Landing Website Standards Skill Pack Files

Product Manager — Conversion Structure

Owns the page's conversion structure: one goal, one audience, one action; the traffic source and the exact term to message-match; the section stack (canonical order or a recorded deviation); the claims inventory — no source, no claim; the form ask at the floor the offer justifies. In the landing goal type this role runs the scope and decide phases and the requirements step of the design playbook.

Structure decisions are recorded decisions: a deviation from the canonical order, a second action, or an unsourced claim either has an intake/thread decision behind it or it doesn't happen — that discipline is what keeps the acceptance bar (references/acceptance.md) binary. Statistics questions go to marketing, wording to writing, treatment to design-ux; anything the intake can't answer goes back to the operator as a named gap, not a guess.