Landing Page Composition
Build the buying narrative before building sections.
Narrative Order
Move the reader through this chain:
- What is this?
- Why should I care now?
- Why should I trust you?
- What exactly do you do?
- What happens next?
If a section does not help answer one of those questions, it is probably clutter.
Default Flow
For most marketing pages in this repo:
- Hero with value proposition and direct CTA
- Relevance or proof block that validates the buyer quickly
- Core services, offers, or use-case paths
- Process, methodology, or decision framework
- Supporting proof, industry relevance, case material, or metrics
- Objection-handling content such as FAQ, scope guidance, or fit criteria
- Final CTA
Service Page Rules
For the main services page:
- Lead with what AUXO does and how the library is organized.
- Help buyers self-select by problem or operating stage.
- Show the service catalog with short, differentiated summaries.
- Add industries, engagement models, or other relevance layers only if they sharpen fit.
- End with one clear recommendation CTA.
For individual service pages:
- Hero: service name, buyer problem, concrete outcome, direct CTA.
- Best-fit block: who it is for, primary stakeholders, primary output, trigger conditions.
- Overview: why the problem matters and what gets fixed.
- Deliverables or benefits: tangible artifacts, not slogan cards.
- Process: what happens, in what order, with what outputs.
- Outcomes and FAQ: expected change plus objection handling.
- Final CTA.
Rules
- Put proof earlier than most marketing teams are comfortable with.
- Keep each section responsible for one job.
- Alternate dense and light sections so the page has pacing.
- Repeat CTA intent without repeating the same copy mechanically.
- Avoid stacking three abstract sections in a row.
- Use industries, personas, or use cases only when they sharpen buyer self-selection.
- Long pages need progressive CTA pacing: early primary access, mid-page assistive guidance, final close.
- Prefer specific labels such as
Primary outputorBest whenover generic labels when the page is helping buyers choose. - If a section can be cut without harming the buying decision, cut it.