marketing-pages · diff
git:20260815.afb1f0c to git:20260815.8db0078
80 added, 76 removed. Audit A to A.
---
name: marketing-pages
- description: Build, update, or audit a marketing site's pages by page class — campaign landers, product pages, programmatic SEO trees, editorial. Use when adding or changing a landing/marketing page, wiring a campaign lander to an attribution identifier, changing site-wide nav/footer links, touching sitemap/robots/agent-readable surfaces, or auditing a public site's indexing and reachability.
+ description: Best-practice rulebook for a marketing site's pages, organized by page class — campaign landers, product pages, programmatic SEO trees, editorial. Use when writing or updating a landing/marketing page, wiring a campaign lander to an attribution identifier, changing site-wide nav/footer links, touching sitemap/robots/agent-readable surfaces, or auditing a public site's indexing, reachability, and conversion setup.
---
# Marketing Pages
- Every public page belongs to exactly one **page class**, and the class decides
- everything else — indexing, linking, chrome, and wiring. Classify first; the
- rest of this skill is what each class demands.
+ A rulebook, not a workflow: every rule below is simultaneously a constraint to
+ build against and a check to audit against. Classify the page first — every
+ public page belongs to exactly one **page class**, and the class decides its
+ indexing, linking, chrome, and wiring.
## Page classes
| Class | Indexing | Reachability | Chrome |
|---|---|---|---|
| **Campaign lander** | `noindex, follow`; never in a sitemap | never linked from nav/footer | minimal: logo + ONE CTA, legal-only footer, no site nav |
| **Product page** | indexed | nav Product section and/or footer | full chrome |
| **SEO tree page** (programmatic: per-persona, per-industry, per-competitor) | indexed | footer link grid + hub pages | full chrome |
| **Editorial** (blog/guides) | indexed | header + footer | full chrome |
| Legal/utility | indexed | footer | full chrome |
- A page that is noindexed AND unlinked is a **zombie** — either promote it to a
- linked, indexed class or make it a campaign lander. Never leave the halfway
- state. Keep campaign landers in a dedicated URL prefix (e.g. `/l/<slug>`): one
- `startsWith` then covers blanket noindex, "never nav-linked" lint, and slug
- collisions with real pages become impossible.
+ - A page that is noindexed AND unlinked is a **zombie** — promote it to a
+ linked, indexed class or make it a campaign lander. Never leave the halfway
+ state.
+ - Campaign landers live in a dedicated URL prefix (e.g. `/l/<slug>`): one
+ `startsWith` covers blanket noindex and "never nav-linked" checks, and slug
+ collisions with real pages become impossible.
- ## Building a campaign lander
+ ## Campaign lander rules
Campaign landers are alternate main landers — one audience, one promise, paid
- traffic. They trade SEO for message-match freedom, which is why they must stay
- out of the index: indexed near-duplicates split authority and freeze copy you
- want to A/B daily.
-
- 1. **Message match end-to-end**: ad copy → H1 → post-signup first screen, one
- unbroken promise. If the product supports it, carry the campaign
- identifier through signup into onboarding and analytics so the first-run
- experience continues the promise and conversions are attributable per
- lander.
- 2. One CTA, repeated; social proof beside it; friction-reducing microcopy
- ("no credit card"); capture only what qualifies later (usually email).
- 3. Static text/image hero — no full-viewport video or heavy JS above the
- fold; LCP is a conversion input on paid traffic.
- 4. Before the first ad spends, know where conversion-per-lander will be read.
- A lander you cannot measure cannot be iterated.
-
- ## Building or updating an indexed page
+ traffic. They trade SEO for message-match freedom; indexed near-duplicates
+ split authority and freeze copy that should be A/B-able daily.
- Walk the wiring contract — each item has one owner in the codebase; find the
- current owner rather than trusting remembered paths:
+ - **Message match end-to-end**: ad copy → H1 → post-signup first screen, one
+ unbroken promise. Where the product supports it, the campaign identifier
+ flows through signup into onboarding and analytics, so the first-run
+ experience continues the promise and conversions attribute per lander.
+ - One CTA, repeated down the page; social proof beside it; friction-reducing
+ microcopy ("no credit card"); capture only what qualifies later (usually
+ just email).
+ - Static text/image hero — no full-viewport video or heavy JS above the fold.
+ LCP is a conversion input on paid traffic.
+ - A lander you cannot measure cannot be iterated: conversion-per-lander
+ (lead → signup → purchase) must be readable somewhere before ads spend.
+ - Killed campaign pages get no redirects: deleted routes 404, and the 404s in
+ Search Console afterward are the intended signal, not a defect.
- 1. The route, plus whatever closed-world route registry the site's gates
- check against.
- 2. A sitemap entry (indexed pages only — a noindexed URL in the sitemap is a
- contradictory signal, and vice versa). Honest `lastmod`, not build time.
- 3. Agent-readable surfaces if the site ships them (llms.txt, markdown
- twins): render them from the same copy source the page renders from —
- never from built HTML, never hand-drifted duplicates.
- 4. Robots: allow reviewed indexed trees for AI crawlers; disallow only
- campaign landers and internal surfaces.
- 5. A footer (or header) link — the footer link grid is the crawl rail; pages
- discoverable only via the sitemap sit in "Discovered — not indexed" for
- weeks and receive no internal authority.
- 6. Product facts (pricing, limits, tier names) derive from the single source
- the product code owns — restated numbers drift silently and nothing turns
- red.
- 7. Internal links name paths, never origins, so a closed-world check can
- verify every authored target actually resolves.
+ ## Indexed page rules
- ## Visual coverage
+ Each of these has one owner in the codebase — find the current owner rather
+ than trusting remembered paths:
- - Reusable sections and components get an isolated, deterministic **fixture**
- (a playground/storybook entry) that owns their visual coverage; the fixture
- menu doubles as the component catalog new pages are composed from.
- - Representative full-page screenshots stay at ONE key route per template.
- Routes churn; fixtures are the stable oracle. New template → one new
- representative route; new section → a fixture, not more route shots.
- - Accept visual baselines only after an unprimed second opinion — eyes primed
- by the change pass defects fresh eyes catch.
+ - The route appears in whatever closed-world route registry the site's gates
+ check against.
+ - Indexed ⇔ sitemapped, always both or neither: a noindexed URL in the
+ sitemap is a contradictory signal, as is an indexed page missing from it.
+ `lastmod` is honest (content date, not build time).
+ - Agent-readable surfaces, if the site ships them (llms.txt, markdown twins),
+ render from the same copy source the page renders from — never from built
+ HTML, never hand-drifted duplicates.
+ - Robots allows reviewed indexed trees for AI crawlers; disallows only
+ campaign landers and internal surfaces. robots, meta robots, and the
+ sitemap must agree on every URL.
+ - Every indexed page is reachable from header or footer — the footer link
+ grid is the crawl rail. Pages discoverable only via the sitemap sit in
+ "Discovered — not indexed" for weeks and receive no internal authority.
+ - Product facts (pricing, limits, tier names) derive from the single source
+ the product code owns — restated numbers drift silently and nothing turns
+ red.
+ - Internal links name paths, never origins, so a closed-world check can
+ verify every authored target resolves.
+ - Locale-prefixed links to pages that exist in only one locale must resolve
+ (redirect to the canonical locale, not 404) — sitewide chrome prefetches
+ every link from every page.
+ - Deleting or renaming a page deletes every reference in the same pass: route
+ registry, sitemap, agent-readable twin, links from kept pages, visual
+ baselines, and e2e/journey anchors (grep the test suites — a rename that
+ keeps local gates green can break a live journey hours later).
- ## SEO rules that pay rent
+ ## SEO rules
- Contextual in-body links from editorial to money pages move more authority
than footer anchors — add them where content genuinely relates.
- Comparison/competitor pages carry an honest visible updated-date and get
refreshed on a real cadence — a stale dated page is worse than an undated
one.
- - Programmatic tree pages must stay substantive (concrete jobs, specific
- copy) — thin templated pages are doorway-page bait.
- - Deleting a page means deleting every reference in the same pass: route
- registry, sitemap, agent-readable twin, links from kept pages, visual
- baselines, and e2e/journey anchors (grep the test suites — a rename that
- keeps local gates green can break a live journey hours later). No
- redirects for killed campaign pages: deleted routes 404, and the 404s in
- Search Console are the intended signal, not a defect.
+ - Programmatic tree pages stay substantive (concrete jobs, specific copy) —
+ thin templated pages are doorway-page bait.
+ - Hub pages exist so leaves inherit authority: every tree leaf is linked from
+ its hub, and the hub from the site chrome.
- ## Audit
+ ## Visual coverage rules
- Run these sweeps; each must come back empty or explained:
+ - Reusable sections and components have an isolated, deterministic **fixture**
+ (playground/storybook entry) that owns their visual coverage; the fixture
+ menu doubles as the component catalog new pages are composed from.
+ - Representative full-page screenshots stay at ONE key route per template.
+ Routes churn; fixtures are the stable oracle. New template → one new
+ representative route; new section → a fixture, not more route shots.
+ - Visual baselines are accepted only after an unprimed second opinion — eyes
+ primed by the change pass defects fresh eyes catch.
- 1. Indexed page unreachable from header/footer (zombie check).
- 2. Sitemap URL that is noindexed, or indexed page missing from the sitemap.
- 3. robots/meta/sitemap disagreement on any URL.
- 4. Campaign lander linked from any indexed page.
- 5. Component with no owner in the visual coverage system.
- 6. Marketing copy restating a product fact that has a canonical owner.
+ ## Audit sweeps
- ## Gates
+ Auditing a site = evaluating every rule above, plus these cross-cutting
+ sweeps; each must come back empty or explained:
- Close out with the site's content/route verification suite, a production
- build plus its build-output checks, and the visual regression gate for
- anything visual.
+ 1. Zombie pages (noindexed AND unlinked).
+ 2. Sitemap/robots/meta disagreements.
+ 3. Campaign lander linked from any indexed page, or present in a sitemap.
+ 4. Indexed page unreachable from header/footer.
+ 5. Component with no owner in the visual coverage system.
+ 6. Marketing copy restating a product fact that has a canonical owner.
+ 7. Broken locale-crossed links from sitewide chrome.