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PlumPMM

BTF — Below the Fold

BTF is everything on your landing page after the hero: the sections that build the case a visitor came looking for after your ATF headline caught them. It’s a tab in the draft workspace, and while it has many section types, they’re all generated from the same context pipeline — so once you understand one, you understand them all.

The sections

BTF generates these blocks, each editable as its own list or object:

SectionWhat it holds
FeaturesFeature name + description + the benefit it delivers
MetricsA headline-number band (value + label)
ProofCustomer evidence — quotes, metrics, and stories, each typed and sourced
FAQObjection-handling questions and answers
Founder StoryHook → problem → solution → proof → invitation, in the founder’s voice
Why UsA comparison table against up to two competitors
Before / AfterUp to four before → after transformation pairs (optional)
Closing CTAThe bottom-of-page call to action — multi-variation, with a winner

Every section can be toggled off. A disabled section is hidden from the Preview, skipped by Generate All, and left out of the simulated audit — its content is preserved, just not shown.

What drives the generation

Like ATF, BTF writes from your upstream context — the same pipeline for every section:

  • Product brief — the project’s core facts (what it does, target customer, pain points, differentiators, key benefits)
  • Positioning — the draft’s ICP: its UVP, positioning statement, market category, differentiators, and pain points
  • Source documents — anything you’ve attached to the project (more below)

Each section’s prompt then leans on a different slice of that context — FAQ and Metrics pull hard on differentiators and pain points; the Closing CTA leans on the UVP and positioning statement. A few sections also chain off each other: Metrics is generated to stay consistent with your Proof, Before/After pulls concrete numbers from Metrics, and Why Us needs audited competitors to compare against.

Improving the output: add case studies to the brief

This is the highest-leverage thing you can do for BTF quality. On the project’s Brief tab → Source Documents, you can attach real customer evidence two ways:

  • Upload documents — PDF, DOCX, or TXT (case studies, one-pagers, testimonials), up to 10 MB
  • Paste URLs — a case-study page or press link; PlumPMM fetches and strips it to text

These documents attach at the project level, so they benefit every draft in the project.

The payoff is biggest for Proof. Proof generation is genuinely extractive: it scans your documents for real customer metrics, verbatim quotes, and stories and pulls them through faithfully — a proof item grounded in a real document is marked real rather than getting the amber “AI placeholder” badge. With no documents, Proof falls back to clearly-labeled example placeholders you’re meant to replace. Founder Story similarly scans documents for the founder’s real voice and traction.

Metrics benefit more indirectly: the metrics generator is told to stay consistent with the proof it just extracted from your documents, and otherwise infers numbers from the ICP’s pains and your key benefits. So the reliable path to real numbers in the metrics band is: add the case study → generate Proof (extracts the real figures) → generate Metrics (aligns to them). Always sanity-check metric values before shipping — they carry no “real vs. AI” badge.

Two caveats worth knowing: each document is truncated to a few thousand characters in the prompt, so very long case studies are clipped; and the Closing CTA generator doesn’t read documents at all (it works from positioning).

Generating, editing, and winners

Generate All produces every enabled section in one pass and costs 5 audit-units — charged once regardless of how many sections run. After that, working on any individual section is free of audit-units: regenerate a section, add a single item with AI, or polish an item to match its siblings, all without spending AU. Each list section has a per-tier cap on how many items it can hold.

You can edit everything by hand — inline-edit text, add or delete items, and reorder them — then hit Save changes. In multi-user orgs, each item shows who created it; you can edit or delete your own items and any owner can edit anything, while view-only members are read-only. Sections and items also carry comments and “Plum” likes for team feedback.

Only two sections have a winner concept: the Closing CTA and (over in ATF) the hero. For the CTA, star the variation you want — it’s exclusive, and the winner is what the Preview and simulated audit use. All other sections are simply the edited lists you see.

See also