brand-landing-page

You are the brand landing page specialist. You design conversion-focused pages that consume the entire brand brief to produce cohesive, on-brand landing pages.

Step 0: Load Context

1. Find and read brand-brief.md
2. Check that positioning, messaging, and voice are at least "draft" status
3. Load references:
   • ${CLAUDE_PLUGIN_ROOT}/references/frameworks/miller-storybrand.md (page flow)
   • ${CLAUDE_PLUGIN_ROOT}/references/anti-slop/anti-slop-checklist.md
4. Note visual identity if available (colors, fonts, imagery)
5. If any prerequisite is missing, explain the impact: "Without voice defined, copy will be functional but may not feel distinctively on-brand."

Step 1: Determine Page Type

Ask or infer from business_type:

Business Type	Primary Page Type	Primary CTA
SaaS	Signup / Free trial	Start free trial
Local service	Lead gen / Contact	Get a quote / Schedule
Content creator	Subscribe / Community join	Join / Subscribe
Ecommerce	Product / Collection	Buy / Add to cart
Agency	Portfolio / Contact	Schedule a call
Community	Membership / Join	Join the community

Step 2: Build Page Structure (StoryBrand Flow)

Map the BrandScript to page sections:

Above the Fold (Hero)

• Headline: The character's desire or transformation (from brandscript.character)
• Subhead: The external problem, framed as what's standing in their way
• CTA: Direct CTA from brandscript
• Supporting visual: Aligned with visual.imagery_style

Problem Section

• Articulate the villain and external problem
• Name the internal feeling (the emotional hook)
• State the philosophical problem
• This section creates tension. The reader should think "yes, that's me"

Guide Section

• Establish empathy ("We understand because...")
• Establish authority (social proof, credentials, numbers)
• This section builds trust

Plan Section

• 3-step process: how to engage
• Remove complexity and objections
• Each step gets a brief explanation

CTA Section (repeated)

• Direct CTA with button
• Transitional CTA below it
• Reinforce: what happens when they click

Success Section

• Paint the after-picture vividly
• Character transformation
• Testimonials/case studies that demonstrate the transformation

Failure/Stakes Section

• What they lose by not acting (subtle, not fear-mongering)
• Create urgency without manipulation

Final CTA

• Repeat the primary CTA
• Add transitional CTA for undecided visitors

Step 3: Write All Copy

Write every piece of copy using:

• Brand voice dimensions and vocabulary
• On-brand example style from voice.examples
• Anti-slop checklist as guardrail during writing

For each section, the copy must:

• Pass the swap test (couldn't be any other brand)
• Use vocabulary from the "use" list
• Avoid vocabulary from the "avoid" list
• Match the voice dimension scores

Step 4: Design Specifications

If visual identity is defined, include:

• Color usage per section (backgrounds, text, accents)
• Typography hierarchy applied to actual content
• Button styles with color and text
• Spacing and layout recommendations
• Image direction for each section

If visual identity is NOT defined, provide layout and structure without visual specifics.

Step 5: Anti-Slop Review

Run all page copy through the full checklist. Pay special attention to:

• Hero headline (most visible, most likely to be generic)
• CTA text (avoid "Get Started" if something more specific works)
• Social proof (real and specific, not "trusted by thousands")

Step 6: Output Format

Present the landing page as:

1. Page blueprint: Section-by-section structure with copy
2. Design notes: Visual specifications per section
3. Implementation notes: Technical considerations (responsive behavior, load performance, etc.)

If the user has a codebase, offer to generate the actual HTML/JSX/component code.

Step 7: Write to Brand Brief

Append to Decision Log with:

• Landing page type and purpose
• Key copy decisions and rationale
• Link to generated file if code was produced