What to ask your agency about landing page structure

There is no clever trick in this one, just a handful of decisions worth making deliberately. If you are briefing an agency or a freelancer on landing page structure, these questions are worth asking early.

Consistency is the quiet half of design work: it rarely gets complimented, and its absence is noticed immediately. The teams that stay on top of it are the ones who put it on a calendar rather than a wish list.

Questions worth asking

• Who will actually do this work, and have they done it before?
• How will we know afterwards whether it worked?
• What happens if it needs changing in a year?
• What are you assuming that we have not confirmed?

What a good answer sounds like

Lead with the outcome, not the company history. There is a version of this that is over-engineered, and it is worth avoiding. The failure mode is not doing it wrong, it is doing it once and assuming it stays done.

Proof belongs near the ask, not buried at the bottom. Getting it slightly wrong is survivable. Ignoring it entirely is not. Doing this properly once is usually cheaper than doing it approximately three times.

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
• 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

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