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May 16, 2025
Landing page wireframe design is the process of creating a simple, structural blueprint for your landing page before adding visual design elements. This critical first step helps you focus on layout, user flow, and conversion elements without getting distracted by colors, images, or typography.
“Landing pages with a clear, conversion-focused wireframe can increase conversion rates by up to 200%.”
If you’re looking to create effective landing page wireframes quickly:
Think of wireframing like building a house – you wouldn’t start by picking paint colors or furniture. You need blueprints first. A well-structured wireframe aligns designers, copywriters, and stakeholders around conversion goals before a single pixel is designed.
Wireframing landing pages before design can reduce project rework by 50%, saving both time and resources. It’s not just good design practice – it’s good business.
Imagine asking a carpenter for blueprints only to be told “I just winged it.” Your house would collapse. The same applies to landing pages without proper wireframes – they often fail to convert.
Landing page wireframe design terms explained: – landing page template – how to design a landing page that converts – landing pages examples
Picture this: before building your dream home, you don’t start by picking out furniture or paint colors. You start with a blueprint. A landing page wireframe design works exactly the same way – it’s the skeleton of your landing page that maps out where everything will go before any colors, images, or fancy fonts enter the picture.
At its core, a wireframe is simply a grayscale sketch that shows the structure and layout of your page elements. It’s like drawing the floor plan of your digital home, making sure the foundation is solid before adding decorative touches.
The beauty of landing page wireframe design lies in its singular focus: supporting one clear conversion goal. Whether you want visitors to sign up for a newsletter, purchase a product, or download a resource, your wireframe creates the path that leads them there – no distractions, no detours.
“A well-designed landing page can largely improve the conversion rate and help you build a promising business.”
I’ve seen countless projects go sideways when teams jump straight to design without wireframing first. The wireframe becomes everyone’s common language – designers understand what copywriters need, marketers see how their strategy will take shape, and clients can provide feedback before anyone gets attached to specific visuals. This alignment is pure gold – it typically cuts revision cycles in half!
The numbers don’t lie when it comes to the impact of proper landing page wireframe design:
When you focus on a single, prominent call-to-action in your wireframe (instead of throwing in multiple options), you can boost conversions by up to 80%. That’s nearly double your results just by planning smartly!
Our clients who take the time to wireframe before diving into design typically reduce their project revisions by 50%. That means faster launches and significant cost savings.
And here’s my favorite stat – landing pages that strategically incorporate social proof elements (like testimonials and reviews) in their wireframe structure see an average 34% increase in conversions. People trust other people, and planning for this in your wireframe pays off.
At Linear Design, we’ve watched these statistics come to life with our clients. Those who accept the wireframing process consistently achieve better results – both in project efficiency and in the conversion rates of their finished pages.
I love explaining landing page wireframe design using the house-building analogy because it just clicks for people. You’d never tell a contractor, “Skip the blueprints – just start building and we’ll figure it out!” That would be a disaster (and probably illegal).
Your landing page deserves the same careful planning:
First, we pour the foundation by defining exactly what conversion goal we’re aiming for and what key messages will support it. Then we frame the structure by establishing information hierarchy – what visitors should see first, second, and so on. Next comes the floor plan that maps out each section and how they flow together. After that, we place the interior walls – the content blocks and CTAs that guide visitors through the space. Only when all that’s solidly in place do we consider the finishing touches like colors, images, and typography.
This structured approach creates a collaborative mindset that keeps everyone focused on what truly matters. As one of our clients recently told me: “Working with wireframes first saved us countless revision cycles. We could all agree on the structure and flow before getting attached to specific design elements.”
And that’s exactly why wireframing isn’t just a design best practice – it’s the conversion blueprint that sets your landing page up for success.
Ever notice how some landing pages feel like a natural conversation while others feel like a jumbled mess? The difference often comes down to information hierarchy – the secret ingredient in effective landing page wireframe design.
Think of your landing page as a story you’re telling a friend. You wouldn’t start with minor details before explaining what you’re talking about, right? The same principle applies here.
Your journey begins with a clear destination – your primary objective. What single action do you want visitors to take? Maybe it’s signing up for a demo, downloading a guide, or making a purchase. This objective becomes your North Star, guiding every element on your page.
Before arranging anything, take a moment to understand your audience’s pain points. What keeps them up at night? What problems are they desperately trying to solve? When you align your content to address these concerns in a logical sequence, magic happens.
The most effective landing pages follow a tried-and-true structure that works with human psychology, not against it. Start with your value proposition above the fold – this is prime real estate where visitors decide whether to stay or bounce. Follow with benefits (how you solve their problems), then features (the specifics of your solution), social proof (evidence that others trust you), and finally, your call to action.
Speaking of visual patterns, both Z-patterns and F-patterns can guide your landing page wireframe design. For visually-driven pages, the Z-pattern works wonders as eyes naturally move from top left to right, then diagonally down to bottom left, and across to bottom right. For text-heavy pages, the F-pattern shines, with users scanning across the top, down the left side, and across again.
Your landing page is like a house with different rooms, each serving a specific purpose. Let’s tour them together:
The Hero Section is your welcoming foyer – make it count! Include a benefit-focused headline that immediately communicates value, a supporting subheadline that elaborates, and a prominent primary CTA that stands out. A hero image placeholder should complement, not compete with, your message.
Moving into the Benefits Section, this is where you highlight what users gain. Focus on outcomes, not features. What change will they experience? Will they save time, make more money, or reduce stress? Include 3-5 key benefits with simple visual placeholders and outcome-focused descriptions.
The Features Section lets you get more specific about how your solution works. Include details that support your promised benefits, with placeholders for screenshots or product images. If technical specifics matter to your audience, include them here, but keep them digestible.
Trust is built in the Social Proof Section. Create space for testimonials, client logos, reviews, and case study summaries. At Linear Design, we’ve seen pages with thoughtful social proof sections outperform those without by significant margins.
Finally, the CTA Section reinforces your conversion goal. Repeat your primary call to action, add elements of urgency or incentive, and ruthlessly eliminate distractions that could lead visitors astray.
The most compelling landing pages follow a narrative arc that feels natural and inevitable: Problem → Promise → Proof → Pitch.
Start by acknowledging the visitor’s pain point – show them you understand their struggle. Then present your solution and its benefits – the promise of a better state. Follow with evidence that your solution works – testimonials, case studies, or data. Finally, make your pitch with a clear call to action.
Include subtle scroll cues and directional arrows in your wireframe to indicate the intended flow. These visual breadcrumbs guide both users and stakeholders through your narrative.
“The most effective landing pages don’t try to be clever – they simply meet users where they are and guide them where they need to go.”
Your landing page wireframe design isn’t just about arranging elements on a page. It’s about creating a conversation that leads naturally to conversion. When you nail your information hierarchy, visitors don’t feel “sold to” – they feel understood and guided toward a solution they already want.
Even in the simplest wireframe, visual hierarchy plays a crucial role in guiding your visitors’ eyes exactly where you want them to go. Think of it as creating a roadmap that naturally leads to your conversion goal.
Size matters tremendously in wireframes. When elements are larger, they naturally command more attention. That’s why your headline and primary CTA should be the biggest elements on your page – they’re the stars of your conversion show, after all.
Spacing is the unsung hero of good wireframe design. When you give important elements more breathing room, you’re essentially putting a spotlight on them. Your CTAs and key benefits deserve this VIP treatment – let them stand out with generous white space around them.
Even in grayscale, contrast helps visitors understand what’s most important. Use darker shades for your primary content and lighter tones for supporting elements. This simple distinction creates natural focal points without needing color.
Don’t fear the emptiness! Whitespace isn’t wasted space – it’s purposeful breathing room that helps visitors process information without feeling overwhelmed. Strategic empty space actually directs attention to what matters most.
Directional cues work like subtle finger-pointing toward your key content. Arrows, lines, and even the gaze direction of people in your image placeholders can guide visitors’ eyes exactly where you want them to look next.
Remember to include your repeat CTAs at strategic points throughout your wireframe. Place them after you’ve presented compelling benefits or evidence – these are the moments when visitors are most ready to take action.
When creating your landing page wireframe design, always keep accessibility in mind. Note where alternative text will be needed for images and ensure your content structure will work with screen readers. Good design is inclusive design.
The way we perceive visual information isn’t random – it follows patterns that smart designers can leverage. Gestalt principles are particularly powerful when creating wireframes:
The Law of Proximity tells us that elements placed close together are perceived as related. Use this to your advantage by clustering related content in your wireframe, creating clear sections that visitors can easily understand.
With the Law of Similarity, elements with similar appearance are perceived as connected. Even in wireframes, use consistent shapes for similar types of content to create visual patterns that make your page easier to understand.
The Law of Continuity explains why our eyes naturally follow lines or curves. You can use this principle to create a visual flow that guides visitors from your headline down to your first CTA, then through the rest of your content.
Eye-tracking studies have revealed fascinating insights about how people actually look at web pages. Put these findings to work by placing your most important information at common fixation points – typically the top left, center, and along predictable scanning patterns like F or Z.
Even in grayscale wireframes, you can use different shading to create focal points that draw attention. And by thoughtfully arranging elements, you can create clear scan paths that naturally lead visitors toward your conversion goals.
I’ve seen many wireframing efforts go off track because of these common pitfalls:
Getting too detailed too soon shifts the conversation from structure to aesthetics. When you start adding specific colors, fonts, and images early in the wireframing process, you’re missing the point – landing page wireframe design should focus on layout and hierarchy first.
Including multiple CTAs is a conversion killer. When visitors face too many possible actions, they often take none at all. Stick to one primary action in your wireframe to avoid decision paralysis.
Navigation menus and external links are distractions that pull visitors away from your conversion goal. For landing pages specifically, minimize or eliminate these elements entirely in your wireframes.
Wireframes without explanatory notes are like maps without labels – confusing and open to misinterpretation. Always include annotations to help stakeholders understand your strategic intentions for each element.
Creating desktop-only wireframes is a recipe for responsive design headaches later. Always consider how your layout will adapt to smaller screens from the very beginning of your wireframing process.
At Linear Design, we’ve found that following these best practices consistently leads to higher-converting landing pages:
✓ Focus on One Task: Every single element should support your primary conversion goal. If something doesn’t contribute to this purpose, it probably doesn’t belong.
✓ Use Generous Spacing: Don’t crowd your elements. Good spacing improves readability and helps important elements stand out naturally.
✓ Include Annotated Notes: Help everyone understand your thinking by explaining the purpose behind each section and element.
✓ Adopt a Mobile-First Mindset: Start by considering how elements will stack on smaller screens, then expand to larger viewports.
✓ Repeat Your CTA: Place your primary call-to-action at strategic points throughout the page, especially after you’ve made a compelling case.
✓ Keep It Simple: Resist the urge to add unnecessary elements. In landing page design, less is almost always more.
✓ Use Real Content: Whenever possible, use actual headlines and key copy points rather than lorem ipsum. Real content leads to more accurate wireframes.
✓ Indicate Responsive Behavior: Make notes about how elements will adapt across different screen sizes to avoid surprises later.
Following these principles will help you create wireframes that aren’t just visually organized, but strategically designed to convert visitors into customers.
Think of your landing page wireframe as a puzzle where each piece plays a crucial role in guiding visitors toward conversion. Let’s walk through the must-have elements that form the backbone of any effective wireframe:
Headline: This is your first impression and should immediately communicate your value proposition. Make it prominent in your wireframe – it’s the hook that either captures attention or loses it in seconds.
Sub-headline: This supporting text adds context to your headline promise. In your wireframe, position it clearly below your headline, but still give it visual importance.
Hero Media: Reserve space for that impactful image or video that will visually communicate your offering. Add notes about what emotion or concept this visual should convey – “showing product in action” or “demonstrating problem solved.”
Benefits List: Carve out a dedicated section where you’ll highlight why visitors should care about your offering. Your wireframe should indicate whether these will appear as concise bullet points, icon-based sections, or another format.
Feature Visuals: Mark areas for those screenshots, diagrams, or illustrations that will bring your offering to life. Include simple annotations about what each visual needs to demonstrate.
Social Proof: Nothing builds trust faster than seeing others’ positive experiences. Designate spaces for testimonials, reviews, and client logos – noting ideal placement for maximum impact.
Trust Badges: Even in wireframe form, indicate where security seals, certifications, or partnership logos will live. These small elements can significantly reduce conversion hesitation.
Form or Button: This is your conversion superstar! Make it stand out visually even in wireframe form. For forms, note what fields you’ll include (fewer is usually better for conversion).
Footer Basics: Often overlooked but necessary, include space for legal information, contact details, and any secondary links needed for compliance or user support.
Your headline can make or break your landing page, so give it proper consideration even at the wireframing stage. This isn’t about finalizing exact wording, but rather determining structure and emphasis.
CoSchedule’s fascinating study of over 200,000 headlines revealed some powerful patterns. The most effective headlines typically use action verbs that stir emotion, clearly communicate a specific benefit, stay concise (usually 5-9 words), and incorporate numbers when relevant to the offering.
When wireframing, decide whether your headline will span a single line or multiple lines, and make notes about whether it should pose a question, highlight a specific benefit, or include a direct call to action. The space you allocate for your headline tells designers and copywriters a lot about its intended impact.
Your call-to-action button might be small, but it’s the most critical conversion element on your page. Give it the attention it deserves in your wireframe:
Make your CTA stand out with a clear button shape that contrasts with surrounding elements. Size matters – make it large enough to be unmissable but not comically oversized. Position it strategically at key decision points: above the fold where visitors see it immediately, after you’ve presented compelling benefits, and at the bottom of the page as a logical next step.
Don’t forget to give your CTA breathing room! Surrounding whitespace helps it pop visually. Also note any supporting microcopy that will appear nearby – those small phrases like “No credit card required” or “Start your free trial” that reduce friction and encourage clicks.
“Landing pages with a single, prominent call to action (as emphasized in wireframe best practices) can boost conversions by up to 80%.”
People trust people, not companies. That’s why social proof deserves thoughtful placement in your landing page wireframe design.
Allocate space for authentic customer testimonials, noting whether these will include photos, names, and titles to increase credibility. Mark areas for star ratings or review snippets that provide quick validation. Create a dedicated section for client or partner logos – these visual endorsements build trust instantly.
Don’t forget security seals, especially near form fields or checkout buttons where visitors might hesitate. Consider including brief case study snippets with concrete results – numbers tell a powerful story.
Our team at Linear Design has found that placing social proof elements immediately before or after a CTA can significantly boost click-through rates. The research backs this up: landing pages that strategically incorporate social proof in their structure see an average 34% increase in conversions.
Your wireframe isn’t just about layout – it’s about creating a conversion path that builds trust at every step.
Let’s talk about the tools that can make your landing page wireframe design process smoother and more enjoyable. After all, having the right tools is like having a good pair of shoes for a long hike – they just make the journey better!
At Linear Design, we’ve tested dozens of wireframing tools and have found a few clear favorites that our teams and clients love to use:
Figma has become our go-to for collaborative projects. It’s like having everyone gathered around the same digital whiteboard, making real-time edits and leaving comments. The component libraries are a huge time-saver when you need to assemble wireframes quickly.
Moqups is perfect when you need something web-based with ready-to-use landing page templates. We often recommend this to clients who are just getting started with wireframing.
Balsamiq holds a special place in our hearts for early-stage wireframing. Its sketch-like quality keeps everyone focused on structure rather than getting distracted by pretty colors or fonts. It’s like the doodle pad of wireframing tools.
Miro offers an infinite canvas that gives your ideas room to breathe. We love using it for collaborative sessions where the team needs to ideate together before formalizing the wireframe.
Sketch is the Mac-lover’s dream with its robust capabilities and ecosystem of plugins. While platform-specific, it’s hard to beat for Mac users.
Online Whiteboards like MURAL or Whimsical provide flexible spaces that feel like you’re all standing around a physical whiteboard – just without the marker smell!
To jumpstart your next project, use this landing page wireframe template that we’ve refined over dozens of successful landing page projects.
Wireframes aren’t one-size-fits-all. Think of them like coffee – some days you need a quick, simple brew (low-fidelity), and other days you want something more complex and nuanced (high-fidelity).
Low-fidelity wireframes are the quick sketches of the wireframing world. They use simple boxes and placeholders without colors or specific imagery. They’re perfect for early brainstorming when you need to get ideas flowing without commitment. We often create these in client kickoff meetings to align everyone quickly.
Mid-fidelity wireframes add a bit more meat to the bones. They include more detailed content structure and basic typographic hierarchy. These are your go-to when presenting to stakeholders who need something more concrete but aren’t ready for design details.
High-fidelity wireframes get you closer to the final look with detailed UI elements and accurate spacing. While still usually in grayscale, they bridge the gap between structure and visual design. These are invaluable when transitioning to the design phase.
At Linear, we typically follow a progression: start low, move to mid for approval, then high before visual design. This natural evolution keeps projects moving forward efficiently.
The secret sauce to great landing page wireframe design isn’t just in the tools – it’s in how people use them together. Creating harmony between designers, copywriters, and stakeholders is part art, part science.
Shared boards create a central hub where everyone can view and comment on the wireframe. It’s like having a shared language that bridges different professional perspectives.
Annotation layers are lifesavers for complex wireframes. By creating a separate layer for notes and explanations that can be toggled on or off, you keep the wireframe clean while still providing context.
Real-time editing sessions bring the energy of in-person collaboration to remote work. We schedule “wireframe workshops” where team members collaborate simultaneously, often solving in minutes what might take days of back-and-forth emails.
Approval checklists keep projects from getting stuck in feedback limbo. Clear criteria for wireframe approval means everyone knows when we’re ready to move forward.
A healthy collaboration typically flows like this: designers create the initial structure, copywriters add content notes and headline options, designers refine based on these inputs, stakeholders review and comment, the team makes revisions, and finally, everyone approves before moving to visual design.
This approach ensures we capture everyone’s expertise early – which means fewer headaches and revisions later. As one of our clients put it, “It felt like you were reading our minds because everyone’s input was considered from the beginning.”
Let’s be honest – no one gets a landing page right on the first try. That’s why iteration isn’t just helpful; creating pages that actually convert. At Linear Design, we’ve learned that the most successful landing pages evolve through careful testing and refinement.
Think of your wireframe as a conversation starter, not the final word. Once you have your initial structure in place, that’s when the real optimization begins:
A/B Hypothesis Testing opens up possibilities you might not have considered. Rather than debating whether approach A or B is better, create wireframe variants and let the data decide. Maybe you’re wondering if testimonials work better above or below your feature section – test it!
Click-Heat Validation shows you where theory meets reality. We love tools like Hotjar or Crazy Egg because they reveal what users actually do with your page. Sometimes what seems logical in a wireframe doesn’t match how people naturally interact with your content.
User Interviews provide insights no analytics tool can capture. When someone tells you “I don’t understand what I’m supposed to do here” while looking at your wireframe, that’s golden feedback. These conversations often reveal disconnects between how you see your page and how users experience it.
Accessibility Audit ensures everyone can use your page. Review your wireframe for potential issues before moving to visual design – it’s much easier to fix structural problems now than redesign later.
Once your wireframe passes these validation tests, you’re ready to transform it into something beautiful:
The difference between good and great landing pages often comes down to testing. We’ve seen it time and again with our clients – those who accept testing consistently outperform those who don’t.
Wireframe variants give you options to test against each other. We typically recommend developing 2-3 alternative approaches for critical landing pages. Maybe one version leads with benefits while another starts with social proof – both could work, but which works better for your specific audience?
KPI tracking keeps testing focused on what matters. Before launching any test, clearly define what success looks like. Is it form completions? Time on page? Click-through rates? Without clear metrics, you’re just guessing.
CRO cycles create a rhythm of continuous improvement. The most successful companies we work with view conversion rate optimization as an ongoing process, not a one-time event. They test, learn, refine, and repeat.
Our clients who commit to this iterative approach typically see 15-30% higher conversion rates than those who skip thorough wireframe testing. That’s the difference between a landing page that performs adequately and one that drives significant business growth.
Your landing page needs to work beautifully everywhere – from massive desktop monitors to tiny smartphone screens. Your landing page wireframe design should account for this reality from the beginning.
Desktop grid systems provide structure and consistency. We typically use a 12-column grid that helps maintain proper spacing and alignment across the page.
Mobile stacking requires thoughtful planning. When your multi-column desktop layout collapses to a single column on mobile, the order matters tremendously. Your wireframe should specify exactly how elements will stack and in what sequence.
Tablet touch targets need special attention. Elements that work perfectly with mouse clicks often fail with touch interactions if they’re too small or too close together. Your wireframe should note where adjustments will be needed.
Fluid breakpoints mark the transition points in your responsive design. Rather than creating just “mobile” and “desktop” versions, identify where specific layout shifts need to occur based on screen width.
Image optimization planning saves headaches later. Note in your wireframe how images will adapt at different screen sizes – will they crop, scale, or be replaced with alternative versions?
At Linear Design, we often create separate wireframes for key breakpoints (desktop, tablet, and mobile) to ensure the user experience remains conversion-focused across all devices. This approach takes more time upfront but prevents costly revisions later and delivers a consistent experience that maintains your conversion focus no matter how visitors access your page.
Your first wireframe should feel like a quick sketch rather than a polished masterpiece. Think of it as the “first date” with your landing page idea – you’re just getting to know each other!
Keep it low-fidelity to start. Simple shapes, basic placeholder text, and rough annotations are all you need to establish the fundamental layout. This approach naturally keeps everyone focused on what really matters at this stage: the user journey and conversion strategy.
At Linear Design, we affectionately call our initial wireframes “napkin sketches” – they’re ultra-simple and can literally be created in minutes. There’s something freeing about starting with such basic elements before getting into the details. Our clients often tell us this approach helps them think more clearly about what their page needs to accomplish.
Yes, absolutely! Creating device-specific wireframes is like making sure your outfit works for both the beach and the boardroom – different contexts require different approaches.
While creating multiple wireframes requires more upfront work, it prevents those “how did we miss this?” responsive design headaches later. At minimum, develop:
If your analytics show significant tablet traffic (which is common for many of our clients), include a tablet wireframe as well. Each version should maintain the same content and conversion goals while adapting the layout to feel natural on that particular screen size.
Your users expect a seamless experience regardless of their device. Planning for this at the wireframe stage makes everything downstream smoother.
This is a bit like asking “how many practice swings before hitting the golf ball?” – it depends on the importance of the shot!
While there’s no one-size-fits-all answer, we typically recommend at least 2-3 iterations of your wireframe before moving to high-fidelity design. Each round should incorporate feedback and refinements. The typical journey looks like:
For critical, high-traffic landing pages that need to perform exceptionally well, additional iterations with user testing between versions can dramatically improve results. One of our e-commerce clients saw a 47% conversion increase after their third wireframe iteration identified a major user flow issue that would have been expensive to fix post-launch.
The investment in thorough wireframing pays real dividends – both in higher conversion rates and in reduced design revisions later. Think of it as spending a little more time measuring before you cut – it’s always worth it!
Building a landing page without a wireframe is like trying to bake a cake without a recipe—you might end up with something sweet, but it probably won’t be what you intended. Effective landing page wireframe design gives you that essential recipe for conversion success, helping you focus on structure before you get distracted by pretty colors and fancy fonts.
At Linear Design, we’ve watched countless projects transform from struggling to spectacular, simply because our clients took the time to wireframe properly. The results speak for themselves:
Our clients who invest in thorough wireframing typically finish projects faster, need fewer back-and-forth revisions, and—most importantly—see their conversion rates climb steadily upward. It’s not magic; it’s methodical planning.
Think of your wireframe as the quiet hero of your landing page journey. It won’t get the glory that beautiful graphics do, but it’s doing the heavy lifting behind the scenes.
As you create your next landing page wireframe, keep these principles close:
Start with one clear goal. Multiple goals lead to confused visitors, and confused visitors don’t convert.
Build a strong information hierarchy. What’s most important should be most prominent—it’s that simple.
Apply visual hierarchy that guides the eye naturally toward your call to action. Size, spacing, and contrast are your friends here, even in a simple wireframe.
Include all the essential elements we’ve discussed, from magnetic headlines to compelling CTAs and reassuring social proof.
Bring your team together early. When designers, copywriters, and stakeholders collaborate at the wireframe stage, magic happens.
Test, learn, and refine before finalizing. Your first wireframe is rarely your best wireframe.
The most successful landing pages aren’t just pretty faces—they’re strategically structured conversion machines. Your wireframe is the blueprint that makes this possible.
Ready to transform your next landing page from “meh” to “magnificent”? At Linear Design, we’ve helped hundreds of businesses create landing pages that don’t just look good but actually drive measurable results. We’d love to show you how our strategic wireframing approach can make all the difference.
More info about Landing Page Design services
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WRITTEN BY
Luke Heinecke
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