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---
name: mcp-ai-builder-authoring
description: How to build or edit an Unbounce AI Builder page through Unbounce MCP — get_ai_builder_catalog, create_ai_builder_page, get_ai_builder_document, edit_ai_builder_page, then publish_page — and what makes the page good. Use by default when the user asks to create, build, design, or generate a new Unbounce landing page (AI Builder is the default route for a new page unless the account's plan lacks it or they ask for a Classic or custom-HTML page), and whenever the page to edit, restyle, or publish is an AI Builder page, including a colleague's. Carries a menu of design-system references to style a page from.
requires:
mcpServers:
- unbounce-mcp
---
# Authoring an Unbounce AI Builder page
An AI Builder page is stored as an **editor document**: a JSON component tree
(GrapesJS project data) built from the components in the client's AI Builder
catalog and styled with the client's style guide. You author that document;
Unbounce validates it, stores it, and renders it.
## Which route
Each account in `list_accounts_and_clients` carries `builders`: whether its
plan includes AI Builder (`ai_builder`) and the Classic Builder (`classic`),
each true, false, or null when it could not be read. Read it before choosing.
- **AI Builder is the default** for a new page unless `ai_builder` is false.
- Use the Classic HTML route (`create_page_from_html`, the `mcp-page-authoring`
skill) when `ai_builder` is false, when the user asks for a Classic or
custom-HTML page, or when the catalog genuinely cannot express what was asked
for — for example a bespoke interactive widget or custom page-level
JavaScript. Not when `classic` is false: that plan has no Classic Builder.
- With both false the plan includes neither of these builders (it may still
have another, such as Smart Builder), and no page can be created here. Tell
the user.
- Tell the user which route you took and why.
- An existing page stays on the route it was built with. A Classic page is
edited with the Classic tools; an AI Builder page with the tools below.
## These pages are editable in the Unbounce AI builder
A page made or changed here is an ordinary AI Builder page. The user — and
anyone else on the client — can open it and keep editing it in the Unbounce AI
builder (`create_ai_builder_page` returns its `editor_url`). The "cannot be edited
in the Unbounce builder" rule is about **Classic pages authored from HTML only**
and does not apply here; never tell the user an AI Builder page is MCP-only.
## What does not work on an AI Builder page
These tools refuse an AI Builder page, so say so instead of trying them:
- The Classic HTML tools: `update_variant_from_html`, `create_variant_from_html`,
`bulk_edit_variants`, `get_variant`.
- `create_variant_from_existing_variant` — there is no MCP way to add a variant
to an AI Builder page.
- `set_conversion_goals` and `get_layout_hints`.
`set_variant_standing` works, with one limit on these pages: promoting the
current champion or a discarded variant is rejected
(`set-variant-standing.upstream-validation`) — bring a discarded variant back
as a challenger first. `set_page_metadata` works (see "Page metadata" below).
`set_traffic`, `set_variant_name`, `manage_page_redirect`, `get_page_stats`,
`reset_page_stats`, `unpublish_page`, and `delete_page` work as on a Classic
page. A page with no traffic recorded yet
returns `variants: []` with a `variants_unavailable` note, on any builder.
## Finding a page
`list_accounts_and_clients` returns each client with `clientUuid` and `clientId`.
Pass `clientUuid` as `client_uuid` to `list_client_pages`; `clientId` is the
numeric `context` the AI Builder tools take.
`list_client_pages` lists **Classic pages only by default**. To find an AI Builder
page — "edit my colleague's page" — pass `builder: "ai_builder"` (or `"any"` for
both). Under those scopes `total` is absent and `next_after` is a heuristic: keep
paging until `next_after` is gone, and expect some slices to come back empty.
Then `list_page_variants` with the `page_uuid`: identify each variant by its
`letter`. On an AI Builder page `variant_id` and `preview_url` are absent, and the
`page` block carries `context`.
## Tool order
**A new page**
1. `list_accounts_and_clients` — the client's `clientId` is the `context`, and
its account's `builders` decides the route (see "Which route").
2. `get_ai_builder_catalog` with `context`. It returns the component projection
(`type`, `name`, `category`, `description`) and the client's `style_guide`.
Call it again with `component_types` for the full definition (traits,
defaults, nesting rules, styles) of the few components you mean to use.
Every account that can use AI Builder gets the full catalog and a style
guide (Unbounce's default when the account has none of its own).
`style_guide` is `null` only when the read failed; `style_guide_unavailable`
names the HTTP status. That may be transient: call `get_ai_builder_catalog`
again before authoring.
3. Plan the page (see [rules/craft.md](rules/craft.md)) and, if useful, pick one
design system from the menu below.
4. Author the document. Use only catalog component types and the editor's own
built-in types, which the validator also accepts: `text`, `textnode`, `link`,
`image`, `video`, `button`, the form controls, `svg`, and `default` (a node
with no `type` is a `default` node). Carry text in a
`{ "type": "textnode", "content": "…" }` child, never an HTML string. If you
are unsure of the shape, read an existing AI Builder page with
`get_ai_builder_document` and follow its `document`. The document must
serialize to at most 1,000,000 bytes.
5. Style with the style guide's variables — see "Styling" below.
6. `upload` the JSON file (or `upload_inband` when you cannot run shell
commands) to get an `upload://` reference.
7. `create_ai_builder_page` with `context` and `document_ref`; optionally
`page_name`, `variant_name`, and `style_guide_id` (omit it to use the client's
resolved style guide — a page is pinned to its style guide at creation only).
It returns the new page's uuid as `page_id`. The page is created
unpublished, with no URL.
8. `publish_page` with `page_uuid` set to that `page_id` — only when the user
asks to publish.
**An existing page**
1. `list_client_pages` with `builder: "ai_builder"`, then `list_page_variants`.
2. `get_ai_builder_document` with `page_uuid`, `context`, and `variant` (the
letter, default `a`). Read it right before you edit, and re-read after any
pause or failure. Keep the `version_id` it returns: the edit needs it.
3. `edit_ai_builder_page` with `page_uuid`, `context`, `variant`, `version_id`
(from step 2, or from your previous edit's result), and `operations` (1 to 50: `insert`, `update`, `delete`, `update_text`,
`update_style`, `reorder`). See "Editing" below. Editing does not publish.
4. `publish_page` with `page_uuid` when the user asks.
Set the page's SEO title, description and social card with `set_page_metadata`
at any point before publishing (see "Page metadata" below).
## Styling
One rule, in this skill and in [rules/craft.md](rules/craft.md) alike:
- Use the style guide's variables (`style_guide.variables`, written
`var(--name)`) for every colour, font, type size, weight, line height,
spacing, radius, border, and shadow the style guide has a variable for.
Variables follow a rebrand and the AI builder's theme editor; literal values
survive neither.
- Literal values for those are allowed in two places only: a **section or
decorative background** (a tint, a gradient, an orb) that harmonizes with the
palette, and a **layout dimension the style guide has no variable for** (a
width or height, `max-width`, padding, margin, `gap`, grid template, or
`aspect-ratio`), in px, %, or `fr`. Never write a literal font family, and
never a literal text, border, or button colour.
- CSS that is not a design value — `display`, `position`, flex and grid
alignment, `clip-path` shapes, `filter`, `z-index`, `object-fit` — is
written as-is.
- A `var(--x)` without a fallback that the style guide does not set fails
validation. A `var(--x, fallback)` is **not** checked, so never use a
fallback to hide a variable the style guide does not set.
## Editing
`operations` run in order as one atomic batch: if any one cannot be applied,
nothing is written.
- **Targets.** Name a component by `{ id }` (its `attributes.id`; it must match
exactly one component, and few components carry one) or by `{ path }` (the
position as the document shows it, such as
`pages[0].frames[0].component.components[2]`).
- **A path is resolved against the document as the earlier operations in the
same batch left it.** After an `insert`, `delete`, or `reorder`, later paths
in the batch point at the shifted positions.
- **Edits are locked to the version you read.** `version_id` is required. If
the variant has been saved since that read, in the Unbounce AI builder or by
another call, the edit fails as `edit-ai-builder-page.conflict` and nothing is
written, so a path from your read can never land on a different component. A
successful edit returns the new `version_id`; pass it to the next edit
instead of re-reading.
- **`update_style`** merges CSS into the component's own `#id` rule. A component
without an `attributes.id` is given one, reported in `generated_ids`; use that
id to target it afterwards.
- **`update_text`** does not write into a `script` component; replace the script
with `update` instead.
- **Rendered text follows its `data-*` source.** The AI builder rebuilds much
visible text (button labels, field labels, testimonial quotes) from the
component's `data-*` attributes each time it loads the page. An edit keeps the
two in step, both ways, and lists every value it changed this way in
`synced`. When two `data-*` attributes on one component hold the same value,
the edit is refused; set the attribute you mean together with its text, using
`update` with both `attributes` and `components`.
- **Relabelling a form field can rename it.** A field whose name follows its
label (`data-copy-name-from-label`) takes the new name on the next save in the
editor, which changes the field name lead integrations receive. Tell the user
when you relabel one.
- **Restore point.** Before writing, the page as it was is saved to the
variant's version history; the result names it `snapshot_version_id`.
- **Not idempotent.** Sending the same batch twice applies it twice: a repeated
`insert` adds a second copy.
## Page metadata (SEO & social sharing)
The page `<title>`, meta description, robots noindex, favicon and Open Graph
(`og:*`) tags are the page's **settings**, not components: they live in
`pages[0].settings` of each variant's editor document, where the Unbounce AI
builder's settings panel also writes them. Set them with `set_page_metadata`
(`page_uuid` only — no `context`); read them back from
`get_ai_builder_document` under `pages[0].settings`. Always set a title and a
description on a page the user intends to publish: a page with no title
publishes under its page name.
- **Every active variant is written** (the ones in the routing config), or one
with `letter`. Each write is a document save: the result's `variants_updated`
lists each variant's **new `version_id`** and its `snapshot_version_id`
restore point. A `version_id` you were holding for `edit_ai_builder_page`
is stale after this call — use the new one, or the edit is refused as a
`conflict`.
- **Fields.** `title`, `description`, `keywords`, `hide_from_search_engines`,
`favicon` (an `upload://` icon or an asset id/uuid from `list_assets`),
`open_graph.title` / `description` / `image` (an https URL or an
`upload://` image). Partial: only passed fields change, `null` clears one.
- **No slot on an AI Builder page**, reported in `warnings` rather than
applied: `open_graph.type` (always `website`) and `open_graph.url`. A
`<ub:dynamic>` tag is not rendered in these pages' head, so it is stripped
to its default text, with a warning — do not offer Dynamic Text Replacement
in an AI Builder page's title or description.
- **Fallbacks at publish**, also in `warnings` when a call clears them: an empty
title publishes the page name; no favicon publishes Unbounce's default icon.
- Changes are **staged**: a published page keeps its old head until the next
`publish_page`.
- `set-page-metadata.no-editor-document` — the variant has never been saved;
ask the user to open it in the Unbounce AI builder and save once.
- `set-page-metadata.unknown-routing-strategy` — the server cannot tell which
variants are active; pass `letter` to write one.
## Reading refusals
Every failure carries `code`, `reason`, and `remedy`; read the remedy and act on
it. Runtime specifics are in `detail`.
**Validation** — `create-ai-builder-page.invalid-document`,
`edit-ai-builder-page.invalid-document`. Nothing was created or written.
- When the validator ran, `errors` lists every problem (`component`, `path`,
`reason`): a malformed tree (no `pages` array or an empty one; a page, frame,
or component that is not an object; `components` that is neither an array of
components nor a string), an unknown component type, a `var(--x)` without
a fallback that the style guide does not set, and script the caller added:
an `on*` or `srcdoc` attribute, a `javascript:` URL, a `data:` document, or a
component `script` property. Fix all of them and retry; to run code on the
page, add a `script` node or Custom HTML deliberately.
- A document that is not JSON, not a JSON object, or over 1,000,000 bytes is
refused **without** `errors`; the reason is in `detail`.
- `limits` (also on success) names what the check does not cover — nesting,
required traits, trait and CSS values, `var()` fallbacks, rendering — so a
pass is not proof the page renders as intended.
**Editing**
- `edit-ai-builder-page.target-not-found` / `edit-ai-builder-page.invalid-operation`
— `detail` names the operation's index. Re-read and re-target.
- `edit-ai-builder-page.conflict` — the variant was saved after the read your
`version_id` came from (or during the call). Nothing was written. Re-read with
`get_ai_builder_document`, re-plan against what is there now, and retry with
its `version_id`.
- `edit-ai-builder-page.no-version-id` — the version the document was read from
is unknown, so the edit was not risked. Ask the user to open the page in the
Unbounce AI builder and save it once, then retry.
- `edit-ai-builder-page.save-failed` — the save failed after the restore point
was taken. Re-read the page to see whether the change landed **before**
retrying; a blind retry can apply the batch twice.
**Creating**
- `create-ai-builder-page.create-failed` — the create failed unexpectedly. Check
`list_client_pages` (`builder: "ai_builder"`) for a new empty page before
retrying, so a retry does not leave a duplicate.
- `create-ai-builder-page.content-write-failed` — the page exists but holds no
content; `detail` names it. Remove it with `delete_page` before retrying, or
you leave a duplicate.
- `create-ai-builder-page.style-guide-unavailable` — no usable style guide
resolved. Omit `style_guide_id`, or pass the one `get_ai_builder_catalog`
returns.
**The plan** — a retry does not change these. Both come before anything is
uploaded or created.
- `get-ai-builder-catalog.ai-builder-not-entitled`,
`create-ai-builder-page.ai-builder-not-entitled` — the plan has no AI Builder.
Take the Classic HTML route and tell the user why.
- `get-ai-builder-catalog.no-builder-entitled`,
`create-ai-builder-page.no-builder-entitled` — the plan has neither builder,
so no page can be created here. Tell the user.
**Account settings** — a retry does not fix these. Tell the user; where the
remedy names the Classic HTML route, offer it.
- `create-ai-builder-page.ai-builder-flag-off`
- `create-ai-builder-page.not-author-or-not-entitled` — either the user is not
an author on this client or the plan lacks AI Builder; the refusal does not
say which. The account's `builders` in `list_accounts_and_clients` tells them
apart.
**Publishing**
- `publish-page.no-active-variant` — the page's traffic routing serves no
existing variant; fix it with `set_traffic`, then publish.
- `publish-page.contentless-variant` — an active variant has no saved content;
`detail` names it. Write content to it, or take it out of traffic.
- `publish-page.content-check-failed` — the pre-publish check could not confirm
that the active variants have content, so nothing was sent. Retry shortly; if
it persists, the account may lack AI Builder or the user access to the client.
- `publish-page.left-publishing` — the page is stuck publishing (a known
platform bug). Publishing again will not clear it; tell the user an Unbounce
admin must run Kick on the page.
## What makes a good page
[rules/craft.md](rules/craft.md) is the craft guide: replace every demo default
with real copy, add a few bespoke details, keep layouts dense and aligned, use
nav and footer components deliberately, direct the photography, use one icon
system, and keep text readable on every background. Read it before authoring a
new page or a new section. Its source is recorded in
[rules/upstream.md](rules/upstream.md).
## Design systems
The `design-systems/` directory holds one reference per design system,
describing a visual language: palette, typography, components, layout, depth,
do's and don'ts. They are derived from VoltAgent's `awesome-design-md` (MIT
licence; the notice is in `design-systems/LICENSE`) by way of the AI Builder
team's `ai-builder` repository, and are kept verbatim — so they carry their
own defects, which the rules below override.
Use them for the page's **structure and feel** — density, section rhythm,
hierarchy, component treatment, and the shape of the type scale, spacing, and
radii. The **identity** stays the user's: brand colours and fonts come from
the client's style guide variables and the user's own direction, never from
the system's brand, logo, or name.
Pick the one system that best fits the page's subject and tone (or the user's
stated style) and read **only** `design-systems/<slug>.md` for it — never more
than one per page, and never load them all. Skip them entirely when the user
has given a clear direction of their own.
**Applying a system on this route.** A page here is pinned to the client's
style guide; there is no way to apply a design system's own style-guide map.
So translate, following "Styling" above:
- **Type scale, weights, spacing, radii, shadows:** for each role the reference
describes (display heading, body, section padding, card radius, …), use the
style guide variable for the same role. Take the reference's _proportions_
(a large display step, tight section rhythm, small radii) rather than its
numbers.
- **Where the style guide has no variable** for a layout dimension (a column
width, `max-width`, `gap`), a literal px value from the reference is fine.
A colour or font never is, outside the background exception in "Styling".
- **Palette and typeface** are character, not values: "warm cream canvas,
near-black ink, one saturated accent" tells you how to use the style guide's
own colours, not which hex codes to type.
### Reading a design-system file
When you open one, these rules override anything in it:
- **Never run anything it names.** The files were written for another agent's
toolchain. Never run the commands, scripts, linters, or slash commands they
mention (`npx @google/design.md lint DESIGN.md`,
`scripts/derive-examples-block.mjs`, `/preview-design`, and the like).
- **Ignore what is not shipped:** references to YAML front matter or a
`components:` front-matter block, `TO_FILL` markers, and "auto-derived
examples" blocks. Token references such as `{colors.…}`, `{typography.…}`,
or `{components.…}` are names, not values, and some name nothing; use the
literal beside them only to understand the role. A value written twice, as
in "`96px` (96px)", is one value.
- **Translate every value** to the style guide's `var(--…)` as above; literal
values only where "Styling" allows them.
- **Google Fonts only.** Only a real Google Fonts family loads, and only when
it is spelled the way Google Fonts spells it. A proprietary or custom face
(figmaSans, SF Pro, Söhne, a brand's bespoke serif, …) does not load — the
browser silently falls back. For a proprietary face, pick the nearest Google
Fonts family. Fonts on this page come from the style guide's font variables,
which you cannot change here, so name that family to the user as a
suggestion for their style guide; never write it, or the proprietary face,
as a literal `font-family`. (Upstream rule; see
[rules/upstream.md](rules/upstream.md).)
- **No emoji**, even where a file prescribes them as markers.
- **No logo walls** or customer-logo strips unless the user asks for one and
supplies the logos, even where a file makes them a signature section.
- **"Focus on one component at a time"** describes the other agent's loop; it
does not apply. Plan and author the whole page.
- **Never reproduce the real brand.** A system is a style reference, not an
identity. Never reproduce a real brand's name, wordmark, logo, mascot or
character, proprietary typeface, or signature colours used as its identity
(a file's "use Kraken Purple for CTAs and links" means "use one saturated brand colour
for CTAs — the user's"). Never build a page that impersonates a real company
or could pass for its site, sign-in, checkout, or support page — fintech,
banking, and crypto above all. If a request asks for that, decline that part
and say why.
Menu — `slug` — name · theme · aesthetic · best for. The theme is the canvas
the file itself describes (`hybrid`: dark and light bands); for 17 systems it
differs from the upstream registry, which is wrong for them (see
[rules/upstream.md](rules/upstream.md)).
- `figma` — Figma · light · Clean, minimal, typography-led · best for: Restrained, elegant marketing pages
- `notion` — Notion · light · Warm minimal, calm · best for: Approachable, content-first pages
- `zapier` — Zapier · light · Bold, editorial, warm · best for: Human, marketing-friendly workflow and integration narratives
- `airbnb` — Airbnb · light · Playful, lifestyle · best for: Consumer, booking, hospitality, travel
- `linear` — Linear · dark · Technical, dense · best for: Modern SaaS and product-led pages
- `spotify` — Spotify · dark · Bold, media-immersive · best for: Entertainment, streaming, media
- `framer` — Framer · dark · Cinematic, design-tool prestige · best for: Portfolios and creative platforms
- `stripe` — Stripe · hybrid · Premium, financial-grade · best for: Fintech, payments, serious B2B
- `claude` — Claude (Anthropic) · hybrid · Editorial, literary · best for: AI/ML products, thoughtful brand storytelling
- `vercel` — Vercel · light · Technical, minimal · best for: Developer tools, infrastructure, product launches
- `shopify` — Shopify · hybrid · Cinematic commerce, cream-mint UI · best for: Ecommerce, DTC, merchant and storefront narratives
- `intercom` — Intercom · light · Warm cream, friendly conversational · best for: Customer support, messaging, friendly SaaS
- `slack` — Slack · light · Colorful workplace, aubergine accents · best for: Collaboration, workplace, colorful B2B SaaS
- `supabase` — Supabase · light · Clean developer, emerald accent · best for: Developer tools, open-source, data platforms
- `webflow` — Webflow · light · Design-tool prestige, white canvas and near-black ink · best for: Agencies, no-code builders, creative platforms
- `coinbase` — Coinbase · light · Institutional blue, trust-forward · best for: Fintech, crypto, institutional financial products
- `apple` — Apple · hybrid · Premium product, photography-first · best for: Premium consumer products, hardware, lifestyle launches
- `nike` — Nike · light · Bold athletic, high-contrast lifestyle · best for: Sports, fitness, bold consumer lifestyle brands
- `uber` — Uber · light · Bold black-and-white mobility · best for: Marketplace, mobility, delivery, utility consumer apps
- `miro` — Miro · light · Playful collaborative, canary yellow · best for: Collaboration, workshops, visual teamwork products
- `airtable` — Airtable · light · Editorial workflow, colorful signature cards · best for: Workflow software, ops tools, colorful B2B SaaS
- `bmw` — BMW · light · Premium automotive, precise engineering · best for: Automotive, premium industrial, luxury product
- `cal` — Cal.com · light · Clean neutral, developer-oriented scheduling · best for: Scheduling, calendars, productivity SaaS
- `ibm` — IBM · light · Enterprise blue, corporate systems · best for: Enterprise, B2B platforms, institutional tech
- `kraken` — Kraken · light · Purple-accented trading, data-dense · best for: Crypto trading, finance dashboards, exchanges
- `pinterest` — Pinterest · light · Visual discovery, warm red accents · best for: Visual commerce, lifestyle, discovery platforms
- `revolut` — Revolut · hybrid · Sleek fintech, gradient cards · best for: Consumer fintech, banking, mobile-first money
- `spacex` — SpaceX · dark · Aerospace black, technical precision · best for: Aerospace, deep-tech, ambitious product launches
- `wise` — Wise · light · Bright green, friendly money transfer · best for: Consumer fintech, remittance, clear pricing pages
- `clickhouse` — ClickHouse · dark · Yellow accent analytics, technical clarity · best for: Analytics databases, data infrastructure
- `expo` — Expo · light · Friendly mobile-dev, approachable docs · best for: Mobile development, React Native platforms
- `hashicorp` — HashiCorp · dark · Enterprise infra, per-product accents · best for: Infrastructure, DevOps, enterprise platforms
- `mintlify` — Mintlify · light · Docs-first, soft green accents · best for: Documentation products, developer education
- `mongodb` — MongoDB · hybrid · Leaf-green developer, clean product · best for: Databases, developer platforms, data products
- `replicate` — Replicate · light · ML platform, restrained technical · best for: ML APIs, model hosting, AI infrastructure
- `sanity` — Sanity · dark · Editorial CMS, red accent · best for: CMS, content platforms, editorial tools
- `clay` — Clay · light · GTM tooling, cream canvas, saturated feature cards · best for: GTM tools, sales intel, enrichment platforms
- `composio` — Composio · dark · Agent tooling, integration dark UI · best for: Agent frameworks, integrations, automation
- `cursor` — Cursor · light · AI IDE, warm cream editorial calm · best for: Developer tools, AI coding products
- `lovable` — Lovable · light · Playful AI builder, gradient-forward · best for: AI app builders, creative developer tools
- `opencode` — OpenCode · light · Open coding agent, terminal-native · best for: Open-source AI coding agents
- `posthog` — PostHog · light · Playful product analytics, hedgehog energy · best for: Product analytics, open-source SaaS
- `raycast` — Raycast · dark · Launcher chrome, vibrant gradients · best for: Productivity launchers, power-user tools
- `resend` — Resend · dark · Minimal email API, monospace accents · best for: Email APIs, developer messaging
- `sentry` — Sentry · dark · Error monitoring, pink-purple urgency · best for: Observability, error tracking, DevOps
- `superhuman` — Superhuman · dark · Premium email, purple glow · best for: Premium productivity, email clients
- `voltagent` — VoltAgent · dark · Agent framework, electric accents · best for: AI agent frameworks, orchestration
- `warp` — Warp · dark · Modern terminal, block-command UI · best for: Developer terminals, CLI platforms
- `cohere` — Cohere · light · Enterprise AI, coral-warm accents · best for: Enterprise AI, LLM platforms
- `elevenlabs` — ElevenLabs · light · Audio AI, off-white editorial · best for: Voice AI, audio generation products
- `minimax` — MiniMax · light · Multimodal AI, bold tech · best for: Multimodal AI, generative platforms
- `mistral` — Mistral AI · light · European AI, orange sunset accents on white · best for: Foundation models, AI labs
- `ollama` — Ollama · light · Local models, friendly simple · best for: Local LLMs, developer model runners
- `runwayml` — Runway · dark · Creative AI video, cinematic · best for: Generative video, creative AI tools
- `together` — Together AI · hybrid · Cloud AI infra, dark hero bands over white · best for: AI inference, model cloud platforms
- `xai` — xAI · dark · Grok-era dark, stark monochrome · best for: Frontier AI labs, research products
Referenced files: 59 — file references are metadata, not package contents.
mcp-feedback4.55 KB
View saved version →
---
name: mcp-feedback
description: Record a user's feedback about the Unbounce MCP tools — a bug, praise, a feature request, confusion, or anything else — straight to the team via the submit_feedback tool, with no copy/paste. Use when the user wants to report a bug, share feedback, praise something, request a feature, or flag that a tool was confusing. Also covers login/connection issues — the user can't connect the MCP in their client, sees an OAuth error ("access denied", "invalid_grant", a failed redirect), or keeps getting asked to log in again. You may also offer it after a hard MCP tool failure. It confirms the exact content with the user and redacts secrets before anything is stored.
requires:
mcpServers:
- unbounce-mcp
---
# Submit Unbounce MCP feedback
Record the user's feedback about the **Unbounce MCP tools** to the team's store by
calling the **`submit_feedback`** tool. The tool persists the record server-side, so
nothing has to be copied out of the conversation into Slack or anywhere else.
> The `mcp-` prefix here means "pertains to Unbounce MCP," not "about a page." This
> skill is about capturing feedback on the MCP tools themselves — whether they broke,
> delighted, confused, or fell short.
## Hard rule: report, don't repair
**Do NOT try to fix, retry, or work around the thing being reported.** This skill
records feedback on what already happened. Never invent tool-call arguments or error
text — anything not actually present is `unknown`. (Fixing the underlying task, if the
user wants that, is separate work done after the feedback is recorded.)
## 1. Gather the feedback
Settle two things — from the conversation where possible, asking only what you can't
infer:
- **`type`** — one of `bug` · `praise` · `feature_request` · `confusion` · `other`.
- **`message`** — the feedback in the user's own words. Keep it faithful; don't
editorialize.
For a **`bug`**, also assemble the **`context`**: the verbatim failing tool call(s)
from the transcript — exact tool name, exact arguments JSON, and the raw result/error
text (call out any `code`/`reason`/`remedy` fields). Include the relevant one(s),
especially the failing call. If the failure happened in another session and isn't in
the transcript, ask a couple of targeted questions and mark transcript-only fields
(exact arguments, exact raw error) as `unknown`. For non-bug types, `context` is
usually unnecessary — include a light pointer (the tool or page in question) only if
it genuinely helps.
**Login / connection problems** are a `bug`: capture what the user was doing, the
client they're in, and the exact error text (e.g. `access denied`, `invalid_grant`, a
failed redirect, repeated re-login prompts). Note that if the MCP can't connect _at
all_, `submit_feedback` itself won't be reachable — that's expected, and step 4's
inline fallback is how the feedback still gets out.
## 2. Redact secrets
Replace any access token, API key, password, or bearer token in the `message` or
`context` with `«REDACTED»`. Count how many you redacted. (The server re-scrubs as a
backstop, but do your pass first — the user is about to review this content.)
## 3. Confirm the exact content, then submit
Show the user the **exact record** you're about to store — the `type`, the `message`,
and the `context` if any (post-redaction) — and get an **explicit yes** before
calling the tool. This is the consent step; do not skip it and do not submit
silently. (Same ask-first bar the page tools hold for Dynamic Text Replacement.)
On yes, call **`submit_feedback`** with `type`, `message`, and `context` (if any). The
server stamps identity, timestamp, and build itself — you don't pass those.
## 4. On failure, don't lose the feedback
If `submit_feedback` fails (an error result, the tool isn't available, or an older
deploy predates it): **retry once.** If it still fails, **print the composed,
already-redacted record inline** in the conversation and tell the user to pass it to
the team directly. There is no file to write — the goal is simply that the feedback is
never silently lost.
## 5. Report back
On success, print to the conversation — nothing more:
1. **Recorded.** A one-line plain-language summary of what was captured, with the
`type`.
2. The returned **`feedback_id`**.
3. **Only if the server redacted something you missed:** `Server redacted N
additional secret(s).` (compare the tool's `redacted_secrets` to your own count).
Example:
> Recorded your **bug** report: `set_page_url` returned `DOMAIN_NOT_FOUND` for a domain
> `list_client_domains` had just listed. (feedback_id `a1b2c3d4`)
mcp-modernize12.5 KB
View saved version →
---
name: mcp-modernize
description: Rewrite an imported (absolutely-positioned) Unbounce Classic page variant as clean responsive HTML through Unbounce MCP. Use when the user asks to modernize a page, make a page responsive, get rid of absolute positioning, make a clean-HTML version of an existing Classic page, or edit a page that was hand-built in the Unbounce Classic builder — phrasings like "modernize this page", "make my page responsive", "convert my old page", "clean HTML version". Replication-faithful — this is a layout rewrite, never a redesign. Not for AI Builder pages, which stay editable as they are (mcp-ai-builder-authoring).
requires:
mcpServers:
- unbounce-mcp
---
# Modernizing an Unbounce page (responsive rewrite)
Turn a page built in the Unbounce builder into clean, responsive flexbox/grid
HTML — **pixel-faithful to the original on desktop, reflowing sensibly on
mobile**. This is a REPLICATION task with zero creative latitude: same copy,
same images, same fonts, same colors, same element counts. The only thing that
changes is the layout model (absolute positioning → flex/grid).
The pipeline is two deliberate stages:
1. **Import** — `create_variant_from_existing_variant` clones the builder-built
source into an MCP-managed variant that renders identically (deterministic;
every string, image URL, font, and form field lands in the copy verbatim).
2. **Rewrite** (this skill) — read that copy, restructure its layout to
responsive flex/grid, and write it back **in place** with
`update_variant_from_html`.
Extraction fidelity is stage 1's job and it is deterministic — never work from
the original builder page directly, and never re-derive content from screenshots
or memory. Your job is only the layout transformation.
## Language with the user
Never say "modernize", "modernization", "replica", or platform-internal terms
to the user. Their page is fine; say "make your page responsive" and "an
editable copy of your page". The result cannot be edited in the Unbounce
builder — all future edits go through MCP tools; say so at handover, and never
suggest the builder.
## Workflow
**Step 1 — Resolve the target.** Identify the page (`list_client_pages`) and
variant (`list_page_variants`). If the target variant is builder-built (not
MCP-managed), tell the user in one line what is about to happen — e.g. _"I'll
create an editable copy of your page, then make that copy responsive — your
original stays untouched"_ — then run `create_variant_from_existing_variant`
(no `target_page` ⇒ new page). No further permission ceremony is needed; the
copy is additive and safe. Relay any conversion warnings honestly. A
fixed-width "autoscale" source converts fine — the conversion report notes that
runtime viewport scaling isn't preserved; that is expected and harmless here,
because you rewrite the page responsive from scratch (Step 4), discarding the
scaling entirely. If the target is already an MCP-managed imported copy, skip
straight to Step 2.
**Step 2 — Read the copy.** `get_variant` on the imported variant. Download the
`html_ref` / `css_refs` sources and any `scripts` entry's `ref` (via `download`, or
`download_inband` if you cannot run shell commands). This body is the **sole
source of truth** for every value: copy strings, image URLs (with their
`srcset`), `@font-face` blocks, colors, dimensions, form fields, `<ub:dynamic>`
tags. Never guess a value, never take one from a screenshot, never reconstruct
from memory. If the copy came from an autoscale source, its CSS wraps lengths in
`calc(<px> * var(--scale, 1))` and it may carry a viewport scale script —
ignore both: read the plain px value (the `* var(--scale)` is the fixed-width
scaling you are removing) and never copy the scale script into the rewrite. Your
responsive layout comes from the Step 3 rows, not these fixed dimensions.
**Step 3 — Get the layout skeleton and fidelity signals.** `get_layout_hints`
on the same variant. It returns, per section: `rows` (element ids clustered
into visual rows, left-to-right), per-element geometry,
`cross_section_overlays` (elements whose vertical span crosses into later
sections), and `design_width` (the fixed canvas width). **The rows are your
flex/grid structure.** Do not derive structure from the absolute coordinates
yourself, and never translate `top`/`left` values through into the rewrite.
It also returns measured fidelity signals — `page_defaults` (the page's real
base text color and typography), per-section backgrounds, per-element
colors/typography/text/image/link inventories, `palette`, `loaded_fonts`,
`row_stats`, `content_extent`, `hidden_elements`. Those are ground truth:
author from them per [rules/color.md](rules/color.md), never from assumption.
If hints come back empty for a variant that plainly has a positioned tree,
stop and report it (see [rules/verification.md](rules/verification.md)).
**Step 4 — Audit, in writing, before any HTML.** Post a compact audit into the
conversation (it must survive context compaction): per section — the row
structure from hints, the element **counts** per row, every text string
(verbatim), every image URL + srcset, fonts, colors, form fields
(name/type/order/options/submit label), interaction states (`:hover`/`:focus`),
and every cross-section overlay with its pattern (column vs centered). Every
value in your output must trace back to an audit row.
**Step 5 — Write the responsive HTML.** Follow
[rules/layout.md](rules/layout.md) (section/inner max-width pattern, flex/grid
from hint rows, overlay handling) and
[rules/replication.md](rules/replication.md) (verbatim preservation). If the
user also asked for a change ("modernize it and swap the headline"), use
two-pass authoring: pass 1 is a content-identical rewrite, verified; only then
apply their change (see TWO-PASS in rules/replication.md).
**Step 6 — Self-check before writing back.** Run the checklist in
[rules/verification.md](rules/verification.md) — text walk, count checks, the
closure checks against the extracted signals (image-src, link-href, palette,
font sets; the WCAG contrast table from [rules/color.md](rules/color.md)), and
the hard stops (`position:absolute` budget, zero authored `cbc-*` references,
flex/grid present, per-section max-width, overlay columns reserved). Fix
failures before delivering; never rationalize past a hard stop.
**Step 6b — Carry GA click tracking across.** A Classic page's link clicks are
tracked by Unbounce's built-in GA link tracker, which keys off builder elements.
Your rewrite is hand-written `<a>` tags, so that tracker stops attaching and the
customer silently loses click data they had before. Preserving it is replication
fidelity, not a redesign — so include
[`../mcp-page-authoring/scripts/ga-click-tracking.js`](../mcp-page-authoring/scripts/ga-click-tracking.js)
as a `scripts` entry (name it e.g. "GA click tracking", placement `body_bottom`).
Never fork or hand-roll it. It feature-detects `gtag`/`ga` and no-ops on domains
without the integration, so it is safe to add unconditionally.
**Send it as a `ref`, not a `tag`.** Read the file, `upload` it, and pass the
`upload://` reference it returns as the entry's `ref` — see
[Writing a `scripts` entry](../mcp-page-authoring/SKILL.md#writing-a-scripts-entry).
"Pass its contents verbatim" is not a shape `update_variant_from_html` accepts:
an entry is a bare `upload://` string, or an object with exactly one of `ref`,
`src` or `tag`. Handing it the raw JavaScript as a string fails loudly, which is
fine.
A `tag` is accepted, and what happens next depends on the tag. A bare
`<script>…</script>` is unwrapped on write and stored exactly as a `ref` would
be, so it does round-trip. An **attributed** one — `<script type="text/javascript">`
— is stored verbatim, opening tag and all, and comes back as a `tag` whose text
starts with `<script`. Use `ref` so there is a single shape either skill can
recognise, and so the entry you re-send later is the one you read.
**Pass back every `scripts` entry the variant already had, plus this one.** Step 7
has you send a complete `scripts` set, and in that call anything you leave out is
deleted — so "don't add a second copy" must not become "don't include it". You
already downloaded the existing entries in Step 2; re-send each one unchanged. If
you are making no script change at all, omit `scripts` entirely instead, which
preserves what is there.
**Recognising an entry that already carries this tracking:** its body **contains**
the line `// Google Analytics click tracking.` — the script is passed verbatim, so
that string is present in any entry either skill created. Test for the line being
present, not for the body starting with it: `get_variant` hands a JS-body script
back as a `ref` you must download, and the `scripts_preserved` / `removed_scripts`
reports give a `tag` that starts with `<script>`. Step 2 has already downloaded
every script here, so the bodies are to hand. If one is there, re-send it as-is
and add nothing; a second copy double-counts every click, which is worse than the
under-count it was meant to fix and much harder to notice.
The why and the guardrails (never add the GA loader) live in
[`../mcp-page-authoring/rules/google-analytics.md`](../mcp-page-authoring/rules/google-analytics.md).
**Step 7 — Write back in place and hand over.** `update_variant_from_html` on
the same variant. It is a TRUE FULL REPLACE: pass the complete artifact set
(html + all css + all js) every time — anything omitted is dropped. `scripts` is
the one exception to "every time", and only because omitting the array entirely
is how you say "change no scripts"; see the paragraph below before you pass it.
**`scripts` deserves its own care.** Passing the array replaces the complete set,
and a variant can carry entries nobody authored through these tools — an Unbounce
popup attaches itself as one. Dropping such an entry deletes a customer's popup or
tracking pixel, and nothing about the rendered page shows it happened. So re-send
every entry you read in Step 2, or omit `scripts` altogether if you are changing
none of them (omission preserves them). This is the one place where "pass
everything" and this skill's promise to _preserve user customizations verbatim_
can pull apart if you are not deliberate.
The change is staged, never published by you. Hand the user: what you did (one line), the
`preview_ref` from a fresh `get_variant` (plus the builder preview link from
`list_page_variants` for the original, so they can compare), the evidence
summary from the self-check, and any genuine differences — concrete and
specific, or "none". Publishing, traffic, and goals are the user's call.
## Hard invariants (the load-bearing rules)
- **No creative changes. No additions.** Same typo, same order, same counts.
Nothing added that has no source element — no nav, no sticky header, no hover
effects the source lacks. Conversion-optimization defaults from
`mcp-page-authoring` do NOT apply to a rewrite — replication trumps
landing-page best practices. **One deliberate exception:** the GA
click-tracking script in Step 6b. It adds no content and changes nothing a
visitor sees; it restores instrumentation the source page already had and the
rewrite would otherwise drop. Nothing else earns an exception here.
- **Every source text string appears verbatim** in the rewrite (whitespace-
insensitive). Element names, ids, and image filenames are NOT content.
- **Reuse every asset by its exact URL**, keeping `srcset`/`image-set` and
`background-position`/`size`/`repeat` verbatim. Copy `@font-face` blocks and
`<ub:dynamic>` tags through unchanged.
- **Forms:** plain `<form>` in your output; preserve field names, types, order,
options, and the submit label exactly (the server re-wires submission on
write). Preserve the hidden form-confirmation overlay (`cfm-*` markup) and
its trigger script verbatim if the copy has one.
- **Preserve user customizations verbatim**: custom-HTML embeds, tracking
scripts, hand-applied CSS classes. Flag (don't rewrite) any script selectors
that target old ids.
- **No subagent delegation.** The source must stay in the same context as the
build — a subagent without the verbatim source invents copy.
- **Stay in your lane at delivery**: staged in-place update, no publish, no
traffic, no goal changes.
Long-form rules, worked examples, and the catalog of real past failures:
[rules/replication.md](rules/replication.md) ·
[rules/layout.md](rules/layout.md) ·
[rules/color.md](rules/color.md) ·
[rules/verification.md](rules/verification.md) ·
[rules/failure-catalog.md](rules/failure-catalog.md)
Referenced files: 5 — file references are metadata, not package contents.
mcp-page-authoring27.2 KB
View saved version →
---
name: mcp-page-authoring
description: Best practices for authoring a Classic Unbounce landing page from HTML/CSS/JS through Unbounce MCP — create_page_from_html, create_variant_from_html, and update_variant_from_html. Use when the user asks for a Classic or custom-HTML page, when a new page needs something the AI Builder catalog cannot express (a bespoke interactive widget, custom page-level JavaScript), when the account does not have AI Builder, or to edit or add a variant to a page already authored through these HTML tools; also to personalize page text by URL parameter (Dynamic Text Replacement). A new page otherwise goes through the mcp-ai-builder-authoring skill. Not for AI Builder pages or pages hand-built in the Unbounce builder.
requires:
mcpServers:
- unbounce-mcp
---
# Authoring an Unbounce MCP page
These rules apply when you write the HTML/CSS/JS body for `create_page_from_html`,
`create_variant_from_html`, or `update_variant_from_html`. The page is a full-bleed
custom-HTML page — you own the markup end to end. Design the page to be optimized
for conversions: by default, every layout, copy, and hierarchy decision should
serve the page's single conversion goal.
This covers **MCP-authored pages only**, and the split is exclusive both ways:
- A page hand-built in the Unbounce builder is not editable this way —
`update_variant_from_html` refuses it. Replicating or modernizing a
builder-built page is a different, audit-first job.
- An MCP-authored page **cannot be edited in the Unbounce builder**. Never tell
the user they can open, tweak, swap images, or finish the page "in the
Unbounce builder/editor" — they cannot. Every edit goes through these MCP
tools: the user asks for the change, or supplies updated HTML.
AI Builder pages (`create_ai_builder_page`, `edit_ai_builder_page`) are a separate
route covered by the `mcp-ai-builder-authoring` skill; they stay editable in the
Unbounce AI builder, so the rule above does not apply to them.
A new Classic page needs the Classic Builder on the account's plan: check
`builders.classic` for the client's account in `list_accounts_and_clients`. When
it is false, take the AI Builder route instead and tell the user why;
`create_page_from_html` refuses such an account before anything is uploaded,
with `create-page-from-html.classic-builder-not-entitled`, or
`create-page-from-html.no-builder-entitled` when the plan has neither builder. A
`create-page-from-html.not-author-or-not-entitled` at the create means the user
is not an author on the client or the plan lacks the Classic Builder; `builders`
tells them apart.
## Updating a variant: HTML/CSS replace, JS is left alone
`update_variant_from_html` full-replaces the body HTML and the stylesheet, so
send every stylesheet the variant should keep on every call. **JavaScript is the
exception: omit `scripts` and the variant's existing custom-JavaScript elements
are kept**, reported back as `scripts_preserved`.
That matters because a variant can carry scripts nobody authored through these
tools — an **Unbounce popup** attaches itself as one. So:
- Editing HTML or CSS? Just omit `scripts`. The popup and anything like it
survive, and you don't need to know they were there.
- Changing the scripts? Pass `scripts` with the **complete** desired set — it
replaces all of them, including external includes. Whatever it drops comes
back in `removed_scripts`. Those entries — and the `scripts_preserved` ones —
are already in `scripts` entry form: pass one straight back to restore it,
unchanged, no translation. A plain include appears as `src` (with `async` /
`defer` if it had them); everything else — including an include whose tag
carries other attributes, such as a `data-*`-configured analytics embed — comes
back as verbatim `tag`. Read the variant first
(`get_variant`) if you don't know what's there.
- Removing every script is deliberate: pass `scripts: []`.
## Writing a `scripts` entry
Each entry is one custom-JavaScript element. Use exactly one of:
- **`ref`** — an `upload://` reference to a .js file. Its text is the script
body; don't wrap it in `<script>` tags. A bare string entry is shorthand for
this.
- **`src`** — an absolute http(s) URL to include, for a third-party embed: an
Unbounce popup (`https://<id>.js.ubembed.com`), a tag manager, a chat widget, a
pixel. Add `async` / `defer` here if the vendor's snippet has them. This is the
right form when the user hands you a `<script src=…>` tag.
- **`tag`** — verbatim `<script>` markup, for what the other two can't say: a
`type="module"` script, a tag with both a `src` and a body, or several tags
that belong together.
Add `name` (what the user calls it — it labels the element in Unbounce's Custom
JavaScripts panel) and `placement` (`head`, `body_top`, or `body_bottom`,
default). Consent managers, tag managers, and anti-flicker snippets belong in
`head`; most other things are fine at the default.
`get_variant` returns every script in the matching form, so you can read, edit,
and re-submit any of them unchanged.
**A `<script>` in the body HTML does run on the published page** — it is stored
verbatim in the Custom HTML block and served as real markup. But it lands
body-placed, unnamed, and invisible in the builder's Custom JavaScripts panel, so
prefer a `scripts` entry whenever the user names the script or asks for a
particular placement.
## Conversion-focused structure
A landing page exists to convert — design toward that goal affirmatively, not
just by obeying constraints. Treat the bullets below as the default posture: if
the user explicitly asks for something that works against conversion (a nav menu,
multiple offers, a long form), note the trade-off briefly once, then build what
they asked for.
- **Benefit-led headline.** The headline states the visitor's payoff and matches
the offer and traffic intent — not the company name or a clever tagline.
- **CTA prominence and hierarchy.** One primary call to action, visible without
scrolling; size, contrast, and whitespace should point the eye at it. On longer
pages, repeat the CTA as anchor links.
- **Minimal form friction.** Ask only for the fields the offer genuinely needs —
every extra field costs conversions. Label the submit button with the payoff
("Get the guide"), not "Submit".
- **Real social proof near the ask.** Place testimonials, numbers, or logos the
user supplied next to the form or CTA. **Never fabricate trust signals** — no
invented testimonials, star ratings, customer logos, statistics, or scarcity
claims ("Only 3 spots left!"). If the user hasn't supplied any, ask for it while
you're still gathering requirements; once you're already generating the page,
leave social proof out and mention the omission so the user can supply proof
for a follow-up edit.
- **One form.** A lead-gen page has exactly one `<form>`. Never render two. CTA
buttons in sections where the form isn't visible are anchor links
(`<a href="#form">`) that scroll to the single form — not extra forms. Pages
with no form (click-through pages) are exempt.
- **No navigation.** No nav bars, menus, or footer link lists. Every outbound
link is an exit that costs conversion. The only acceptable links are the primary
CTA anchors and legally required links (privacy/terms), placed quietly in the
footer.
- **Responsive, clean HTML.** Use normal document flow (flexbox/grid), relative
units, and `max-width` — not absolute positioning. The page must reflow on
mobile.
## Assets
- **Prefer `upload` over fat data URIs.** Base64 data URIs work but bloat the
payload (~33% larger) and count against the 1 MB tool-input cap. Upload real
images/fonts first and reference the returned CDN URL. Relative refs in your
bundle and data URIs are rehosted for you; identical bytes are de-duplicated
automatically against the client's asset library.
- **Rehosting does not reach every data URI — check `inline_assets`.** An image or
font data URI is extracted from your markup, your CSS, and from a plainly quoted
JavaScript string literal (`img.src = "data:image/png;base64,…"`). It is **not**
extracted from a template literal, a value built by concatenation, a comment, or
the verbatim markup of a `{ tag }` script entry — a rewrite there cannot be proven
safe, and `{ tag }` markup is yours, supplied whole, so it is never edited for
you. **Audio and video are never extracted** either, because the asset store
refuses them (BD-13366 tracks the upstream change that would allow it, and fonts
are blocked on the same map). Anything left inline is listed in the result's
`inline_assets`, with a note telling you what to do. Treat a non-empty list as
work: those bytes ship inside the page on **every** request, cannot be cached or
served by the CDN, and are billed as egress for as long as the page is live.
Upload the file and reference its URL instead.
- **One upload call per bundle.** Every `upload` / `upload_inband` call creates a
fresh upload folder, and a relative reference inside your HTML/CSS (e.g.
`src="page.js"`, `url(images/hero.png)`) resolves only within the HTML's own
folder — so upload the HTML together with everything it references by relative
path in one call. Refs from different calls still work anywhere a tool takes an
explicit `upload://` reference (`html_ref` / `css_refs` / a `scripts` entry's
`ref`, or written
in full inside the markup); refs are immutable snapshots, so re-uploading a file
never changes what an earlier ref points to.
- **An image's bytes must match its extension.** The file extension declares the
type an asset is stored and served as, so the bytes are checked against it: a PNG
named `.svg`, or anything that isn't a real image, is refused rather than stored
under the wrong type. Name files for what they actually are.
- **SVGs must be static artwork.** An SVG is served as a live document, so one
carrying `<script>`, an `on…=` event handler, a `<foreignObject>`, a
`javascript:` URL, or an external `href` is refused. Ordinary exported artwork —
including animated SVG — is fine. If an SVG is rejected, flatten it on export or
use a PNG.
## Authoring from a client that can't run shell commands
`upload` and `download` hand you `curl` commands to run locally. If your client
has no shell or filesystem (a web/desktop chat that only calls tools), you can't
run them — use the **in-band** pair instead:
- **`upload_inband`** — pass each file's **text content inline** (an array of
`{ path, content }`); it returns the same `upload://` references you'd get from
`upload`. Wire those to `create_page_from_html` / `create_variant_from_html` /
`update_variant_from_html`'s `html_ref` / `css_refs` / `scripts` exactly as
usual — those tools don't change.
- **`download_inband`** — pass the `upload://` references from `get_variant` (or
`upload_inband`) and it returns the content **inline in the result**, so you can
read a variant back and iterate.
Constraints, because the bytes travel through the conversation:
- **Text only.** HTML/CSS/JS. **Images and fonts must be external `http(s)`
URLs** — you can't upload binary bytes this way. Host the image elsewhere and
reference its URL, or reuse an existing asset's `cdn_url` from `list_assets`;
`create_page_from_html` leaves external URLs untouched. `download_inband`
refuses a binary or over-2 MiB object and tells you to use `download`.
- **Keep files small.** The request rides the normal transport, so a very large
paste will fail — author lean pages.
- Because your images are always external URLs, keep `check_external_refs` at its
default (`fatal`) so a dead image URL is caught before the page is created,
not after publish.
## Scripts, forms, and the auto-injected bits — don't fight them
- **Don't hand-wrap JS in `<script>`.** Provide raw JavaScript, not a `<script>`
block — it's wrapped for you, so wrapping it yourself double-wraps it. (This is
the opposite of what you'd do writing a static HTML file.)
- **Form submission works out of the box; the confirmation is a customizable
fallback.** Submission is wired up automatically from the form fields you
author — no plumbing needed. If you don't handle the post-submit experience
yourself, a default confirmation dialog is shown. To customize it, register a
post-submit handler — see the next bullet for the one way that works.
- **Register post-submit handlers with `.push(fn)`, never `= fn`.** The published
runtime stores `window.ub.hooks.afterFormSubmit` as an **array** and invokes it
with `Promise.all(hooks.map(h => h(...)))`. Assigning a function replaces the
array, so the first submit throws `TypeError: hooks.map is not a function`, the
post-submit promise rejects, and **neither your custom confirmation nor the
default dialog ever shows**. Always push:
```js
window.ub = window.ub || {};
window.ub.hooks = window.ub.hooks || {};
window.ub.hooks.afterFormSubmit = window.ub.hooks.afterFormSubmit || []; // defensive
window.ub.hooks.afterFormSubmit.push(function () {
// reveal your confirmation panel here
});
```
This is independent of whether the form is multi-step. When reviewing a page,
grep the controller for `afterFormSubmit =` and rewrite any assignment to a push.
- **A signature comment is auto-injected** at the top of every variant body
(Unbounce MCP version · client · timestamp). It's re-stamped on each write — don't
duplicate it, don't strip it, and don't treat it as page content when you read a
variant back.
## Conversion goals — ask the user what should count
A page converts when a visitor does the thing it exists for. Unbounce counts
that through **conversion goals**: the form submission (on by default) and any
links you nominate. After creating or updating a page, the tool result's
`conversion_goals` block lists every candidate — the form plus each distinct
link/phone URL with its anchor texts (`get_variant` shows the same for an
existing page). Use it to have the goal conversation:
- **Ask the user which candidates should count**, then call
`set_conversion_goals` with the **complete** desired set (it replaces, not
adds). Recommend the goal that matches the page's purpose: a click-through
page's goal is its CTA link, not an incidental newsletter form.
- **Goals are URL-identified.** Every anchor pointing at a chosen URL converts —
the candidate's `anchor_texts` length shows how many places that is. Two
near-identical URLs (trailing slash, query param) are separate candidates;
point that out if they look like the same destination.
- **A trackable CTA must be a real `<a href>`** (http(s) or `tel:`). JS-driven
buttons can't be tracked — goal tracking rewrites the href. `#anchors` and
`mailto:` can't be goals (platform rule).
- **Turning the form goal off** (`form_submission: false`) still captures every
lead; it just stops counting submissions as conversions.
- **Link/phone goals don't show in the Unbounce builder's Conversion Goals
panel** — but they _are_ tracked. That panel lists only builder-native elements
(form, button, image, linked text box), and an MCP-authored page is a single
custom-HTML element, so its anchors never appear there even though a click on
the published page counts as a conversion. If a user asks why a link goal is
"missing" in the builder, that's expected: manage these goals here with
`set_conversion_goals`, not in the builder (editing goals in the builder can
drop them). The form goal is unaffected — a form is builder-native.
- **Changing goals on a published page** redefines its conversion rate
mid-history. Relay the tool's stats note: `reset_page_stats` gives a clean
baseline if the user wants one (destructive — their call).
- Goals persist across edits automatically — updates re-apply them and report
any new candidate URLs or orphaned goals; you only need `set_conversion_goals`
when the _set_ should change.
## Google Analytics click tracking — add it on every page
When a page's domain has the Google Analytics integration on, the published page
already tracks pageviews and form submissions — but **not clicks on links**,
because Unbounce's built-in GA link tracker only attaches to elements the Unbounce
builder produces, which an MCP page (hand-written `<a>` tags) doesn't have. Close
that gap on every page you author:
- **Include [`scripts/ga-click-tracking.js`](scripts/ga-click-tracking.js) as a
`scripts` entry** (name it e.g. "GA click tracking", default `body_bottom`).
Upload the file (`upload`, or `upload_inband` without a shell) and pass the
returned `upload://` reference as the entry's `ref` — see
[Writing a `scripts` entry](#writing-a-scripts-entry); never hand-roll your
own. It wires every `<a>` and emits builder-matching GA events.
- **It's safe by default.** The script feature-detects `gtag`/`ga` and no-ops when
the domain has no GA integration, so add it unconditionally — that's why it's
default-on, not something to ask about.
- **But only ever one copy.** When editing a page that already carries a GA
click-tracking entry — a modernized page will — re-send it unchanged if you
are passing `scripts` at all, rather than adding a second, which would
double-count every click. Unconditional means don't ask the user, not don't
look first. ("Leave it alone" is the wrong instruction here: passing the array
replaces the whole set, so leaving an entry out deletes it.)
- **Never add the GA loader** (`gtag.js` / `analytics.js` / a `gtag('config', …)`
call). GA is injected by Script Manager; a second loader double-counts
pageviews. This script only sends events.
The why, the guardrails, and the maintenance note live in
[rules/google-analytics.md](rules/google-analytics.md) — read it if you need to
explain the behaviour or hit an edge case.
## Third-party form endpoints (Insightly, Marketo, HubSpot, Pardot, …)
Sometimes the form must POST leads to an external system — the user is cloning a
page with an existing vendor-hosted form handler, or their CRM owns the lead
flow. That is the one case where you deliberately bypass the built-in form
handling described above.
- **A literal `<form>` gets taken over.** Submission of any `<form>` you author
is wired to Unbounce lead capture automatically — the `action` you wrote is
not what handles the submit. To preserve an external endpoint, don't put the
`<form>` in the HTML: leave a mount point (`<div id="form-mount"></div>`) and
**inject the form markup at runtime from your JavaScript** (build the markup
as a string, set the mount's `innerHTML`, then load the vendor's scripts in
the order the reference page loads them). The runtime leaves JS-injected
forms alone. The injected string must be the vendor's documented embed
snippet (or the reference page's markup) reproduced verbatim — never
interpolate unsanitised user-supplied or URL-derived values into it.
- **Say what the user gives up.** A JS-injected form bypasses Unbounce lead
capture entirely: no leads in Unbounce, no
conversion tracking, and `get_variant` reports `has_form: false`. Submissions
exist only in the external system. (`has_form` is derived from the authored
HTML source, so it is deterministically false for an injected form — that's
expected, not a defect.) State this trade-off when you propose the approach —
the user may prefer the built-in form plus a separate CRM integration
instead.
- **`afterFormSubmit` hooks never fire for an external form.** The
`window.ub.hooks` machinery only runs for Unbounce-captured forms. Build the
post-submit experience (thank-you message or redirect) into your own code, the
way the vendor's embed does it.
- **Expect domain allowlists — the top cause of "the button does nothing".**
reCAPTCHA site keys and vendor form handlers are typically locked to approved
domains. On a preview or test-domain URL the key fails domain validation, no
token is issued, the submit callback never runs, and clicking the button
silently no-ops — the form is not broken, the domain isn't approved. Warn the
user up front that the form can't fully work until the page's final domain is
added to the reCAPTCHA key and the vendor's allowed domains.
- **Verifying before go-live.** Have the user open the browser console and click
submit — a reCAPTCHA "Invalid domain for site key" error confirms the
allowlist diagnosis. To exercise the rest of the flow on a test domain, they
can temporarily swap in Google's public reCAPTCHA **test** site key, then
restore the real key before publishing to the approved domain. Never leave
the test key on a live page — it returns a passing token for **every**
request, including automated bots, so spam and abuse submissions flow
straight through to the vendor endpoint unchallenged.
- **The one-form rule still applies.** The injected form is the page's single
form; other CTAs anchor-link to its section.
## Dynamic Text Replacement (DTR)
DTR personalizes page text from a URL query parameter, so the same page shows
different words depending on how it was reached — e.g. visiting with
`?city=Portland` shows "Portland" where the page would otherwise read "Vancouver".
Common for paid-search keyword insertion and location/audience personalization.
There is no DTR tool: you add it by writing a `ub:dynamic` tag directly in the
HTML you author; it takes effect when the page is served.
```html
<ub:dynamic method="titlecase" parameter="city">Vancouver</ub:dynamic>
```
- **`parameter`** — the URL query-string key that supplies the replacement value
(`parameter="city"` → `?city=Portland`). Pick a short, lowercase name that
matches the meaning of the text.
- **Default text** — the tag's inner text (`Vancouver` above) is shown when the
page is visited without that parameter. Always make it a sensible standalone
value; most visitors arrive with no parameter and see exactly this.
- **`method`** — casing applied to the incoming value: `titlecase` (the right
default for display text), `uppercase`, `lowercase`, or `capitalized`. Omit
`method` to insert the value exactly as passed.
- **`wrap`** (optional) — set `wrap="true"` to wrap the substituted value in a
`<span class="ub-dynamic">…</span>` so you can style or target just the dynamic
text with CSS. Omitted, the value is inserted inline. Rarely needed.
- **Testing** — resolution happens at serve time on the **published** page (editor
previews show the default, not a substituted value). To verify, publish, then
load the page with `?<parameter>=SomeValue` appended — and give the user that
test URL so they can check it.
**Ask before adding DTR.** Do not add it on your own initiative. When creating or
editing a page, ask the user whether they want any text personalized by a URL
parameter; if so, confirm which text and which parameter name(s), and wrap only
the text they approve. If they decline, author plain text.
**DTR is a paid feature — it may be plan-gated.** If the client's account isn't
entitled to Dynamic Text Replacement, the content-write tools reject HTML
containing a `<ub:dynamic>` tag with a `…dynamic-text-not-entitled` error (the
`bulk_edit_variants` batch reports it as a per-variant `error`). When that
happens, either remove the `<ub:dynamic>` tag(s) and author plain text, or tell
the user their plan needs Dynamic Text Replacement to use it — check the plan
with `get_account_plan`. Already-published DTR pages keep working regardless.
**DTR also works in the page title and meta fields.** `set_page_metadata`'s
`title`, `description`, and `keywords` accept `<ub:dynamic>` tags — e.g. a
`<title>` that echoes the ad keyword for paid-search campaigns. The same
ask-first rule and plan gate apply. The Open Graph fields do **not** take DTR
(social scrapers fetch the page without campaign parameters anyway).
## Page metadata (SEO & social sharing)
The page `<title>`, meta description, robots noindex, favicon, and Open Graph
(`og:*`) tags are **page settings, not page HTML** — your authored HTML becomes
the page **body**, where search engines and social scrapers never look for
them. Set them with `set_page_metadata`; read them back via `get_variant`'s
`metadata` block (on an AI Builder page, via `get_ai_builder_document` — see
the `mcp-ai-builder-authoring` skill). As a safety net, the HTML-authoring tools **auto-extract**
these head tags from submitted markup and apply them as metadata (reported
under `head_metadata` in the result) — but on `update_variant_from_html` /
`create_variant_from_html` that lands on **one variant only**, so prefer
`set_page_metadata` for deliberate metadata work and to converge variants.
- **Always set a title and description** on a page the user intends to publish
— a page without them shows the platform default (or nothing) in search
results and social shares. Derive them from the page's offer; keep the title
≲60 characters and the description ≲160 (search results truncate past that).
- **Open Graph drives the social share card** (Facebook, LinkedIn, Slack,
iMessage, …). `type: "website"` is right for landing pages; give it a
`title`, `description`, and an `image` (1200×630, under 5 MB, https) — a
card without an image renders as bare text. X/Twitter reads these `og:*`
tags too, but shows the small card without a `twitter:card` meta tag — which
the platform cannot store, so don't promise a large Twitter card.
- **Skip `keywords`.** Google has ignored meta keywords since 2009 and heavy
keyword lists can read as a spam signal. Leave it unset unless the user
insists.
- **`hide_from_search_engines: true`** emits a robots noindex — right for
campaign pages the user doesn't want in organic search results; ask rather
than assume.
- **Metadata is applied to every active variant by default** (variants share
one URL, so divergent titles/OG make the search snippet and share card
depend on the traffic split). Target one variant with `letter` only when the
user deliberately wants that.
- **Staged like content**: on a published page the live head keeps its old
values until the next `publish_page` — say so when you set metadata on a
live page.
- **Head tags with no platform slot** — `twitter:*`, `<link rel="canonical">`,
hreflang alternates, `og:*` beyond type/title/description/image/url — cannot
reach the published `<head>`; the authoring tools warn when submitted HTML
contains them. Don't promise them to the user.
## Reviewing your work
- Read a variant's current content back with `get_variant`.
- **Previewing locally:** the source refs `get_variant` returns (`html_ref` /
`css_refs` / a `scripts` entry's `ref`) are streams of one page and do **not** render
individually — `body.html` opened alone shows an unstyled fragment. For a
local preview, fetch the also-returned **`preview_ref`** (`preview.html`, via
`download` or `download_inband`) and open that file: it is a standalone
composed document (images load from their CDN URLs; form submission is
disabled in it). It is **view-only** — never edit it or submit it back as
`html_ref`; make edits in the source files and resubmit those.
- Content is **staged** by the create/update tools; it goes live on `publish_page`.
- `list_page_variants` returns a `preview_url` per variant — a logged-in link for
a human to **review** a staged variant before publish. It is a viewing
affordance only, not an editing path — don't present it as a way to edit.
Referenced files: 2 — file references are metadata, not package contents.
