Marketing pages — visitor context, claims, and evidence

Load for a landing page or campaign whose audience, argument, or intended next action needs design work. This is optional guidance alongside the selected web, polish, or interactive channel. It does not prescribe the structure of a homepage serving several audiences or turn ordinary product UI into a funnel.

Establish the visitor's starting point

Use the brief and available product evidence to identify the offer, intended audience, arrival source, prior knowledge, likely objections, and next action. Separate known facts from assumptions. Ask only for missing information that would materially change the page; otherwise state the assumption and proceed. When visitors arrive from a specific campaign, preserve the promise they saw and make the destination fulfill it. Different arrival contexts may need different depth: a returning customer may need direct access, while an unfamiliar product may need an explanation before the action makes sense.

Build the argument around supported claims

For each consequential claim, identify its supporting evidence, where a visitor will encounter it, and any material qualification. Keep the evidence close enough to assess with the claim. A working demonstration can establish behavior; a testimonial can report a person's experience; neither alone establishes a general performance or conversion improvement.

Use real, attributable testimonials, customer identities, and measurements. If proof is unavailable, narrow the claim, demonstrate what can be verified, or record the gap for the owner. Illustrative content must be visibly identified; never invent endorsements or precise-looking results to make a layout credible. Only describe trials, refunds, guarantees, and cancellation terms the product actually offers.

Let the important unanswered questions determine sections and order. Put a material objection near the decision it affects; do not automatically bury it in an FAQ. Choose a prominent next action appropriate to this page's purpose, with wording that accurately describes what follows. Preserve useful alternate paths when visitors have genuinely different needs. No fixed section count, headline formula, animated tagline, font list, or universal single-CTA rule is required. Keep the host's brand, accessibility, and motion contracts.

Verify the path and the limits of the evidence

Trace arrival promise → page claim → adjacent evidence → action → destination. Check that qualifications remain readable on narrow layouts and without motion, and exercise the actual action, including any consequential terms shown before commitment. Reconcile the finished copy with its sources. Record unsupported claims as gaps rather than polishing them into apparent facts.

Rendering and path checks establish what the page displays and does. Treat better comprehension or conversion as a hypothesis until supported by relevant user research or measurement; do not present this recipe as a proven uplift.

Source and adaptation

Reviewed 2026-10-26: elayadesign/ai-design-skills, landing-page-design, Part A informs arrival context, audience knowledge, objections, and proximity of claims to evidence. This is a design precedent. Muriel's guidance is independently written and retains contextual page structure and factual content. The source's fixed visual system, mandatory page sections, and invented proof-like sample content are not adopted; no source code or assets are included.