# Placement Guidance: Founder Story on DTC Sites

## Page types and word counts

| Page / Section       | Role of story                         | Suggested length     | Format                    |
|----------------------|----------------------------------------|----------------------|---------------------------|
| **About / Brand**    | Full narrative; trust and connection   | 300–800 words        | Sections with headings    |
| **Homepage hero**    | Who you are + UVP + primary CTA       | 1–2 lines + 1–2 sub  | Headline + sub + CTA      |
| **PDP brand block**  | “Why we make this” / “From the founder”| 2–4 sentences        | Short paragraph or module |
| **Landing hero**     | Campaign hook + offer                 | 1 line + 1 short ¶   | Match campaign intent     |
| **Email welcome**    | Brief “who we are” + next step        | 1–3 sentences        | Link to About             |
| **Packaging / insert**| Thank-you + one memorable line        | 1–2 sentences        | Single line or short note  |

## Above-the-fold rules

- **Hero**: Never long paragraphs. One clear headline (who you are or main promise), one supporting line, one primary CTA.
- **PDP**: Founder/craft block below fold or in a tab is fine; above fold keep product (image, title, price, key benefit, add-to-cart).

## Consistency

- Same **origin** and **mission** everywhere; only length and emphasis change.
- Same **brand voice** (formal/casual, earnest/playful) across site and owned channels.
- One **signature line** (e.g. “Made by hand, built to last”) can repeat in hero, PDP, and packaging for recall.

## What to avoid

- Long founder story in hero or PDP above-the-fold (hurts conversion).
- Different “why we started” on About vs PDP (confuses trust).
- Empty adjectives (“passionate,” “quality-focused”) without concrete proof or process.