Landing Pages
Pages with one job: headline formulas, what goes above the fold, social proof, form placement, load speed, and the thank you page nobody optimises.
A landing page is the only page on your site where removing things reliably improves the outcome. Navigation, footers, related links and secondary offers all give a visitor somewhere to go that is not the form.
These guides work down the page in the order a visitor reads it, then cover the two things that sit outside that order: load speed, which decides whether the page is seen at all, and the thank you page, which is the most under-used conversion surface most sites own.
Every guide in this topic
- 01 Lead Capture Landing Page: Anatomy of High Converters The eight sections in reading order, what each has to accomplish, and the three that can be deleted without loss.
- 02 Landing Page Headlines: Formulas That Stop the Scroll Seven formulas with the offer type each suits, and the specificity test any headline has to pass.
- 03 Above the Fold Optimization: What Visitors Must See First What the fold means on the six most common screen sizes, and the four elements that have to be above it.
- 04 Landing Page Social Proof: Testimonials, Logos, and Numbers Which proof types work at which traffic temperature, and the vague testimonial that actively reduces trust.
- 05 Landing Page Form Placement: Left, Right, or Below? What the evidence actually supports, and why offer complexity decides this more than layout preference does.
- 06 Thank You Page Optimization: The Forgotten Conversion Point The page with the most engaged audience on your site and almost never a second ask on it.
- 07 Landing Page Load Speed: Impact on Conversions What each second costs in measured conversion, and the four fixes that account for most of the available gain.
- 08 Landing Page Trust Signals: Building Credibility Fast The signals a first-time visitor checks in the first few seconds, and the ones that backfire when overdone.
- 09 Video on Landing Pages: When It Helps vs Hurts The conditions under which video lifts conversion, the conditions under which it costs you, and the autoplay decision.
- 10 Landing Page Testing Framework: Systematic Optimization A test order that stops you optimising a button on a page whose offer is wrong.