> ## Documentation Index > Fetch the complete documentation index at: https://docs.getjurni.ai/llms.txt > Use this file to discover all available pages before exploring further. # Prompting 101: get better results from Jurni AI > A practical framework for briefing Jurni AI, using products and references correctly, controlling scope, and iterating toward a launch-ready page. # 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: ```text theme={null} 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 ```text theme={null} 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:** ```text theme={null} Make this landing page convert better. ``` **Better:** ```text theme={null} 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 ```text theme={null} 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. ```text theme={null} 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. ```text theme={null} 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: 1. **Structure** — page flow and major sections. 2. **Message** — headline, benefits, proof, objections. 3. **Visual refinement** — spacing, hierarchy, media, styling. 4. **Commerce / interaction** — product choices, forms, CTA behavior. 5. **Responsive pass** — mobile and desktop. 6. **QA pass** — claims, links, products, offer, conversion path. ### Stage 1: structure ```text theme={null} 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 ```text theme={null} 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:** ```text theme={null} Make the page more premium. ``` **Better:** ```text theme={null} 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: ```text theme={null} KEEP - connected product - existing variants - subscription choices - default purchase selection - quantities - displayed dynamic pricing - current CTA action - cart / checkout behavior ``` For a normal CTA: ```text theme={null} Keep the button's current action and destination. Change only its label, size, and visual treatment. ``` For an experiment variation: ```text theme={null} 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. ```text theme={null} 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. ```text theme={null} 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: ```text theme={null} 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. ```text theme={null} 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. ```text theme={null} 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 ```text theme={null} 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 ```text theme={null} 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 ```text theme={null} 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 ```text theme={null} 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 Copy prompts for specific marketer tasks and adapt the bracketed fields. Apply this framework to a complete paid-social workflow. Use URLs and screenshots without losing brand and commerce accuracy. Follow the complete build → publish → traffic → test workflow. ## Related topics - [Learn with Jurni](/learn.md) - [Copy-ready prompts for Jurni](/build/prompt-library.md) - [Prompting best practices](/building-funnels/ai-chat-prompts.md) - [Find the right Jurni help](/help/start.md) - [Setting Up AI Knowledge in Jurni](/getting-started/setup-ai-knowledge.md)