@jairodri/huckleberry-cli 1.0.1 → 1.1.0

package/skills/landing-page-architect/SKILL.md

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+---
+name: landing-page-architect
+description: "Design and build high-converting landing pages from scratch using a proven 8-section architecture. Synthesizes positioning, copy, CRO, and..."
+depends-on:
+  - hook-generator
+allowed-tools: []
+---
+
+# /landing-page-architect — Build High-Converting Landing Pages, Section by Section
+
+One skill to architect, write, and structure a complete landing page. Combines positioning angles, direct-response copy, CRO scoring, and persuasion psychology into a single sequential build. You get a conversion-optimized page — not just copy, not just structure, the full blueprint.
+
+Based on an 8-section architecture proven across SaaS, info products, and DTC brands.
+
+For brand memory protocol, see /cmo [rules/brand-memory.md](../cmo/rules/brand-memory.md).
+
+## On Activation
+
+1. **Read evergreen documents first.** Before loading brand files, check for evergreen documents:
+   - Look in `businesses/{business}/evergreen.md` — the company bible with positioning, audience, offers, claims
+   - Look in `businesses/{business}/{sub-brand}/evergreen.md` — sub-brand specifics (e.g., `enchantents/evergreen.md`, `nomadixgear/evergreen.md`)
+   - Look in `businesses/{business}/operations/evergreen.md` — operational context (CRM, shipping, bookkeeping)
+   - Evergreen docs contain ground-truth claims, audience definitions, offer details, and competitive positioning that must override assumptions
+   - If an evergreen doc exists, its content is the **source of truth** for the landing page — brand files enhance it, evergreen anchors it
+   - Check the Claims Blacklist in evergreen docs — never make claims that are blacklisted
+
+2. **Read `brand/` directory.** Load these if present:
+   ```
+   Evergreen + Brand context loaded:
+   ├── Evergreen doc ✓/✗
+   │   ├── Claims Blacklist ✓/✗
+   │   └── Offer details ✓/✗
+   ├── Voice Profile ✓/✗
+   ├── Audience ✓/✗
+   ├── Positioning ✓/✗
+   ├── Competitors ✓/✗
+   ├── Creative Kit ✓/✗
+   └── Learnings ✓/✗
+   ```
+
+3. If evergreen AND brand files are both missing, note: "No brand memory found. I'll ask what I need. Run /cmo or /brand-voice later for personalization."
+
+4. Assess the request — is this a new page build, a restructure, or a section-by-section audit of an existing page?
+
+---
+
+## Phase 0: Gate Check
+
+| Signal | Action |
+|--------|--------|
+| "Build me a landing page" / "create a landing page" / "design my page" | Proceed — this is the right skill |
+| "Audit my existing page" / "improve my conversions" | Route to `/page-cro` — they need a fix, not a build |
+| "Write copy for my landing page" (structure already exists) | Route to `/direct-response-copy` — they need copy, not architecture |
+| "Find my positioning angle" / "what's my hook" | Run `/positioning-angles` first, then come back here |
+| "Just write headlines" / "give me CTA ideas" | Route to `/copywriting` — too narrow for this skill |
+
+---
+
+## Awareness Gate (MANDATORY)
+
+Before any copy work, determine the target audience's awareness level:
+
+1. **Can you determine awareness level from the prompt/context?**
+   - For SEO: keyword intent maps to awareness level
+     - Informational ("how to fix X") → Problem-aware
+     - Comparative ("X vs Y") → Solution-aware
+     - Branded ("your product") → Product-aware
+     - Transactional ("buy X") → Most-aware
+   - For social: content topic + audience → awareness level
+   - For email: subscriber stage → awareness level
+
+2. **If YES** → Proceed with awareness-matched strategy
+   - Load `references/awareness-level-guide.md`
+   - Select copy framework based on awareness level
+
+3. **If NO** → ASK THE USER before proceeding:
+   "What awareness level is your target audience at?"
+   - Unaware — doesn't know they have a problem
+   - Problem-aware — knows the problem, doesn't know solutions exist
+   - Solution-aware — knows solutions exist, doesn't know your product
+   - Product-aware — knows your product, not convinced it's right
+   - Most-aware — ready to buy, just needs the offer
+
+---
+
+## Phase 1: Gather Intelligence
+
+Before writing a single word, collect everything needed to build a page that converts.
+
+### 1.1 From Evergreen Documents (Priority Source)
+
+Read the relevant evergreen.md files. Extract:
+
+- **Company positioning** — What do they sell? What's the unique mechanism?
+- **Audience definition** — Who is the ICP? What pain do they have? What language do they use?
+- **Offer details** — Pricing, tiers, what's included, guarantees, bonuses
+- **Claims and proof points** — Specific results, testimonials, case studies, data
+- **Claims Blacklist** — What NOT to say (regulatory, unverified, competitor-claimed)
+- **Competitive landscape** — Key differentiators, saturated claims to avoid
+- **Brand voice** — Tone, vocabulary, formality level
+
+If the evergreen doc has a "Landing Pages" or "Conversion" section, that content takes priority over generic best practices.
+
+### 1.2 From Brand Files (Enhancement Layer)
+
+| File | What to Extract for the Page |
+|------|------------------------------|
+| `voice-profile.md` | Tone, vocabulary, rhythm — every section must match this voice |
+| `audience.md` | Awareness level (drives headline approach), pain points (drive Problem-Agitate), objections (drive FAQ) |
+| `positioning.md` | The chosen angle becomes the page's foundation — every section reinforces it |
+| `competitors.md` | Saturated claims to avoid, white space to exploit |
+| `creative-kit.md` | Visual direction, color palette, image style for design handoff |
+| `learnings.md` | What worked on previous pages, what bombed |
+
+### 1.3 Ask What's Missing
+
+If evergreen + brand files don't cover these, ask:
+
+1. **What's the ONE action** you want visitors to take? (Buy, signup, book call, download)
+2. **Where is traffic coming from?** (Ads, organic, email, social — this changes the hero)
+3. **What's the offer?** (Price, guarantee, bonuses, urgency element)
+4. **What proof do you have?** (Testimonials with specific results, case studies, numbers)
+5. **What objections would stop someone from converting?** (Price, trust, effort, switching cost)
+
+---
+
+## Phase 2: The 8-Section Architecture
+
+This is the page structure. Build it section by section, in order. Each section has a job — if it doesn't do its job, the page leaks conversions.
+
+```
+┌─────────────────────────────────────────┐
+│  1. HERO — Get email or get scroll      │
+├─────────────────────────────────────────┤
+│  2. SUCCESS — Kill buyer's remorse      │
+│     (conditional — post-opt-in only)    │
+├─────────────────────────────────────────┤
+│  3. PROBLEM-AGITATE — Make status quo   │
+│     painful                             │
+├─────────────────────────────────────────┤
+│  4. VALUE STACK — Make saying no feel   │
+│     stupid                              │
+├─────────────────────────────────────────┤
+│  5. SOCIAL PROOF — Let others convince  │
+│     them                                │
+├─────────────────────────────────────────┤
+│  6. TRANSFORMATION — Make outcome       │
+│     tangible                            │
+├─────────────────────────────────────────┤
+│  7. SECONDARY CTA — Catch the scrollers │
+├─────────────────────────────────────────┤
+│  8. FOOTER — Professional legitimacy    │
+└─────────────────────────────────────────┘
+```
+
+---
+
+### Section 1: HERO
+
+**Job:** Get email or get scroll. The hero must instantly communicate value and make stopping feel like the only rational move.
+
+**Elements:**
+- Eyebrow (category label or micro-hook)
+- Headline (single most important message)
+- Subheadline (expands HOW, not just restates)
+- Primary CTA (action verb + outcome)
+- Trust signals (logos, stat, testimonial snippet)
+
+**Headline approach by awareness level** (from Schwartz, loaded via audience.md or evergreen):
+
+| Awareness | Headline Type | Example |
+|-----------|--------------|---------|
+| Unaware | Curiosity + identity | "You're leaving money on every invoice" |
+| Problem-aware | Problem naming | "Tired of chasing payments manually?" |
+| Solution-aware | Mechanism + speed | "Get paid in 2 days, not 45, with automated follow-up" |
+| Product-aware | Proof + specificity | "3,847 freelancers switched from FreshBooks this month" |
+| Most-aware | Direct offer | "Start your free trial — no card needed" |
+
+**Hook-generator integration:** Spawn a hook-generator subagent for hero headline candidates:
+```
+Load the hook-generator skill and execute the full Phase 1-6 pipeline with this context.
+Context:
+- WHO: <audience from positioning>
+- WHAT/WHY: <core value proposition>
+- Knife: <primary pain point>
+- Platform: web
+- Brand: <brand name>
+- Target Score: 85
+Return ONLY this JSON array: [{"hook":"...","score":<0-100>,"pattern":"...","formula":"..."}]
+```
+Map awareness level to subagent filtering: Unaware→keep curiosity hooks, Problem-aware→keep problem-naming hooks, Solution-aware→keep mechanism hooks, Product-aware→keep proof hooks, Most-aware→keep direct offer hooks. If subagent fails, fall back to the manual frameworks below.
+
+**Generate 5-10 headline variants** using these frameworks (fallback):
+1. Direct Benefit — [Action verb] + [specific outcome] + [timeframe/contrast]
+2. Curiosity Gap — Opens a loop, implies hidden knowledge
+3. Social Proof — Leads with a number or result
+4. Contrarian — Challenges conventional wisdom
+5. Story — Setup, tension, resolution implied
+
+Present with QUICK PICK summary. Mark recommended with ★.
+
+**CTA copy:**
+- Weak: "Sign Up" / "Submit" / "Learn More"
+- Strong: "Start Free Trial" / "Get [Specific Thing]" / "See [Product] in Action"
+- Below CTA: Risk reversal + social proof + speed/ease ("No credit card required · 2-min setup · 12,000+ teams use it")
+
+**Hero checklist:**
+- [ ] 5-second test: Can a stranger answer what it does, who it's for, why care, what to do?
+- [ ] Headline is specific, not generic
+- [ ] CTA is benefit-oriented, not "Submit"
+- [ ] At least one trust signal visible without scrolling
+
+---
+
+### Section 2: SUCCESS (Conditional)
+
+**Job:** Kill buyer's remorse. This section only appears AFTER someone opts in — it's the confirmation/thank-you experience.
+
+**Elements:**
+- Checkmark or confirmation icon
+- Clear "You're in" / "You did it" statement
+- Deliverable list (exactly what they get, when, how)
+- Next step CTA (watch video, check email, join community)
+- Optional: Upsell or share-with-friend prompt
+
+**Why this matters:** Most landing page skills skip the post-conversion experience. But buyer's remorse hits within seconds of opting in. A strong success section:
+- Confirms they made the right choice
+- Shows immediate value (deliverable list makes the abstract concrete)
+- Gives them a next action (momentum kills remorse)
+- Optionally activates viral loops (share, referral)
+
+**Write the success section even if the page doesn't need it yet** — it becomes the thank-you page spec.
+
+---
+
+### Section 3: PROBLEM-AGITATE
+
+**Job:** Make the status quo painful. Until they feel the problem, they won't value the solution.
+
+**Elements:**
+- 3 problems with agitation (not just listing — making each one hurt)
+- Personal transition ("I know because I was there" or "Our customers told us...")
+
+**Agitation formula:**
+1. Name the problem specifically
+2. Quantify the cost (hours, dollars, missed opportunities)
+3. Paint the scenario (a moment where this pain is visceral)
+4. Show the compounding effect (it gets worse, not better)
+
+**Pain quantification** — do the math:
+> "4 hrs setting up emails + 6 hrs designing a landing page + 4 hrs for Stripe webhooks = 22+ hours of headaches."
+
+**Voice source:** Use exact language from audience.md or evergreen voice-of-customer quotes. Mirror the words they use to describe their problem — not your words, theirs.
+
+---
+
+### Section 4: VALUE STACK
+
+**Job:** Make saying no feel stupid. Stack so much value that the price looks like a rounding error.
+
+**Elements:**
+- 4 tiers of value, descending from highest perceived value
+- Each tier named and priced individually (anchor the value)
+- Total value summed up
+- Your actual price (the contrast creates the deal)
+- Guarantee / risk reversal
+
+**Value stacking structure:**
+
+```
+VALUE STACK
+├── Tier 1: [Core product/service] — Worth $X
+├── Tier 2: [Primary bonus] — Worth $X
+├── Tier 3: [Secondary bonus] — Worth $X
+└── Tier 4: [Support/community/extra] — Worth $X
+
+Total Value: $XXX
+Your Price: $XX  ← (this should feel like a steal)
+```
+
+**Sourcing from evergreen:** The evergreen doc's offer section should contain pricing, tiers, bonuses, and guarantee details. Use those as-is. If evergreen doesn't have offer details, ask.
+
+**Pricing psychology:**
+- Anchor high (show individual values first)
+- Contrast sharply (total value vs your price)
+- Remove risk (guarantee, free trial, money-back)
+- Add urgency only if authentic (deadline, limited seats, expiring bonus)
+
+**From `/pricing-strategy`:** If the page needs a pricing table (not a single-offer value stack), use good-better-best tiering with the middle tier visually recommended.
+
+---
+
+### Section 5: SOCIAL PROOF
+
+**Job:** Let others convince them. People believe strangers more than they believe you.
+
+**Elements:**
+- Section header (results-oriented, not "Testimonials")
+- 3 testimonials with specific results (not "great product" — actual outcomes)
+- Optional: Logo bar, stats, case study link, review badges
+
+**Testimonial structure (every testimonial must hit this):**
+- Named person (not "J.S." or "A customer")
+- Role + company (context = credibility)
+- Specific result ("cut onboarding time by 60%" not "saved time")
+- Optional: Photo, title, link to case study
+
+**Placement rule:** Social proof must appear BEFORE the main CTA, not buried at the bottom. The sequence is: Value Stack → Social Proof → CTA. Proof greases the CTA click.
+
+**From evergreen:** Pull real testimonials, case studies, and proof points from the evergreen doc. Never fabricate testimonials — if proof is thin, flag it and suggest collecting more before shipping.
+
+---
+
+### Section 6: TRANSFORMATION
+
+**Job:** Make the outcome tangible. Show them the before → after so viscerally that they want it.
+
+**Elements:**
+- 4 stages of transformation: Quick Win → Compound → Advantage → 10x
+- Each stage is a milestone they can picture
+
+**Transformation roadmap:**
+
+```
+TRANSFORMATION ROADMAP
+
+Stage 1: QUICK WIN (Week 1)
+→ [First tangible result they get within days]
+Example: "Your first automated workflow ships in 20 minutes"
+
+Stage 2: COMPOUND (Month 1)
+→ [Result that builds on the quick win]
+Example: "You're saving 4 hours/week, every week"
+
+Stage 3: ADVANTAGE (Month 3)
+→ [Competitive edge that compounds]
+Example: "Your team ships 3x faster than peers still doing it manually"
+
+Stage 4: 10x (Year 1)
+→ [Transformational outcome that redefines their situation]
+Example: "You've replaced an entire ops role with automations — $65k/year back"
+```
+
+**Why this works:** Most landing pages sell the tool. The transformation roadmap sells the journey. It makes the outcome concrete and sequential — not "someday maybe" but "here's exactly what happens and when."
+
+**Source from evergreen:** Look for customer journey data, typical time-to-value, and outcome milestones. If the evergreen doc has case studies, extract the timeline from those.
+
+---
+
+### Section 7: SECONDARY CTA
+
+**Job:** Catch the scrollers. Some people read everything and aren't convinced. Others scroll fast and need a second chance to convert.
+
+**Elements:**
+- Avatar stack (faces of people who already said yes)
+- Question headline ("Ready to [achieve outcome]?" or "Still on the fence?")
+- "Yes" button (same CTA as hero, restated)
+- Friction reducers repeated (guarantee, free trial, no card)
+
+**This is NOT a repeat of the hero CTA.** The secondary CTA is for a different reader state:
+- Hero CTA: For people who were already convinced at the headline
+- Secondary CTA: For people who needed the full page argument before deciding
+
+The avatar stack works because of social proof + belonging: "All these people did it, and I can too."
+
+---
+
+### Section 8: FOOTER
+
+**Job:** Professional legitimacy. A bare footer looks like a scam. A real footer builds trust for the people who scroll to the bottom to check.
+
+**Elements:**
+- Logo
+- Navigation links (key pages, not every page)
+- Legal links (Privacy, Terms, Refund Policy)
+- Social links
+- Optional: Brief tagline or mission restatement
+
+**Anti-pattern:** Don't stuff the footer with CTAs. Its job is legitimacy, not conversion. If someone scrolled past the secondary CTA, another button won't help — but "Privacy Policy" and "Terms of Service" might.
+
+---
+
+## Phase 3: Assemble and Score
+
+### 3.1 Full Page Assembly
+
+Combine all 8 sections into a single landing page document. Output format:
+
+```markdown
+# [Product/Offer Name] — Landing Page
+
+## Section 1: Hero
+[Eyebrow, headline, subheadline, CTA, trust signals]
+
+## Section 2: Success (Post-Opt-In)
+[Confirmation, deliverables, next step CTA]
+
+## Section 3: Problem-Agitate
+[3 problems with agitation, personal transition]
+
+## Section 4: Value Stack
+[4 tiers, total value, your price, guarantee]
+
+## Section 5: Social Proof
+[3 specific testimonials, optional logos/stats]
+
+## Section 6: Transformation
+[4-stage roadmap: Quick Win → Compound → Advantage → 10x]
+
+## Section 7: Secondary CTA
+[Avatar stack, question headline, yes button, friction reducers]
+
+## Section 8: Footer
+[Logo, nav, legal, social]
+```
+
+### 3.2 Copy Scoring Rubric
+
+Rate the complete page on 7 dimensions (1-10 each):
+
+| # | Dimension | 10 Looks Like |
+|---|-----------|---------------|
+| 1 | Clarity | Crystal clear in one read. Zero re-reading required. |
+| 2 | Specificity | Every claim has a specific number or example. |
+| 3 | Voice | Unmistakably human. Matches voice-profile.md. |
+| 4 | Desire | Reader feels FOMO by paragraph 2. Visceral pull toward CTA. |
+| 5 | Proof | Specific testimonials, data, case studies. Nothing unsubstantiated. |
+| 6 | Urgency | Time-bound + consequence of inaction. Authentic, not manufactured. |
+| 7 | Flow | Impossible to stop reading. Slippery slide from headline to CTA. |
+
+**Thresholds:**
+
+| Range | Verdict |
+|-------|---------|
+| 63-70 (90-100%) | Ship it. |
+| 56-62 (80-89%) | Strong. Ship with small tweaks. |
+| 49-55 (70-79%) | Passing. Leaving performance on the table. |
+| 42-48 (60-69%) | Weak. Rewrite priority sections. |
+| Below 42 | Full rewrite needed. |
+
+If the score is below 56, revise the weakest sections before delivering.
+
+### 3.3 Claims Verification
+
+Cross-check every claim against:
+- **Evergreen Claims Blacklist** — remove any blacklisted claims
+- **Evergreen proof points** — verify numbers and testimonials are sourced
+- **Competitors saturated claims** — avoid echoing what 3+ competitors say
+- If a claim can't be verified, mark it `[UNVERIFIED — replace with sourced claim]`
+
+### 3.4 A/B Test Recommendations
+
+After the page is assembled, suggest 3-5 tests:
+
+| Test | Priority | Expected Lift |
+|------|----------|---------------|
+| Headline variant (Direct Benefit vs Story) | HIGH | +15-50% CTR |
+| Opening line (Story vs Challenge vs Result) | HIGH | +10-30% scroll depth |
+| CTA copy (Benefit vs Command) | MEDIUM | +5-20% CTR |
+| Proof structure (Testimonial-first vs Data-first) | MEDIUM | +5-15% conversion |
+| Value stack order (Highest value first vs last) | LOW | +5-10% conversion |
+
+---
+
+## Phase 4: File Output and Design Handoff
+
+### 4.1 Write the Page
+
+Write the complete landing page to:
+
+```
+marketing/campaigns/{campaign-name}/landing-page.md
+```
+
+With frontmatter:
+
+```yaml
+---
+type: landing-page
+campaign: "{campaign-name}"
+target_audience: "{segment}"
+awareness_level: unaware | problem-aware | solution-aware | product-aware | most-aware
+architecture: 8-section
+sections: [hero, success, problem-agitate, value-stack, social-proof, transformation, secondary-cta, footer]
+variant: a
+word_count: 0
+date: 2026-05-27
+status: draft
+score: 0
+evergreen_source: "{path-to-evergreen-md}"
+---
+```
+
+### 4.2 Design Handoff Notes
+
+Create a companion file for the designer/front-end builder:
+
+```
+marketing/campaigns/{campaign-name}/design-notes.md
+```
+
+Include:
+- Section order and which sections are conditional
+- CTA button hierarchy (primary vs secondary styling)
+- Trust signal placement (above fold, mid-page, pre-CTA)
+- Visual direction from `creative-kit.md` (if available)
+- Mobile-specific notes (what folds, what stays visible)
+- Avatar stack spec (how many faces, sizing)
+
+---
+
+## Worked Example
+
+**Product:** Nomadix Gear portable charger for resort guests
+**Source:** `businesses/nomadixgear-sa/nomadixgear/evergreen.md`
+**Awareness:** Problem-aware (resorts know guests complain about dead phones, don't know there's a branded solution)
+
+**Evergreen extract:**
+- ICP: Resort/hotel GMs, 100+ rooms, guest experience priority
+- Pain: Guest complaints about dead phones, lost revenue from bad reviews
+- Offer: $X/charger, branded with resort logo, revenue share model
+- Proof: "X resorts deployed, Y% fewer guest complaints about charging"
+- Claims Blacklist: Don't say "eliminates complaints" (can't verify), use "reduces charging complaints"
+
+**Hero:**
+- Eyebrow: Branded Guest Experience
+- Headline: "Stop apologizing for dead outlets. Give every guest a charger with your logo on it."
+- Subhead: "Nomadix Gear deploys branded portable chargers across your resort. Guests keep their phones alive. You keep your reviews high."
+- CTA: "Get a sample charger with your logo →"
+- Trust signal: "[X] resorts · [Y]% fewer charging complaints · Average ROI in 60 days"
+
+**Problem-Agitate:**
+1. "Dead phones = dead patience" — Guests with 5% battery don't enjoy the pool, they hunt for outlets
+2. "The 2-star review you can't undo" — "No outlets by the bed" shows up in 1-star reviews more than you think
+3. "Your front desk is a charging station" — Staff wastes time lending out cables and extension cords
+
+**Value Stack:**
+- Tier 1: Custom-branded chargers (your logo, your colors) — Worth $X
+- Tier 2: Revenue share program (chargers pay for themselves) — Worth $X
+- Tier 3: Guest analytics dashboard (see charging patterns) — Worth $X
+- Tier 4: Dedicated account manager — Worth $X
+- Total value: $XXX · Your investment: $XX per charger
+
+**Transformation:**
+- Quick Win: First guest picks up a branded charger and smiles
+- Compound: "No outlets" disappears from your reviews
+- Advantage: Your resort becomes the one where phones never die
+- 10x: Charging becomes a profit center, not a cost
+
+---
+
+## Chain Offers
+
+After completing, present:
+
+- `/page-cro` — Audit the built page against CRO benchmarks before going live
+- `/creative` — Generate visual assets (hero images, testimonial cards, CTA buttons)
+- `/ab-test-setup` — Set up the headline and CTA tests recommended in Phase 3
+- `/lead-magnet` — Build a top-of-funnel asset to drive traffic to this page
+- `/email-sequences` — Create the nurture sequence that sends traffic here
+
+---
+
+## Anti-Patterns
+
+| Anti-pattern | Instead | Why |
+|-------------|---------|-----|
+| Writing copy before checking evergreen | Read evergreen.md FIRST, then write | Evergreen contains ground-truth claims and audience data. Ignoring it produces pages with wrong offers, blacklisted claims, or off-brand messaging. |
+| Building all sections equally | Prioritize Hero, Problem-Agitate, Value Stack | These 3 do 80% of the conversion work. The others support but don't drive. |
+| Fabricating testimonials or proof points | Mark as [NEEDS PROOF] and flag | Fake testimonials destroy trust and create legal liability. Evergreen docs should have real ones. |
+| Using generic headlines ("The best platform") | Specific outcome + timeframe + contrast | Generic headlines fail the 5-second test. Specific headlines stop the scroll. |
+| Adding urgency that isn't authentic | Only use real deadlines, limits, or expiring bonuses | Manufactured urgency destroys trust. If there's no real urgency, the Value Stack and Transformation create enough desire. |
+| Skipping the Success section | Always write it, even as a separate thank-you page spec | Post-conversion remorse kills retention. A confirmation experience prevents refunds and cancellations. |
+| Copying competitor structure | Use competitive data to find white space, not copy structure | If you copy their structure, you copy their positioning. Use their claims map to avoid what's saturated. |
+| One CTA only | Primary CTA in hero + Secondary CTA near bottom | 30-50% of converters click the secondary CTA. These are the readers who needed the full argument. |
+
+## YAGNI Principles
+
+- Don't add more than 8 sections — if you need more, the page is trying to do too much
+- Don't write 5,000-word sales pages here — this is for landing pages (800-2000 words). Use `/direct-response-copy` for long-form sales pages
+- Don't include pricing strategy theory — reference `/pricing-strategy` if needed, don't duplicate it
+- Don't build the actual HTML/CSS — this skill produces copy + structure, not code
+- Don't audit existing pages — that's `/page-cro`
+- Don't do keyword research — that's `/keyword-research`
+- Don't generate images — that's `/creative` or `/image-gen`

package/skills/landing-page-architect/references/architecture-reference.md

@@ -0,0 +1,32 @@
+# Landing Page Architecture Reference
+
+## Source Attribution
+
+This architecture synthesizes:
+
+- **Boringmarketer's 8-section structure** (Hero, Success, Problem-Agitate, Value Stack, Social Proof, Transformation, Secondary CTA, Footer)
+- **Our existing skills:** `/copywriting` (page structure, CTA formulas), `/direct-response-copy` (headlines, So What? Chain, pain quantification, scoring rubric), `/page-cro` (5-second test, CTA audit, social proof audit, objection handling), `/positioning-angles` (awareness levels, angle generators, competitive landscape)
+- **New additions not in any existing skill:** Value Stack section (Hormozi Grand Slam Offer), Transformation Roadmap (4-stage outcome ladder), Success/confirmation section (post-conversion experience)
+
+## The 8 Sections — Quick Reference
+
+| # | Section | Job | Key Metric |
+|---|---------|-----|------------|
+| 1 | Hero | Get email or get scroll | Click-through rate on primary CTA |
+| 2 | Success | Kill buyer's remorse | Post-opt-in engagement rate |
+| 3 | Problem-Agitate | Make status quo painful | Scroll depth past this section |
+| 4 | Value Stack | Make saying no feel stupid | Price-to-value perception |
+| 5 | Social Proof | Let others convince them | Trust score / testimonial engagement |
+| 6 | Transformation | Make outcome tangible | Desire / "I want that" response |
+| 7 | Secondary CTA | Catch the scrollers | Secondary CTA click rate (30-50% of total) |
+| 8 | Footer | Professional legitimacy | Trust signals present |
+
+## What This Skill Adds vs Existing Skills
+
+| Capability | Before (Fragmented) | After (This Skill) |
+|-----------|---------------------|---------------------|
+| Build a landing page from scratch | Chain `/positioning-angles` → `/direct-response-copy` → `/page-cro` manually | One sequential build, 8 sections, scored and shipped |
+| Value Stack section | Only in `/pricing-strategy` (tiers), no Hormozi-style value stacking | Explicit 4-tier value stack with anchoring |
+| Transformation roadmap | `/direct-response-copy` has "So What? Chain" but no staged outcome ladder | 4-stage roadmap: Quick Win → Compound → Advantage → 10x |
+| Post-conversion Success page | Not covered by any skill | Full confirmation section spec |
+| Evergreen doc integration | No skill reads evergreen as primary source | Evergreen is first read, Claims Blacklist enforced |