The grammar
Page-section grammar
11 recurring section types funnel pages are built from, distilled from the worked prototype. Each declares its job, required elements, copy rules and the stages it may appear in — so an outline can be validated before a word of final copy is written.
This material is a methodology and reference set. It is not an advertising service, a performance guarantee, or legal or financial advice. The HouseSmart material is a worked case study demonstrating the method — no market results are claimed for it.
- hero Hero State the page's single promise and offer the two ways forward. 5 rules
- problem Problem Dramatize the failure mode of the baseline approach so the mechanism becomes necessary. 4 rules
- mechanism Mechanism Name the proprietary method and show what it maps, so the promise becomes believable. 4 rules
- process Process steps Show the engagement as a small ordered sequence of named moves. 3 rules
- domains Domains Enumerate the dimensions the mechanism covers, proving completeness. 3 rules
- segments Audience segments Route each named audience to its own path with its own CTA. 3 rules
- proof Proof & outcomes List the concrete artifacts and outcomes the buyer walks away with. 3 rules
- risk-reversal Risk reversal Lower the stakes of acting by reframing what is actually being risked. 3 rules
- faq FAQ Answer the objections qualification will surface, in the buyer's own words. 3 rules
- assessment-steps Assessment steps Structure self-qualification as scored dimensions plus a routing form. 4 rules
- final-cta Final CTA Close the page with the promise restated as an imperative and the primary route repeated. 3 rules