Getting started with landing page structure
Every audit we run turns up some version of this. A short on-ramp to landing page structure for teams who have not touched it before.
The measurable part of design is whether people can find what they came for and act on it without hesitating. Doing this properly once is usually cheaper than doing it approximately three times.
What is actually at stake
Lead with the outcome, not the company history. The cost of getting this wrong is rarely visible on the day it happens. It is worth deciding this deliberately rather than inheriting whatever the last person set up.
Your first week
- Find out what is already in place
- One primary action per page beats five competing links
- Change one thing and measure it
Proof belongs near the ask, not buried at the bottom. None of that requires a large budget, only a decision and someone to own it. It is worth deciding this deliberately rather than inheriting whatever the last person set up.
What this looks like day to day
Design decisions are the ones clients feel most confident arguing about, which makes it worth separating taste from evidence early. 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
None of this needs a rewrite. Most of it is a morning's work once someone decides to do it.