Claude Code: Build 20% Converting Lead-Gen Sites

Setup Claude Code Environment for Instant Site Generation

Start by downloading Anti-Gravity, a free Google desktop coding workspace—no prior coding needed. Install the Claude Code plugin from the sidebar (requires Claude Pro subscription; free agent builder alternative available). Create a project folder like 'CRO-brief' and add a 'claude.md' instruction file from the free Skool blueprint (link in video description). This file trains Claude like an employee, defining behaviors for consistent outputs.

Prompt Claude: 'Build me a one-page website for my landscaping business. Replicate this uploaded image.' Source designs from Dribbble (e.g., search 'landscaping website'), screenshot, and upload. Claude generates a full site viewable at localhost. Clone pre-built projects from Skool for instant starts. Principle: Treat AI as a trained specialist—precise instructions yield production-ready code. Common mistake: Skipping claude.md leads to inconsistent, low-quality generations.

Prioritize Conversion Over Beauty: 14 Essential Page Elements

Beauty is binary—trustworthy or scam-like—in 50ms; focus 80% effort on copy and structure, not aesthetics. Jono's $1.2M site wasn't visually stunning but hit 20% conversions (top 1%, vs. 2-4% average) via data-backed elements.

Headline + Subs (Above Fold): Control the 10% visitors read. Benefits over features: Sell outcomes (time saved, money earned, peace of mind, status, freedom). Ex: 'Hire top 1% DJs' implies reliability, not 'We use pro gear.' Mistake: Feature-dumping (e.g., tech stack); visitors buy emotionally, justify logically.
Kill Nav/Footer: For ad traffic (Google/FB Ads), remove distractions—no About, TOS links. Goal: One action—form submit or call. Bounce rate spikes on non-converting paths.
Form + Phone On-Page: Visible, no hunting. Multiple CTAs ('Get Quote Now') sprinkled throughout—catches users when ready.
45-Second Founder Video: 33% lift; raw, authentic talk addressing pains/outcomes. Place early.
Portfolio/Click-to-Call: Visual proof + instant mobile calls.
Video Testimonials: Drop CPL from $200 to $30; short, real clips.
Case Studies + Logos/Trust Stats: Social proof builds credibility.

8-14. Offer Formula (Risk Reversal): Guarantee + urgency. Accordions for SEO word count (1500+ words hidden). Less-is-more copy; stuff details in expandable sections.

Live build prompt: Feed all elements into one mega-prompt for full page. Before: Generic Dribbble clone (0% trust). After: Loaded with proof + CTAs (20% potential). Quality criteria: Lighthouse 100 speed, mobile-first, single CTA focus.

"Beautiful websites make you zero dollars. Nobody's going to look at your website and think this is so beautiful that I'm going to take out my credit cards."

"Less is more... People are only going to read 10% of it. Do you want them to determine the 10%... or do you want to be in control?"

Scale with Dynamic Pages, Speed, and Lead Automation

Dynamic Landing Pages: Personalize by city/service (e.g., /toronto-landscaping). Prompt Claude for templates using URL params; generates variants on autopilot. Multiplies SEO/Ad relevance, cuts CAC.

Mobile + Speed: Target Lighthouse 100. Optimize images, minify CSS/JS via Claude. Mobile CTAs huge, tappable.

Claude Code Skill: Build reusable 'skill' for autopilot pages—input business details, outputs optimized site.

Speed-to-Lead: Vapi integration calls leads <60s post-form. n8n/Zapier workflows trigger from form.

"If you and I are competing on a Google ad campaign and my landing page has 10 times the conversion rate, that means you're spending 10 times the amount of money."

Data-Driven Iteration: Testing and Deployment

PostHog Split Testing: Embed for A/B tests (data > opinion). Track heatmaps, session replays—see real clicks/scrolls.

Heatmaps + Analytics: Identify drop-offs; iterate prompts accordingly.

Deploy: Push to GitHub, connect Vercel for live sites. Free tier suffices.

Prerequisites: Basic prompting; Claude Pro. Fits indie/service business funnels (Ads/SEO → Site → Call → Close). Practice: Build 3 variants, A/B test on $50 ad spend.

"We're going to be getting heat maps of where people are clicking... split tests so we can definitively know which pages are working."

Key Takeaways

Download Anti-Gravity + Claude Code plugin; add claude.md for trained AI outputs.
Replicate Dribbble designs as base, then layer 14 conversion elements via single prompt.
Sell benefits (peace of mind, money saved) not features; less copy, above-fold focus.
No nav/footer on ad pages; form/phone visible, CTAs everywhere.
Add founder video (45s), testimonials, case studies for 33%+ lifts.
Dynamic pages by city/service; aim Lighthouse 100 mobile speed.
PostHog for heatmaps/A-B tests; Vapi for <60s calls.
Deploy GitHub → Vercel; clone Skool blueprints to start.
Test ruthlessly: 20% conversions beat beauty every time.