## 1. Page blueprint (a menu, not a mandate)

There is **no single structure every page must follow.** Below is the canonical superset for a considered SaaS/product purchase from cold-ish traffic. Add, drop, and reorder by intake:

- **Lead-gen / waitlist:** Hero + 1 proof strip + short form. Cut features/pricing.
- **Free tool / PLG:** Hero (the tool itself or a live demo) + benefits + social proof + CTA.
- **High-intent / branded search:** Shorter; proof + pricing/CTA early.
- **Cold paid (expensive product):** Full long-form; message-match the ad's promise in the H1; heavy proof; risk reversal.
- **Event/webinar:** Hero with date/time/CTA, agenda, speakers (real bios/photos), registration form. See `webinar-events`.

Canonical section order (reorder freely):

1. **Hero** — value prop + primary CTA + trust signal, above the fold
2. **Problem / stakes** — the cost of the status quo (skip for warm traffic that already feels the pain)
3. **Solution / benefits** — outcomes, not features
4. **Social proof** — logos, testimonials, metrics, ratings
5. **How it works** — 3 steps to reduce perceived effort
6. **Features grid** — for buyers who need the spec sheet
7. **Pricing** — only if self-serve; otherwise a "Book a demo" band
8. **FAQ** — neutralize the top objections
9. **Final CTA** — restate value + risk reversal

**Ordering principles:** put the strongest proof nearest the biggest claim and nearest each CTA; lead with the dominant motivation (pain-led vs aspiration-led) for that audience; repeat the primary CTA roughly every 1.5 viewports so the visitor can convert the moment they're sold.

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