---
title: Landing Page Design Feedback — Build to Spec
type: article
created: '2026-04-05'
updated: '2026-04-05'
source_docs:
- raw/2026-01-22-impromptu-zoom-meeting-116338672.md
tags:
- landing-pages
- design
- shopify
- process
- client-blue-point
layer: 2
client_source: BluepointATM
industry_context: b2b-services
transferable: false
---

# Landing Page Design Feedback — Build to Spec

## Overview

During an internal sync, Karly flagged that landing page drafts from the design team were deviating from the provided content and layout specifications. The pages are being built for a Shopify client and need to be ready to present and then build within the week. The core issue: designers are making independent creative choices rather than following the supplied content document.

## What Went Wrong

- The **caramel product image was repeated multiple times** across the page instead of using varied imagery from the available asset library.
- A **social proof / testimonials section was missing entirely**, despite being specified in the content brief.
- Additional content appeared on the page that was **not in the provided copy** — origin unknown.

> *"You need to talk to these designers and tell them to design — if you send them a design, they need to make it."* — Mark Hope

## Constraints

This project has limited design freedom by nature. The Shopify theme uses **pre-built content blocks** — there is no custom layout flexibility. Designers were informed of this constraint, which makes deviations from the spec even less justifiable: the job is content placement, not creative interpretation.

## Actions Taken

- **Karly to message designers directly**: build the pages exactly as specified in the content document. No substitutions, no omissions.
  - Replace the duplicate caramel image with appropriate alternates.
  - Add the testimonials/social proof section as specified.
- **Client presentation strategy**: Show the current drafts as **conceptual works-in-progress**. Frame it as: *"We're still updating copy and swapping out a couple of images — here's the flow and structure we're building toward."* Do not invite critique of the design at this stage.

## Broader Process Note

Designers must treat the content brief as a build specification, not a creative prompt. When a layout and copy document is provided, the output should match it exactly. Deviations require explicit discussion and approval before implementation.

This is especially critical on constrained platforms (Shopify content blocks, template-based builders) where the "design" work is primarily assembly and fidelity to spec.

## Related

- [[wiki/clients/current/bluepoint/_index]] — Blue Point client overview
- [[wiki/clients/current/bluepoint/2026-04-05-landing-page-approval-process]] — Related issue: pages going live without explicit client sign-off
- [[wiki/process/design-brief-to-build-workflow]] — General design handoff process