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At a glance
What it is
Run a section-by-section conversion teardown of one landing page, hero, value proposition, social proof, features, objection handling, CTA and footer, plus form, mobile and page-speed audits, ending in prioritised fixes split into quick wins, strategic and long-term, with A/B test hypotheses.
A skill is a written procedure a bot loads when a job calls for it. This one is a single file, SKILL.md, and the whole file is on this page.
The whole file, exactly as it downloads. Read it before you rely on it.
SKILL.md
299 lines · 2,449 words
Host tools. This procedure names Wayland's tool set. Map each to whatever this host provides:
web_extract→ the web-fetch tool,terminal→ the shell,execute_code→ a scratch script,file_tools.*→ read/write,delegate_task
Run a section-by-section conversion teardown of one landing page, hero, value proposition, social proof, features, objection handling, CTA and footer, plus form, mobile and page-speed audits, ending in prioritised fixes split into quick wins, strategic and long-term, with A/B test hypotheses.
Nothing. It ships with Murage, which is open source. Your bots run on the AI plan you already have.
Yes. Open it in Settings → Skills to read, edit or duplicate it. Skill Guard scans it again after every edit.
Download the app, connect the AI you already pay for, and tell your Chief of Staff what needs doing. Plan on about ten minutes from install to a working team.
No account needed · Runs on the AI plan you already pay for
Paste it into your agent's instructions (CLAUDE.md, AGENTS.md or a custom GPT), or add it to a bot in Murage.
Ask Ember for the bot, then switch the skill on in its settings.
Step 1
Send your Chief of Staff this message. It proposes the bot and its role first, and creates it when you say go.
Send this to Ember
“Create a bot that uses the Landing Page CRO Analysis skill, and show me the plan first.”
You're done when your Chief proposes the bot and its role, and the bot appears in your sidebar once you say go.
Step 2
You're done when you see the bot’s skills and the library.
Step 3
You're done when the skill shows as on for that bot.
Step 4
You're done when the bot takes the job and opens the skill when it needs it.
Prefer to do it yourself? Choose + in the sidebar, then New Bot.Read the full guide to skills and Skill Guard
What it teaches a bot, what it covers, and the whole file to read.
What it covers
When to Use
When NOT to Use
Inputs
Workflow
Output
Key Principles
Pitfalls
analyze_page.pyStandalone CRO teardown for a single landing page. Produces a section-by-section score, prioritized fixes, and A/B test hypotheses. Unlike market-audit, this skill does not fan out - it runs end-to-end in the parent and writes one report.
User supplies a landing-page URL and asks for conversion optimization, CRO review, or signup-rate help
Slash: /market-landing <url> or /market landing <url> (via market orchestrator)
After /market-audit if the funnel dimension flagged the landing page as the bottleneck
Whole-site audit across many pages - use market-audit
Copy-only rewrite without conversion-mechanic analysis - use market-copy
Full funnel (ad → landing → email → checkout) - use market-funnel
Authoring a fresh sales/squeeze/OTO/landing page from a brief - use /convert <page-type> (business-conversion pack). market-landing audits existing pages; convert-pack authors fresh ones.
<url> - required. Bare domains are normalized to https://<url>.
out_path - optional. Default: a dated Markdown file in the workspace.
Prefer web_extract for the readable text + visible CTAs. If the analysis needs raw HTML for above-the-fold structure, form field counts, button colors, or <meta> tags, use terminal + curl, then parse with analyze_page.py (shared with market-audit):
curl -L --max-filesize 200000 -A "Wayland-CRO-Bot/1.0" \
-o .wayland/tmp/landing-<slug>.html "<url>"import sys
sys.path.insert(0, "business-marketing/market-audit/scripts")
from analyze_page import analyze
parsed = analyze(url) # {seo, content, conversion, trust, tracking, technical, scores, ...}Children-blocked tools do not apply here - this skill runs in the parent agent loop only.
Page type sets benchmark expectations and scoring weights.
| Page Type | Primary Goal | Good CR | Great CR |
|---|---|---|---|
| Lead Capture | Email/form submission | 5-10% | 15%+ |
| SaaS Signup | Free trial or freemium signup | 3-7% | 10%+ |
| E-commerce Product | Add to cart / Purchase | 2-4% | 5%+ |
| Webinar Registration | Register for event | 20-30% | 40%+ |
| App Download | Install app | 10-15% | 20%+ |
| Waitlist | Join waitlist | 15-25% | 35%+ |
| Consultation Booking | Schedule a call | 5-10% | 15%+ |
| Nonprofit Donation | Make a donation | 2-5% | 8%+ |
Score each section 1-10. Weights are fixed; total weighted score is reported out of 100.
First-screen content. ~80% of conversion decisions begin here.
Checklist:
Headline is visible within 2 seconds of page load
Headline communicates the primary benefit (not a feature)
Headline is under 10 words
Subheadline expands on the headline with specificity
Primary CTA is above the fold
CTA button color contrasts with the background
CTA text is action-oriented (not "Submit" or "Click Here")
Hero image or video supports the message (not generic stock)
Trust badges or social proof visible above the fold
Page loads in under 3 seconds
No navigation menu competing with the CTA (for dedicated landing pages)
Scoring criteria:
9-10: Headline is benefit-driven, specific, and compelling. CTA is clear and contrasting. Visual supports the message. Trust indicators present.
7-8: Strong headline and CTA but missing one element (trust badges, supporting visual, or specificity).
5-6: Generic headline or weak CTA. Missing multiple above-the-fold elements.
3-4: Headline is feature-focused or vague. CTA is below the fold or unclear.
1-2: No clear headline or CTA. Visitor cannot understand the offer within 5 seconds.
Checklist:
Clear statement of what the product/service does
Specific outcomes or results promised
Differentiation from alternatives (why THIS solution)
Target audience is clear (visitor knows if this is for them)
Benefits are quantified where possible (save X hours, increase Y%)
Value proposition is scannable (not buried in paragraphs)
Evaluate using the 4U framework:
Useful - Does it solve a real problem the visitor has?
Urgent - Is there a reason to act now?
Unique - Is it different from competitors?
Ultra-specific - Are claims concrete, not vague?
Types of social proof, ranked by persuasion power:
Revenue/results metrics ("$2.4B processed", "500K users")
Named customer testimonials with photos, titles, and companies
Recognizable client logos
Case studies with specific results
Star ratings and review counts
Media mentions ("As seen in...")
Certifications and awards
User-generated content
Social media follower counts
Checklist:
At least 2 types of social proof present
Testimonials include real names and photos
Testimonials mention specific results or outcomes
Social proof is placed near decision points (close to CTAs)
Numbers are specific (not rounded - "11,847" beats "10,000+")
Logos are recognizable to the target audience
Social proof is recent and relevant
Checklist:
Features are translated into benefits (what the feature DOES for the user)
Content is scannable (icons, bullet points, short paragraphs)
Visual hierarchy guides the eye through features
Most important features/benefits are listed first
Each feature section has a clear mini-headline
Screenshots, demos, or visuals accompany feature descriptions
Feature list is comprehensive but not overwhelming (3-7 key features)
Feature-to-benefit translation check:
Bad: "AI-powered analytics dashboard"
Good: "See exactly which campaigns drive revenue - AI analyzes your data so you don't have to"
Common objections by page type:
| Objection | How to Address |
|---|---|
| "Too expensive" | ROI calculator, price comparison, money-back guarantee |
| "Not sure it works" | Case studies, free trial, demo video |
| "Too complicated" | Setup wizard, onboarding support, "get started in 5 minutes" |
| "Not sure I need it" | Problem agitation, cost of inaction |
| "What if I don't like it?" | Free trial, money-back guarantee, cancel anytime |
| "Is my data safe?" | Security badges, compliance logos, privacy policy link |
| "I need to ask my team" | Shareable comparison page, team trial, ROI one-pager |
Checklist:
FAQ section addresses top 3-5 objections
Risk reversals present (guarantee, free trial, cancel anytime)
Pricing transparency (no hidden fees or surprise costs)
Security and privacy indicators where relevant
Comparison with alternatives (if applicable)
CTA button checklist:
CTA text describes the VALUE, not the action ("Get My Free Report" vs "Submit")
CTA button is visually dominant (size, color, whitespace)
CTA appears multiple times on long pages
Secondary CTA exists for visitors not ready to commit
CTA has supporting microcopy (e.g., "No credit card required")
Button text uses first person ("Start MY trial" vs "Start YOUR trial")
CTA is specific to the offer (not generic)
CTA copy scoring:
Weak: "Submit", "Click Here", "Learn More"
Medium: "Sign Up", "Get Started", "Download Now"
Strong: "Start My Free Trial", "Get My Custom Report", "Claim Your Discount"
Checklist:
Final CTA present at bottom of page
Contact information or support options visible
Privacy policy and terms of service linked
Trust badges repeated near final CTA
No competing links that lead away from conversion
Copyright and legal information present
Social media links (only if they support conversion, not distract)
Score the overall page copy on 5 dimensions (1-10 each):
Clarity - Can a visitor understand the offer in 5 seconds?
Urgency - Is there a reason to act NOW vs later?
Specificity - Are claims concrete with numbers, timeframes, outcomes?
Proof - Are claims backed by evidence, data, or testimonials?
Action Orientation - Does the copy drive toward a specific next step?
Copy Score = average of the 5 dimensions × 10 (out of 100).
If the page has a form:
| Element | Best Practice |
|---|---|
| Field count | Every additional field reduces conversion ~7%. Lead capture: 3-5 fields max. |
| Labels | Use inline labels or floating labels. Avoid placeholder-only labels. |
| Button text | Match the value proposition. "Get My Free Guide" > "Submit". |
| Error handling | Inline validation. Specific error messages. Don't clear the entire form on error. |
| Multi-step | Break long forms into steps with progress indicator. |
| Required vs optional | Mark optional fields, not required ones. |
| Auto-fill | Enable browser auto-fill for standard fields. |
| Field types | Use appropriate input types (email, tel, url) for mobile keyboards. |
Mobile is 60%+ of web traffic. Check:
CTA is thumb-reachable (bottom half of screen)
Text is readable without zooming (16px minimum body text)
Forms are usable on mobile (large tap targets, appropriate keyboards)
Images resize properly and don't break layout
No horizontal scrolling required
Page loads under 3 seconds on 4G
Click-to-call for phone numbers
Sticky CTA bar on scroll (if applicable)
Conversion impact benchmarks:
| Load Time | Conversion Impact |
|---|---|
| 0-2 seconds | Baseline (optimal) |
| 2-3 seconds | -7% conversion rate |
| 3-5 seconds | -20% conversion rate |
| 5-8 seconds | -35% conversion rate |
| 8+ seconds | -50%+ conversion rate |
Common speed issues to flag: unoptimized images (use WebP, lazy loading), render-blocking JavaScript, missing browser caching, no CDN, excessive third-party scripts, unminified CSS/JS.
Format each test as: "If we [CHANGE], then [METRIC] will [IMPROVE/INCREASE] because [REASON]."
Candidate tests: headline variations (benefit vs outcome), CTA color and text, social-proof placement (above vs below fold), form field count (-1/-2 fields), hero image vs hero video, long-form vs short-form, urgency elements (countdown, limited spots), price anchoring, testimonial format (text vs video), chatbot/live chat.
Expected attention zones based on page layout
F-pattern vs Z-pattern reading based on content density
Scroll-depth predictions based on page length and content breaks
Click-probability zones based on visual hierarchy
Rage-click indicators (elements that look clickable but aren't)
Dead zones where content may be ignored
Write to out_path (default .wayland/business-marketing/<ts>-landing-<slug>.md). Required sections, in order:
Header - URL, date, page type, Overall CRO Score: X/100, estimated current CR range, realistic target CR range
Executive summary (3-5 sentences: score, biggest strength, biggest gap, top 3 fixes by impact-to-effort)
Section-by-section analysis - one block per Step-3 section with [Score: X/10, Weight: N%], Findings, and Fixes (HIGH/MEDIUM/LOW)
Copy Score table (5 dimensions × score × notes; total /100)
Form audit (or "no form on page")
Mobile audit
Page speed (observed indicators + bucket from Step-7 table)
A/B test recommendations (3+ hypotheses in the "If…then…because" template)
Prioritized fix list - Quick Wins (this week), Medium-Term (this month), Strategic (this quarter), each with expected impact
Before/after wireframe notes (text wireframe of current vs recommended above-the-fold layout)
Footer: *Generated by Wayland market-landing. Source: zubair-trabzada/ai-marketing-claude (MIT).*
Tie recommendations to revenue impact. Don't just say "change the button color" - say "changing the CTA to a contrasting color typically increases clicks 15-30%, which at your current traffic could mean X more conversions per month." Only attach dollar figures the user supplies; never fabricate.
Prioritize by effort-to-impact ratio. Quick wins first.
Be specific. "Improve your headline" is useless. "Change 'Welcome to Our Platform' to 'Cut Your Reporting Time by 75% - Automated Analytics for Growth Teams' because it adds specificity, a quantified benefit, and targets a specific audience" is actionable.
Reference industry benchmarks so the client knows where they stand against the page-type table above.
If /market-audit already ran for this domain, read its MARKETING-AUDIT.md and incorporate the funnel-dimension findings - don't duplicate work.
web_extract summarizes pages > 5000 chars. For above-the-fold checks, button colors, form field counts, or meta-tag analysis, use terminal + curl + analyze_page.py instead.
Don't invent CR numbers. The page-type table is for benchmarking; estimate the user's current CR only as a range, and only when the page signals (form length, friction, social proof depth) clearly bracket it.
Don't fabricate revenue lift. Express impact qualitatively (high/medium/low) unless the user supplies traffic + AOV.
Auth-gated pages: if signin is required, note the gap and audit only the public hero/CTA.
Single-page scope: do not crawl beyond the supplied URL. Multi-page audits belong to market-audit.
SKILL.md
299 lines · 2,449 words
The text of SKILL.md is shown as it downloads, under the Apache-2.0 license, by Ferrox Labs. The license is the one in the file's own frontmatter.
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