Landing page structure for small teams

There is no clever trick in this one, just a handful of decisions worth making deliberately. Most advice about landing page structure assumes a team that does not exist at your size. Here is the version that does not.

Consistency is the quiet half of design work: it rarely gets complimented, and its absence is noticed immediately. It is the sort of thing that looks like polish right up until it costs you an enquiry.

What to keep

Lead with the outcome, not the company history. That sounds obvious written down. It is still the thing most often skipped. If two people in the business would answer this differently, that gap is the actual problem.

What to drop

Process that exists to coordinate ten people is overhead when there are two of you. Small and consistent beats large and occasional here.

How we handle it

Proof belongs near the ask, not buried at the bottom. Getting it slightly wrong is survivable. Ignoring it entirely is not. It is worth deciding this deliberately rather than inheriting whatever the last person set up.

How to tell if yours is fine

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

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