Landing page architecture

Follow this 8-section structure when building landing pages. Each section has one job. Don't let it do anything else.

1. Hero

Components: Eyebrow -> Headline -> Subheadline -> CTA -> Trust Signals

Job: Get email or get scroll

Rules:

• •Eyebrow: Short category label or social proof snippet (e.g., "Join 10,000+ marketers")
• •Headline: One clear promise. Specific outcome, not features.
• •Subheadline: Who it's for + how it works in one sentence
• •CTA: Single action. "Get free access" beats "Submit"
• •Trust signals: Logos, user count, or "No credit card required"

2. Success (conditional)

Components: Checkmark -> Confirmation -> Deliverable list

Job: Kill buyer's remorse

Rules:

• •Only show after form submission or purchase
• •Confirm what they'll receive and when
• •List deliverables with checkmarks
• •Set expectations for next steps

3. Problem-agitate

Components: 3 problems with agitation -> Personal transition

Job: Make status quo painful

Rules:

• •Name three specific problems your audience faces
• •Agitate each one: describe the frustration, wasted time, or missed opportunity
• •Transition personally: "I dealt with this too" or "We built this because..."
• •Don't solve yet. Let the pain sit.

4. Value stack

Components: 4 tiers descending -> Total value - Your price

Job: Make saying no feel stupid

Rules:

• •Stack 4 value items from highest to lowest perceived value
• •Assign dollar amounts to each (be realistic, not inflated)
• •Show total value crossed out
• •Reveal actual price with clear contrast
• •Frame the gap: "Get $2,847 in value for $297"

5. Social proof

Components: Header -> 3 testimonials with specific results

Job: Let others convince them

Rules:

• •Header: "What customers are saying" or result-focused ("How Sarah grew 300%")
• •Three testimonials minimum
• •Each must include specific results: numbers, timeframes, outcomes
• •Include photo, name, and role/company
• •Avoid generic praise like "Great product!"

6. Transformation

Components: 4 stages: Quick win -> Compound -> Advantage -> 10x

Job: Make outcome tangible

Rules:

• •Stage 1 (Quick win): What they'll achieve in days
• •Stage 2 (Compound): What happens after weeks of use
• •Stage 3 (Advantage): How they'll outpace competitors or peers
• •Stage 4 (10x): The long-term life/business transformation
• •Use timeline markers: "Day 1... Week 2... Month 3..."

7. Secondary CTA

Components: Avatar stack -> Question headline -> "Yes" button

Job: Catch the scrollers

Rules:

• •Avatar stack: 3-5 overlapping user photos showing community
• •Question headline: "Ready to [specific outcome]?"
• •Button text as affirmation: "Yes, I want [benefit]" not "Sign up"
• •Repeat key trust signal from hero

8. Footer

Components: Logo -> Nav -> Legal -> Social

Job: Professional legitimacy

Rules:

• •Minimal navigation: only essential links
• •Legal: Privacy policy, Terms of service
• •Social links if active; remove if dormant
• •Copyright with current year
• •Optional: Contact email or support link

Implementation checklist

• • Every section has exactly one job
• • Headlines promise outcomes, not features
• • CTAs use action verbs and specific benefits
• • Social proof includes numbers and specifics
• • Value stack makes the math obvious
• • Mobile layout prioritizes hero and first CTA
• • Page loads fast; no unnecessary animations
• • Forms ask for minimum required fields