Landing Website Standards Conversion Best Practices — Knowledge Module

Conversion Best Practices

Structure decisions for pages that convert — one goal and one action, message match to the arriving traffic, the canonical narrative order, floor-level form friction, sourced claims — held as gates and recorded decisions rather than essays. The module's operational core is the acceptance bar: references/acceptance.md defines AC1–AC5, the checks every generated page is judged against, versioned with this skill and not with any run.

Boundaries: conversion statistics and traffic economics stay in marketing (marketing/landing-pages); copy stays in writing; visual and interaction craft stays in design-ux. Content passes for this module (doctrine, checklists, evidence) land later and raise confidence; until then, the gate and the role playbooks are the module.

Gate

Gate	File	Checked by
Acceptance bar AC1–AC5	references/acceptance.md	design job self-check → QA re-check → operator approval

Workflows

Phase	Workflow	Role	Verdicts (gate)
Scope	agent_pm_landing_scope — Align Scope Gates	pm	GATES_ALIGNED · NEEDS_INPUTS
Decide	agent_pm_landing_calls — Prepare the Calls	pm	NEEDS_DECISIONS · NO_CHANGE

The YAMLs live in the shared operational catalog agents/ops/ (where the default-pack sync registers workflows); this module defines their contract. Both anchor on the portal goal URL ({{goal_url}}) — no ticket exists at these phases. The scope job resolves the type's seven gates (user inputs → workspace context → platform floor) and publishes them together with brand-extract.md + gate-report.md; the calls job turns the gates' open ends into decision calls, every option in the open with a recommended default. Neither creates issues nor dispatches work: locking the calls is what creates the epics and tasks.