Landing page architecture

Follow this 8-section structure when building landing pages. Each section has one job. Don't let it do anything else.

1. Hero

Components: Eyebrow -> Headline -> Subheadline -> CTA -> Trust Signals

Job: Get email or get scroll

Rules:

• Eyebrow: Short category label or social proof snippet (e.g., "Join 10,000+ marketers")
• Headline: One clear promise. Specific outcome, not features.
• Subheadline: Who it's for + how it works in one sentence
• CTA: Single action. "Get free access" beats "Submit"
• Trust signals: Logos, user count, or "No credit card required"

2. Success (conditional)

Components: Checkmark -> Confirmation -> Deliverable list

Job: Kill buyer's remorse

Rules:

• Only show after form submission or purchase
• Confirm what they'll receive and when
• List deliverables with checkmarks
• Set expectations for next steps

3. Problem-agitate

Components: 3 problems with agitation -> Personal transition

Job: Make status quo painful

Rules:

• Name three specific problems your audience faces
• Agitate each one: describe the frustration, wasted time, or missed opportunity
• Transition personally: "I dealt with this too" or "We built this because..."
• Don't solve yet. Let the pain sit.

4. Value stack

Components: 4 tiers descending -> Total value - Your price

Job: Make saying no feel stupid

Rules:

• Stack 4 value items from highest to lowest perceived value
• Assign dollar amounts to each (be realistic, not inflated)
• Show total value crossed out
• Reveal actual price with clear contrast
• Frame the gap: "Get $2,847 in value for $297"

5. Social proof

Components: Header -> 3 testimonials with specific results

Job: Let others convince them

Rules:

• Header: "What customers are saying" or result-focused ("How Sarah grew 300%")
• Three testimonials minimum
• Each must include specific results: numbers, timeframes, outcomes
• Include photo, name, and role/company
• Avoid generic praise like "Great product!"

6. Transformation

Components: 4 stages: Quick win -> Compound -> Advantage -> 10x

Job: Make outcome tangible

Rules:

• Stage 1 (Quick win): What they'll achieve in days
• Stage 2 (Compound): What happens after weeks of use
• Stage 3 (Advantage): How they'll outpace competitors or peers
• Stage 4 (10x): The long-term life/business transformation
• Use timeline markers: "Day 1... Week 2... Month 3..."

7. Secondary CTA

Components: Avatar stack -> Question headline -> "Yes" button

Job: Catch the scrollers

Rules:

• Avatar stack: 3-5 overlapping user photos showing community
• Question headline: "Ready to [specific outcome]?"
• Button text as affirmation: "Yes, I want [benefit]" not "Sign up"
• Repeat key trust signal from hero

8. Footer

Components: Logo -> Nav -> Legal -> Social

Job: Professional legitimacy

Rules:

• Minimal navigation: only essential links
• Legal: Privacy policy, Terms of service
• Social links if active; remove if dormant
• Copyright with current year
• Optional: Contact email or support link

Implementation checklist

• Every section has exactly one job
• Headlines promise outcomes, not features
• CTAs use action verbs and specific benefits
• Social proof includes numbers and specifics
• Value stack makes the math obvious
• Mobile layout prioritizes hero and first CTA
• Page loads fast; no unnecessary animations
• Forms ask for minimum required fields