Best Practices

In short: Flunnel writes a good page from a thin brief and a great page from a sharp one. These habits get you the great one.

Everything here builds on Core Concepts. If a term is new, read that page first. We will keep using Aerix Sport as the example.

1. Be specific in the brief

In short: Specific facts make specific copy. Vague facts make vague copy.

The single biggest lever you control is how specific your brief is. Compare:

The specific column gives the AI something real to write from. The vague column forces it to guess.

Quick tip: If a sentence in your brief could describe any product, it is too vague. Add a number, a name, or a detail.

2. Match the framework to the awareness stage

In short: The right structure depends on how ready your traffic is.

Pick the awareness stage first, then a framework that fits it. A good starting pairing:

This is a starting point, not a law. Test variations once you know your audience.

3. One angle per page

In short: A page that argues one thing beats a page that argues five.

Do not cram every benefit onto one page. Pick the single strongest angle for the persona and commit the whole page to it. If you have three angles worth testing, build three pages, not one crowded page.

Example: For Aerix, build one page on control, a separate page on durability, and a separate page on the pro look. Each one stays focused.

4. Steal the anchor phrase from your winning ad

In short: The page should open with the exact line that earned the click.

Look at the ad that is actually getting clicks. Take its core promise and use it as your anchor phrase, word for word. When the page opens with the line the visitor just clicked, the click stays warm.

Quick tip: Do not paraphrase the ad on the page. Match it exactly.

5. Set claim guardrails before you scale

In short: Decide what you will never claim, and write it into the brief.

Some claims get a brand in trouble: medical promises, guaranteed results, false comparisons. Set claim guardrails so no page ever crosses your lines.

Write them in the brief's Brand voice & claim rules field. Keep the list in one place and reuse it on every page you build. Flunnel's own claim guardrails for your category apply as well.

Example: Aerix sets a rule that no page guarantees match wins or ranking gains.

6. Lock what works, re-roll the rest

In short: Treat generation as a draft you refine, not a one-shot.

Rarely is the first generation perfect. Use the edit workspace like this:

1. Keep the sections that work and lock them.

2. Re-roll the page to get fresh takes on the unlocked sections.

3. Hand-edit the lines that need exact wording.

This way you improve the weak parts without risking the strong ones. See Editing Your Page for the full toolkit.

7. Let the emails finish the job

In short: A click rarely converts on the first visit. The email flows are where many sales actually close.

Treat the page and your email flows as one campaign. The page earns the sign-up; the Welcome flow follows up with the welcome code, and the cart, checkout and browse flows bring back shoppers who left. Keep the offer consistent: set your codes once in the email setup, so the code a shopper is promised is the code that works at checkout. See Email Flows.

Common mistakes to avoid

• Writing a brief so vague it could describe any product.

• Picking a framework before deciding the awareness stage.

• Cramming several angles onto one page.

• Changing the ad's promise on the page.

• Leaving compliance to each brief instead of setting guardrails once.

• Publishing the first generation without refining it.

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