A pattern library that starts with the visitor, not the template.
Most landing page advice lists sections: add social proof, add an FAQ, add a hero. Plottin is built on a different premise, the one Eugene Schwartz formulated in Breakthrough Advertising (1966): the structure of a page should follow from how much your visitor already knows when they land. Five stages of awareness, from unaware to most aware. The lower the awareness, the longer and more educational the page; the higher, the shorter and more transactional.
Each archetype is mapped to the stage where it works best, with an annotated wireframe you can read section by section. Sections are shared components across archetypes (the same proof strip, the same FAQ), each labeled by its job: building desire (M, motivation) or removing doubt (F, friction). Read the labels down a page and you see its rhythm. A healthy page alternates the two; a page that only answers doubt never builds want.
Every section also documents its failure pattern: how it usually goes wrong in practice. That’s the difference between a template site and a learning tool.
One archetype per stage is clean to teach and rarely true in practice. Real pages borrow. An argument built on one archetype will often carry a section or two from another, because a real audience is never entirely at one stage. Treat these as starting points to mix on purpose, not recipes to follow literally.
Awareness is also not the only thing that shapes a page. Who decides, how many people have to agree, and how a purchase gets approved can matter more than what the visitor knows. Where an archetype answers a different question than “how much do they already know”, it appears here as an adapted fit rather than owning a stage of its own.
Plottin is made by Pieter de Kroon, designer of digital products.