Landing Page Craft

Build a page around a real decision, not a stack of fashionable sections. Make the offer understandable, believable, and actionable before adding polish.

Workflow

1. Inspect existing brand, product, audience, traffic source, content, analytics requirements, and technical constraints.
2. Write a one-line conversion brief:

- audience; - situation or intent; - offer and concrete outcome; - primary action; - biggest objection.

1. Inventory available proof: product UI, examples, customer evidence, metrics, founder expertise, policies, integrations, security, or process. Never fabricate proof.
2. Choose a page argument. Sequence only the sections needed to move the audience from recognition to confidence to action.
3. Design the first viewport to answer:

- What is this? - Is it for me? - What changes if it works? - What should I do next?

1. Write concrete copy before tuning layout. Make headings informative, CTAs destination-aware, and claims proportional to evidence.
2. Select a visual direction that belongs to the offer. Use product UI, real work, relevant imagery, data, or interaction as proof - not generic atmosphere.
3. Implement semantic, responsive, performant UI in the project's existing stack. Include important loading, error, form, and success states.
4. Place proof and risk-reversal near the decisions they support. Do not dump every trust signal into one logo wall.
5. Verify the complete action path on mobile and desktop, including keyboard use, form validation, destinations, and tracking hooks when present.

Page Rules

• The H1 should communicate the offer or outcome; it does not have to repeat the brand name.
• Keep one primary action per decision point. Secondary actions should reduce uncertainty.
• Use real content and realistic lengths early enough to expose layout problems.
• Avoid section-count theater, repeated feature-card grids, fake testimonials, fake scarcity, and unsupported superlatives.
• Do not hide material price, renewal, privacy, eligibility, or cancellation information.
• Keep important content available without requiring decorative animation.
• Treat performance, accessibility, and responsive behavior as conversion features.

Delivery Contract

Provide or implement:

1. Conversion brief - audience, offer, action, objection.
2. Page argument - ordered sections and the question each answers.
3. Evidence map - claim -> nearby proof.
4. CTA map - label -> destination -> success behavior.
5. Implemented page - when code changes are requested.
6. Verification - mobile/desktop screenshots or inspection, keyboard path, form states, and link checks.

Reference

Read [references/conversion-flow.md](references/conversion-flow.md) when choosing page structure, proof placement, CTA language, and risk-reversal.