Discovery and Acquisition

Targets the intersection of a specific profession and a specific job: "Moodboard tool for interior designers," "Client communication for wedding planners." The highest-intent organic page type. Built for search and answer engines. Converts because it matches intent precisely.

Build when there is validated search or AEO demand for the keyword combination. Confirm search volume and question phrasing before briefing.

Problem-aware and solution-seeking. They searched a specific query. Must confirm within the first two sentences they landed on the right page.

H1 answering the search query. Lead paragraph answering first (AEO requirement). The problem named precisely for this persona and use case. How Visualist solves it. Structured H2 sections (2-4). Social proof matched to vertical and use case. Two CTAs: mid-page after solution, and at the end.

"Try it free" or "Start your free trial." Two placements. No secondary demo CTA unless targeting enterprise-adjacent ICP.

SEO copy drifts generic quickest. Audit every sentence against the tone guide. Never use internal persona names. AEO structure must not compromise brand voice.

Not a By field page (C1): that page is on-nav and addresses the vertical broadly. Not a blog post. Not a thin keyword page.

Addresses the same audience as the on-nav By field page (C1) but serves a different purpose. Built for a specific traffic source (paid social, email, a referral campaign) and carries more conversion pressure. The visitor arrived because something specific prompted them to click.

Build when running a paid or email campaign targeting a specific vertical. Build a new page per campaign rather than reusing the By field page for campaign traffic.

Identity-aware and prompted. They saw something that made them click. Arrived with more momentum than a browser. Get to the product and the ask faster than the on-nav page would.

Identity recognition headline (name profession and tension in one line). The problem, briefly (one short paragraph mirroring the campaign). Visualist as the answer (enters earlier than on the on-nav page). Two or three specific proof points. Social proof. Two CTAs: mid-page and end.

"Try it free" or "Start your free trial." More direct than the on-nav version. Two placements.

Never use internal persona names. Message match is critical: if the ad said one thing and the page says something different, the visitor will leave. The recognition section must still be present.

Not the By field page (C1). Not a Field x Use case page (E1).

Addresses the same job as the on-nav By use case page (C2) but is not in the nav and is built for a specific traffic source or keyword target. A paid campaign may target people who have shown interest in a specific job type. This page answers that query with more conversion pressure than the on-nav page carries.

Build when running paid campaigns targeting a specific job, or when a use-case-level keyword warrants a dedicated campaign destination.

Job-aware and solution-seeking. Has a specific job in mind and is looking for a tool that does it.

Use case headline (name the job and the audience). Answer the use case immediately. ICP specificity earned quickly (shorter than on-nav version). Feature proof (2-3 features). Two CTAs: mid-page and end.

"Try it free." Two placements, placed after the ICP specificity section.

Highest brand drift risk in discovery pages. Audit every sentence. Do not imply Visualist is for any small business.

Not the By use case page (C2). Not a Field x Use case page (E1).

Leads with the pain, not the product, not the persona. Designed for traffic that arrives already feeling the problem: paid social ads leading with a frustration, email sequences targeting a buying trigger moment, or retargeting campaigns for visitors showing strong signals.

Build when targeting a specific buying trigger with a paid or email channel. Each page maps to one specific frustration. Three trigger moments means three pages.

Pain-aware and solution-seeking. Clicked because something in the ad or email named their frustration. Message match is non-negotiable.

Headline naming the pain (mirrors the ad or email). Confirm the pain with specifics (source language from ICP definition). The pivot: there is a better way. Proof (2-3 pain-to-resolution connections). CTA. Minimal footer with no full site navigation.

"Start your free trial." Direct and benefit-clear. Two placements: after the pivot and at the end. Remove full site navigation on this page type.

Pain acknowledgment must not tip into dramatization. Visualist names the problem with precision, not alarm. Do not use the two-beat structure flagged in the tone guide: "Tired of admin? We get it."

Not a full product tour. Not a By field page. Not a general landing page.

Addresses a visitor weighing Visualist against a specific alternative: HoneyBook, Dubsado, Aisle Planner, or another tool. Covers two visitor types: the switcher (currently using the competitor) and the evaluator (comparing options before deciding). Makes the case for Visualist on category grounds, not by attacking the competitor.

Build when "Visualist vs. [tool]" or "[tool] alternative" search queries have validated volume. One page per competitor.

Evaluating with intent. Has a specific tool in mind. Suspicious that comparison pages are marketing exercises. Be honest.

Frame the comparison on category, not features (HoneyBook manages transactions; Visualist is an OS). Acknowledge what the competitor does (one short, accurate section). Where Visualist is different (the category argument). Who each tool is for. Social proof from switchers. CTA mid-page and at the end.

"Try Visualist free" or "Start your free trial." Mid-page and at the end. Do not place a CTA before the comparison content.

Never name competitors disparagingly. Compete on category, not attack. Do not claim features that are not live. Do not use feature comparison tables. Do not reference proposals as a Visualist strength.

Not a hit piece. Not a generic alternatives roundup.

A full brand expression built for a specific marketing moment: a product launch, a seasonal push, a brand campaign. It carries the full weight of the brand narrative and can lead with emotion, identity, or aspiration. It is also the page type most at risk of being all brand and no conversion.

Build for significant marketing moments: a major feature launch, a campaign with dedicated paid spend, a seasonal moment tied to the ICP's professional calendar.

Brand-aware and moment-responsive. Saw an ad or social post and something resonated enough to click. May not have high purchase intent yet.

Hero leading with the campaign's central idea (Tartuffo at scale, brand color as a statement). The product claim, earned. Evidence connecting the campaign's emotional register to product reality. One CTA after the evidence section.

"Try it free" for trial campaigns. "Join the waitlist" for pre-launch. Match the register of the campaign. One CTA.

Maximum creative latitude but not a license to drift from visual identity rules. No gradients, no drop shadows, no pure white or black. The brand moment must be grounded in product truth.

Not a homepage. Not a brand exercise without a conversion goal. Not evergreen.

Targets "best X for Y" and category-level queries. May position Visualist as one option among several, or as the clear recommendation, depending on the query and the honesty required to be a credible answer. The visitor is researching, not yet deciding.

Build when a category-level query has validated AEO or SEO demand and Visualist has strong product-fit for the category. Do not build category pages for categories where Visualist is not genuinely among the best options.

Researching with low purchase intent. May not have heard of Visualist. The page must be useful enough as a research resource that they read it to completion.

H1 answering the query directly. Brief category framing. The options (structured and factual: name, what it is, who it is best for, strengths, limitations). The recommendation. Link to Visualist.

Soft editorial CTA. "See how Visualist works for [profession]" linking to the relevant Field x Use case page. Trial CTA at the end only.

Intellectual honesty is non-negotiable. Voice must hold even in editorial format. Do not list features not live in Visualist's entry.

Not a Visualist product page in disguise. Not a Comparison page. Not evergreen without maintenance.

Answers a specific procedural question the ICP searches: "how to build a client moodboard," "how to write a proposal for an interior design project." Not a blog post. A structured, evergreen page optimized for search and AEO, built around one specific query, and designed to demonstrate Visualist as the tool that makes the job easier.

Build when a how-to query has validated search or AEO demand and Visualist has a direct product connection to the task. The connection must be genuine, not forced.

Task-aware and researching. Trying to do something specific. May not know what Visualist is. Arrived for the answer, not the product.

H1 as the query in plain language. The short answer, first (one paragraph, what AI extracts). Numbered steps with each step as an H2 followed by a brief explanation. Where Visualist comes in, woven into the relevant step. Soft CTA at the end only.

"Try it free" or "See how Visualist handles [task]." Soft. Placed at the end only.

Instructional content has the highest drift risk for generic language. The Visualist connection must be organic. This is not a blog post.

Not a blog post. Not a product page. Not a Category page.

A single page type with three modes, each serving a different moment in the event lifecycle. Pre-event: builds awareness and generates leads before the event. During: captures interest at the event itself. Post-event: converts the warmth built during the event into trials.

Build per event. Pre-event page should go live 2-4 weeks before the event. Post-event page should be finalized within 24-48 hours of the event ending. Build the post-event page structure before the event ends.

Pre-event: interested but uncommitted. During: present and engaged. Post-event: warm and recently engaged. The shared context of having attended the event is the primary asset on the post-event page.

Pre-event: event name, date, format. Why it is worth attending (specific takeaways). Who it is for. Registration form (name and email minimum). What happens next. During: minimal form, immediate capture. Post-event: acknowledge the shared moment specifically. Reference what was shown or demonstrated. The next step. Event-specific offer if applicable.

Pre-event: "Save my spot" or "Register free." Not "Sign up." During: clear single-action form. Post-event: "Start your free trial" or "Book a 20-minute call." Reference the event context in the CTA.

Warmth must not tip into informality. Event references must be specific. Do not conflate event registration with product trial. Generic "thanks for attending" language wastes the warm-audience advantage.

Pre-event is not a product landing page. Post-event is not generic: the event context must be substantively present.

Gates a specific downloadable asset behind an email capture: a guide, a bundle, a template pack, or a report. The conversion is the email address, not a trial signup. The /downloads index is the on-nav hub listing all available downloads, filterable by vertical and format. Individual asset pages live at /resources/[slug].

Build per asset or per event. Each distinct resource or session gets its own page. Do not aggregate multiple assets on one lead capture page.

Warm and value-seeking. Arrived because someone told them about the resource. Pre-qualified by the traffic source.

The asset or event named and described immediately (what is it, what is in it, who it is for). Why it is worth getting (specific outcomes). For webinars: event details (date, time, duration, presenter). The form (name and email minimum). What happens immediately after.

Downloadable: "Send me the [resource name]" or "Get the bundle." Webinars: "Save my spot." Never "Download now" alone, never "Sign up." No trial CTA on this page.

The asset must deliver on its description. Page copy must reflect Visualist's voice. Do not push a trial CTA on this page.

Not a trial landing page. Not a product page. Not the Event Lead Capture mode (E9).

Two related surfaces. The individual webinar page handles registration (for upcoming sessions) or replay access (for past sessions). The /webinars index is the on-nav hub listing all webinars, filterable by vertical and status (upcoming / on-demand). The index gives visitors who arrive at one webinar a path to discover others.

Build an individual page per webinar before promotion begins. The index page is always-on and self-updating as new webinars are added. Past webinars remain on the index as on-demand replays; they are not removed after the live date.

Individual page: warm and value-seeking, pre-qualified by the traffic source. Index: curious browser who wants to explore what Visualist teaches, often arriving from a specific webinar page or the nav.

Individual (upcoming): session name and description, date, time and duration, presenter with one-line bio, what attendees will leave with, registration form (name and email minimum), confirmation of what happens next. Individual (on-demand): same header, replay access in place of form, summary of key takeaways. Index: filterable grid of all sessions by vertical and status.

Upcoming: "Save my spot" or "Register free." On-demand: "Watch the replay." Index: no primary CTA at the index level; each card links to the individual session page.

Do not conflate webinar registration with a product trial. The conversion is an email capture or a replay view, not a signup. Academy Work-Alongs and webinars are distinct formats: webinars are one-off or recurring sessions; Work-Alongs are structured course content.

Not an Academy Work-Along. Not a product demo. Not a download page.