Build a landing page that converts

A landing page has one job: help the right person decide. Most pages fail because they are organised around what the business wants to say rather than the order in which a stranger needs to hear it.

Block 1: the promise

Above the fold, in plain language: who it's for and what changes. "Fix weak AI prompts in seconds" beats "Reimagining human-machine collaboration". If a visitor can't repeat your promise after three seconds, nothing below matters.

Block 2: proof it's real

A screenshot of the actual product, not an abstract illustration. People need to see the thing. If you have numbers, customers or logos, they belong here, not buried at the bottom.

Block 3: the problem, in their words

Three lines describing the frustration your visitor arrived with. This is the moment they decide you understand them. Quote your support inbox rather than inventing pain points.

Block 4: how it works

1. Three steps, maximum.
2. Each step one short sentence.
3. No internal jargon and no feature names nobody knows yet.

Block 5: objections, answered

Price, effort, risk, lock-in. Every visitor has the same four worries and answering them on the page is cheaper than answering them by email later. A short FAQ does more for conversion than another feature grid.

Block 6: one call to action, repeated

Same wording, same colour, three or four times down the page. Competing calls to action — start trial, book a demo, join the newsletter, follow us — split attention and convert worse than one clear ask.

Block 7: the quiet reassurance

Refund policy, contact details, a real name. Trust signals convert the cautious half of your audience, and the cautious half is usually the half with a budget.

Then measure one thing

Pick a single conversion event and watch it for a fortnight before you change anything. Redesigning weekly on gut feel is how pages get worse slowly while everyone feels busy.

If a section doesn't help someone decide, it's decoration. Delete it.