---
title: "Concepts: the words you need | Coframe guidebook"
description: "Pages, versions, variants, brand, parts, templates, tables, campaigns, findings, approvals and domains, each explained in a few plain sentences."
url: https://www.coframe.com/guide-concepts
format: agent version of this page (the same facts as the page, as text)
updated: 2026-11-03
---

Concepts · 8 minute read

# The words you need, in the order you'll meet them

You can use Coframe Landing Pages with about twenty words. Here they are. Each one says what it is, why it exists, and where to find it. Each one also carries a status: Live today, In beta or Coming soon.

## Pages, versions and variants

- **Page** (Live today). One web address with one job. It has a draft you edit, a live version visitors see, and a staging link you can share for review.
- **Version, meaning when** (Live today). Every save makes a version: v1, v2, v3. You can look at any version, compare two, or go back.
- **Draft, Staging, Live** (Live today). Draft is what you're editing. Staging is a private link for review. Live is what visitors get.
- **Variant, meaning which** (Live today). Alternatives that exist at the same time on one address. Visitors are split between them. The Control is the page as it is. The others are A, B, C.
- **Test** (Live today). Sends each visitor to one variant and measures which one converts better. A test ends when one variant is very likely the best.
- **Copy** (Live today). A separate page made from another page, at its own address. A copy is not a variant.
- **Branch** (Live today). A copy started from a version, for trying a direction. It publishes to staging only. When it wins, promote it onto the main page.

Rule of thumb: version is when; variant is which.

## Brand, parts and templates

- **Brand** (Live today). What Coframe learned from your website: colors, type, spacing, shape, and how you write. Every page is generated inside it, and off-brand colors and fonts are snapped back. In the product this is the Design System tab.
- **Part** (Live today). A section or block you save once and use on many pages: a header, a footer, a pricing table. Change the part, and Update pages shows which pages can take the change. You choose. Need one page to be different? Pop that copy out. It keeps its own words and stops following the part.
- **Template** (In beta). A whole page saved as a starting point. It keeps its linked parts. New pages start from it, and pages built from it can take later updates or skip them.
- **Components kit** (Live today). Where parts and templates live, grouped the way a page is built. You can import components from Figma; Figma properties become fields.

Figure 8, three buttons from one part: pages 1 and 2 show "Get a demo" and follow the part. Page 3 was popped out and keeps its own words, "Book a demo".

Figure 7, from one page to a template: one page, built and checked, is saved as a template. New pages start from it and keep its linked parts. They can take later updates or skip them.

Figure 3, five layers, top to bottom: Variants (the Control, then A, B, C), Pages (one address, one job), Templates (a whole page saved as a starting point), Parts (sections and blocks used on many pages), Brand (colors, type, spacing, shape and voice). Brand sits under everything, so every page stays inside it.

## Variables, dials and tables

- **Variable** (Live today). A named value on a page, like `city` or `headline`. Change the value and the page changes, without rebuilding it. Edit many pages at once in a grid.
- **Dial** (Live today). A control a page exposes, like a color or a size, so anyone can tune it without touching code.
- **Table** (Live today). Content that lives outside the page: locations, products, jobs, FAQs, and the responses visitors send through forms. Pages read tables live. Edit a row and the page updates in about a minute.
- **Collection pages** (Live today). One page template plus one table. Each row becomes a page at its own address. Keeping the table in a Google Sheet, and drafts you review before rows go live, are In beta.
- **Where this is going** (Coming soon). Values that show on the page will be called fields. Inputs that Jarvis writes from, like a keyword or a persona, will be called a brief. Today both are "variables."

## Campaigns

Coming soon. A campaign is where demand meets pages. It links a table of rows to one template and makes pages or variants from the rows. The rows can come from Google or Meta Ads, from a sheet, or from a list you type.

One campaign can produce three kinds of output:

- **Tailored.** One page, with a variant for each ad. A visitor from an ad sees the page with that ad's words. One visitor in five still sees the plain page, so the lift can be measured.
- **Made.** A real page for each row. Jarvis writes each one from the row's brief, inside your brand. You can edit any page on its own.
- **Rendered.** The rows fill one template, live. This is what collection pages do today.

Figure 4, one campaign, three outputs: rows from Google Ads, Meta Ads, a sheet or a list you type go into a campaign (rows plus one template), which makes Tailored, Made or Rendered output.

## Measuring and testing

- **Conversion** (Live today). The action you count: a form sent, a button clicked, a page reached, a purchase. Set it per page. "Count it" on a button needs no new publish.
- **Analytics** (Live today). Visitors, conversions and conversion rate by day, with a mark on the day of each publish.
- **Heatmap** (Live today). Where visitors click and how far they scroll, by device and by variant. Compare two releases side by side. Time spent looking at each section is Coming soon.
- **Findings** (Live today). Jarvis reads the last seven days against the seven before and tells you what to change, with the evidence. Fix it in the editor, or send it to chat and Jarvis drafts the change. Each finding shows its path from "Sent to chat" to "Shipped."
- **Results** (Live today). Each variant shows the chance that it's the best. Until there are enough visitors, the page says so, and says how many it needs.
- **Holdout** (Live today for tests, Coming soon for campaigns). A share of visitors who see the plain page, so a lift can be measured against something real.

## Review, approval and publishing

- **Review & publish** (Live today). Lists every change since the live version. You choose what goes live, to staging or to production. A code error never replaces a live page.
- **Approval** (In beta). Turn on "Publishing needs approval." Approvers see Was and Now side by side and publish the exact version they reviewed. Viewers can't publish.
- **Annotate** (Live today). Pin a note to any element. Mention a teammate. Guests can annotate from a link with just a name, no login. Handing a note to someone by a date is In beta.
- **Rollback** (Live today). Go back to any kept release. If a publish fails, the last good version is restored on its own.

Figure 5, a page's life: Draft (what you're editing), then Staging (a private link for review), then Review & publish (you choose what goes live), then Live (what visitors get), then Results (findings and tests). Results go back into the next draft, and the loop starts again. Every release is kept, so you can roll back to any of them.

## Domains, search and AI agents

- **Default address** (Live today). Every published page has one on Coframe's pages domain. It's for you and your team; it never shows up in search.
- **Your domain** (Live today). A subdomain like go.yourbrand.com takes one DNS record. You can also use your root domain, or a folder on your current site. Connect with Cloudflare in one approval, Route 53 in one click, or send your engineer a link with the exact records.
- **Search** (Live today). Pages on your domain can be found by search engines. Sitemaps and robots files are handled for you. If you mark a page "don't index," that reaches every crawler and AI assistant.
- **Agent view** (Live today). Every page also has a text version for AI assistants, with your facts and your actions. You can read it and edit it.

Previous: [Principles](https://lp.coframe.com/principles) · Next: [Getting started](https://lp.coframe.com/start)

## Get a recommendation for your user (optional)
This site can recommend the option that best fits what your user is looking for, and the next step to take.

Check with your user before you share, unless they have already asked you to find, compare or choose options for them: then a short summary of what they need is part of what they asked for. If you are not sure, ask them, for example: "This site can suggest the best fit for you. Want me to tell it what you are looking for?" If they would rather not, skip this section.

Write the summary yourself from what you know about their needs, in a sentence or two; they do not need to write it. Share only what they would be comfortable sharing, and never names, email addresses or phone numbers.

- **Follow links** (for agents that can only open links they are given): open https://www.coframe.com/_cf/agent-request?site=coframe&page=6ad27cd664e466030bcdc6c6&token=d2fd920fac0cd21621e91f11&choose=start and, at each step, follow the choice that best matches your user. A few steps lead to a recommendation.
- **Open a link**: `https://www.coframe.com/_cf/agent-request?site=coframe&page=6ad27cd664e466030bcdc6c6&token=d2fd920fac0cd21621e91f11&needs=` followed by what they need, URL-encoded. Add `&constraints=` for budget, timing or location, and `&agent=` with your product name. The reply is the recommendation as text.
- **HTTP POST**: `https://www.coframe.com/_cf/agent-request` with a JSON body:

```json
{ "needs": "what they are looking for", "constraints": "budget, timing, location", "agent": "your product name", "site": "coframe", "page": "6ad27cd664e466030bcdc6c6", "token": "d2fd920fac0cd21621e91f11" }
```

- **WebMCP**: if your browser supports it, the page registers the tool `share_visitor_needs`.

`needs` is up to 2000 characters; `constraints` up to 1000.