conversion-architecture
conversion-architecture
This skill is the persuasion layer. It decides the ORDER the argument runs in, where proof sits, what the visitor is asked to do, and how hesitation gets answered. It does not design sections (a layout skill owns that), direct motion (a motion skill owns that), or decide which pages exist (a site architecture skill owns that). It owns the argument.
Pages fail to convert for sequencing reasons before design reasons: the argument runs in the company's order instead of the visitor's, claims float unproven, CTAs compete, and fake urgency burns the trust the rest of the page earned.
Stay in lane
This skill owns the argument: the order a page's case runs in, where proof sits, what the visitor is asked to do and when, and how each objection is answered. It does not decide which pages exist or what anything looks like.
| For | Use |
|---|---|
| Which pages exist, the site map, a page's job and temperature, nav labels | marketing-site-architecture (/mk-plan) |
| How the argument breaks into passages that search and AI answers can quote | retrieval-architecture (/mk-cite) |
| Turning the argument order into sections, shapes, sizing and the signature moment | marketing-page-layout (/mk-page) |
| How the page moves, and the hero or demo loop that shows the product | motion-direction (/mk-motion), product-choreography (/mk-story) |
Where the edges touch: the CONVERSION SPEC's argument order becomes marketing-page-layout's section-order constraint, and it hands over sequence, not composition. The objection list is also a label source for marketing-site-architecture.