A landing page has one goal and one action. If a visitor can do three different things, they usually do none of them.
That is the essential difference from your home page: the home page shows what you are, the landing page asks for something specific.
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The eight sections, in order
The order matters as much as the content. Visitors read top to bottom and decide as they go.
| # | Section | What it does |
|---|---|---|
| 1 | Headline | States what they gain, not what you sell |
| 2 | Subheading | Clarifies who it is for |
| 3 | Image or video | Shows the outcome |
| 4 | Primary button | One action, visible without scrolling |
| 5 | Benefits | 3–5, with numbers where possible |
| 6 | Social proof | Reviews, logos, figures |
| 7 | Objection handling | Price, time, risk |
| 8 | Closing button | The same wording as the first |
The first four appear without scrolling. If they have not understood what it is and what they gain by then, the rest never gets read.
The headline: the one line everybody reads
Three versions, worst to best:
| Version | Example |
|---|---|
| What you are | “Websites for businesses” |
| What you do | “We build websites that bring in customers” |
| What they gain | “A website that brings enquiries, live in 3 weeks” |
The third states an outcome and a timeframe. One specific number in the headline does more work than three paragraphs.
The test: read only the headline to somebody who does not know your work. If they cannot say what you sell, rewrite it.
The CTA: one, clear, repeated
One action across the whole page. Not “book a call” and “download the guide” and “see prices”.
Button text describes what will happen, not what they are pressing:
- “Submit” → “Request a quote”
- “Click here” → “See available times”
- “Sign up” → “Send me the guide”
And beside the button, one line that reduces the risk: “No charge”, “We reply within 24 hours”, “Cancel any time”.
The form: as few fields as possible. Every extra field costs completions. A name plus phone or email is enough — ask the rest on the call.
What to remove
Most landing pages improve by subtraction rather than addition.
- The navigation menu. Every link is an exit.
- Social icons. You are sending the visitor to Instagram instead of the form.
- The slider. Nobody waits for the second slide.
- Long “about us” copy. The visitor is interested in themselves.
- Stock photos that say nothing. One real photograph of your work beats them.
And a technical one: if the page is slow, none of the above matters — see how to measure it in website speed.
How to answer objections
Every visitor has three silent questions. Answer them before they ask.
| Objection | How it is answered |
|---|---|
| “It’s expensive” | A price range or “from €X”, or what is included |
| “I don’t have time” | How long it takes, what you need from them |
| “Will it work for me?” | An example from a similar business |
The first is the most misunderstood. Hiding the price does not increase enquiries — it increases irrelevant enquiries.
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How to test without tools
A proper A/B test needs traffic volumes most small businesses do not have. Without it, you test sequentially:
- Change one thing — usually the headline.
- Let it run for 2–4 weeks or 200+ visits.
- Compare against the previous period, with the same traffic source.
- Keep what won and move to the next element.
The order that pays: headline → button → form fields → image → section order.
And one test that needs no numbers: show the page to five people for five seconds and ask what it sells. If they cannot say, the headline is at fault.
What counts as a good conversion rate
It depends what you are asking for and where the traffic comes from.
| Ask | Indicative range |
|---|---|
| Newsletter sign-up | 10% – 25% |
| Quote request | 3% – 8% |
| Booking an appointment | 2% – 6% |
| E-shop purchase | 1% – 3% |
Do not compare against foreign averages. Compare against yourself last month — the method is in digital marketing ROI.
Frequently asked questions
How long should it be?
As long as it takes to answer the objections. Cheap and simple: short. Expensive or complex: longer, with more evidence.
Do I need a separate page per advert?
Per service or audience, yes. Per advert, no — as long as the message matches what the advert promised.
Why do I get clicks but no enquiries?
Usually a mismatch: the advert promises something the page does not confirm in the first two seconds — see what else causes it in Facebook & Instagram Ads.
Video or image?
An image that loads fast, always. Video only when it shows something words cannot.
Should I show the price?
If you have fixed prices or a range, yes. It filters, and it raises the quality of enquiries.
The first step
Open your page on a phone and stop before scrolling. Answer: what does it sell, who is it for, what should I press?
If even one of the three is missing, fix that first. The other common failures are in website mistakes.
Next step
Book a free 30-minute call with the team at The Dev Alley. We will look at your page and show you what moves conversions