Glossary

In short: Plain-language definitions of every term used across these docs. Listed A to Z.

Anchor phrase. The single promise your ad and your page both use, word for word, so the click stays warm. Example: "Control that holds up at full swing." See Core Concepts.

Awareness stage. How ready a visitor is to buy, from Unaware to Most Aware. You pick one per page so the writing meets them where they are. The five stages together are called the awareness ladder. See Core Concepts.

Brand context. An optional brief field for your origin story and anything that builds trust in the brand itself.

Claim guardrails. Rules for what a page must not say, so sensitive claims stay compliant. Best set once in a template or in Settings. See Best Practices.

Competitor context. An optional brief field naming the two or three products you lose sales to, so the page can position against them.

Copy framework. The order a page makes its argument in. Flunnel includes seven. Common ones:

• PAS: name the pain, make it sting, then solve it.

• PASTOR: PAS plus proof, an offer, and a close.

• BAB: life now, life better, the bridge between.

• AIDA: hook, interest, desire, action.

• Star, Story, Solution: a hero, a story, the payoff.

• Reason-Why: a list of concrete reasons to believe.

Core pain. The one frustration your page must name in the first thirty seconds.

Design tokens. Your brand's visual settings stored as reusable values: a main color, a second color, a background color, and your fonts. Saved together, they form a scheme.

Destination URL. Where the page's buy button sends people.

Email flow. The three-email sequence that ships with each page: a Welcome, a Value email, and an Offer email. Also called an email sequence. See Email Flows.

Focus mode. An editing view that isolates one section so you can perfect it on its own. See Editing Your Page.

Handle. The address part of your page's URL, which you approve when setting up the page. Publishing creates the page at that handle in your Shopify store.

Klaviyo. The email and SMS platform Flunnel connects to. Flunnel writes the emails; Klaviyo sends them. See Settings and Governance.

Landing page type. One of twelve page structures, each suited to a different kind of traffic and offer. See The 12 Landing Page Types.

Landing Page Subscribe. The Klaviyo metric that fires when a visitor opts in on your page. You use it as the trigger for your Klaviyo flow.

Lock. Freezing a section so it cannot change, even when you re-roll the whole page. See Editing Your Page.

Message-match. Using the same promise on the ad and the page so the visitor sees what they clicked. See Core Concepts.

Page editor. The workspace where you edit one single page, section by section. Different from Studio, which edits reusable templates.

PDP-DR (Product Detail, direct response). A direct-response product page type, often with a sticky buy box. See The 12 Landing Page Types.

Persona. The specific person you are writing the page for.

Proof bank. Your store of proof points, such as reviews and results, that templates can draw from.

Re-generate. Rewriting one section with the AI, leaving the rest untouched.

Re-roll. Regenerating the whole page at once. Locked sections are kept as-is.

Scheme. A saved set of design tokens (colors and fonts) that every page can reuse to stay on brand.

Section. One building block of a page, such as the headline, the proof, or the offer. You edit a page one section at a time.

Studio. Where your reusable templates live, for both landing pages and emails. Build a template once and every page from it inherits its structure and rules. See Studio.

Template. A finished page or email structure you build from. It carries its own layout, writing rules, and brand tokens.

UGC wall. A landing page type built as a grid of creator and customer content. UGC means user-generated content. See The 12 Landing Page Types.

Version history. A record of every change to a page, both manual and AI, that you can restore from. See Editing Your Page.

VSL (Video Sales Letter). A landing page type led by a video, with supporting copy beneath. See The 12 Landing Page Types.

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