How to choose a landing page that converts

Start with one goal: what single action should the visitor take? For most, it is a form fill, a call, or a booking. Everything else is distraction.

Structure that works: hero with one headline + one CTA above the fold, then proof (logos, testimonials), then how it works in 3 steps, then FAQ that removes objections, then a final CTA.

Copy beats decoration. We test headlines first: state the outcome, not the feature. For a local plumber, 'Fixes in 24h — flat fee' beats 'Professional plumbing services'.

Form friction kills conversions. Ask only what you need to reply. On our last launch, removing the 'Company name' field lifted submissions by 22%.

After launch, watch for 2 weeks: if visitors scroll but do not click, the CTA is not clear; if they bounce before scrolling, the hero is not relevant. Fix one thing at a time.