Write Catalog Page

---
name: write-catalog-page
description: Write a catalog page — a page that lists several offers, products, or pages and routes each reader to the right one, rather than closing a single thing. Titles first, then the sections. TRIGGER when a page's job is to present a set and route (a home at the root domain that catalogs offers, a browse page over several product lines). DO NOT TRIGGER for a page that closes one paid offer (write-sales-page) or trades for an email (write-optin-page). HOME is a field, not a skill: whichever page type lives at the root domain is written by its matching skill.
---

# Write Catalog Page

One Process: the catalog page serves several audiences without going generic — design the title chain first so a skimmer sees the whole set and their own path through it, then write the sections that route each reader to their next step.

Write under the plan's Reader.md, Brief.md, and Proof.md, and the product's Voice.md, which names the WHO speaking; the page speaks in that one voice. Never assume an offer mechanism the owner has not approved, and never invent a logo, count, or result.

## 1. Design the title chain before any body

The chain follows the structure readers expect for this kind of catalog; creativity lives in the words, not the skeleton (the expected-structure ruling in write-sales-page governs here too). The catalog skeleton, evidenced from examined SaaS homes: hero on the broadest true promise (with a CTA pair — self-serve plus talk-to-sales) → social-proof strip (logos or a count) → the set itself, one block per offer or product line, each with its own eyebrow, headline, and own CTA → proof woven into the blocks, not parked in a wall → self-qualification devices where one product must serve several segments (persona or use-case tabs, per-card CTAs) → final CTA restating the promise with a de-risk line.

Each block's title is a claim standalone and true out of context; no title leans on a sibling ("it", "the one above").

## 2. Lead with the one true promise, then branch

Write the hero for the least-aware visitor on the one outcome true for every audience, then let each block branch to its segment. Give the ready-to-buy reader and the still-researching reader each a clear next click. Never average every audience into a promise so broad it means nothing.

## 3. Route, do not close

Each block completes only enough argument to earn the click into its own page — the catalog routes; the destination page closes. One point per block; the block ends when the reader knows whether this one is theirs.

## 4. Hold the bar

Fifth-grade words, one read. No metaphors, no metaphorical verbs. Be specific. Punctuate for consumption. Never narrate the reader — reference the reader only through a first-person carried question, a subordinate time clause of visit-proven behavior, a generic subject, or the approved possessives. Express the block grid, logo strip, and any enumeration a visual carries better as a design requirement (the named visual plus its copy strings), never a prose list. Every section also carries a layout block in Wireframe.md — section shape, element placement, and CRO notes (CTA size and prominence, above-fold rules) — per the wireframe format in [../write-sales-page/references/wireframe.md](../write-sales-page/references/wireframe.md); copy owns where things go and why. Once the copy is locally clean, the writer wireframes the finished page into Wireframe.md as a production output.

Verification: the bare title chain reads as the whole set with a path through it; each block routes to one destination and closes nothing; the hero promise is true for every audience; no unpermitted fact appears.