datatools-dev/landing/README.md

# Landing pages

Three persona-tagged landing pages per `docs/PLAN.md` §2.3 and
`docs/DEMO-PLAN.md` §3 / §7. Static HTML, zero build step, ship to
Cloudflare Pages.

## Structure

```
landing/
├── _shared/styles.css      shared CSS (system fonts, no externals)
├── bookkeeper/index.html   bookkeeper — bank reconciliation
├── ap-1099/index.html      accounts payable — 1099 vendor prep
├── ar-aging/index.html     accounts receivable — open invoices
└── README.md               this file
```

Each page:

- Inherits `landing/_shared/styles.css`
- Overrides the `--accent` colour variable in an inline `<style>` block
  so each persona has its own visual identity (Bookkeeper = steel blue,
  AP / 1099 = amber/gold, AR = receivables green)
- Has a sticky buy bar with the Gumroad CTA tagged with `?from=<persona>`
- Embeds the live demo (Streamlit) via `<iframe>` with a sandbox attribute
- Carries persona-specific H1, sub-copy, use cases, FAQ, and a
  ready-to-paste `terminal` block showing the CLI in action
- Includes Open Graph + Schema.org `SoftwareApplication` JSON-LD for
  link-share previews and SEO

## Pre-deploy URL substitutions — automated

The HTML carries placeholder URLs (the literal strings
`https://demo.datatools.app`, `https://datatools.app`,
`https://gumroad.com/l/datatools`, `mailto:hello@datatools.app`)
that **must** be replaced before deployment. A small Python script
does this for you — no global search-and-replace needed.

```bash
# 1) Copy the template and fill in your real URLs:
cp landing/deploy.config.example.json landing/deploy.config.json
edit landing/deploy.config.json

# 2) Build the deploy-ready bundle:
python3 landing/deploy.py
# → produces landing/dist/ with substitutions applied,
#   plus robots.txt, sitemap.xml, 404.html, favicon.svg
```

`landing/deploy.config.json` is gitignored so your real URLs never
hit the repo. Re-run `landing/deploy.py` whenever you change a URL or
edit any HTML source.

## Cloudflare Pages deployment

The simplest path — one Pages project pointed at `landing/dist/`:

```bash
# Option A: drag-and-drop the directory in the Cloudflare dashboard
#   Pages → Create project → Direct Upload → drag landing/dist/

# Option B: Wrangler CLI (one command, scriptable)
wrangler pages deploy landing/dist
```

Configure the custom apex domain (`datatools.app`) in the Cloudflare
Pages project settings; sub-paths `/bookkeeper/`, `/ap-1099/`,
`/ar-aging/` are served automatically because the directory layout
mirrors them. Cache rule defaults are fine (HTML 1 day, CSS 7 days).

If you want **separate Pages projects** per persona for independent
A/B testing, point three projects at the same `landing/dist/` and
configure each with its own sub-domain (`bookkeeper.datatools.app`, etc.)
and a Pages rule that rewrites the root to that persona's
sub-directory.

## Telemetry wiring (per DEMO-PLAN §8)

The plan calls for event-only counters, no PII, no Google Analytics.

For each page, on Cloudflare Pages, attach a Worker (or use Cloudflare
Web Analytics — it's privacy-friendly out of the box and zero config).
Track:

- `page_view` per persona (auto from CF Web Analytics)
- `cta_clicked` — add a small inline `<script>` that fires a fetch to
  `/api/event?event=cta_clicked&persona=<persona>` when the buy button
  is clicked, then continues the navigation to Gumroad.
- `demo.run_completed` and `demo.cta_clicked` are owned by the demo
  app, not the landing page.

Conversion (per DEMO-PLAN §8):

```
demo_engagement = demo.run_completed / page_view       (target ≥ 30%)
purchase_intent = demo.cta_clicked / demo.run_completed (target ≥  5%)
purchase_rate   = gumroad.purchase / demo.cta_clicked   (target ≥ 30%)
```

The Gumroad webhook captures `?from=<persona>` so we can attribute
purchases back to the landing page that produced them.

## Maintenance triggers (per DEMO-PLAN §9)

Refresh the page when:

| Trigger | Action |
|---|---|
| `cta_clicked / run_completed < 5%` for 4 weeks | The demo is working but the buyer isn't trusting the CTA. Add a screenshot of the network tab showing zero outbound calls. Soften the price callout. |
| `page_view → run_completed < 30%` for 4 weeks | The demo iframe isn't loading or visitors aren't engaging. Check the iframe URL. Move the demo above the fold if it's currently below. |
| New tool ships (06–09) | Add it to the persona's saved pipeline only if it fits — don't bloat the demo with every tool. |
| Pricing change | Update `<meta>` schema, the buybar `.price-tag`, the pricing card, and the FAQ. Search-and-replace `$49` across the file. |
| New persona added (4th, 5th) | Copy `bookkeeper/index.html`, replace persona-specific copy, add to the `footer` cross-link block on the existing pages. |

## Why static HTML

Per `DECISIONS.md §5` and `BUSINESS.md §7`, the landing-page channel
must be:

- **Async-friendly** — Cloudflare Pages serves these with no operator
  involvement
- **Cheap** — Cloudflare Pages free tier is sufficient until well past
  the $5k/mo MRR re-lock trigger (`DECISIONS.md §8`)
- **Privacy-respecting** — no third-party tracker means no cookie
  banner, which means no friction added to the conversion funnel
- **Zero ongoing maintenance** — no framework, no build, no upgrades.
  The CSS uses system fonts; no Google Fonts; no CDN dependency that
  could break the page when their TLS certificate rolls.

## Anti-temptations (per DEMO-PLAN §11 + plan §5)

These pages deliberately exclude:

- **No live chat widget.** Locked by no-touch.
- **No "schedule a demo with us" CTA.** Same.
- **No email capture before the demo.** Friction kills conversion.
- **No Google Analytics / Meta Pixel.** Privacy story is a moat, not
  a checkbox to ignore.
- **No SaaS-style "free trial / no credit card."** This is a one-time
  download, not a subscription.
- **No A/B-testing framework yet.** Pre-PMF traffic doesn't reach
  statistical significance — ship the single-arm copy, iterate monthly.