Plottin

What it is

Plottin is a library of landing page archetypes. Each archetype shows how a page is built: which sections it contains, in what order, and why that order works. You can find it at plottin.page.

The ordering follows Eugene Schwartz’s awareness model. How much someone already knows about their problem, and about your solution, decides where your page has to start. Someone who has not yet recognised their problem needs a different opening than someone who is already comparing your product against three alternatives.

Instead of screenshots you get wireframes. Alongside each one runs a rhythm track with the motivation and the friction of every section, so you can see where a page pushes someone forward and where it takes doubt away.

Plottin is about strategy and story. Not about visual design.

Why I made it

People around me build landing pages and ask me for input. Almost always the question arrives as a visual one: how do I make this pop more. Usually the problem is somewhere else. The page starts at a solution while the reader has not recognised the problem yet, or it explains something the reader has known all along.

There are plenty of places to find design inspiration. Far fewer about what belongs on the page, and in what order. I wanted to write that answer down properly once. As a knowledge base for myself, to send along to clients, and to share with anyone it is useful to.

Plottin is not commercial. I make nothing from it.

Why it might help you

It is made for anyone working out what should go on a landing page. Founders, marketers, designers.

Three ways to use it:

1. As a starting point. Work out how familiar your audience is with the problem and with your solution, then take the archetype that fits.
2. As a check. Put the sections of your current page next to an archetype and see where you skip a step, or ask for a decision too early.
3. As language. It gives you the words to explain to a team or a client why a section sits where it sits, instead of arguing about taste.