Prompting 101

Jurni AI works best when you treat the prompt like a creative and conversion brief, not a magic sentence. The goal is not to write the longest prompt. The goal is to give Jurni enough context to understand who the page is for, what you want the shopper to do, what sources are trustworthy, what should change, and what must stay working. A good prompt can be short for a small edit and detailed for a new campaign build.

The Jurni prompt framework

For most meaningful builds, use this structure:

CONTEXT
Who is visiting, where are they coming from, and what do they already know?

GOAL
What should this page or section accomplish?

SOURCES
Which products, ads, images, files, URLs, Figma frames, or approved copy should Jurni use?

BUILD / CHANGE
What exactly should Jurni create or modify?

KEEP
What should remain unchanged?

BEHAVIOR
What should buttons, selectors, forms, or purchase controls actually do?

RESPONSIVE
What should happen on mobile versus desktop?

VERIFY
What should Jurni review before calling the task complete?

You do not need every heading for every prompt. The framework exists so you can quickly spot what is missing.

Example: a strong campaign brief

CONTEXT
This page is for first-time customers arriving from the attached Meta ad.
The ad leads with “clean energy without the afternoon crash.”
Audience: health-conscious professionals who know the problem but do not know our brand.

GOAL
Continue the ad's message and move shoppers toward trying the product.
The primary action is to choose a purchase option in the product section.

SOURCES
- Use the attached Meta ad for the campaign angle.
- Use the attached product for accurate product information and purchase options.
- Use our AI Knowledge for brand voice and approved claims.
- Use Reference 1 for layout inspiration only.

BUILD
Create a landing page with:
1. A hero that continues the ad promise immediately.
2. A short “why this feels different” benefit section.
3. Product proof and approved social proof.
4. A clear product / purchase section.
5. FAQs that address the supplied objections.

KEEP
Do not invent claims, review counts, pricing, discounts, deadlines, or guarantees.

BEHAVIOR
Keep product selectors and purchase controls functional.
Do not replace dynamic product choices with static buttons.

RESPONSIVE
On mobile, prioritize the headline, product visual, primary CTA, and proof above secondary content.
Avoid side-by-side layouts that become cramped.

VERIFY
Before finishing, check that the first screen matches the ad angle, all claims come from provided sources, and the page has one obvious primary conversion path.

That is detailed because the task is large. A small edit should be much shorter.

Start with context, not “make it better”

Vague prompts force the AI to guess what “better” means. Weak:

Make this landing page convert better.

Better:

This page receives cold Meta traffic from the attached creator ad.
The first screen currently explains the product before repeating the ad's main promise.
Rewrite only the selected hero so the first headline continues the ad angle immediately.
Keep the product, offer, CTA destination, and every section below the hero unchanged.

The second prompt gives Jurni a reason for the change and a boundary around it.

Tell Jurni what the visitor already knows

A page for cold traffic should not assume the visitor understands the brand. A retargeting page can usually move faster to product and offer details. Useful context includes:

Traffic source: Meta, TikTok, Google, creator, email, SMS, organic.
Audience: new customer, returning customer, specific persona, problem-aware, product-aware.
Ad angle: the promise or problem that earned the click.
Stage of awareness: whether the visitor needs education, proof, comparison, or a purchase decision.
Desired action: add to cart, choose a subscription, complete a quiz, click to another PDP, or another approved next step.

Copy-ready context block

TRAFFIC
[Meta / TikTok / Google / email / creator / other]

AUDIENCE
[Who is this for? New or returning? What problem or desire matters most?]

WHAT THEY JUST SAW
[Paste the ad headline / hook / creator message / search intent]

PRIMARY GOAL
[The one action the page should drive]

Use real sources instead of asking AI to guess

Jurni can work with the context you provide in chat, including connected products, media, files, web links, Meta ad references, Figma links, templates, and the selected section when available. The best source depends on the task:

Source	Use it for
Connected product	Real product information and the product you intend to sell.
Meta ad	Campaign angle, creative message, audience congruence.
Media library	Approved product and brand imagery.
File / PDF / text	Approved claims, briefs, research, FAQs, copy.
Web URL	Layout, page structure, interaction, or content reference.
Figma frame	A specific design to reproduce or use as visual direction.
Template	Starting structure that should be adapted rather than invented.
AI Knowledge	Evergreen brand, product, audience, and messaging context.

Reference images versus content images

Always tell Jurni which is which.

Image 1 is a layout reference only.
Image 2 is the actual product image to use in the hero.
Image 3 is approved social proof that can appear on the page.
Do not place Image 1 into the finished page.

This is especially important when you attach screenshots of other sites. A reference explains how something should look; it is not automatically content you are allowed or expected to publish.

Separate layout inspiration from brand content

When using another page as inspiration, define what you want to borrow.

Use this URL as a reference for:
- section order
- the pacing from education into product
- the sticky CTA behavior

Do not copy:
- the brand's logo or imagery
- their testimonials
- their product claims
- their pricing or offer
- their product names

Use our attached product, assets, AI Knowledge, and approved copy for all customer-facing content.

This gives Jurni a useful visual and structural target without creating a page that feels like a copy of another brand.

Build a page in stages

For a new experience, asking for every detail at once often makes review harder. A stronger workflow is:

Structure — page flow and major sections.
Message — headline, benefits, proof, objections.
Visual refinement — spacing, hierarchy, media, styling.
Commerce / interaction — product choices, forms, CTA behavior.
Responsive pass — mobile and desktop.
QA pass — claims, links, products, offer, conversion path.

Stage 1: structure

Before styling the page heavily, create the page structure for this campaign.
Use the attached ad and brief.

Proposed flow:
1. Hero that continues the ad promise.
2. Three short problem/benefit points.
3. “How it works” education.
4. Social proof.
5. Product section.
6. Objection-handling FAQ.

Keep the first pass focused on hierarchy, section purpose, and message flow.

Stage 2: refine the strongest section

The page structure is right.
Now refine only the hero.

Make the headline more specific to the attached ad angle.
Keep it under 12 words.
Use one supporting sentence and one primary CTA.
Keep the existing product connection and CTA action unchanged.

Name the exact scope of an edit

Once a page is close, broad prompts become risky. Weak:

Make the page more premium.

Better:

Edit only the selected testimonial section.
Increase the visual hierarchy of the customer quotes, reduce the heading width, and add more whitespace between cards.
Keep all testimonial wording, names, ratings, section order, and every other page section unchanged.

If you want one section changed, select that section and say only this section.

Protect working behavior explicitly

Visual edits should not accidentally change the shopping experience. For product and purchase areas, useful “keep” instructions include:

KEEP
- connected product
- existing variants
- subscription choices
- default purchase selection
- quantities
- displayed dynamic pricing
- current CTA action
- cart / checkout behavior

For a normal CTA:

Keep the button's current action and destination.
Change only its label, size, and visual treatment.

For an experiment variation:

Change only the hypothesis described below.
Keep product, offer, pricing, tracking, CTA action, and all other page sections identical to the control.

Describe behavior separately from appearance

A screenshot shows what a selector looks like; it does not explain what should happen when someone clicks it.

Use the reference for the visual style of the three option cards.
Behavior:
- only one option can be selected at a time
- the selected option should be visually obvious
- changing the option should update the real purchase selection
- the primary button should continue using the existing purchase action

Do not assume the AI can infer real commerce logic from a picture alone.

Be explicit about mobile

“Make it responsive” is weaker than describing the intended mobile hierarchy.

MOBILE
- stack the hero copy above the product image
- keep the headline, primary proof, and CTA visible without excessive scrolling
- make the CTA full width
- change the comparison table into stacked comparison cards
- keep all purchase controls easy to tap

DESKTOP
Keep the current two-column hero and horizontal comparison layout.

If only mobile is wrong:

The desktop version is approved. Do not change it.
Fix only the mobile layout of the selected section:
- remove horizontal overflow
- stack the cards vertically
- reduce side padding
- keep the copy and button action exactly the same

Use correction prompts, not repeated rebuilds

When Jurni gets 80% of a section right, do not repeat the full original prompt. Tell it what is correct and what remains wrong.

KEEP
The layout, headline, CTA, and section spacing are now correct.

FIX
On mobile, the product image still crops the top of the bottle.
Change only the mobile image crop so the full bottle is visible.
Do not change the desktop image, layout, or copy.

This keeps the conversation anchored to the version you already like.

Use screenshots to point at mistakes

A screenshot of the current result can be more useful than a paragraph trying to describe a visual problem.

The first attached screenshot is the CURRENT result.
The second is the DESIRED reference.

Only fix these differences:
1. The card border should be visible.
2. The icon should sit inside the card, not above it.
3. The card spacing should match the desired reference more closely.

Keep all text and the rest of the page unchanged.

Know when not to prompt

AI is not always the fastest tool. Use direct editor controls when you simply need to:

delete one element
move a section
replace exact copy
change a known color or spacing value
toggle visibility

Use AI when the task is easier to describe than to build manually: redesigning a section, adapting a reference, restructuring a page, creating an alternative campaign angle, or reviewing a page against a brief.

Start a fresh chat when the job changes

Continue the same conversation while refining one build. Start a new chat when:

you move to a different campaign
the old conversation contains conflicting instructions
you are changing from creation to a completely different objective
the AI keeps bringing old decisions into new edits

A fresh chat does not remove the page itself; it gives the new request a cleaner conversational context.

Do not use the prompt as your source of truth

A prompt can describe “20% off,” but that does not create a real Shopify discount. A prompt can say “subscription,” but it does not create a selling plan. A prompt can ask for “4.9 stars,” but Jurni should not invent a review rating. Use real product data, approved claims, actual offers, and connected integrations. The AI should present the truth of your campaign—not manufacture it.

Useful prompt patterns

Build from an ad

Use the attached Meta ad as the campaign brief.
Build a landing page that feels like the natural next step after someone clicks that ad.

Keep the same core promise in the hero, then add the minimum education and proof needed to move a first-time shopper toward [primary action].
Use the attached product and approved assets.
Do not introduce a new angle before the visitor understands the one they clicked.

Recreate a section from a URL

Use [URL] as a reference for the [section name] section only.
Recreate its structure and interaction pattern using our brand styles and attached content.
Do not copy content from other sections of the reference page.
Do not copy the reference brand's claims, reviews, pricing, or assets.

Create a controlled test variant

This is an experiment variant.
Hypothesis: [specific hypothesis].

Change only [one meaningful variable].
Keep the product, offer, purchase behavior, pricing, tracking, and all unrelated sections identical to the control.
Use this approved alternative copy: [copy].

Ask Jurni to review before editing

Review this page against the attached campaign brief before making changes.

List:
1. message-match problems
2. unclear or unsupported claims
3. weak conversion hierarchy
4. mobile layout risks
5. CTA or purchase-path inconsistencies

Do not edit yet.
Prioritize the findings from highest to lowest likely impact.

This is useful when you want diagnosis before generation.

The pre-send checklist

Before submitting an important prompt, ask:

Did I explain who this is for?
Did I explain what should happen next?
Did I give Jurni real source material?
Did I clearly say what to change?
Did I clearly say what not to change?
Did I explain any important interaction or purchase behavior?
Did I say what matters on mobile?
Did I avoid asking Jurni to invent claims, reviews, pricing, discounts, or urgency?

You do not need every item every time. You need enough of them that the AI does not have to guess the important parts.

Where to go next

Prompt Library

Copy prompts for specific marketer tasks and adapt the bracketed fields.

Turn an ad into a page

Apply this framework to a complete paid-social workflow.

Recreate a reference page

Use URLs and screenshots without losing brand and commerce accuracy.

Build your first campaign

Follow the complete build → publish → traffic → test workflow.

Page Building Guides

Prompting Guides

Templates & Reusable Sections

Experimentation Guides

Prompting 101: get better results from Jurni AI

Prompting 101

The Jurni prompt framework

Example: a strong campaign brief

Start with context, not “make it better”

Tell Jurni what the visitor already knows

Copy-ready context block

Use real sources instead of asking AI to guess

Reference images versus content images

Separate layout inspiration from brand content

Build a page in stages

Stage 1: structure

Stage 2: refine the strongest section

Name the exact scope of an edit

Protect working behavior explicitly

Describe behavior separately from appearance

Be explicit about mobile

Use correction prompts, not repeated rebuilds

Use screenshots to point at mistakes

Know when not to prompt

Start a fresh chat when the job changes

Do not use the prompt as your source of truth

Useful prompt patterns

Build from an ad

Recreate a section from a URL

Create a controlled test variant

Ask Jurni to review before editing

The pre-send checklist

Where to go next

Prompt Library

Turn an ad into a page

Recreate a reference page

Build your first campaign

​Prompting 101

​The Jurni prompt framework

​Example: a strong campaign brief

​Start with context, not “make it better”

​Tell Jurni what the visitor already knows

​Copy-ready context block

​Use real sources instead of asking AI to guess

​Reference images versus content images

​Separate layout inspiration from brand content

​Build a page in stages

​Stage 1: structure

​Stage 2: refine the strongest section

​Name the exact scope of an edit

​Protect working behavior explicitly

​Describe behavior separately from appearance

​Be explicit about mobile

​Use correction prompts, not repeated rebuilds

​Use screenshots to point at mistakes

​Know when not to prompt

​Start a fresh chat when the job changes

​Do not use the prompt as your source of truth

​Useful prompt patterns

​Build from an ad

​Recreate a section from a URL

​Create a controlled test variant

​Ask Jurni to review before editing

​The pre-send checklist

​Where to go next

Prompt Library

Turn an ad into a page

Recreate a reference page

Build your first campaign

Prompting 101

The Jurni prompt framework

Example: a strong campaign brief

Start with context, not “make it better”

Tell Jurni what the visitor already knows

Copy-ready context block

Use real sources instead of asking AI to guess

Reference images versus content images

Separate layout inspiration from brand content

Build a page in stages

Stage 1: structure

Stage 2: refine the strongest section

Name the exact scope of an edit

Protect working behavior explicitly

Describe behavior separately from appearance

Be explicit about mobile

Use correction prompts, not repeated rebuilds

Use screenshots to point at mistakes

Know when not to prompt

Start a fresh chat when the job changes

Do not use the prompt as your source of truth

Useful prompt patterns

Build from an ad

Recreate a section from a URL

Create a controlled test variant

Ask Jurni to review before editing

The pre-send checklist

Where to go next