# Page-Type Templates

Per-page-type structural guidance. Same six-principle baseline; different emphasis per type.

## Homepage

**Audience**: Mixed — first-time visitors with varied intents.

**Strategy**: Serve multiple audiences without being generic. Lead with the broadest value proposition, then provide clear paths.

**Structure**:
1. Hero (headline, subheadline, primary CTA, hero visual)
2. Logos / social proof bar
3. Three-pillar benefits (or how-it-works)
4. Use case showcase (different audience paths)
5. Deeper feature section
6. Testimonials / case studies
7. Pricing teaser → link to pricing page
8. FAQ
9. Final CTA

**Common mistakes**:
- Trying to convert on the homepage instead of routing to specific pages
- Hero copy too vague trying to please everyone
- No clear "next step" for visitors who don't convert immediately

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## Landing page (campaign-specific)

**Audience**: Single, defined — coming from a known traffic source (ad, email, partner).

**Strategy**: Single message, single CTA. Match headline to ad/source. Complete the argument on one page.

**Structure**:
1. Hero matched to traffic source's promise
2. Problem framing (pain points the visitor feels)
3. Solution (you, specifically positioned for this audience)
4. Social proof (specific to this audience segment)
5. How it works (reduce perceived complexity)
6. Risk reversal (guarantee, trial, no-credit-card)
7. CTA (matching the hero CTA)

**Common mistakes**:
- Multiple competing CTAs
- Headline mismatch with source (immediate bounce)
- Generic copy that could be on any landing page
- Forgetting to scope copy to the specific audience the source attracted

---

## Pricing page

**Audience**: Visitors evaluating fit and cost.

**Strategy**: Help visitors choose the right plan. Address "which is right for me?" anxiety. Make the recommended plan obvious.

**Structure**:
1. Brief value prop reminder (not the whole pitch — they're past that)
2. Pricing tiers (3 typical) with monthly/annual toggle
3. Most-popular tier visually emphasized
4. Per-tier: price, headline benefit, included features, primary CTA
5. Feature comparison table (deeper detail)
6. FAQ (billing, cancellation, refunds, plan changes)
7. Enterprise / custom CTA
8. Trust signals (logos of paying customers, security badges)

**Pricing copy patterns**:
- Charm vs round pricing (see marketing-psychology reference: charm pricing for value, round for premium)
- Decoy tier (a clearly worse option that makes the target tier look better)
- Anchoring (show high tier first to anchor expectations on lower tiers)
- Mental accounting reframes ("$1/day" vs "$30/month")

**Common mistakes**:
- "Contact sales" for everything (visitors bounce)
- Pricing hidden behind a wall (kills self-serve)
- All tiers visually identical (no recommended)
- Tier names that don't communicate fit ("Pro" / "Premium" / "Ultra" — for whom?)

---

## Feature page

**Audience**: Visitors evaluating a specific capability.

**Strategy**: Connect feature → benefit → outcome. Show use cases and examples. Clear path to try or buy.

**Structure**:
1. Hero (the feature, what it solves)
2. Quick demo or screenshot
3. Feature breakdown (sub-capabilities)
4. Use case scenarios (1–3 with specific personas)
5. Code/UI examples if technical
6. Customer quote about this specific feature
7. Related features (cross-link)
8. CTA (try it, see pricing, talk to sales)

**Common mistakes**:
- Listing every sub-capability without context
- No use cases (reader can't picture themselves using it)
- CTA that doesn't match feature page intent (sending feature-evaluators to "Contact us")

---

## About page

**Audience**: Visitors checking credibility, considering trust, researching the company.

**Strategy**: Tell the story of why you exist. Connect mission to customer benefit. Still include a CTA.

**Structure**:
1. Hero — what you do, framed as why it matters
2. Founding story (problem you experienced, why you built this)
3. Mission / values (no platitudes — specific principles)
4. Team (photos, names, brief bios — not just leadership)
5. Customers / impact (numbers, named customers, outcomes)
6. Press / awards (if relevant)
7. Hiring CTA + product CTA

**Common mistakes**:
- Pure company history with no customer connection
- Mission statement filler ("We believe in great software")
- No team / no faces (kills trust signals)
- No CTA (assuming about-page visitors aren't conversion candidates — wrong)

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## Comparison / vs page

**Audience**: Visitors directly comparing you to a specific competitor.

**Strategy**: Honest. Acknowledge competitor strengths. Be explicit about who each is best for.

Four formats by search intent (alternative · alternatives · you-vs-competitor · competitor-vs-competitor), with full structure and SEO guidance: [COMPARISON-PAGES.md](COMPARISON-PAGES.md). These pages need facts — work from competitor profiles produced by `wystack-agent-kit:competitor-analysis`, not guesses.

---

## Blog post / long-form

**Audience**: Topical interest — found via search or social.

**Strategy**: Genuine value first, conversion second. Earn the right to pitch.

**Structure**:
1. Compelling title (specific, promises payoff)
2. Lede (hook + what the reader will get from this post)
3. Body (well-organized, scannable, sub-headings, code blocks if technical)
4. Examples and visuals
5. TL;DR or summary
6. Soft CTA (relevant product mention, related content, email signup)

**Common mistakes**:
- Buried lede
- No sub-headings (wall of text doesn't get read)
- Aggressive product pitch in middle of educational content
- No CTA at all (missed conversion opportunity)