# Message-matched cold-traffic landing page wireframe

Use this as a content and review document before design. Delete modules the hypothesis does not need. For every section, record the customer question it answers and the evidence supporting any material claim.

## 1. Page contract

- Page owner:
- Page URL / slug:
- Control URL:
- Primary traffic source and campaign:
- Audience:
- Awareness level: problem-unaware / problem-aware / solution-aware / product-aware / most aware
- Primary conversion:
- Commercial guardrail:
- One-sentence hypothesis:
- Approved offer and dates:
- Primary CTA and exact destination:
- Noindex or index decision:

## 2. Message-match chain

| Element | Working copy / asset | Approval or evidence |
|---|---|---|
| Ad audience |  |  |
| Ad hook |  |  |
| Ad promise |  |  |
| Ad visual cue to continue |  |  |
| Hero headline |  |  |
| Hero support line |  |  |
| First proof |  |  |
| Primary CTA label |  |  |
| CTA destination / selected state |  |  |

## 3. Hero — “Is this for me, and what do I get?”

- Eyebrow (optional):
- Specific headline:
- Supporting explanation:
- Relevant price, eligibility or offer detail:
- Primary CTA:
- Reassurance beside CTA:
- Product/outcome image or video:
- Image alt text or video transcript/captions:
- Claim evidence:
- Mobile stacking order:

## 4. Fast proof — “Why should I keep reading?”

- Proof type: demonstration / verified review theme / measured result / credential / process fact
- Exact content:
- Source / permission / qualification:
- Claim this proof supports:

## 5. Problem and desired state — “Do you understand my situation?”

- Customer’s current situation in their language:
- Practical cost or frustration (no manufactured fear):
- Desired state:
- Bridge into our solution:

## 6. Mechanism or demonstration — “How does it work?”

1. Step / principle:
2. Step / principle:
3. Step / principle:

- Demonstration asset:
- Representative conditions / limitations:
- Technical or compliance review needed:

## 7. Benefits and differentiation — “Why this option?”

| Feature or process | Customer benefit | Specific evidence | Required qualification |
|---|---|---|---|
|  |  |  |  |
|  |  |  |  |
|  |  |  |  |

## 8. Proof in depth — “Has it worked for someone like me?”

- Customer/context represented:
- Review, case example or demonstration:
- Baseline and timeframe if a result is shown:
- Permission / source:
- Disclaimer or typicality note:

## 9. Offer and choice — “What exactly do I get?”

- Product, service or package:
- Inclusions:
- Exclusions:
- One-off price:
- Recurring price and frequency:
- Saving and calculation:
- Variant / service area / eligibility:
- Stock or availability rule:
- Offer start/end and timezone:
- Terms link:

## 10. Objection map

| Objection | Answer | Proof / policy | Where it appears |
|---|---|---|---|
| Will it work or fit for me? |  |  |  |
| Is it worth the cost? |  |  |  |
| Can I trust you? |  |  |  |
| What effort or risk is involved? |  |  |  |
| Why act now? |  |  |  |

## 11. Final action

- Outcome restatement:
- Final proof or reassurance:
- CTA label:
- Destination:
- Delivery / returns / response-time note:

## 12. Handoff map

1. CTA click:
2. Product, variant, service or calendar state:
3. Cart / form / booking step:
4. Payment or submission success:
5. Confirmation page/message:
6. Order/lead destination:
7. Team notification and owner:
8. Follow-up email/SMS:
9. Commercial conversion returned to analytics/ad platform:

## 13. Measurement contract

- Primary event and exact firing condition:
- Transaction/lead ID source:
- Value and currency source:
- Required UTMs:
- Required click IDs:
- Cross-domain path:
- GA4 property / stream:
- Tag Manager container:
- Ad pixels / conversion actions:
- Consent behaviour:
- Test order or lead ID:

## 14. Test contract

We believe **[page change]** for **[traffic]** will improve **[primary metric]** because **[evidence]**. We will compare **[control]** with **[variant]**, hold **[conditions]** constant, and evaluate after **[minimum duration/sample]**. We will ship the variant if **[win rule]**, keep the control if **[loss rule]**, and investigate if **[guardrail or validity rule]**.