Wireframe Writer

Wireframe Writer

• A high-converting page is a story scrolled top to bottom: hero → problem → proof → offer → objections → action.
• This arc synthesizes the proven copywriting frameworks: PAS (problem–agitate–solve) drives sections 2–3, AIDA (attention–interest–desire–action) is the rising-conviction order, and StoryBrand supplies the stance — the visitor is the hero, the brand is the guide.
• Each section has one job and hands momentum to the next, the same way a video chains open loops.
• Built on the six levers — see storytelling-hooks. Recap: 1. Curiosity gap · 2. Emotional mirror · 3. Conflict engine · 4. Relatability · 5. Pattern + surprise · 6. Three-act.

When to Use

• Planning a landing page, sales page, homepage, or product page structure.
• Turning an offer, product, or message into a section-by-section wireframe.
• Briefing a designer/developer with intent (the "why" of each block), not just boxes.
• Any niche or business. For reviewing an existing page, use wireframe-reviewer.

Intake (Before Wireframing)

• Confirm: the offer and its one conversion action, exact audience (who buys, in one sentence), traffic source, and available proof assets (testimonials, numbers, logos, case results).
• Use the traffic source: cold arrivals (ads/social) need a heavier problem section and more proof; search arrivals already feel the problem — tighten the top and get to mechanism and offer sooner.
• Ask if missing when the user can respond; otherwise state assumptions explicitly at the top and proceed — never invent proof or numbers.

Output Format

• Read patterns.md (same folder) for headline, problem-opener, mechanism, CTA, and objection copy-direction structures — adapt, don't copy.
• For each section, specify three things:
  • Job — what this section must accomplish.
  • Message — the core line/idea (copy direction, not final copy).
  • Lever — which storytelling lever it pulls.

Page Arc (Quick Reference)

Section Playbook

• Hero: headline = curiosity gap + promise; subhead clarifies; one primary CTA above the fold. Don't bury the hook in branding.
• Problem/agitate: mirror the reader's pain so they think "this is me" (relatability + emotional mirror). The conflict engine starts here.
• Solution/mechanism: introduce the path/method — the "how it works". This is the resolution turn of the three-act.
• Proof: testimonials, logos, data, before/after, screenshots. Both a dedicated proof section and proof distributed beside individual claims — the section carries the weight, the inline pieces defuse specific doubts.
• Benefits: outcomes and the after-state feeling, not feature lists. One idea per block.
• Offer: make exactly what they get unmissable — components, price, terms.
• Objections/FAQ: pre-empt the self-made obstacles ("too expensive", "won't work for me", "no time").
• Final CTA: restate the promise (bookend the hero), one action, remove friction.

Conversion-Flow Rules

• One primary action per page; repeat the same CTA, don't introduce competing ones.
• Each section should leave a small open loop pulling the scroll downward.
• Order by rising conviction: hook → relevance → belief → desire → action.
• Match section length to its weight; cut anything that doesn't move toward the CTA.
• CTAs repeat at natural decision points (after hero, after proof, at the end).

Common Mistakes

Wireframe Checklist

• Does the hero hook + promise + show one CTA above the fold?
• Is the reader's problem mirrored so it feels personal?
• Is there a clear solution/mechanism turn?
• Is proof placed beside the claims it supports?
• Are benefits framed as outcomes/feelings, not features?
• Are top objections pre-empted before the final CTA?
• One primary action, repeated — no competing CTAs?
• Does the final section bookend the hero's promise?
• Each section answers: what's its job, what's the message, which lever?

Related

• wireframe-reviewer — critique an existing page against this arc.
• storytelling-hooks — the six levers (read for depth).