Landing Pages

Every landing page pursues exactly one primary conversion goal. Multiple competing goals reduce the conversion rate. One goal, one page.

Scope

Use this skill when you:

• Create a landing page for lead generation or sales
• Design CTA buttons and conversion elements
• Optimize the above-the-fold area
• Strategically place social proof
• Plan A/B tests for landing pages
• Select the right landing page type for a given goal

Principles

1. One Goal, One Page

Every landing page pursues exactly one primary conversion goal. Multiple goals reduce the rate.

2. The Landing Page Is Not the Homepage

Homepages inform broadly. Landing pages sell or generate leads — targeted and distraction-free.

3. The Visitor Is Pre-Qualified

Anyone who lands on a landing page has already seen an ad or searched for a keyword. The page must deliver on the promise made.

4. Trust Before Transaction

No user converts without trust. Social proof, transparency, and professional design are mandatory.

5. Mobile-First Is Mandatory

Over half of all visitors arrive on mobile. A page that does not work on a smartphone wastes half its potential.

6. Testing Beats Opinions

Whether a CTA button should be red or green is decided by A/B test data, not by a designer.

Rules

DO: Choose the Right Landing Page Type

Type	Goal	Length	Distinguishing Feature
Opt-in Page	Generate leads	Short–medium	Freebie or value exchange
Sales Page	Sell product/service	Long	Address all objections
Click-Through Page	Advance to next funnel step	Short	Build interest, don't sell
Squeeze Page	Capture minimal data	Minimal	Only email field and CTA
Webinar/Event Page	Generate registrations	Medium	Date, speaker, countdown

DO: Deliver the Core Message Above the Fold

The visible area without scrolling must contain:

1. Headline: Clear benefit in one sentence. No wordplay, no riddles.
2. Subheadline: Elaboration or objection handling.
3. Hero Visual: Image or video that visualizes the benefit.
4. CTA Button: Visible, high-contrast, action-oriented.
5. Trust Element: At least one social proof element.

DO: Design Action-Oriented CTA Buttons

• PHRASE as action with benefit: "Start your free trial," "Request a quote."
• NOT: "Submit," "Continue," "Click here."
• VISUALLY stand out from the rest (contrast color).
• On long pages, repeat the CTA after each section.
• Maximum 1 primary CTA type per page.

DO: Follow the Conversion Structure (Long-Form)

1. Name the problem — Show understanding of the pain point.
2. Present the solution — Your offer as the answer.
3. Specify the benefits — Bullet points with advantages (not features).
4. Provide social proof — Testimonials, case studies, ratings.
5. Address objections — FAQ section.
6. Create urgency — Only when genuine (limitation, countdown).
7. Repeat the CTA — Final, prominent call to action.

DO: Keep Forms Minimal

• Only absolutely necessary data. Every field lowers conversion.
• Opt-in: Ideally email only.
• Sales: Name and email for initial contact.

DO: Remove or Minimize Navigation

• Landing pages have NO full website navigation.
• Maximum: Logo (linked to main site), legal notice/privacy policy in the footer.

DON'T: Break the Ad's Promise

• If the ad promises "Free consultation," the page must deliver exactly that.

DON'T: Use Unrelated Stock Photos

• Generic business stock photos do not build trust.
• Use real photos or meaningful product visualizations.

DON'T: Offer Multiple Equivalent CTAs

• One goal per page. Period.

DON'T: Launch Without Testing

• A landing page without an A/B test plan is hope-based marketing.
• Test at minimum: headline variants, CTA text, hero image.

Patterns

Problem-Agitation-Solution (PAS)

For sales and lead generation: 1. Name the problem directly, 2. Agitate (what happens if left unsolved), 3. Present your offer as the solution. See references/conversion-patterns.md for details.

Social Proof Sandwich

Social proof in 3 locations: 1. Above the fold (logos, customer count), 2. After the benefits section (testimonials with photo), 3. Above the final CTA (ratings, guarantee).

Video Landing Page

For products requiring explanation: Auto-play-disabled video (max. 90 sec.) as hero, followed by text summary and CTA below.

Countdown Urgency

For time-limited offers: Countdown timer above the CTA. ONLY with a real deadline. Fake countdowns permanently destroy trust.

Anti-Patterns

Information Overload

Too much text, too many sections, too many visual elements. Solution: Every section must serve a function in the conversion flow.

The Hidden CTA

CTA visually inconspicuous, too small, or only visible after extensive scrolling. Solution: CTA above the fold AND after every section. Contrast color, sufficient size.

The Generic Headline

"Welcome" or "We offer solutions." No user feels addressed. Solution: Benefit-oriented headline: "50% more leads in 30 days."

The Broken Mobile Funnel

Great on desktop, unusable on mobile. 50%+ of traffic cannot convert. Solution: Design mobile-first. CTA buttons reachable by thumb.

A/B Test Without a Hypothesis

Testing random variants. No actionable insights. Solution: Every test has a hypothesis: "If we change X, we expect Y, because Z."

Checklist

• Exactly one conversion goal defined per page
• Landing page type selected (opt-in, sales, click-through, etc.)
• Above the fold: headline, subheadline, hero visual, CTA, trust element
• CTA button action-oriented and high-contrast
• Navigation removed or reduced to logo + legal
• Form fields reduced to minimum
• Social proof in at least 3 locations
• FAQ section addressing the most common objections
• Mobile version separately reviewed and optimized
• Ad promise and landing page content are aligned
• Load time under 3 seconds
• A/B test plan with at least 1 hypothesis
• Tracking and conversion measurement configured

Cross-References

• customer-journey — The landing page is a central touchpoint
• design-process — Landing page creation follows the same process
• ai-design-workflow — AI can generate headlines, CTAs, and copy variants
• website-audit — Existing landing pages are part of the audit scope
• usability — Forms and conversion optimization
• ui-design — Visual design of conversion elements