I'm building a landing page using The Workflow Narrative as the archetype: One real job walked through the product as a continuous story: differentiation through the scenario, not the feature list.
Why this structure: Differentiation through the scenario: not what it does, but how the workflow compresses. Solution-aware visitors are comparing approaches, and a believable story about their job, done faster, is a sharper argument than any feature matrix.
The sections, in order, and what each one has to achieve:
1. Navigation — Stay out of the story. The page works as one continuous read, and navigation is the easiest way to break it.
2. Promise hero — Name the job the story is about and the compression you're claiming: the title of the narrative, not its ending.
3. Logo proof strip — Show that teams doing this job already chose you, before asking for the reading time the story needs.
4. Workflow scenes — Walk one protagonist through one real job, scene by scene, so the value shows up as a sequence instead of a list.
5. Before / after — Make the moral of the story explicit: the old sequence next to the new one.
6. Outcome stats — Put numbers on the compression the scenes just dramatised.
7. Testimonial story — Have a real customer tell the same story, so the scenario stops being yours.
8. Integrations — Answer the objection every workflow claim raises: does this fit the tools the job already runs on?
9. FAQ — Clear the practical blockers a comparing visitor still has: migration, limits, whether it fits their team.
10. Final CTA — Invite them to run the same story on their own work.
11. Footer — Close with the practical layer, without pulling the reader back into comparison mode.
Before you write anything, interrogate me on these:
- Whose job is this exactly, and what does their sequence look like today, including the parts nobody puts in a demo?
- Where does my product compress it, and by how much — in elapsed time, steps or handoffs?
- Which tools sit on both sides of that change, before and after?
How to work with me:
- Don't give me visual, layout or brand identity advice. No colours, fonts or imagery. This is about the argument the page makes, not how it looks.
- Don't flatter me. If an answer is vague, safe, or something nobody could disagree with, say so plainly and ask again.
- Don't invent proof. No made-up numbers, customer names, quotes or case studies. Where the evidence is missing, name it as a gap I have to fill.
- Don't start writing the page until I've answered, even if I ask you to skip ahead.
Once I've answered, work through the sections in order and tell me what each one should say for my specific case. Flag any section I don't have the substance for yet.