Five mistakes teams make with landing page structure
Most teams know this matters. Fewer have decided who owns it. These are the ones we run into repeatedly when we audit landing page structure.
The measurable part of design is whether people can find what they came for and act on it without hesitating. If two people in the business would answer this differently, that gap is the actual problem.
What to watch for
- Treating it as a launch task rather than an ongoing one
- Assuming someone else already owns it
- Lead with the outcome, not the company history
- One primary action per page beats five competing links
- Never checking whether the fix actually worked
Proof belongs near the ask, not buried at the bottom. Where this goes wrong is almost never a lack of knowledge. The practical test is whether someone new to the project could tell, in a minute, that it had been handled.
What to do next
In practice
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
- Lead with the outcome, not the company history — and you know whether that is true here
- There is a way to tell whether the last change to this helped
The point is not perfection, it is knowing which of these you have consciously chosen to skip.