01The eight parts, in order
Most effective landing pages follow the same logic, whatever they sell: say what it is, show it is real, explain what you get, remove doubts, ask again. The order matters because attention drops as people scroll.
| Part | Its job | Common mistake |
|---|---|---|
| Headline | Say what you offer and for whom | Clever wordplay that explains nothing |
| Supporting line | Add the key benefit or how it works | A second slogan |
| Primary call to action | One clear next step | Three competing buttons |
| Visual | Show the product or result | Abstract stock imagery |
| Proof | Customers, results, reviews | Logos you are not allowed to use |
| What you get | Features as outcomes | A list of features with no "so what" |
| Objections and FAQ | Price, time, risk, fit | Leaving the hard questions out |
| Closing call to action | Repeat the ask after the case is made | Ending on a footer of links |
02Why the first screen matters most
In eye-tracking research by Nielsen Norman Group, people spent about 57% of their page-viewing time above the fold and 74% in the first two screenfuls, according to its article on scrolling and attention. People do scroll, but they decide whether to keep reading based on what they see first.
So the headline, supporting line and call to action must make sense together without anything below them. A useful test: show the first screen to someone for five seconds, then ask what the page offers and what they would click. If they cannot say, rewrite before touching anything else. How to design a hero section goes deeper on that screen.
03One goal per page
A landing page differs from a homepage in that it exists for one action: sign up, book a call, buy, join a waitlist. Every link that leads elsewhere is a chance to leave. That is why many landing pages drop the main navigation menu, a choice tested in several published experiments covered in should a landing page have navigation?.
One goal does not mean one button. Repeating the same call to action after each major section is normal and helpful, as long as every button leads to the same place.
04Proof that works, and proof that backfires
Proof is what turns a claim into something believable. The strongest kinds are specific and verifiable: named customers who agreed to be named, results with context, reviews from a platform visitors recognize.
- Strong: a named customer quote with photo and role, a case study with a real result, a review score from a known platform.
- Medium: customer logos (only with permission), usage numbers you can back up.
- Weak or harmful: anonymous testimonials, round numbers with no source, awards nobody has heard of.
- Never: invented reviews or numbers. They are dishonest, and in many places they break consumer-protection rules.
05Answering objections before they are asked
Visitors who do not convert usually have an unanswered question: how much does it cost, how long does it take, what if it does not work, is it right for someone like me? A short FAQ near the bottom, or a sentence under the call to action ("Free for 14 days, no card required"), removes friction at the moment of decision.
The best source of objections is your own inbox. The questions prospects ask before buying are the ones your page should answer. For pricing questions, how much does a landing page cost? covers what to budget if you are hiring someone to build it.
06Things you can leave out
Long "about us" sections, every feature you have, team photos (unless trust is the issue), social media icons in the header and newsletter popups that fire before anyone has read a word rarely help a landing page convert. Length is a separate question; how long should a landing page be? explains when longer pages win.
What people who tried it say
When Hacker News users were asked for examples of great landing pages, the top answers stressed story and clarity over visual polish: say what the product is and why the visitor should care, quickly, for a specific audience. Several noted that a plain page can outconvert a beautiful one.
- Ask HN: Examples of great landing pages?Hacker News
Commenters cited Stripe, Basecamp, Notion and others, and argued the narrative for a specific audience matters more than looks; slow loading and broken mobile layouts were common criticisms.
Looking for more first-hand opinions? Search Reddit for “what should a landing page include”. We link the live threads rather than summarizing them, so you read them in full.
Our take
most landing pages fail at the headline, not the design. Spend more time on the first ten words than on the rest of the page combined, then make the rest of the page prove them.
Where this falls short
The right structure depends on the offer. A free signup can work with a short page; an expensive or unfamiliar product usually needs more explanation and proof. Test with real traffic rather than treating any template as a rule.
Orlume builds landing pages design-first: describe the offer and audience, and it decides hierarchy, type and layout before writing code, then publishes the page in one click.
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Sources
- 1.Scrolling and Attention · Nielsen Norman Group
- 2.2024 Conversion Benchmark Report · Unbounce
- 3.Creating helpful, reliable, people-first content · Google Search Central
Researched and written by the Orlume team · Updated October 2026
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