Landing page CRO

Diagnose before rewriting

A page converts when a visitor understands what this is, believes it will work for them, and has no unresolved objection at the moment they are asked to act. Failures are almost always one of those three, and the remedy differs entirely.

Read the page as a stranger who has five seconds. Then answer:

• What is this, in the reader's words? If the hero requires domain knowledge to parse, nothing below it matters.
• Who is it for? A page for everyone converts nobody. Specificity is a conversion tactic, not a marketing luxury.
• Why this instead of the alternative, including doing nothing, which is the real competitor.
• What is the single action? Multiple competing calls to action reliably reduce all of them.

The hero

Most of the outcome, decided in the space of a phone screen.

• Headline states the outcome, not the category and not a slogan. "Close your books in two days, not two weeks" beats "Modern accounting infrastructure."
• Subhead handles the obvious next question, usually how, or for whom.
• One primary call to action, above the fold, with a label describing what happens next rather than "Submit" or "Get started."
• Proof in the first screen. A logo row, a number, a named customer. Claims made with no evidence in sight are discounted wholesale.
• Show the product. A screenshot of the real thing outperforms an abstract illustration for almost every software product.

Down the page

Order by the reader's questions, not by your feature list: what it does → why it is better than what they do now → proof → objections → price → act.

Every claim needs evidence near it. Every section should be removable, if cutting it changes nothing, cut it. Long pages are fine; padded pages are not.

Repeat the call to action at each natural decision point, always the same action.

Objections