Funnel stages · stage 2 of 6

Homepage

order: 2 feeds: segment-page

The job

Teach the category shift and route each audience segment to its own path.

Required sections

• Hero — State the page's single promise and offer the two ways forward.
• Problem — Dramatize the failure mode of the baseline approach so the mechanism becomes necessary.
• Mechanism — Name the proprietary method and show what it maps, so the promise becomes believable.
• Process steps — Show the engagement as a small ordered sequence of named moves.
• Audience segments — Route each named audience to its own path with its own CTA.
• outcomes
• Risk reversal — Lower the stakes of acting by reframing what is actually being risked.
• FAQ — Answer the objections qualification will surface, in the buyer's own words.
• Final CTA — Close the page with the promise restated as an imperative and the primary route repeated.

Decision rules

1. The hero states the category-shift promise from the deepest LAKA grid level claimed — one promise, not a list.
2. The problem section dramatizes the baseline's failure mode, never a competitor by name.
3. The mechanism section names and explains the core mechanism identified at the position stage.
4. Every audience segment named at the position stage gets its own block with its own CTA.
5. The primary CTA routes to the assessment stage; the secondary CTA routes to the mechanism explanation.
6. The FAQ answers the objections that qualification will surface — scope, independence, price band, timing.

Exit condition

A visitor can identify their segment and reach either the assessment or a segment page in one click.

Full record

{
  "id": "homepage",
  "name": "Homepage",
  "order": 2,
  "job": "Teach the category shift and route each audience segment to its own path.",
  "required_sections": [
    "hero",
    "problem",
    "mechanism",
    "process",
    "segments",
    "outcomes",
    "risk-reversal",
    "faq",
    "final-cta"
  ],
  "decision_rules": [
    "The hero states the category-shift promise from the deepest LAKA grid level claimed — one promise, not a list.",
    "The problem section dramatizes the baseline's failure mode, never a competitor by name.",
    "The mechanism section names and explains the core mechanism identified at the position stage.",
    "Every audience segment named at the position stage gets its own block with its own CTA.",
    "The primary CTA routes to the assessment stage; the secondary CTA routes to the mechanism explanation.",
    "The FAQ answers the objections that qualification will surface — scope, independence, price band, timing."
  ],
  "exit_condition": "A visitor can identify their segment and reach either the assessment or a segment page in one click.",
  "feeds": "segment-page"
}

This stage as JSON →