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Design SOP: Building a hybrid listicle page

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Open Figma template⁠

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Choose layout (5 or 7 step flow)

I recommend starting with 7 key selling points on your product – because you can then refine them down to the top 5 over time.

Come up with magazine name and color theme

Here’s a AI prompt you can use to help you with this, if you’re struggling creatively:

You are a brand strategist helping me create a niche listicle magazine name. First, ask me these questions before generating anything: What is the product or niche? Who is the target audience (age, gender, lifestyle)? What is the core transformation or benefit? What tone should the magazine feel like (luxury, clinical, edgy, feminine, authoritative, etc.)? Should it feel educational, editorial, community-driven, or news-style? After I answer, generate 5 magazine names total (2 short names and 3 slightly longer names), maximum 3 words per name, avoid single-word names, do not use real magazine names, and ensure it feels legitimate but not directly affiliated with the brand. Then generate 2 darker color scheme suggestions with hex codes included that work well with white text, and briefly explain why each color direction fits the niche and audience.

Confirm domain and URL to host the page on

You don’t have to host on a separate domain, but it can make it feel more credible

Find a cheap domain on

Squarespace⁠

Godaddy⁠

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It should be related to the Magazine name you chose in the step before

Confirm re-direct URL (where are you sending the traffic to?)

Are you sending the traffic to a product page, homepage, collection page, or a long-form sales page?

In most cases, I recommend sending them to a product page - because the order form will hit them first and they can checkout faster.

Finalize what the 5 or 7 steps are (and rank in order of most important)

Role: You are a Senior Strategic AI Copywriter. Task: Extract and rank the 7 most potent selling points for a listicle page using ONLY the provided knowledge base—do not invent insights. Instructions: First, audit the Customer Survey Data to identify raw "Voice of Customer" vocabulary and fears, the Product/Persona Mapping to align features with primary desires, and the Competitor Analysis to find market gaps. Select 7 points that move a reader from skepticism to the conclusion that this is the "only logical solution" by focusing on the Big Idea, proof-based mechanisms of action, and emotional utility like "peace of mind." Output Requirements: Rank these points from 1 (Most Potent) to 7, crafting a High-Impact, benefit-heavy Headline for each that sells the point at a glance. For each point, provide a brief Body Copy Summary using the specific language and objections found in the customer research. Every headline must directly solve a high-priority problem identified in the research data.

Decide on perspective of author (expert, customer, or third-person)

Before generating the copy, you need a step to define the Specific Authority of the author.

Action: If choosing an "Expert" perspective, define their specific credential (e.g., "Prenatal Safety Advocate" or "Chiropractor"). If a "Customer" perspective, ensure they match the Persona Mapping (e.g., a "Second-time Mom" or "Safety-conscious Partner").

Optional: Decide on coupon/discount amount (10-15% off recommended)

This is optional but recommended as giving a small discount can reduce the friction from shoppers to purchase – and when they’re successfully sold by the content on the page, it can be the final push to win their conversion.

Generate the copy for the hero section (use AI prompt and the template image below)

Acting as a Senior Strategic AI Copywriter, use the provided layout template as a strict structural guide to generate three distinct hero section options for a high-converting listicle based on the knowledge base: for each option, provide a Headline (max 15 words), a Subheadline (max 30 words), and a creative suggestion for a Dual Image pairing that illustrates the core promise, then draft one primary Introduction Body Text following a "Problem-Solution" framework that begins with a Title Dropper (max 20 words) and follows with the main Intro Copy (max 120 words), ensuring all copy reflects the editorial tone of the provided principles, mirrors the raw "Voice of Customer" vocabulary found in the survey data, and strictly adheres to the visual hierarchy of the template by labeling each section clearly as [HEADLINE], [SUBHEADLINE], [DUAL IMAGE IDEA], [CAPTION], [TITLE DROPPER], and [INTRODUCTION BODY TEXT] while keeping the total character count for each section within a 20% margin of the template's word count to ensure it fits perfectly into the design.

Important: Make sure you upload the reference template image below when you are giving the AI the prompt so it can understand the layout

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Generate the copy for each of the 7 steps (make sure to rank in order of most importance) — (use AI prompt and the template image below)

Role: You are a Senior Strategic AI Copywriter. Task: Generate the copy for a single step of a 7-point listicle by following the provided structural template and internal knowledge base. Instructions: Before generating any copy, you must first ask me to confirm the ranked sequence of the 7 steps; if I have not provided them, you must suggest an optimized outline ranked from the most potent selling point to the least, based on the primary fears and desires found in the Customer Survey Data and Persona Mapping. Once the sequence is confirmed, we will proceed one step at a time. For the current step, craft a benefit-driven [HEADLINE] and [BODY TEXT] that utilizes the raw "Voice of Customer" vocabulary from the research files. Use bolding judiciously for high-priority call-outs to ensure the most important information is scannable and persuasive. Output Requirements: Provide only the [HEADLINE] and [BODY TEXT] for the specific step we are working on, ensuring the character count remains within a 10% margin of the provided template to fit the design perfectly. After outputting the copy, ask if I am ready to move on to the next specific point in our confirmed sequence.

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Bold important callout text in each section of the 7 steps

Generate the offer section copy — (use AI prompt and the template image below)

Role: You are a Senior Strategic AI Copywriter. Task: Generate a high-converting Offer Section for the listicle by strictly following the provided structural template and internal knowledge base. Instructions: Review the previous conversation and knowledge base to confirm the specific offer details (e.g., 10% or 15% discount) and the zero-risk guarantee details; if no discount exists, adjust the copy to focus on the primary value proposition. Craft the [HEADLINE] to mirror the "How to Get Your Hands on [Product Name]" format from the template, maintaining the soft scarcity angle. For [BODY TEXT #1], explain how readers can purchase the product directly through the official website due to high demand and popularity. In [BODY TEXT #2 — NOTE SECTION], highlight that availability can fluctuate due to word-of-mouth referrals. For [BODY TEXT #3], provide a strong personal recommendation from the author's perspective (Expert, Customer, or Third-Person), explaining why they have secured an exclusive deal for the readers. Output Requirements: Label each section clearly as [HEADLINE], [BODY TEXT #1], [BODY TEXT #2], [BODY TEXT #3], and [COUPON SECTION], ensuring the tone is consistent with the rest of the listicle and characters remain within a 20% margin of the template's word count. Every word must lead the reader to feel that claiming this offer is the obvious next step for their safety or comfort

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Generate the FAQ copy — (use AI prompt and the template image below)

Role: Acting as a Senior Strategic AI Copywriter, generate a high-converting FAQ section for this listicle by analyzing the provided structural template and your internal knowledge base. Instructions: Your primary goal is to identify and preemptively handle the top 7 to 9 objections and fears discovered in the Customer Survey Data and Reddit Review Mining (such as shipping delays, product legitimacy, or car compatibility), ranking them in order of potency from most critical to least critical. You must strictly adhere to the visual hierarchy and word count of the provided template, keeping each answer concise and direct while maintaining a 10% margin on the original template’s length. Maintain the exact same editorial tone and author perspective (Expert, Customer, or Third-Person) established in the preceding sections of the page. Output Requirements: Label each entry clearly as [QUESTION] and [ANSWER], ensuring that every response leads the reader to the logical conclusion that this product is the only safe solution to their specific, surveyed problem. Every answer must be evidence-grounded and mirror the raw "Voice of Customer" vocabulary found in the research files to build long-term brand trust.

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Generate / upload the image for the hero section (Dimensions: 355 x 233) — Make sure you export at 4X the size so they are not blurry

Examples:

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Generate / upload the images for each of the 7 steps (Dimensions: 320 x 207) — Make sure you export at 4X the size so they are not blurry

Use

https://compressjpeg.com⁠

to compress file size

Examples:

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Important tips on generating images:

To get the most professional results for your listicle, use Gemini, as its natively integrated image model is specifically optimized for following complex design instructions.

For the best outcome, follow these three rules:

Always Upload a High-Definition Reference: You must provide a high-quality, clear image of your product. Without a visual baseline, the AI cannot accurately replicate your product's specific branding, textures, or mechanics.

Define Your Shot Type & Context: Be explicit about whether you need a Close-up Shot (to show detail/durability) or a Lifestyle Shot (to show the product in use, like in a car interior), etc... Giving the AI a descriptive example of the setting helps it place your product naturally.

Specify Your Layout Ratio: Ensure your images fit the listicle template by telling the AI the exact dimensions or aspect ratio you need. For this listicle template, use a 2:3 landscape ratio for hero section and step images.

Generate One Image at a Time: Do not attempt to generate a "Dual Image" (side-by-side split) in a single prompt. For maximum control, generate each side of the comparison separately, then manually combine them into a split-screen graphic afterward. This prevents the AI from blending the two concepts and ensures both "Before" and "After" shots remain crisp and accurate to your brand.

Generate / write the caption text for the hero section image

Generate / write the caption text for each of the 7 steps

Tips on writing Image Captions

To maximize the impact of your listicle, here are four quick tips for prompting the AI to write high-converting image captions:

Upload the Final Image and Section Context: Always provide the specific render alongside a screenshot of the entire section, including the headline and body copy. This ensures the AI understands the visual and narrative context it needs to support.

Enforce a Character Limit: Explicitly tell the AI to keep the caption under 150 characters. This keeps the text scannable and ensures it fits the visual container of your layout.

Treat the Caption as a "Mini-Ad": Because captions receive 3-5x more readership than body copy, they must do more than describe; they should "resell" the user on the core benefit of that section.

Align Visuals with the Primary Promise: Instruct the AI to bridge the gap between the image and the text, reinforcing the specific "mechanism of action" or proof point shown. For example, instead of "Pink MimiBelt," the caption should read: "MimiBelt safely anchors the belt to the thighs, keeping all crash force away from the baby bump".

Design QA: Look at the headlines and tweak and refine them

Design QA: Look at the body text and tweak and refine them

Design QA: Look at the image captions and tweak and refine them

Design QA: Look at the images - do they really complement the headline and the section that they are in? If not, replace them.

Design QA: Look at the Offer section copy and tweak and refine it

Design QA: Look at the FAQ section copy and tweak and refine it

Now do the desktop design

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Here is the development SOP for the developer to follow⁠

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QA the page once it's completed (via Instant)

QA the page once it's LIVE (test all links + check page re-direct)

Optional: Split-test the 3 hero-sections (Isolate the winner after 10,000 sessions)

Optional: Refine your copy and image assets over time (split-test hero section changes)

Optional: Duplicate the entire page and create a new listicle page from a different author perspective and angle (Expert, Specific Customer Case Study, etc)…

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