/ecom-landing-pages

name: ecom-landing-pages
description: >-
  Use when someone wants landing page ideas, concepts, or angles for a store:
  "give me landing page concepts", "LP ideas", "landing page angles", a
  campaign or ad landing page, pages for a new audience/segment, a
  seasonal/event/promo page, or a geo/local page. Also use when a chosen concept
  gets picked and needs building out into an actual page (section-by-section
  blueprint), or when auditing an existing landing page against best practice.
  The core insight: one product becomes dozens of pages by varying the ANGLE,
  not the product. Not for full-site information architecture, product detail
  pages, collection pages, or blog/SEO content (a landing page has ONE goal, no
  site chrome). Use an SEO/content skill. Not for the ad or email creative
  itself, though message match with the page matters.
compatibility: >-
  Platform-neutral. No Admin API or credentials required. Ideation runs
  from the public storefront; the build blueprint is theme-agnostic.

Ecom Landing Pages

Turn a store brief into two deliverables: a ranked list of landing-page concepts, and a build blueprint for the ones worth shipping. The method was reverse-engineered from Mill.com, a DTC brand running ~40 production `/lp/` pages off a single product. That spread is the whole idea in one sentence: **one product becomes many landing pages by varying the angle, not the product.** A person who clicks a "feed your chickens" ad and a person searching "nyc curbside compost" want the same device but need different first sentences.

This is the one platform-neutral skill in the collection: landing-page thinking is the same on any CMS, so the `ecom-` prefix, not `shopify-`. Execution notes that differ by platform are called out where they matter.

When this fires

• A store needs landing-page concepts for paid traffic, a campaign, a new

segment, a season, or an event.

• A concept got chosen and needs building into a real page.
• An existing landing page needs an audit against best practice.

Not for full-site IA, PDPs, collection pages, or blog/SEO articles: those live inside the browse flow and compete for attention. A landing page has one goal and strips the chrome. Different rules.

The loop

1. Intake from the live storefront

Read the store's real site: homepage, key product pages, collections, the sitemap if it helps. Never invent products, audiences, or offers: an empty intake field is a signal, not a license to make something up. Pull:

• **Product / offer:** what sells, price, the single most important thing it does.
• **Core value prop:** the one-sentence promise.
• **Distinct audiences:** buyers segmented by identity, not demographics.
• **Top pains:** the problems that drive purchase, in the customer's own words.
• **Use-cases:** the different jobs the product does.
• **Geos / markets:** cities or regions with concentrated demand or local programs.
• **Seasonal / event calendar:** sale moments, in-person events, launches.
• **Offers:** trials, guarantees, discounts, bundles, financing.
• **Gift / occasion fit:** is it giftable? which occasions?
• **B2B / segments:** institutional buyers with a longer cycle and different criteria.
• **Partner / affiliate channels:** creators, trade partners, referrers.

2. Generate against the 8 archetypes

Every landing page is one of these angles. Walk each one against the intake and ask "is there a page here?" A page can stack archetypes; lead with the dominant one, because the headline only gets to make one promise.

| # | Archetype | When to reach for it | |---|-----------|----------------------| | 1 | Audience / persona | A distinct buyer identity with its own motivation; the headline names them | | 2 | Use-case | The product does several jobs and a segment cares about exactly one | | 3 | Pain / emotional reframe | Cold top-of-funnel traffic that doesn't know the category yet | | 4 | Location / geo | Geo-targeted ads, local programs, regional logistics or PR | | 5 | Event / seasonal / promo | A campaign window, a sale, or an in-person moment; urgency-driven | | 6 | Offer / trial / guarantee | Conversion-stage traffic that needs a nudge or risk reversal | | 7 | Occasion / gift | Holiday and gifting; reframes the reader as the giver | | 8 | Segment / B2B + partner | Institutional buyer or referral partner; metrics and process, not lifestyle |

Push every archetype at least once before ranking. The failure mode is generating the same angle ten times. The full taxonomy with Mill examples and the stacking rules is in [references/build-blueprint.md](references/build-blueprint.md).

3. Key each candidate to a traffic source

**Traffic source is the primary angle selector.** It dictates the angle and the headline's job. Drop any idea that can't name a source: a page with no campaign behind it is an orphan.

• **Paid social, cold** → pain/emotional or audience. The viewer wasn't looking

for you; earn the click with a felt problem or an identity hook.

• **Search, intent** → use-case, geo, or offer. Match the query language exactly.
• **Local / geo ads** → location, with local proof and local logistics.
• **Email / retargeting, hot** → offer/guarantee or bundle. They know you; remove friction.
• **Partner / affiliate** → segment/partner, usually a different conversion goal

(a sign-up, not a purchase).

4. Prioritize on 4 axes

Score each candidate 1–5 and rank. Intent match carries the most weight.

• **Intent match:** how precisely the page answers the traffic source's mindset.
• **Demand / traffic availability:** real search volume, an ad audience, or a

live event to send traffic. No traffic is a no.

• **Business value:** margin, AOV, strategic segment, or lifetime value of who converts.
• **Build cost:** copy + assets + (for B2B) a lead-capture/CRM path. Cheaper wins ship first.

5. Output: lead with the ranked table

One row per concept. This table is the deliverable: put it first.

| # | C