PHP: SolTeck — From Mockups to Conversions

Most SaaS teams don’t fail at pixels; they fail at process. Pages are “almost done” for weeks because copy isn’t final, because pricing wants a new tier tomorrow, because the hero looks great on a 5K monitor and collapses on a phone, or because the builder bloats Largest Contentful Paint. I’ve shipped and refactored multiple startup sites using SolTeck as the theme foundation, and standardized the interface glue with a tiny stack of production-safe WordPress Plugins. What follows is the long-form, engineering-first playbook I hand to teams on learnku.com to move from mockups to predictable, calm delivery. — gplpal

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1) Product Truth First: What Your Landing Must Do (Beyond “Look Modern”)

1. Promise clarity in one breath. The hero’s headline should say who it’s for, what changes, and how soon the benefit arrives. If you cannot say this in under two lines, you do not have a page problem; you have a positioning problem.

2. One decision per screen. Every fold should ask for exactly one micro-commitment: read proof, scan features, compare plans, click the primary CTA, or ask a question. When you ask for two, users do neither.

3. Proof that fits the promise. A single number that changed, a named customer quote, or one before/after graph beats a collage of badges. If the promise is “cut report time,” the proof must be “hours to minutes,” not “5 stars somewhere.”

4. Pricing that respects exploration. Display “from” pricing or a simple tier ladder with included limits; do not force a meeting to learn basics. If you need to qualify enterprise needs, do it after the page creates desire.

5. Performance that feels quiet. Fast pages don’t flex; they simply load and respond. Aim for a hero image that is light and crisp, no autoplay above the fold, and an LCP element that is text or a poster, not an iframe.

6. Editability without style drift. Non-engineers will change headlines during a promo. The page must stay consistent even when edited at 1 a.m. Guardrails live in patterns, tokens, and presets—not in Slack messages.

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2) Page Grammar for SolTeck (Sections, Rows, Blocks)

Sections (macro structure)

• Hero
• Value Props (usually a three-up block)
• Social Proof (logo line or short quote, not both in the same fold)
• Product Storyboard (three rows; each row = a small promise with a supporting visual)
• Plans (three tiers, highlights, reassurance line)
• FAQ (six concise items)
• CTA (one outcome-labeled button; one reassurance under it)

Rows (grid intent)

• One to three columns with a mental 12-column grid. Consistency comes from repeating these few row types, not from inventing new split ratios.

Blocks (content atoms)

• Headings and copy
• Media placeholders (images, posters, short clips rendered as posters)
• Stats and badges
• Buttons and forms
• Micro-cards (for plans, steps, case tiles)

Guardrail: Copy and media may change anytime. Section structure may change only by swapping saved patterns. This single rule eliminates 80% of future drift.

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3) Tokens: The Small Decisions That Keep You Fast

• Spacing: 24 / 32 / 48 / 72 vertical rhythm.
• Type scale: H1 40/48, H2 32/40, H3 24/32, body 16/28.
• Color: brand / accent / neutral-high / neutral-low.
• Radius: 8 for cards; 24 for large hero containers.
• Shadow: subtle on cards; none on list rows.
• Buttons: primary = accent solid; secondary = text with an underline on hover; avoid tertiary confusion.
• Density: prefer fewer lines with line-heights that breathe; truncation is a last resort.

Tokens are not paint; they are rules. Store them as presets, so every new block inherits them automatically.

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4) One-Hour Landing Ritual (From Empty Canvas to Shippable Draft)

0–10 minutes — Skeleton

• Insert seven saved sections: Hero, Value Prop Trio, Social Proof, Storyboard (three rows), Plans, FAQ, CTA.
• Confirm the hero area has an H1, a two-line lead, and exactly one primary CTA.

10–25 minutes — Copy Pass

• Replace lorem with verbs and objects.
• Value props are two-word labels with twelve-word explanations.
• Storyboard rows each state one micro-promise and one visual proof note.
• CTA labels are outcomes: “Start your trial,” “Generate API key,” “Book a demo.”

25–40 minutes — Proof and Pricing

• Use either a line of monochrome logos or a single quote (18–20 words).
• For plans, anchor each tier with deliverables and limits; avoid the “bucket of hours” anti-pattern.
• Place one reassurance line under the primary button (“No credit card for trial,” “Cancel anytime,” or “Migration help included”).

40–50 minutes — Mobile Pass

• Shorten lines; tighten buttons; strip ornaments.
• The hero’s visual is a static poster, not autoplay media.
• Remove clutter that competes with the primary action.

50–60 minutes — Performance and A11y

• Set intrinsic width/height or an aspect-ratio on visuals.
• Lazy-load non-critical images.
• Ensure contrast meets AA+.
• Confirm labels sit outside inputs; focus rings are visible; keyboard navigation works.

This creates a legitimate draft. Do not wait for perfect; ship, measure, iterate.

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5) Information Architecture That Won’t Age Badly

• Homepage: one promise, three outcomes, a credibility snapshot, CTA.
• Feature pages: one problem per URL, storyboard of three steps, proof, CTA.
• Pricing: tiers, inclusions, limits, FAQ, a small “talk to sales” for edge cases.
• Case studies: context → intervention → outcome; one realistic metric; a timeline; CTA.
• Docs & guides hub: reduces support load; aids SEO; helps onboarding.
• About: positioning, team tiles, ways to engage; keep bios short and active-voice.
• Contact: four fields; set expectation on response time; alternate fast path.

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6) Offer Ladder: Showing a Path to Value

1) Quickstart: time-boxed setup with a checklist deliverable.
2) Pilot: two to four weeks focused on proving a single metric.
3) Plan: a month-to-month cadence with clear artifacts.
4) Enablement: training workshops with practical materials.

Each rung gets its own block on the homepage and a deeper link for buyers who want detail.

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7) Social Proof That Fits a Scroll (No Collages)

• Logo wall: monochrome, one line weight.
• Micro-case tile: who, problem, one number, how.
• Single quote: 18–20 words; role + initials.
• Single badge: uptime or NPS; not a row of trophies.

If the proof does not explain the promise, throw it out.

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8) Pricing That Respects Explorers and Finance Teams

• “From” numbers are fine; pair them with limits (seats, events, API calls).
• Monthly/annual toggle; show the pay-today amount clearly.
• Add-ons live in their own rows; never bury usage overages.
• A “talk to sales” option exists but does not block self-serve buyers.

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9) Forms People Actually Finish

• Fields: name, work email, role/use case, message (optional).
• Show what happens next: response time, next step, who will reach out.
• Use human error messages and inline validation.
• Add a secondary fast path (link to a calendar slot) for urgent prospects.
• Turn on challenges only for suspicious patterns; don’t punish good users.

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10) Performance Guardrails (Theme + Builder Reality)

• Hero: static poster under ~180 KB; text-driven LCP; no autoplay above the fold.
• CLS: set dimensions or aspect-ratio on every media frame; avoid late injections.
• JavaScript diet: load only used components; drop counters and heavy animation libraries.
• Fonts: system stack or one hosted family with swap; avoid rare weights.
• Images: compress; define sizes; lazy-load below the fold.
• Critical CSS: keep it compact; remove unused rules periodically.

The page should feel calm; calm comes from predictability and small, deliberate payloads.

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11) Accessibility Hygiene That Also Lifts Conversion

• Real labels (not placeholders) on inputs.
• Visible focus styles on all interactive elements.
• AA+ contrast where text overlays brand color.
• Respect reduced-motion; never hide necessary info behind animation.
• Keyboard navigation that works through menus, accordions, and forms.
• Alt text that explains purpose, not decoration.

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12) Editing Workflow: How Non-Engineers Help Without Chaos

• Roles: creators edit copy and media; maintainers own layout and tokens.
• Hidden editor notes: in-canvas hints that survive cloning, explaining guardrails.
• Clone approved templates: new pages start from known-good patterns.
• Friday grid review: thumbnails of all new pages to spot spacing and type drift.
• Change logs: short notes on what changed and why; rollback remains easy.

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13) Copy Library You Can Reuse

Headlines (structure)

• Verb + object + constraint. Example form: “Cut reporting time from hours to minutes.”
• Avoid adjectives like “stunning,” “modern,” “robust.” Show a change.

Value props

• Two-word label + twelve-word line. Example: “Faster handoffs — short paths from ticket to ship.”

CTA labels

• Outcome-named: “Start your trial,” “See pricing,” “Generate API key,” “Book a demo.”

Reassurance lines

• “No credit card for trial.”
• “Cancel anytime.”
• “Migration help included.”
• “SOC 2 report on request.”
• “Public status page.”

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14) Case Study Template That Fits One Screen

• Context: who, industry, constraints.
• Bottleneck: the friction that mattered.
• Intervention: three concrete moves.
• Outcome: one number and a time frame; one sentence of how you measured it.
• Visual: a single annotated screenshot or small graph.
• CTA: “Ask for this playbook,” “See a 5-minute walkthrough,” or “Compare before/after.”

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15) Migration Without Drama (Switching Themes or Builders)

• Freeze URLs; define 301s before slugs move.
• Rebuild the top pages in the new grammar; do not mass import chaos.
• Map old modules to clean, reusable blocks; delete decorative debt.
• Measure before and after: conversion, vitals, and support tickets.
• Roll out in vertical slices; pause if a metric drops unexpectedly.

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16) Content Cadence That Feels Alive (Not Bloated)

• Monthly: one case, one practical article, one teardown.
• Quarterly: refresh offers with new proof or FAQ.
• Semiannual: audit navigation labels and hero copy.

If you cannot sustain this cadence, halve it. Rhythm matters more than volume.

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17) Pre-Launch Checklist (Short and Ruthless)

• H1 promises outcomes; subhead gives context in two lines.
• H1/H2 lengths tested on the smallest common phone in landscape and portrait.
• Proof above the fold (logo line or one quote), not both.
• Pricing section explains limits without footnotes you cannot read on mobile.
• Forms submit; success messages explain the next step.
• Page passes basic performance and accessibility checks.
• Only one main CTA exists on the page; others are supportive or secondary.

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18) Analytics That Drive Decisions (Not Vanity)

• Conversion events: hero CTA click-through, trial start, demo booked, pricing interactions.
• Funnel leaks: drop-offs between hero → proof → pricing → form.
• Top queries: what brings users; tailor headlines and FAQs to reality.
• Cohorts: by channel and device class; optimize weakest cohorts first.
• Behavioral KPIs: scroll depth to pricing, time to first interaction, first input delay feel.
• Support signals: track questions asked after form submit to refine FAQs and forms.

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19) A/B Testing with Restraint

• Test single-variable changes: headline wording, hero visual, CTA naming, proof placement.
• Run tests long enough to avoid weekday bias; use absolute differences, not only percentages.
• Stop quickly when a change is negative across segments; extend when results are ambiguous.
• Document what you tested, your hypothesis, and the decision.

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20) Internationalization and Localization

• Mirror structure; keep tokens identical; translate proof precisely (metrics, roles, quotes).
• Localize currency and date formats in pricing and case studies.
• Avoid idioms in headlines; pick verbs that translate cleanly.
• Re-check line lengths when scripts change (e.g., longer German terms).

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21) Security, Privacy, and Trust Signals

• Simple, readable terms; link from footer and relevant points in the funnel.
• Explain how you handle data during trials; promise timelines for deletion.
• Use a plain-language privacy section near forms (“What happens to my email?”).
• Expose a status page for uptime and incidents; reassure during trials.

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22) Reliability and Backups for Editors

• Scheduled backups for content and assets.
• Version history on pages; easy rollbacks.
• Preview environments for risky edits.
• Limited admin roles; least privilege for contributors.

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23) Anti-Patterns to Avoid (They Sneak In)

• Autoplay video in the hero without controls.
• A wall of badges bigger than your proof.
• Forms that ask for phone and budget before you’ve created desire.
• Twelve “features” with identical icons and no verbs.
• Two CTAs side by side with equal visual weight.
• “Contact us for pricing” where a starter tier would do.
• “Modern” for the sake of modern; novelty that breaks on low-end devices.

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24) The “Seven Screens” Review (Fast Visual QA)

1) iPhone portrait small
2) iPhone landscape
3) Android mid-range portrait
4) 13-inch laptop
5) 24–27 inch desktop
6) Slow 3G simulation
7) Reduced-motion mode

At each breakpoint: is the headline legible, is the action obvious, does the proof fit, and does the layout hold?

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25) The Calm Team Contract

• We ship drafts fast. Perfection is a post-launch activity.
• We name decisions. Tokens and patterns are documented; we reuse, not reinvent.
• We fix drift weekly. A 20-minute Friday grid review prevents expensive cleanups.
• We optimize the top three issues. After that, we move forward.
• We write for humans. Outcomes over adjectives; verbs carry weight.
• We respect time. Pages boot quickly; forms respond kindly; promises are kept.

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26) Extended Copy Blocks You Can Paste

26.1 Hero Templates

• Outcome First: “Ship customer-facing dashboards in days, not quarters.”
  Subhead: “Model data once, publish interactive views, and hand secure access to teams.”
  CTA: “Start your trial”
  Reassurance: “No credit card; cancel anytime.”

• Replace the Pain: “Stop spreadsheet chaos in your weekly reporting.”
  Subhead: “Automate pull, validate metrics, and publish snapshots stakeholders trust.”
  CTA: “See pricing”
  Reassurance: “Migration help included.”

• Prove It: “Cut incident review time from hours to minutes.”
  Subhead: “Integrate alerts, tag contexts, and replay the timeline that matters.”
  CTA: “Book a demo”
  Reassurance: “Live example during the call.”

26.2 Value Props (two-word + twelve-word)

• “Faster handoffs — short paths from ticket to shipped, with clear ownership.”
• “Cleaner metrics — one source of truth, not three spreadsheets and a hunch.”
• “Safer changes — preview every impact, roll back without heroics.”

26.3 Storyboard Rows

• Automate Intake: “Capture the data you need, once, with guardrails teams respect.”
• Review in Context: “Every number links back to sources; explanations are a click away.”
• Decide and Ship: “Aligned artifacts move out weekly without performance drama.”

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27) Long FAQ (Lean, Useful Answers)

Do we need a blog to rank or convert?
Not necessarily. Strong feature pages and a handful of well-written case studies will carry early-stage growth. When you have reusable insight, publish an article; otherwise, keep your site tight and alive.

What happens when the product shifts under our feet?
Keep the grammar; update the micro-promises and visuals. The frame holds while content evolves.

Can junior PMs own a page?
Yes, after a 30-minute walkthrough of tokens, patterns, copy rules, and the landing ritual. Pair them with a maintainer for the first week.

Is a video in the hero ever okay?
Yes—if it is a poster with an explicit play action and does not autoplay. Clips belong below the fold unless the entire product is the video itself.

How many templates should we maintain?
Usually six: homepage, feature, pricing, case, about, and a flexible landing. More templates create drift; fewer create friction. Six is a sustainable middle.

How do we measure success?
Define one core conversion (trial start, demo booked) plus two leading indicators (hero CTA click-through, pricing interactions). Review weekly; change one thing at a time.

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28) End-to-End Example Flow (From Brief to Live in 24 Hours)

Brief: “We launch a workflow integration in one week.”
Outline: update homepage tiles; create a feature page; add a pricing note if the integration touches limits; one case tile if available.
Ritual: ship a draft in an hour; collect copy feedback; record one proof; publish; add docs link; announce.
Review: monitor conversion and support tickets for three days; adjust FAQ; add a small screencap if needed.

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29) The Seven Habit Checklist (Keep This Near Your Editor)

1) Outcome-led headline; avoid fluff.
2) One decision per fold.
3) One proof that fits the promise.
4) Pricing clarity without a meeting.
5) Calm vitals: quick LCP, no CLS, responsive inputs.
6) Edit without drift: patterns and tokens enforce consistency.
7) Review weekly; optimize the top three issues.

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30) Closing: Why This Works

This approach works because it turns page building into a repeatable system instead of a one-off performance. SolTeck provides the right primitives; the grammar, tokens, and rituals provide the restraint. Teams ship faster, argue less, and see clearer signals in analytics. Most importantly, visitors feel the calm—pages that say something, prove it, and offer a next step without shouting.

— gplpal

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