Landing page structure: what to get right first

Every audit we run turns up some version of this. If you only fix one thing about landing page structure this quarter, make it the first item below.

Design decisions are the ones clients feel most confident arguing about, which makes it worth separating taste from evidence early. It rarely shows up as a line item, which is exactly why it slips.

Start here

Lead with the outcome, not the company history. There is a version of this that is over-engineered, and it is worth avoiding. Assume whoever inherits this will have half your context and none of your patience.

Then this

One primary action per page beats five competing links. The cost of getting this wrong is rarely visible on the day it happens. Write the reasoning down alongside the decision, because the reasoning is what changes first.

Eventually

Proof belongs near the ask, not buried at the bottom. The reasoning matters more than the rule, because the rule has exceptions. The failure mode is not doing it wrong, it is doing it once and assuming it stays done.

The short version

Consistency is the quiet half of design work: it rarely gets complimented, and its absence is noticed immediately. 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

If you want a second opinion on how yours is set up, ask.