Avalon Build Package
Website Sitemap
Initial page structure for the Avalon marketing and product website. Eight pages covering the consumer acquisition funnel, direct app download (no app store at launch), marketplace early sign-up for stylists, and Phase 2 content expansion. Built to support a direct-download mobile app launch.
Rev B September 2026 Prepared by Swift Innovation
8
Total pages, initial build
6
MVP pages (launch-critical)
2
Phase 2 additions
No
App store required at launch
Site Structure Overview
Top-level URL structure. The website is also the app distribution point - the Download page hosts the APK (Android) and sideload instructions (iOS) and is as important as any marketing page at launch.
avalon.app
Home
/
MVP
How It Works
/how-it-works
MVP
Style Catalog
/styles
MVP
Download
/download
MVP
Marketplace
/marketplace
MVP
About
/about
MVP
Pricing
/pricing
Phase 2
Blog
/blog
Phase 2
App store strategy: Avalon launches via direct download from /download. Android users get an APK; iOS users get a TestFlight link or sideload instructions using AltStore. The Download page must include clear installation walkthroughs for both platforms. App store submissions happen post-launch once volume and stability are proven.
MVP Pages (6)
Pages needed on launch day. Home, How It Works, Style Catalog, Download, Marketplace, and About. Together they carry the full consumer acquisition funnel and the stylist early sign-up pipeline.
01
Home
/
MVP
Primary acquisition page. Communicates the core problem (inspiration doesn't transfer) and Avalon's answer in under 30 seconds. Primary CTA is the app download. Secondary CTA is the waitlist for users who aren't ready to install yet. Sets the emotional tone for the brand.
Hero + headline Problem statement block How it works (3-step overview) Style preview carousel Download the app CTA (primary) Join waitlist CTA (secondary) Marketplace early access strip Footer nav
02
How It Works
/how-it-works
MVP
Explains the full Avalon flow step by step. Targets users who need to understand the product before installing. Covers photo capture, hair profile, AI matching, style previews, and booking. Answers the two most common objections: "Does this work for my texture?" and "What do you do with my photos?" Ends with a download CTA.
Step 1: Capture (photo + texture profile) Step 2: Describe your goals Step 3: See matched styles Step 4: Preview on your face Step 5: Book a stylist (coming soon) Privacy + consent explainer FAQ accordion Download CTA
03
Style Catalog
/styles
MVP
A browsable, filterable preview of the style catalog. Not the full app experience - a curated selection that communicates range and depth to prospective users. Each style card shows name, texture compatibility tags, commitment level, and estimated chair time. Clicking any card prompts the app download or waitlist flow.
Category filter tabs (Braids, Locs, Natural, Protective, Color) Style card grid Texture compatibility tags Commitment level indicator Estimated chair time Download to see full catalog CTA
04
Download
/download
MVP
The app distribution page. Since Avalon is not on the App Store or Play Store at launch, this page is the install point for both platforms. Must handle Android APK direct download and iOS sideload (via TestFlight or AltStore). Includes step-by-step installation instructions per platform with screenshots. Normalizes the sideload experience - the copy must make this feel easy, not sketchy.
Platform selector (Android / iOS) Android: APK download button + "allow unknown sources" walkthrough iOS: TestFlight link or AltStore instructions Step-by-step install guide with screenshots Current version + release notes System requirements (Android 10+ / iOS 15+) Troubleshooting accordion Notify me when on app stores opt-in
05
Marketplace
/marketplace
MVP
Stylist early sign-up page. The stylist marketplace (directory, booking, client profiles) is coming but not live at launch. This page builds the pipeline of interested stylists before the feature exists. Explains what stylists will get, creates urgency around limited early cohort spots, and collects contact info. Not a product page - a reservation page.
Stylist-specific hero ("Clients who already know what they want") What the marketplace will offer (pipeline, profiles, booking) Early cohort benefits (priority placement, lower commission rate) Expected launch timeline Early access sign-up form (name, city, specialty, Instagram) FAQ (commissions, onboarding, exclusivity)
06
About
/about
MVP
Mission, founding story, and team. Critical for trust-building with users who are being asked to share photos and personal data, and with stylists who are signing up for a marketplace that doesn't exist yet. Also serves investors and press.
Mission statement The problem we're solving Founding story Team bios Privacy commitment Press / media kit link Contact
Phase 2 Additions (2)
Pages that need either a live paying user base (Pricing) or enough content volume to justify the nav slot (Blog). Both can be stubbed at launch.
07
Pricing
/pricing
Phase 2
Full pricing page once subscription tiers are finalized post-beta. Pre-launch, a stub page captures intent with "Free during early access." Phase 2 version reflects the free tier, consumer paid plan, and stylist marketplace plan as defined in the Business Case revenue model.
Tier comparison table Free vs. paid feature list Stylist marketplace plan card FAQ (cancellation, billing, refunds) Download CTA per tier
08
Blog
/blog
Phase 2
Content marketing hub. Hair care guides, style spotlights, stylist interviews, and community stories. Primary SEO surface and top-of-funnel discovery channel. Needs at least 8-10 articles before it earns a nav slot.
Article index with category filter Featured article hero Category tags (Care, Style, Stylist Spotlight, Community) Individual article template Related styles CTA Newsletter sign-up
Out of Scope (Initial Build)
Kept off the sitemap intentionally. These either require the full product to exist first, or represent complexity that should not block launch.
Page / Feature Why deferred
Stylist Directory / Find a Stylist No stylists on the platform yet. Marketplace page captures early sign-ups; the directory goes live once the first cohort onboards.
Careers No open roles yet. Add once hiring begins.
Press / Media Kit Stub linked from About. Full page when press coverage begins.
Community / Forum Requires an active user base. Phase 3+ product feature, not a website page.
Help / Support Center FAQ accordions on How It Works and Download cover pre-launch needs. Full help center after v1.
Legal pages (Privacy, Terms, Cookies) Required before launch but not navigation pages. Templated and linked in footer only.
Stylist Dashboard App-side, behind auth. Not a website page. Marketplace page links into the app after onboarding.