Terminology — Offer Page Kit
This file is the canonical source for all vocabulary used in offer page production. When any other file in this kit uses a term defined here, this definition applies.
Page Structure Terms
| Term | Definition | Do Not Use |
|---|---|---|
| Offer page | A single-purpose HTML page that presents one offer to warm traffic and drives one action. | "landing page" (too generic), "sales page" (acceptable in casual use but "offer page" is the kit term) |
| Section | One of the 13 architectural blocks that compose an offer page. Each section has one job. | "block," "module," "component" |
| Section eyebrow | The small uppercase label above a section heading (e.g., "THE PATTERN," "WHAT YOU GET"). Gold text, Inter font, 0.7rem. | "tag," "label," "subtitle" |
| Hero | The first content section after the header. Must pass the 5-second test: who is this for, what do I get, what do I do next. | "banner," "above the fold" |
| Distinction section | Two-column comparison showing what this offer is vs. what it's not. Justifies the price point. | "comparison," "vs section" |
| Pull-quote | The single strongest line from a testimonial, displayed with gold styling in a bordered callout. | "highlight quote," "featured quote" |
| Kill script | The team communication that announces a meeting change. Used in the Sync Tax context but applicable to any deployment communication. | "announcement," "change notice" |
Design System Terms
| Term | Definition | Do Not Use |
|---|---|---|
| AOS design system | The Advisory OS visual identity: Cormorant Garamond + Inter fonts, charcoal/cream/gold color palette, gold scrollbar, specific hover states and spacing. | "brand guidelines," "style guide" |
| Gold scrollbar | Custom scrollbar styling required on every AOS page. Webkit + Firefox implementations. | n/a |
| Card hover | The standard hover interaction: translateY(-4px) + box-shadow. Applied to all interactive cards. | "hover effect," "lift" |
| Charcoal section | A section with dark background (linear-gradient from charcoal to deep-charcoal). Text switches to cream/stone. | "dark section," "inverted section" |
| Cream section | A section with the default light background (#f9f7f4). | "light section" |
| Off-white section | A section with slightly different light background (#faf9f7) for visual alternation. | "alternate section" |
Content Terms
| Term | Definition | Do Not Use |
|---|---|---|
| Inputs | The structured extraction of all offer details needed before building a page. Completed using the inputs template. | "brief," "requirements," "spec" |
| 5-second test | The validation that a visitor can answer three questions within 5 seconds of seeing the hero: Who is this for? What do I get? What do I do next? | "glance test," "clarity check" |
| CTA | Call to action. The primary button that drives the one action the page exists for. | "button" (when referring to the primary action) |
| CTA subtext | The line below the CTA button that lowers commitment anxiety. | "button caption," "helper text" |
| Proof | Testimonials, case studies, and outcome data that demonstrate the offer works. Every proof element must show transformation, not generic praise. | "social proof," "reviews" |
| Disclaimer | A note clarifying that proof came from a different product/engagement than the one being sold. Required when testimonials are from adjacent offers. | "fine print" |
Production Terms
| Term | Definition | Do Not Use |
|---|---|---|
| Golden example | A complete, production-quality offer page used as a styling and structure reference. Not a content source. | "template," "sample" |
| QC checklist | The 42-item validation run after every build. Weighted scoring with 9 categories. | "review checklist," "quality check" |
| Convertri | The page builder platform. Has specific technical constraints (no CSS variables, no mailto links). | n/a |
| Hardcoded hex | Color values written as literal hex codes (#b79d64) rather than CSS variable references (var(--gold)). Required for Convertri deployment. | n/a |
Language Rules
Use
- deploy, build, install, system, protocol, constraint, capability, stalled
- Short sentences. No filler paragraphs.
- Concrete over abstract. Specific over vague.
Avoid
- autopilot, leverage, synergy, unlock, empower, streamline
- optimize (unless actually about optimization)
- stuck (use "stalled" — except "stuck in your head" is acceptable)
- "Not X. Not Y. Z." as a reveal structure
- "It's not [thing], it's [other thing]" constructions
- Manufactured contrast that sounds insightful but is formulaic
- Unnecessary em dashes for dramatic effect
Copy Rules
- Every sentence earns its place
- Problem section validates, doesn't lecture
- FAQ answers the real objection directly
- Testimonials show transformation, not praise