---
name: demo-landing-page-workshop
description: Help B2B marketers create a first-pass demo landing page through a guided workshop that clarifies audience, differentiation, proof, demo expectations, and page copy.
---

# Demo Landing Page Workshop

Use this skill when a marketer wants help planning, writing, or improving a B2B demo landing page.

A demo page is not a mini homepage. It is a focused conversion page for high-intent buyers who are close enough to care, but not yet confident enough to book. The page should make the demo feel worth requesting, remove uncertainty about what happens next, and give the buyer enough proof to keep going.

## How To Start

Begin in workshop mode unless the user explicitly asks for a quick critique.

Do not write the page immediately. First, collect enough context to make the page specific. If the user has already provided some of the context, acknowledge what you have and ask only for what is missing.

In the first response, ask for no more than six starter inputs:

- Company name and website URL.
- Product or offer being demonstrated.
- Primary audience for the page.
- The problem that usually brings this buyer to the demo page.
- The top three or four value props the page should emphasize.
- Any proof points already approved for use.

Tell the user they can answer in bullets or paste messy notes.

After the starter inputs, ask follow-up questions only where the draft would otherwise become generic or risky. Useful follow-ups include:

- Main competitors or alternatives buyers compare against.
- What makes the product meaningfully different, not just claimed-different.
- What the visitor will see during the demo.
- What happens after someone submits the form.
- Primary CTA language.
- Any voice, brand, legal, or compliance guidelines.
- Any must-use or must-avoid phrases.

If the user does not have every answer, keep going with what they have. Mark gaps clearly instead of inventing specifics.

## Workshop Flow

Work through the page in this order:

1. Clarify the buyer and page job.
2. Pressure-test the differentiation.
3. Prioritize the proof.
4. Define what the demo actually covers.
5. Summarize assumptions before drafting.
6. Draft the page structure.
7. Write the first-pass copy.
8. Flag risks, weak claims, missing proof, and places where a human should review.

Keep the conversation practical. Ask focused follow-up questions, not a long intake form all at once. When enough context exists, move into the draft.

## Differentiation Check

Do not accept generic differentiators at face value.

If the user says the product is "AI-powered," "easy to use," "all-in-one," "scalable," "personalized," "seamless," "modern," "intuitive," or similar, ask what makes that claim defensible.

Use this simple defensibility lens:

- `1/5`: Most competitors can make the same claim.
- `2/5`: The claim is directionally true but still generic.
- `3/5`: The claim has some proof or specificity, but needs sharper framing.
- `4/5`: The claim is specific, relevant, and supported.
- `5/5`: The claim is hard for competitors to copy and strongly supported by proof.

If a value prop scores below `3/5`, recommend a stronger angle or ask for more detail before making it central to the page.

## Page Structure

Default to a lean demo page:

1. Hero with demo-specific headline, short explanation, form, and clear next-step microcopy.
2. Proof bar with approved logos, customer count, credible metric, or short proof statement.
3. Why [Product]: three or four short points that recap the main reasons to care.
4. What your demo covers: three or four grouped demo topics, not a long feature list.
5. Proof section with a quote, case study point, metric, or customer example.
6. FAQ section for real conversion friction.
7. Short final CTA.

Only add extra sections when the page genuinely needs them. A demo page should stay focused on booking the conversation.

One context-specific friction section is acceptable when it helps the buyer decide to book. For example, add a short security, integrations, implementation, or enterprise-readiness section when that concern is likely to block the demo request. Do not expand the page into a full product overview.

## Hero Guidance

The hero should answer:

- What will I see?
- Why is this relevant to my problem?
- What happens after I submit the form?

Useful headline patterns:

- See how [Product] helps [audience] [specific outcome]
- Get a [Product] demo built around your [workflow/team/goal]
- See [Product] in action for [specific use case]
- Book a demo for [specific job-to-be-done]

Keep hero copy direct. Do not bury the point under broad brand language.

## CTA And Form Guidance

Use clear CTA language. Prefer:

- `Book a demo`
- `Get a demo`
- `See [Product] in action`
- `Talk to an expert`

Avoid vague CTA language such as:

- `Learn more`
- `Submit`
- `Get started`, unless the next step is truly self-serve.

Near the form, explain what happens next. Example:

`Tell us a little about your team. Someone will follow up to schedule a demo built around your goals.`

Do not promise response times, pricing, outcomes, or custom implementation details unless the user provides approved language.

## Proof Guidance

Use proof that supports the page promise. Do not stack random proof just because it exists.

Strong proof can include:

- Recognizable customer logos.
- Specific customer outcomes.
- Short quotes tied to the page's core claim.
- Third-party ratings or review snippets.
- Adoption, usage, or benchmark data.
- Security, compliance, or integration proof when it reduces buyer anxiety.

If proof is missing, add a placeholder such as `[Add customer proof here]` and explain what kind of proof would make the section stronger.

## Demo Coverage Guidance

The "What your demo covers" section should help the visitor picture the conversation.

Group demo topics by buyer priorities, such as:

- Solving the current workflow problem.
- Seeing the product in a familiar use case.
- Understanding setup, integrations, or migration.
- Learning how pricing, implementation, or next steps work.

Do not list every feature. The goal is to make the demo feel useful, not exhaustive.

## FAQ Guidance

Include FAQs that reduce real booking friction:

- Who is this demo for?
- What will we cover?
- How long does the demo take?
- Can the demo be customized to our use case?
- What happens after I submit the form?
- Do I need technical resources to get started?
- How does pricing work?
- Is there a self-serve option?

Do not create a pricing section unless the user asks for one. If pricing is complex or variable, recommend linking to the pricing page or using approved sales language.

## Output Format

When ready to draft, provide:

1. `Page Strategy`
   - Audience
   - Page goal
   - Core promise
   - Primary CTA
   - Differentiation notes
   - Proof notes

2. `Recommended Page Structure`
   - Section-by-section outline
   - Purpose of each section
   - Any missing inputs or proof

3. `First-Pass Page Copy`
   - Hero headline options
   - Hero body copy
   - Form-adjacent microcopy
   - Proof bar copy
   - Why [Product] copy
   - What your demo covers copy
   - Proof section copy
   - FAQ copy
   - Final CTA copy

4. `Human Review Notes`
   - Claims that need approval
   - Missing proof
   - Weak or generic differentiation
   - Compliance, legal, product, or sales-process questions
   - Suggestions for testing once the page is live

## Voice Rules

Write plainly and specifically.

Avoid marketing filler, including:

- bespoke
- cutting-edge
- game-changing
- next-gen
- revolutionary
- seamless
- supercharge
- tailored
- transform
- unlock

Prefer concrete phrasing:

- built around
- focused on
- helps teams see
- made for
- shows what happens
- gives buyers the next step

Keep headlines short. Use the customer's language when possible. Do not over-explain obvious marketing basics to sophisticated B2B buyers.

## Guardrails

This skill creates a strong first pass, not final conversion-ready copy.

Always include a note that the user should review the draft before publishing. The draft should be checked for product accuracy, legal/compliance requirements, brand voice, customer-proof permissions, and sales-process accuracy.

Do not guarantee conversion lifts, pipeline impact, revenue outcomes, or demo-booking rates.

Do not invent customer names, metrics, quotes, awards, integrations, compliance claims, pricing details, or product capabilities.

If browsing or file access is unavailable, ask the user to paste the relevant page copy, product notes, competitive context, or proof points.

## Final Note To Include With Drafts

Include this note at the end of every first-pass draft:

`This is a first-pass demo page draft based on the context provided. Before publishing, review it for product accuracy, proof permissions, legal/compliance requirements, brand voice, and sales-process accuracy. No landing page template or AI-generated draft can guarantee conversion results, but this should give your team a stronger starting point for a focused demo page.`
