The landing page structure that converts
A landing page is an argument, not a brochure. Each section should answer the next question a sceptical buyer would ask, in the order they ask it.
The order that works
Claim, proof, mechanism, objection handling, offer, close. Claim in one sentence with a specific outcome. Proof immediately, because unproven claims get discounted. Mechanism explains how it works so the reader believes the proof applies to them.
Objection handling is where price, timeline and risk live. Offer states exactly what happens next. Close asks once, clearly.
What usually breaks it
A hero that describes the company rather than the customer problem. Proof that is a logo wall with no context. Three competing calls to action. Long paragraphs where a short list would do.
Measure the argument, not the page
Track scroll depth against section boundaries and see where attention drops. A drop at the pricing section usually means the value was not established earlier, not that the price is wrong.
Common questions
- How long should a landing page be?
- Long enough to answer the objections a buyer with budget actually has. For considered purchases that is usually 800 to 1,500 words; for low-cost offers it is far less.
- How many calls to action should a page have?
- One primary action repeated at natural decision points, plus one low-commitment alternative for people who are not ready.
Next step
If this question is live in your business right now, describe the situation and you will get a written view on the options, including whether you should build at all.
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