aliases: [] canonical_name: Gut Fix landing page architecture (10-section direct-response template) dashboard_url: https://dashboard.kismetpets.com/context/concepts/mechanism/gut-fix-landing-page-architecture/ id: 166 kind: mechanism last_synthesized_at: ‘2026-05-07T18:09:08.905493+00:00’ slug: gut-fix-landing-page-architecture updated_at: ‘2026-05-07T18:09:08.905666+00:00’
Gut Fix landing page architecture (10-section direct-response template)
Mechanism — gut-fix-landing-page-architecture
The reusable 10-section direct-response landing page architecture Kismet shipped for the gut-fix-angle sprint, jointly defined by direct_response_copy:1 (the canonical copy) and front_end_design:1 (the HTML build). Acts as the canonical structural template for any future Kismet landing page in this experiment.
Section order (load-bearing): (1) Sticky Nav, (2) Hero with 96% stat + CTA, (3) Marquee feature banner, (4) Problem/agitation, (5) Solution two-column with Nug feature cards, (6) Proof — 3 stat callouts + 3 testimonials, (7) Comparison table vs fresh delivery, (8) Offer — 30%/10%/10% staircase + product cards + mission, (9) Final CTA, (10) Footer. The Problem→Solution→Proof→Comparison→Offer spine is the direct-response load-bearing core; nav/marquee/footer are structural chrome.
Copy hierarchy. Hero leads with clinically-proven-gut-health (“96% of dogs showed improved gut health”). Problem section uses guilt-to-pride-arc stage-1 language (“you’ve probably noticed something’s off”). Solution section names kibble-plus-nugs-format explicitly (“It’s not kibble, it’s Kismet” — the canonical tagline). Proof embeds perfect-logs-as-proof verbatim from reviews and surfaces picky-eater-objection testimonials. Comparison table addresses fresh-food-cost-objection with explicit price ranges (200 vs 60). Offer staircase is 30% / 10%+treats / 10% forever, anchored on Project Street Vet + Paws for Life mission tie-in.
Design system. Fjalla One headlines + Lexend body. Color palette uses all 8 brand tokens: Coral (CTAs), Night (dark sections), Baguette (warm), Moon (proof), Kale (accents), Mint, Blackberry, Pollen. 1200px max-width, 720px text-width, IntersectionObserver fade-ins, single-file HTML with no external deps beyond Google Fonts. Mobile stacks single-column with sticky nav CTA.
Reuse rule. Future Kismet landing pages should diff against this template rather than rebuild — variants swap angle (e.g. fresh-without-the-fridge-angle) into the same skeleton. Closing line “It’s not kibble, it’s Kismet” is the canonical sign-off across LPs in this experiment.