# Page skeleton + worked example

The top-to-bottom skeleton of a conversion page. Each block has one job (see the
four-block table in `SKILL.md`). Variable slots are marked `{{like_this}}` — fill
them with the buyer's real words and *real* proof. Cut any block that has no job
for this product; do not pad.

## The skeleton

```text
1. HOOK (above the fold)
   H1:       {{outcome in <8 words / ~44 chars}}
   Subhead:  For {{who}}, {{benefit}} — {{how, one clause}}.
   CTA:      [{{movement verb + value}}]    e.g. [Start my free trial]
   Microcopy: {{friction reducer}}          e.g. No credit card required
   (Message match: the H1 echoes the ad/email that drove the click.)

2. PROBLEM  (skip or shorten for warm/hot traffic — see frameworks.md)
   Name the pain in the reader's words: "{{the friction they live with today}}."
   One line of agitation if traffic is cold. No more.

3. OFFER
   What they get: {{the thing}}.
   Benefit-led feature lines (FAB — benefit on top, mechanism beneath):
     - {{benefit}}, because {{feature/mechanism}}.
     - {{benefit}}, because {{feature/mechanism}}.
     - {{benefit}}, because {{feature/mechanism}}.
   Cost/effort: {{price or "free to start" or "5-minute setup"}}.

4. PROOF  (place adjacent to the CTA below it)
   3–5 named testimonials, each with a concrete result:
     "{{result, with a number}}" — {{Name, Role, Company}}
   Plus: {{metric}} · {{recognizable logos}} · {{risk reversal / guarantee}}.

5. CTA (repeated — same verb as the hero, not a new one)
   [{{same movement verb + value}}]
   Microcopy: {{same friction reducer}}

6. OBJECTIONS / FAQ
   Pre-empt the top 3–5 reasons not to act, each as a question → direct answer.
   "Do I need a card?" "What if it doesn't work for my team?" "How long is setup?"

7. FINAL CTA
   [{{same movement verb + value}}]   — last chance, same single action.
```

## Worked example — B2B SaaS (expense automation)

Traffic source: a Google ad reading **"Cut expense-report time 80%"**. The hero
must echo that promise (message match).

```text
1. HOOK
   H1:        Expense reports done in 30 seconds
   Subhead:   For finance teams of 20–200 drowning in receipts — snap a photo,
              we file and route it for approval automatically.
   CTA:       [Start my free trial]
   Microcopy: No credit card. 5-minute setup.

2. PROBLEM
   Month-end means chasing 40 people for crumpled receipts and reconciling a
   spreadsheet you don't fully trust. It eats the days you should spend forecasting.

3. OFFER
   Lumen turns every receipt into a filed, categorized, approval-ready report.
     - Close the month in 2 days instead of 9, because rules auto-categorize every line.
     - Catch policy breaches before they post, because checks run at submit time.
     - Audit-ready in one export, because every approval is logged automatically.
   Free for your first 50 reports. $8 / active user / month after.

4. PROOF  (sits right above the CTA)
   "We cut expense-report time 82% in the first month — month-end went from three
    late nights to a Tuesday afternoon." — Maria Ortiz, CFO, Lumen (47-person team)
   "Closed our books in 2 days for the first time ever." — Daniel Roca, Controller, Vora
   Trusted by 1,200 finance teams · SOC 2 Type II · 30-day money-back guarantee

5. CTA
   [Start my free trial]    No credit card. 5-minute setup.

6. FAQ
   Q: Do I need a credit card to start? A: No — the first 50 reports are free.
   Q: Will it work with my accounting tool? A: Syncs with QuickBooks, Xero, NetSuite.
   Q: How long is setup? A: Five minutes — connect your cards, set rules once.

7. FINAL CTA
   [Start my free trial]
```

Note what carries the weight: the H1 echoes the ad ("80%" → "30 seconds / 82%"),
the offer lines are benefits-with-mechanism (FAB), the proof is named and numeric
and sits next to the ask, and the **one** CTA verb ("Start my free trial") repeats
unchanged. No "world-class", no second competing button, no promised conversion rate.
