A landing page is a page with one objective. Unlike the website, it doesn't present the company: it converts an ad click into a contact or a sale. Everything that doesn't help with that goes — including the menu.
The 9 blocks, in order
- Promise — headline with the benefit, subheadline with who it's for. Above the fold, with the button next to it.
- Quick proof — client logos, a number, a badge. One line.
- The problem — the pain the person recognizes. Two sentences.
- The solution — what you do, in 3 to 4 items with icons. No long paragraphs.
- How it works — 3 steps. Reduces the "and then what?" anxiety.
- Social proof — testimonial with name, photo and company. Or a case with a number.
- Offer and CTA — what the person gains by clicking now. Button again.
- Objections — FAQ with the 4 questions the salesperson hears most.
- Final CTA — last call, with the button for the third time.
Rules that don't change
- One button, same action in every block. WhatsApp for consultative sales; short form for leads.
- Mobile first: 80% of ad clicks come from phones. If it opens in more than 2 seconds, you've already lost some.
- Consistency with the ad: same promise, same image. The person needs to know they landed in the right place.
- No menu, no external links, no "learn our story".
The mistakes that kill conversion
An 8-field form. Text about the company instead of the customer. A "Submit" button (change to "Get my quote"). A stock photo at the top. And the most common: the page is the website's home with a different title.
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