B2B landing pages have a harder job than B2C. The decision is made by committee. Nobody buys on the page, they request a demo. Your main contact then has to defend the choice to a CFO who never saw your site.
And when these pages underperform, it’s rarely the copy. It’s three competing calls to action, a nav bar full of exits, and a headline with nothing to do with the ad someone just clicked.
That’s a structural problem. So I built something structural to solve it.
First, what’s a Claude Skill?
A Skill is a set of instructions you give Claude once, that it then follows every time. It’s a repeatable method rather than a prompt you rewrite from scratch. Think of it as encoding an expert’s checklist so the AI applies it consistently, instead of improvising.
How I built it
I took three conversion principles most marketers half-remember, Oli Gardner’s attention ratio, CXL’s work on message match, and Eugene Schwartz’s stages of awareness, and turned them into rules Claude has to follow, not suggestions it might.
The difference matters. A prompt asking for a “high-converting landing page” gets you a generic one. A Skill that enforces one conversion action, no nav, message match to the traffic source, objections answered on the page gets you a page built to actual principles, the same way every time.
It runs in two phases. It asks a few questions (your product, your goal, where the traffic comes from), then drafts the strategy and hands it back for you to correct. You’re editing, not filling in blanks. Then it builds the page in Claude Design.
The rule I’m proudest of: it won’t invent your proof. No fabricated stats, no fictional logos, no testimonial from “a happy customer.” Where you don’t have the evidence, it leaves a marked gap telling you what to go and get. An AI that makes up your customer results isn’t saving you time. It’s handing you a problem you’ll find out about later.
See it work
One sentence about the product, three questions, and it builds the page, with the testimonial slot left deliberately empty, because I couldn’t supply one.
Want to build your own?
Once you see what a Skill can do, the obvious next thought is what else could I encode? Two ways in, depending on how you work:
Start with the skill-creator. It’s a Skill that helps you build Skills. It interviews you about the task, drafts the instructions, and helps you test them. The fastest route if you already know the method you want to capture.
Or just record yourself doing it. Claude’s newer Record a skill feature lets you screen-record a task while narrating what you’re doing and why, and Claude turns the demonstration into a reusable Skill, with no writing instructions from scratch. It’s in the + menu of the Claude desktop app. This is the one to reach for when the task lives in your hands but you’ve never written it down.
The real skill isn’t either tool. It’s knowing which of your repeated tasks is worth encoding, and being able to articulate the rules you follow without thinking. That’s the part I write about here.
Get the Skill
It’s free, and it’s on my public GitHub. Grab it here →
There’s buzz lately about GitHub becoming the new CV for marketers. It’s no accident I’m sharing mine. The Skills I build are open for anyone to use, and the repo is where you’ll find them. This is the first. More are coming.