Landing Website Standards Skill Pack Files

Template Selection — Contract

The site repo carries the template catalog at src/templates/manifest.json; this file carries the rules for using it. The catalog is data — never restate it here.

Selection (PM step)

Rule	Statement
By conversion pattern	Pick the template whose pattern matches: traffic temperature × offer type × the action. Record the reasoning in the requirements.
Available set	status: available is the selection set. When a planned template fits better, name it as a gap and pick the closest available template with the differences as named deltas.
Deltas	Deviations from the chosen template are named per band (add / drop / swap, with the reason), so downstream steps inherit a diff, not a mystery.
Deviations inherit	A template's ac_deltas are pre-approved acceptance-bar deviations; the requirements restate them so downstream steps don't re-litigate.

Pattern → template

Arriving visitor	Pattern	Template id
Cold buying-intent (paid search), high-ticket offer	direct ask	conversion-call
Warm / brand-aware, compares features	educate then convert	product-tour
Content or lead-magnet offer	minimal capture	newsletter-capture
Pre-launch, collecting intent	scarcity	waitlist-launch
Competitor's user ("alternative", "vs")	switch intent	comparison-alternative
Date-bound registration	time-bound	event-webinar