Page templates
The skeleton is the web equivalent of a copy template. It holds the field structure per block (hero headline, subhead, button, section headings) and the length guidance for each, so there’s no second document to keep in step. Copy templates explains why web lengths are house guidance and what actually constrains them.
Registers
A register is a table you add a row to. Templates and registers both get filled in as part of publishing a page.
Both carry an owner, a conversion action, a review date, and a record of what points at them. Check the library before briefing a new build; an existing page that fits beats a new one.
Templates that apply on every platform
A landing page and an article are different things and use different templates. If the page has to rank, it’s an article: see write an article and SEO.
Not templates
These get filled in too. They hold the decisions and the checks, and the templates above hold the finished artifact:- Landing page brief The decisions, recorded before the skeleton is filled.
- Landing page process Brief to published and registered page.
- Event tracking plan Where the page’s conversion action is defined.
Related resources
- Website and landing pages The channel home.
- Landing page brief concepts The reasoning behind each brief section.
- Visual identity Type scale, spacing, and color pairings.
- UTM standards How traffic to the page is tagged.