A landing page has one job: get the visitor to take a single action. Everything else — navigation links, blog sidebar, footer sitemap — is distraction. Here's the structure we use for campaigns that convert.
Above the fold: clarity and CTA
Headline states the outcome. Subhead adds specificity. One primary button. Supporting image or short video. No menu linking away to other pages — reduce exit paths.
Social proof early
Logos, star ratings, or a pull-quote from a real client within the first two scrolls. Skepticism is highest at the top; address it before asking for commitment.
Benefits over features
Three to five bullet blocks: icon, benefit headline, one sentence of proof. Scan-friendly. Visitors should grasp your value in ten seconds of scrolling.
Objection handling
FAQ section, guarantee, or "how it works" steps reduce friction. Answer pricing questions, timeline concerns, and "is this right for me?" before they bounce.
Repeat the CTA
Bookend the page with the same primary action. Sticky mobile button if the page is long. Every section should logically lead toward conversion.
Running ads to a weak landing page? We build pages designed to convert. Tell us about your campaign.