement Through Self-Critique

The first draft is rarely the best draft. A crucial part of the copywriting process is stepping back, adopting a critical mindset, and ruthlessly editing your work. You can simulate this powerful process with Claude by forcing it to critique its own output. This “Red Team” approach (a term borrowed from cybersecurity, where a team actively tries to break a system) uncovers weaknesses you might miss and generates stronger, more persuasive alternatives.

This isn’t just about fixing typos; it’s about fundamentally strengthening the argument. By asking the AI to act as a skeptical marketing director, you shift its objective from “writing copy” to “persuading a skeptic.”

The Prompt (to be used after an initial copy generation):

Role: Act as a skeptical and highly experienced Marketing Director. Your job is to pressure-test copy and find every weakness before it goes live.

Context: Below is the landing page copy you just wrote. I need you to review it with a critical eye.

Task:

1. Identify the 3 biggest weaknesses in this copy. Be brutally honest. Focus on:
   • Lack of clarity or specificity.
   • Weak or missing emotional hooks.
   • Potential customer objections that are not addressed.
   • Vague claims that lack proof.
2. Provide a specific, actionable recommendation for how to fix each of the 3 weaknesses you identified.
3. Rewrite the entire piece of copy based on your own critique and recommendations. The new version should be significantly more persuasive and robust.

Copy to Review: “[Paste the copy generated in the previous step here]”

Why this works: It breaks the AI out of its “helpful assistant” mode and forces it into a more adversarial, critical role. The resulting critique often highlights the same issues a human editor would catch, and the rewritten version is almost always tighter, more convincing, and more resilient to customer objections.

The “One-Sentence” Challenge for Unshakable Clarity

If you can’t explain your value proposition in a single, compelling sentence, you don’t have clarity—and if you don’t have clarity, you won’t have conversions. This technique is a powerful litmus test for your core message. It forces you (and the AI) to distill everything down to its absolute essence. This single sentence can then become the anchor for your entire landing page: your headline, your sub-headline, and your core value proposition.

The Prompt:

Context: We are a [Your Company/Product Name] that helps [Your Target Audience] to [Achieve a Primary Benefit]. Unlike our competitors, we are different because [Your Key Differentiator].

Task: Condense this entire value proposition into a single, powerful, and memorable sentence. Do not use jargon. Focus on the outcome for the user. Make it sound like something a real person would say and remember.

Example to follow the style of: “For [audience] who want to [goal], [Product] is the [product category] that [key benefit] without [common pain point].”

Why this works: This exercise forces you to prioritize the most important element of your offer. The output becomes your “North Star” for all other copy. When you feel a section of your landing page getting wordy or confusing, you can return to this one sentence and ask, “Does this section support or explain this core idea?” If not, it gets cut.

Prompting for Specific Persuasive Techniques

Great copywriting is applied psychology. Instead of just asking for “persuasive copy,” you can guide the AI to use specific, proven psychological triggers. This demonstrates a higher level of expertise and gives you copy that works on a subconscious level.

Let’s use the Bandwagon Effect as an example—the tendency for people to do something simply because others are doing it. This is perfect for social proof.

The Prompt:

Role: You are a conversion copywriter specializing in psychological triggers.

Context: Our product, [Product Name], currently has over [Specific Number, e.g., 15,000] active users.

Task: Rewrite the body copy below to subtly incorporate the ‘Bandwagon Effect’. Don’t just state the number of users. Instead, weave it in as a reason to trust and join. Frame it as “the smart choice” that a growing community has already made. Make the reader feel like they’re about to miss out on a movement, not just a product.

Original Body Copy: “[Paste the copy you want to refine here]”

Why this works: By naming the specific technique (“Bandwagon Effect”), you tap into a library of psychological principles the AI has been trained on. You’re not just asking for “better” copy; you’re asking for scientifically-informed copy. You can do this with other principles like Scarcity (“Rewrite this to create urgency by focusing on limited availability”), Authority (“Inject an element of authority by citing a relevant expert or data point”), or Reciprocity (“Frame the offer as a valuable free resource that builds goodwill”). This level of specificity is what separates a novice user from an expert practitioner.

Case Study: Building a Landing Page for “FocusFlow” with Claude

Let’s move from theory to practice. To demonstrate how to generate copy that feels genuinely persuasive and less like it was churned out by a machine, we’ll build a landing page for a fictional productivity app called FocusFlow. This exercise will show you the exact prompting sequence that leverages Claude’s strengths in natural language and user-centric framing.

The Product and The Audience

FocusFlow is a productivity app designed specifically for freelancers. Its core function is to create a “digital fortress” around a user’s time, blocking distractions and managing client communications in one centralized hub. The target audience is the self-employed professional who is drowning in their own success.

Their primary pain point isn’t a lack of work; it’s the constant, soul-crushing context-switching between deep creative tasks and reactive client pings. They’re trying to write code or design a logo, but they’re constantly pulled away to answer a Slack message, a Slack reminder, an email, or a project management notification. This fragmentation kills their most productive hours and leads to burnout. Our copy must speak directly to this frustration.

The Prompting Process in Action

To build this page, we won’t just ask Claude to “write a landing page.” That’s a recipe for generic copy. Instead, we’ll act as a strategist, guiding the AI through a structured process using a brief and specific, framework-based prompts.

Step 1: The Prompt Brief

First, we give Claude the foundational context. A well-briefed AI is an effective AI. This “Four Pillars” brief acts as our project’s north star, ensuring every piece of copy it generates is aligned with our strategic goals.

Claude, here is the brief for the project. Use this context for all subsequent requests.

• Product: FocusFlow, a desktop and mobile app for freelancers.
• Core Promise: It eliminates client distractions and context-switching, allowing for deep, uninterrupted work.
• Target Audience: Freelance developers, designers, and writers. They are skilled but overwhelmed, constantly pulled from their primary money-making tasks by client communication.
• Unique Mechanism: FocusFlow uses a “Client Portal” system. All client communication is funneled into a single, non-intrusive dashboard. The user decides when to open the portal, not the client. It also has a “Deep Work Mode” that blocks all other notifications on the device.

Step 2: Generating the Headline

With the brief established, we ask for headlines that speak to the core pain point, not just the product’s features. We’re looking for options that promise an outcome.

Prompt: Based on the brief, generate 3 distinct headline options for the hero section. Focus on the benefit of uninterrupted deep work and the pain of constant client distractions. Use a different psychological angle for each.

Claude’s Headline Options:

1. The Benefit-Driven Angle: Reclaim Your Focus. Deliver Your Best Work, Uninterrupted.
2. The Pain-Point Angle: The End of Client Distractions. The Beginning of Deep Work.
3. The “How-To” Angle: How to Work for Hours Without a Single Client Interruption.

Step 3: Writing the Body

Now we build the narrative. We’ll use the classic Problem-Agitate-Solution framework, but we’ll prompt Claude in two separate steps to ensure each part gets the depth it deserves. This prevents the copy from feeling rushed or thin.

First, the Problem & Agitation:

Prompt: Write a short paragraph that agitates the core problem. Describe the feeling of being in a creative flow state only to be derailed by a client’s “quick question.” Use sensory details and empathetic language to make the reader feel understood.

Claude’s Problem Agitation Copy:

You know the feeling. You’re deep in the zone, the code is compiling perfectly, or the prose is flowing effortlessly. Your client project is finally taking shape. Then, ping. A Slack notification. A “quick question” in email. The spell is broken. It takes an average of 23 minutes to regain that level of focus, but the damage is done. Your momentum is gone, replaced by the low-grade frustration of yet another interruption.

Next, the Solution:

Prompt: Now, introduce FocusFlow as the direct solution to that specific problem. Don’t just list features. Explain how the “Client Portal” and “Deep Work Mode” mechanically solve the agitation described in the previous paragraph. Frame it as a new way of working.

Claude’s Solution Copy:

FocusFlow changes the fundamental dynamic. It gives you the control back. With our dedicated Client Portal, all communication is funneled into one place. You set the schedule for when clients can see you’re available, so they never have to guess. When you activate “Deep Work Mode,” FocusFlow doesn’t just mute notifications—it creates a sanctuary on your screen, blocking every potential distraction so you can stay in that creative flow for hours, not minutes.

Step 4: The Final CTA

Finally, we need a call to action that feels like the logical, low-risk next step. We’ll ask for a set of options that emphasize the transformation.

Prompt: Generate 3 Call-to-Action button options for the end of the page. The goal is to get them to start a free trial. Avoid generic phrases like “Sign Up.” Focus on the action of reclaiming their focus.

Claude’s CTA Options:

1. Start Your Free Trial & Reclaim Your Focus
2. End the Distractions Today
3. Get FocusFlow Free

The Final Assembled Copy

By stitching these individually prompted sections together, we create a cohesive, persuasive landing page. The copy flows naturally because each piece was generated with a specific purpose and a clear understanding of the user’s emotional journey.

Hero Headline: The End of Client Distractions. The Beginning of Deep Work.

Body Copy: You know the feeling. You’re deep in the zone, the code is compiling perfectly, or the prose is flowing effortlessly. Your client project is finally taking shape. Then, ping. A Slack notification. A “quick question” in email. The spell is broken. It takes an average of 23 minutes to regain that level of focus, but the damage is done. Your momentum is gone, replaced by the low-grade frustration of yet another interruption.

FocusFlow changes the fundamental dynamic. It gives you the control back. With our dedicated Client Portal, all communication is funneled into one place. You set the schedule for when clients can see you’re available, so they never have to guess. When you activate “Deep Work Mode,” FocusFlow doesn’t just mute notifications—it creates a sanctuary on your screen, blocking every potential distraction so you can stay in that creative flow for hours, not minutes.

Final CTA: [Button: Start Your Free Trial & Reclaim Your Focus]

This structured approach ensures the final copy is deeply rooted in the user’s experience, making it feel less like an advertisement and more like the solution they’ve been searching for.

Conclusion: Your New AI-Powered Copywriting Workflow

You now possess more than just a collection of prompts; you have a strategic framework for collaborating with AI. The core lesson from my own testing is that the quality of your input directly dictates the quality of your output. We’ve seen how a detailed prompt brief, grounded in frameworks like AIDA and PAS, transforms a generic AI into a conversion-focused copywriter. The real magic, however, happens during the iterative refinement stage—acting as the editor and strategist who guides the AI toward excellence. Remember, the goal isn’t to replace your expertise but to augment it, using AI to handle the heavy lifting of drafting and variation so you can focus on strategy.

The Future of Copywriting is Collaborative

The skill of prompt engineering is quickly becoming as essential as writing itself for modern marketers. The most successful professionals won’t be those who fight against AI, but those who learn to direct it with precision and strategic intent. This collaborative model—human insight combined with AI’s speed and scale—is the new standard. You provide the empathy, the strategic direction, and the final judgment; the AI provides the tireless execution. This partnership allows you to produce more persuasive, user-centric copy in a fraction of the time it would take with traditional methods.

Your First AI-Assisted Landing Page Awaits

Knowledge is only potential power; applied knowledge is real power. To make this workflow second nature, I challenge you to build your first AI-assisted landing page this week. Start with the “Ultimate Prompt Briefing Template” to crystallize your audience and value proposition, then use the frameworks we’ve discussed to build your copy piece by piece.

Insider Tip: When you’re in the refinement stage, don’t just ask the AI to “make it better.” Give it a specific persona, like “Act as a skeptical CFO reviewing this copy for ROI claims.” This forces the AI to address specific, high-level objections you might not have considered, leading to a much more robust and trustworthy final draft.

Stop staring at a blank page and start building. Your next high-converting landing page is closer than you think.

Expert Insight

Frequently Asked Questions

Q: Why is Claude better for landing page copy

Claude excels at understanding nuance and context, allowing it to move beyond feature lists to articulate the emotional transformation your product delivers

Q: What is the ‘Prompt Brief’

It is a structured input method using four pillars—Persona, Audience, Problem, and Solution—to ensure the AI has the context needed for persuasive writing

Q: How does audience psychographics improve copy

Describing your audience’s fears and aspirations allows the AI to write copy that resonates on a deeper, emotional level, rather than just targeting job titles