Landing page structure: the questions we get asked most

We end up explaining this on discovery calls often enough that it deserved writing down. The questions about landing page structure that come up most often on our calls.

Consistency is the quiet half of design work: it rarely gets complimented, and its absence is noticed immediately. Assume whoever inherits this will have half your context and none of your patience.

Do we need to care about this?

Lead with the outcome, not the company history. None of that requires a large budget, only a decision and someone to own it. The teams that stay on top of it are the ones who put it on a calendar rather than a wish list.

Can it wait until after launch?

Occasionally. More often the post-launch version costs several times the pre-launch one. None of that requires a large budget, only a decision and someone to own it.

How do we know it is working?

Proof belongs near the ask, not buried at the bottom. Small and consistent beats large and occasional here. Most teams find the first pass takes an afternoon and the maintenance takes minutes a month.

How to tell if yours is fine

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
• One primary action per page beats five competing links — and you know whether that is true here
• There is a way to tell whether the last change to this helped

Worth checking on your own setup before it becomes someone else's problem to fix.