A landing page is not a smaller website. It’s a page with a single goal: get the visitor to take the next step. Anything that doesn’t serve that step is noise.
The structure that works
- Promise above the fold: what the person gets, in one sentence, plus a visible CTA.
- Proof: numbers, testimonials, or logos that back the promise.
- How it works: three steps, maximum, to reduce uncertainty.
- Objections: answer the two or three doubts that stall the decision.
- Final CTA: the same ask from the top, repeated at the end.
Copy that converts
- Speak to the customer’s pain before you speak about your product.
- One idea per section. If the paragraph has two subjects, it’s two sections.
- Concrete verbs in the CTA: “Request a diagnosis” converts better than “Submit”.
Performance is conversion
Every extra 100 ms of load time costs conversion. Optimized images, zero unnecessary scripts, and fonts that don’t block rendering. A fast page also ranks better.
How to measure
Page conversion rate, scroll depth to the CTA, and cost per lead of the campaign feeding it.
At Trafegar, we treat the landing page as part of the media funnel — designed alongside the ad and the chat script.