# Landing page spec

## Primary URL

`https://heyborton.com/pulse`

All paid campaigns point here unless otherwise approved.

## Above-the-fold requirements

The first viewport must contain:

1. **Wordmark** - top left, `Hey Borton / pulse` lockup
2. **Headline** - matches or closely echoes the ad that drove the visit
3. **Subline** - one line of body copy that extends the hook
4. **Primary CTA** - coral button, "Walk in ready" or concept-matched CTA
5. **Trust line** - one of: "Private by design" / "Never trained on your data"
6. **Photograph** - from the same system used in the ad (warm, contemplative)

No cookie banner, no chat widget, no modal, no navigation menu above the fold.

## Headline matching table

The landing page must match the ad concept that brought the user:

| Ad Concept | Landing headline |
|-----------|-----------------|
| 01 Hero | Context before the conversation. Clarity in the room. |
| 02 Good people | Good people still miss each other. Pulse sees what they are not saying. |
| 03 Hardest ten minutes | The hardest ten minutes of your week. Prepared. |
| 04 Walk in ready | Walk in ready. Your next room, read. |

Use URL parameters to swap the headline dynamically:

```
heyborton.com/pulse?c=hero       -> Concept 01 headline
heyborton.com/pulse?c=goodpeople -> Concept 02 headline
heyborton.com/pulse?c=ten        -> Concept 03 headline
heyborton.com/pulse?c=ready      -> Concept 04 headline
```

## UTM convention

All paid links must include UTM parameters:

```
?utm_source={source}&utm_medium={medium}&utm_campaign={campaign}&utm_content={concept}&utm_term={variant}
```

| Param | Values |
|-------|--------|
| utm_source | `linkedin`, `meta`, `google-display`, `youtube`, `reddit`, `newsletter` |
| utm_medium | `paid-social`, `paid-display`, `paid-video`, `email`, `organic-social` |
| utm_campaign | `launch-0423` for launch cohort, change per quarter |
| utm_content | `hero`, `goodpeople`, `ten`, `ready` |
| utm_term | `headline-a`, `headline-b`, etc. for A/B variants |

Example full URL:
```
https://heyborton.com/pulse?c=ten&utm_source=linkedin&utm_medium=paid-social&utm_campaign=launch-0423&utm_content=ten&utm_term=headline-a
```

## Form fields (waitlist signup)

Required:
- Full name
- Work email (reject free webmail domains)
- Role (dropdown: C-Suite, VP/SVP, Director, Manager, IC, Other)
- Company size (dropdown: <100, 100-500, 500-2000, 2000-5000, 5000+)

Optional:
- Company
- "What is the hardest room on your calendar this week?" (open text, 140 chars)

Do not ask for:
- Phone number
- Industry (we can enrich from email domain)
- Team size
- Budget range

## Post-signup

Redirect to `/pulse/confirmed` with:
- Short copy confirming receipt
- One-line preview of what happens next
- Option to join early access discord/slack (optional)
- NO upsell, NO calendar booking widget

## Page sections below the fold

In order:

1. **Hero** (above)
2. **"How Pulse reads the room"** - 3-panel strip showing context weave, room brief, signal map
3. **"A private counterpart for the hardest ten minutes of your week"** - one paragraph
4. **Trust architecture** - private by design, never trained on your data, encrypted memory
5. **"Walk in ready"** - single CTA section with coral button
6. **Footer** - minimal, wordmark + privacy + terms + contact

## Performance targets

- LCP < 1.8s
- CLS < 0.02
- TTI < 3.0s
- Page weight < 1.2MB total (images compressed, fonts subset)

## Accessibility

- WCAG 2.1 AA
- Coral on shell background: contrast ratio 4.5:1+ (verify for small text - may need to darken coral for body)
- All photography has alt text describing the subject's action
- Keyboard navigation through the form works end to end
- Form errors read to screen readers

## Do not

- Do not open the signup in a modal
- Do not auto-scroll to the form
- Do not use a video loop as the hero background (kills LCP)
- Do not add "Featured in Forbes" or "As seen on" unless those features exist
- Do not add testimonials that are not real, attributable, and dated

## When to deviate

If a paid channel has specific landing requirements (e.g., LinkedIn Lead Gen Forms), build a variant that honors the spec but uses in-platform forms. Never compromise the headline or voice.