Before you invest in landing page structure

It is rarely the thing that gets a project approved, and often the thing that decides how it goes. Before you spend anything on landing page structure, it is worth confirming a few things are already true.

Design decisions are the ones clients feel most confident arguing about, which makes it worth separating taste from evidence early. Anything you cannot measure here, you are deciding by taste, which is fine as long as everyone knows it.

Prerequisites

• You can describe the outcome you want in one sentence
• Someone owns it after the work is done
• Lead with the outcome, not the company history
• You have a way to tell whether it worked

Where it usually goes wrong

One primary action per page beats five competing links. The teams that handle this well are rarely the ones with the biggest budgets. Doing this properly once is usually cheaper than doing it approximately three times.

Proof belongs near the ask, not buried at the bottom. Small and consistent beats large and occasional here. It is the sort of thing that looks like polish right up until it costs you an enquiry.

In practice

The measurable part of design is whether people can find what they came for and act on it without hesitating. Three things worth confirming about landing page structure before you move on:

• Someone can say what the current setup is without going to look
• Proof belongs near the ask, not buried at the bottom — and you know whether that is true here
• There is a way to tell whether the last change to this helped

Most of the value here comes from doing the first two things, not all of them.