# Ecom Landing Pages > Use when someone wants landing page ideas, concepts, or angles for a store: "give me landing page concepts", "LP ideas", "landing page angles", a campaign or ad landing page, pages for a new audience/segment, a seasonal/event/promo page, or a geo/local page. Also use when a chosen concept gets picked and needs building out into an actual page (section-by-section blueprint), or when auditing an existing landing page against best practice. The core insight: one product becomes dozens of pages by varying the ANGLE, not the product. Not for full-site information architecture, product detail pages, collection pages, or blog/SEO content (a landing page has ONE goal, no site chrome). Use an SEO/content skill. Not for the ad or email creative itself, though message match with the page matters. - Skill: `kgelster/ecom-landing-pages` (Agent Skill, multi-file: 3 files) - Install (CLI): `npx skillmds@latest add kgelster/ecom-landing-pages` - Raw SKILL.md: https://api.skillmd.com/api/skills/kgelster/ecom-landing-pages/raw - Safety review: pending - Works with: Claude Code, Claude.ai, OpenAI Codex - Category: Marketing & Growth - Author: kgelster (https://skillmd.com/u/kgelster) - Updated: 2026-09-17 - Page: https://skillmd.com/skills/kgelster/ecom-landing-pages --- # Ecom Landing Pages Turn a store brief into two deliverables: a ranked list of landing-page concepts, and a build blueprint for the ones worth shipping. The method was reverse-engineered from Mill.com, a DTC brand running ~40 production `/lp/` pages off a single product. That spread is the whole idea in one sentence: **one product becomes many landing pages by varying the angle, not the product.** A person who clicks a "feed your chickens" ad and a person searching "nyc curbside compost" want the same device but need different first sentences. This is the one platform-neutral skill in the collection: landing-page thinking is the same on any CMS, so the `ecom-` prefix, not `shopify-`. Execution notes that differ by platform are called out where they matter. ## When this fires - A store needs landing-page concepts for paid traffic, a campaign, a new segment, a season, or an event. - A concept got chosen and needs building into a real page. - An existing landing page needs an audit against best practice. Not for full-site IA, PDPs, collection pages, or blog/SEO articles: those live inside the browse flow and compete for attention. A landing page has one goal and strips the chrome. Different rules. ## The loop ### 1. Intake from the live storefront Read the store's real site: homepage, key product pages, collections, the sitemap if it helps. Never invent products, audiences, or offers: an empty intake field is a signal, not a license to make something up. Pull: - **Product / offer:** what sells, price, the single most important thing it does. - **Core value prop:** the one-sentence promise. - **Distinct audiences:** buyers segmented by identity, not demographics. - **Top pains:** the problems that drive purchase, in the customer's own words. - **Use-cases:** the different jobs the product does. - **Geos / markets:** cities or regions with concentrated demand or local programs. - **Seasonal / event calendar:** sale moments, in-person events, launches. - **Offers:** trials, guarantees, discounts, bundles, financing. - **Gift / occasion fit:** is it giftable? which occasions? - **B2B / segments:** institutional buyers with a longer cycle and different criteria. - **Partner / affiliate channels:** creators, trade partners, referrers. ### 2. Generate against the 8 archetypes Every landing page is one of these angles. Walk each one against the intake and ask "is there a page here?" A page can stack archetypes; lead with the dominant one, because the headline only gets to make one promise. | # | Archetype | When to reach for it | |---|-----------|----------------------| | 1 | Audience / persona | A distinct buyer identity with its own motivation; the headline names them | | 2 | Use-case | The product does several jobs and a segment cares about exactly one | | 3 | Pain / emotional reframe | Cold top-of-funnel traffic that doesn't know the category yet | | 4 | Location / geo | Geo-targeted ads, local programs, regional logistics or PR | | 5 | Event / seasonal / promo | A campaign window, a sale, or an in-person moment; urgency-driven | | 6 | Offer / trial / guarantee | Conversion-stage traffic that needs a nudge or risk reversal | | 7 | Occasion / gift | Holiday and gifting; reframes the reader as the giver | | 8 | Segment / B2B + partner | Institutional buyer or referral partner; metrics and process, not lifestyle | Push every archetype at least once before ranking. The failure mode is generating the same angle ten times. The full taxonomy with Mill examples and the stacking rules is in [references/build-blueprint.md](references/build-blueprint.md). ### 3. Key each candidate to a traffic source **Traffic source is the primary angle selector.** It dictates the angle and the headline's job. Drop any idea that can't name a source: a page with no campaign behind it is an orphan. - **Paid social, cold** → pain/emotional or audience. The viewer wasn't looking for you; earn the click with a felt problem or an identity hook. - **Search, intent** → use-case, geo, or offer. Match the query language exactly. - **Local / geo ads** → location, with local proof and local logistics. - **Email / retargeting, hot** → offer/guarantee or bundle. They know you; remove friction. - **Partner / affiliate** → segment/partner, usually a different conversion goal (a sign-up, not a purchase). ### 4. Prioritize on 4 axes Score each candidate 1–5 and rank. Intent match carries the most weight. - **Intent match:** how precisely the page answers the traffic source's mindset. - **Demand / traffic availability:** real search volume, an ad audience, or a live event to send traffic. No traffic is a no. - **Business value:** margin, AOV, strategic segment, or lifetime value of who converts. - **Build cost:** copy + assets + (for B2B) a lead-capture/CRM path. Cheaper wins ship first. ### 5. Output: lead with the ranked table One row per concept. This table is the deliverable: put it first. | # | Concept | Archetype | Target | Core promise | Primary CTA | Traffic source | |---|---------|-----------|--------|--------------|-------------|----------------| | 1 | "Feed your flock" | Audience/use-case | Backyard chicken owners | Turn scraps into chicken snacks | Shop now | Paid social | | 2 | "NYC: skip the trash chute" | Geo + pain | NYC apartment dwellers | No more takeout-trash trips | Shop now | Search + geo ads | Then, below the table: - **Deliberately deprioritized:** the archetypes or ideas you cut and why (e.g. "geo is thin for a national DTC with no local programs"). Never a silent cap. - **Build first:** the top 2–3 with one line each on why they lead. - Offer to take one concept through the build blueprint. Stop at the ranked list unless asked to build. ## Building a chosen concept When a concept is picked, build it on the 10-section page skeleton in [references/build-blueprint.md](references/build-blueprint.md): hero → benefit pillars → how it works → use-cases → tiered social proof → risk reversal → comparison → FAQ → cross-sell → final CTA. That reference also carries the copy patterns, the archetype-specific structural deltas (B2B swaps lifestyle for metrics; promo moves price up top; partner leads with terms), and the pre-launch checklist. Worked teardowns of live Mill pages are in [references/mill-teardown.md](references/mill-teardown.md). ## Red flags: stop and correct - **Inventing the store's products or audiences** instead of reading the site → go read the live storefront and re-ground every concept. - **A flat list with no archetype spread**, or concepts with no traffic source → you skipped steps 2–3. Force every archetype once; every row names a source. - **A table where everything wins** → you're listing, not prioritizing. Rank honestly and state what you cut. - **Jumping straight to building the page** → the deliverable is the ranked list first. Build is a separate step, on request. - **Same angle repeated** → the whole point is angle variety off one product. If three rows are the same archetype with a new noun, collapse them. ## References - [references/build-blueprint.md](references/build-blueprint.md): full 8-archetype taxonomy, the 10-section page anatomy, copy patterns, archetype deltas, and the pre-launch checklist. - [references/mill-teardown.md](references/mill-teardown.md): archetype→URL map and section-by-section teardowns of live Mill.com landing pages. ## Provenance and maintenance Last verified: 2026-07-05. The method is reverse-engineered from a public, observable system, so a stranger can re-verify it read-only: visit [mill.com](https://mill.com) and browse its `/lp/` landing pages, then map each live page to one of the 8 archetypes above. If the pages still cluster into audience, use-case, pain, geo, event, offer, gift, and B2B/partner angles off a single product, the taxonomy holds. Landing-page best practice drifts slowly; the archetypes and the section skeleton are durable, but re-confirm any Mill-specific claim (page counts, exact headlines) against the live site before quoting it, since a brand can restructure its funnel at any time.