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SOP-WEB-01: Social Acquisition Landing Page v1.0

Paid social entry point for cold traffic acquisition

Document ID: SOP-WEB-01-v1.0
Version: 1.0
Status: ✅ Specification Complete
Last Updated: 2026-01-31
Owner: Protocol Raw Marketing
Review Date: 2026-04-30

Purpose

This SOP defines the specification for a dedicated landing page designed to convert cold paid social traffic (Meta, TikTok) into qualified calculator visitors.

Strategic role: Move the right people earlier in their thinking—before they've actively decided to research raw feeding.

This page is NOT: - A replacement for the homepage - A parallel brand or softer positioning - An emotional/lifestyle funnel

This page IS: - A problem-recognition entry point - A filter that qualifies visitors through price exposure - A handoff mechanism to the existing calculator flow

Target Audience

Primary: The Butternut Box Customer

Profile: - Pays £70-100/month for fresh cooked dog food - Made that choice 1-3 years ago as an upgrade from kibble - Has vaguely heard raw is "better" but filed it under "too complicated" or "not for us" - Not actively researching raw feeding - Not comparing raw brands - Scrolling Instagram on Saturday morning

Psychological state: - Closed the door on raw feeding a while ago - Satisfied with current choice but open to being wrong - Associates raw with mess, risk, complexity, or "not for normal people"

What they need: - A reason to reconsider - Permission to think "maybe I dismissed this too quickly" - Reassurance that Protocol Raw is different from what they imagined

Secondary Audiences

Audience Current Behaviour Conversion Trigger
Premium kibble buyers (Orijen, Acana, Lily's Kitchen) Paying £60-80/month, believe they're feeding well Recognition that premium kibble still isn't fresh
Tails.com subscribers Personalisation appeal, mid-market price Quality/verification gap recognition
Lapsed raw feeders Tried raw, found it too complicated Simplicity message ("nothing to figure out")

Page Strategy

The Psychological Job

Not: "Here's how we solved raw feeding's problems."
That assumes they're still thinking about raw feeding's problems.

Instead: "The thing you assumed about raw might not be true."
We're reopening a closed door, not winning an active comparison.

Funnel Position

Cold Social Traffic
       ↓
  Landing Page (/start)
  - Challenge assumption
  - Acknowledge reputation
  - Stake simplicity claim
  - Establish verification difference
  - Expose price via calculator
       ↓
  Calculator (qualified)
       ↓
  Product Page → Checkout

Success Metrics

Metric Target Measurement
Bounce rate <65% GA4
Scroll depth (50%+) >40% GA4
Calculator click-through >15% UTM tracking
Calculator completion (from this page) >60% Token attribution
Box-2 retention (cohort) ≥70% Matches organic baseline

Critical: If Box-2 retention for social-acquired customers falls below 65%, pause spend and reassess creative/targeting.

Page Specification

URL

Production: https://protocolraw.co.uk/start
Template: page.start.json

Page Type

Conversion page (per Visual Identity Guide v2.4)

Spacing rhythm: Fast
Section padding: 48-64px mobile / 64-80px desktop
Momentum rule: Every section must advance commitment, resolve a concern, or direct to action

Section 1: Hero

Type: Full bleed with split layout
Background: Lifestyle photography (right 55%)
Padding: 0 (full bleed image) / 80px text side

Photography Requirements

Requirement Specification
Subject Dog + owner in modern kitchen
Moment Calm, everyday—not "feeding time excitement"
Dog behaviour Attentive, relaxed (not hyperactive)
Colour temperature Warm (not cold/blue)
Food visibility Optional but preferred
Stock energy None—must feel real

Copy

Headline: 

What if feeding was just feeding?

Subline: 

No rotation. No supplements. No guesswork. One complete raw food, tested before it ships, calculated for your dog.

CTA (Burnt Sienna button): 

See How It Works

Design Notes

  • No price in hero
  • No jargon (FEDIAF, 80/10/10, pathogens)
  • Word "raw" appears only in subline, after simplicity is established
  • CTA scrolls to Section 2, not external link
  • Headline challenges assumption; subline earns the scroll

Layout (Desktop)

┌─────────────────────────────────────────────────────────────────┐
│ NAV                                                             │
├─────────────────────────────────────────────────────────────────┤
│                                                                 │
│  ┌──────────────────────┐   ┌────────────────────────────────┐  │
│  │                      │   │                                │  │
│  │   HEADLINE           │   │                                │  │
│  │                      │   │      LIFESTYLE IMAGE           │  │
│  │   Subline copy       │   │      (right column, 55%)       │  │
│  │                      │   │                                │  │
│  │   [CTA Button]       │   │                                │  │
│  │                      │   │                                │  │
│  │   (left column, 45%) │   │                                │  │
│  └──────────────────────┘   └────────────────────────────────┘  │
│                                                                 │
└─────────────────────────────────────────────────────────────────┘

Layout (Mobile)

Image-first, content below:

┌─────────────────────────┐
│ NAV                     │
├─────────────────────────┤
│                         │
│   LIFESTYLE IMAGE       │
│   (full width, 60vh)    │
│                         │
├─────────────────────────┤
│                         │
│   HEADLINE              │
│                         │
│   Subline copy          │
│                         │
│   [CTA Button]          │
│                         │
└─────────────────────────┘

Section 2: The Reframe

Type: Recognition block
Background: Cream (#F9F7F4)
Padding: 64px desktop / 48px mobile

Copy

Label (Burnt Sienna, uppercase, 0.15em tracking): 

WHAT MOST PEOPLE ASSUME

Headline (Espresso): 

Raw feeding has a reputation.

Body (Espresso, prose—no bullets): 

That it's complicated. That you need to balance meals yourself. That you're taking a risk every time you serve it. That it's for a certain kind of owner—the kind who weighs organs and rotates proteins and joins Facebook groups.

For a lot of raw food, that reputation isn't unfounded.

Transition line (Burnt Sienna, signature weight): 

Protocol Raw was built to make it irrelevant.

Purpose

Name the assumptions without defending them. Acknowledge the reputation is real. Then pivot.

This is where recognition happens—visitors think "yes, that's exactly why I never pursued it."

Design Notes

  • No CTA in this section (momentum continues to next)
  • Transition line should have visual weight (24px Montserrat Bold, Burnt Sienna)
  • Body text is prose, not bullets—reads as acknowledgment, not attack

Section 3: The Difference

Type: Differentiation statement
Background: Warm Linen (#EBE8E3)
Padding: 64px desktop / 48px mobile

Copy

Label (Burnt Sienna): 

ONE FOOD, COMPLETE

Headline (Espresso): 

We don't sell recipes. We sell one complete food.

Body (Espresso): 

Protocol Raw is a single, complete formula. Multiple proteins and organs combined in every portion—balanced to meet your dog's full nutritional requirements at any life stage.

Nothing to rotate. Nothing to add. Nothing to figure out.

Because feeding your dog properly shouldn't require becoming a nutritionist.

CTA (text link, Burnt Sienna): 

See What's In It →

Purpose

Differentiation through simplicity. The single-SKU strategy becomes a feature, not a limitation. The final line connects our design choices to their life.

Design Notes

  • CTA links to /pages/ingredients
  • "Nothing to rotate. Nothing to add. Nothing to figure out." should have slight visual separation (can be its own paragraph or have subtle emphasis)
  • This section stakes the simplicity claim before introducing safety

Section 4: The Trust Problem

Type: Proof block (compressed)
Background: Stone (#C4BCB0) with dot texture
Padding: 64px desktop / 48px mobile

Copy

Label (Burnt Sienna): 

THE PART NOBODY TALKS ABOUT

Headline (Espresso): 

Most raw food asks you to trust. We'd rather you didn't have to.

Body (Espresso): 

Raw pet food isn't required to be tested before sale. Most isn't. You're trusting the brand, the process, the supplier—with no way to verify any of it.

We test every batch for pathogens before it ships. Independent lab. Published results. Linked to the box you receive.

CTA (text link, Burnt Sienna): 

See a Sample Batch Report →

Proof Tile

Single compact card with Forest Green accent:

┌────────────────────────────────────────────────┐
│                                                │
│  Batch PR-2025-001            ✓ Verified Safe  │
│                                                │
│  Independent lab testing                       │
│  Results published before dispatch             │
│                                                │
└────────────────────────────────────────────────┘

Tile styling: - Background: White (#FFFFFF) - Border: 1px Stone (#C4BCB0) - Checkmark and "Verified Safe": Forest Green (#2D5144) - Border-radius: 8px - Padding: 24px

Purpose

Earn the right to talk about safety—after establishing simplicity. The visitor now understands Protocol Raw is different in two ways: simpler and safer.

Design Notes

  • CTA links to /pages/proof (sample batch report)
  • Proof tile is intentionally minimal—not the full lab result block
  • This section names the trust problem explicitly: "no way to verify"
  • Forest Green appears ONLY here (proof/verification context per Visual Identity Guide)

Section 5: Calculator CTA

Type: Utility section
Background: Cream (#F9F7F4)
Padding: 48px desktop / 40px mobile (utility spacing)

Copy

Label (Burnt Sienna): 

YOUR DOG'S PLAN

Headline (Espresso): 

Portions calculated, not guessed.

Body (Espresso): 

Tell us about your dog. We'll calculate their exact daily amount based on veterinary energy standards—adjusted for age, weight, activity, and body condition.

CTA (Burnt Sienna button, large): 

Build My Plan

Interactive Element

Embed simplified Quick Price Check (weight slider with live price preview):

┌────────────────────────────────────────────────┐
│                                                │
│  Your dog's weight                             │
│                                                │
│  5kg ────────●──────────────────────── 50kg    │
│              15kg                              │
│                                                │
│  ┌──────────────┐  ┌──────────────┐            │
│  │   340g/day   │  │   £18/week   │            │
│  │ Daily portion│  │  Delivered   │            │
│  └──────────────┘  └──────────────┘            │
│                                                │
│  8kg box · Every 4 weeks · Free shipping       │
│                                                │
│         [ Build My Plan ]                      │
│                                                │
└────────────────────────────────────────────────┘

Purpose

The calculator does the price qualification. Visitors who proceed past seeing their price are genuine prospects.

Design Notes

  • Price displayed in Burnt Sienna
  • CTA links to /pages/calculator with UTM parameters preserved
  • This is where the filter happens—price-sensitive visitors exit here
  • Slider defaults to 15kg (median dog weight)

Type: Standard footer
Background: Cream (#F9F7F4)
Padding: 64px desktop / 48px mobile

Standard footer with nav links, legal, contact.

What This Page Does NOT Include

Excluded Element Reason
Lifestyle testimonials Too early in journey; homepage handles this post-intent
Benefits breakdown (digestion, coat, energy) Assumes interest already exists
"How It Works" process steps Not needed for recognition
Multiple CTAs per section Reduces momentum
Discount or promotional language Attracts wrong customer type
FEDIAF jargon Meaningless to target audience
"80/10/10" references Insider language
Pathogen names (Salmonella, Listeria) Unnecessary fear language at this stage
Before/after transformation claims Emotional marketing we're avoiding

Ad Creative Direction

Hook Formats That Work

Recognition hooks: 

"I switched my dog to raw. It's way less complicated than I expected."

"The thing about raw feeding that nobody told me."

"I used to think raw was for 'those' dog owners."

"What I wish I'd known before dismissing raw feeding."

Question hooks: 

"What if raw feeding was just... feeding?"

"What's actually in your dog's 'fresh' food?"

Hook Formats to Avoid

Avoid Why
Price-led ("Raw food for £X/day") Attracts price-sensitive, low-LTV traffic
Transformation ("Shinier coat in 2 weeks!") Emotional marketing, attracts wrong customer
Fear ("Is your dog's food safe?") Creates anxiety, not recognition
Cute dog content Attracts engagement, not purchase intent
Influencer energy Conflicts with systematic positioning

Visual Direction

Element Specification
Format Static image or slow-motion video
Subject Product/packaging, calm feeding moment
Aesthetic Clean, editorial, AG1-style
Colour Warm, matches brand palette
Energy Calm confidence, not excitement

Audience Targeting

Primary (purchase-based): - Butternut Box purchasers - Tails.com purchasers - Lily's Kitchen purchasers

Secondary (interest + demographic): - "Pet nutrition" interest - Household income signals (top 30%) - Dog owner (verified)

Lookalike (once data exists): - Calculator completions - Box-2 purchasers (highest value)

Technical Implementation

Shopify Structure

Template: page.start.json

{
  "sections": {
    "start-hero": {
      "type": "start-hero"
    },
    "start-reframe": {
      "type": "start-reframe"
    },
    "start-difference": {
      "type": "start-difference"
    },
    "start-trust": {
      "type": "start-trust"
    },
    "start-calculator": {
      "type": "start-calculator-cta"
    },
    "footer": {
      "type": "footer"
    }
  },
  "order": [
    "start-hero",
    "start-reframe",
    "start-difference",
    "start-trust",
    "start-calculator",
    "footer"
  ]
}

File Structure

sections/
  start-hero.liquid              # Hero with lifestyle image
  start-reframe.liquid           # Recognition block
  start-difference.liquid        # Differentiation statement
  start-trust.liquid             # Proof block with tile
  start-calculator-cta.liquid    # Calculator with price preview

assets/
  start.css                      # Page-specific styles (if needed)

UTM Handling

All CTAs preserve incoming UTM parameters:

{% assign utm_params = "" %}
{% if request.query_string != blank %}
  {% assign utm_params = "?" | append: request.query_string %}
{% endif %}

<a href="/pages/calculator{{ utm_params }}">Build My Plan</a>

Analytics Events

Event Trigger Parameters
page_view Page load page_type: landing_start
scroll_depth 25%, 50%, 75%, 100% depth: percentage
cta_click Any CTA click section: hero/reframe/difference/trust/calculator, destination: url
calculator_interact Slider moved weight: kg
calculator_click Build My Plan clicked weight: kg, price_shown: £/week

Post-Calculator Belief Question (Optional)

After calculator completion, display a non-blocking micro-survey:

Question: 

What almost stopped you from trying this?

Options (single select, optional skip): - Thought raw was complicated - Worried about safety - Price - Already happy with my food - Just curious

Purpose: Measures whether the psychological job is working, not just the funnel. Tracks which objections the page successfully overcomes versus which remain active at point of commitment.

Implementation: Fires belief_barrier event with selected option. Non-blocking—user can skip or close.

Launch Checklist

Pre-Launch

  • [ ] Page built and deployed to /start
  • [ ] All sections match specification copy exactly
  • [ ] Photography meets requirements (warm, real, calm)
  • [ ] Spacing follows v2.4 conversion rhythm
  • [ ] Burnt Sienna visible in every viewport
  • [ ] Price preview calculator functional
  • [ ] UTM parameters preserved through to checkout
  • [ ] Analytics events firing correctly
  • [ ] Mobile layout tested (iOS Safari, Android Chrome)
  • [ ] Page speed <3s on 4G connection

Ad Setup

  • [ ] 3-5 creative variants prepared
  • [ ] Audiences configured (purchase-based primary)
  • [ ] UTM parameters set: utm_source=meta&utm_medium=paid&utm_campaign=[name]&utm_content=[creative_id]
  • [ ] Conversion tracking verified (calculator completion event)
  • [ ] Daily spend cap set for test phase

Post-Launch Monitoring

  • [ ] Daily: CTR, CPC, bounce rate, calculator clicks
  • [ ] Weekly: Calculator completion rate, cost per calculator completion
  • [ ] Monthly: First-box conversion rate, Box-2 retention by cohort

Stop Rules

Pause Spend If:

Condition Threshold Action
Bounce rate >80% for 7 days Review creative/landing page alignment
Calculator CTR <8% for 7 days Test new hero copy/CTA
Cost per calculator completion >£15 Reassess targeting
Box-2 retention (cohort) <65% at Day 35 Pause and analyse customer quality

Scale Spend If:

Condition Threshold Action
Calculator CTR >20% sustained Increase daily budget 25%
Cost per first box <£40 Expand to secondary audiences
Box-2 retention ≥70% at Day 35 Approve full scaling

Version History

Version Date Changes
1.0 2026-01-31 Initial specification
  • Visual-Identity-Guide-v2_4-FINAL.md — Design system and spacing rules
  • Protocol_Raw_Web_Design_System_v1_0.md — Component patterns
  • Calculator_To_Purchase_System_Documentation_v2_2.md — Calculator specification
  • Protocol_Raw_Homepage_v3_Revised.md — Homepage structure (for comparison)

Document Owner: Protocol Raw Marketing
Technical Owner: Protocol Raw Operations