Signs it is time to revisit landing page structure

It comes up on almost every project, usually later than it should. A few signals that landing page structure is due some attention.

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.

The signals

• Nobody can say when it was last reviewed
• The answer depends on who you ask
• Lead with the outcome, not the company history
• One primary action per page beats five competing links

Where to start

Proof belongs near the ask, not buried at the bottom. The cost of getting this wrong is rarely visible on the day it happens. The practical test is whether someone new to the project could tell, in a minute, that it had been handled.

How to tell if yours is fine

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

The point is not perfection, it is knowing which of these you have consciously chosen to skip.