Landing Pages (Persuade mode)
The page has one job: get the right visitor to take one action. Everything earns its place against that job.
Hero: open with the most characteristic thing
Pick the hero type from the product, not from habit.
| Hero type | Use when | Build it as |
|---|---|---|
| Product-led | software, CRM, apps | a real, legible UI screen (HTML, not a blurry image) showing the product doing its main job with believable data |
| Proof-led | local services, trades, agencies | a strong photo of real work + the result in words + rating/review count if real |
| Promise-led | new category, brand-led | one large typographic statement; type itself is the visual |
| Demo-led | tools, games, interactive | the thing itself, playable or interactive above the fold |
| Offer-led | ecommerce, events | the product photo/price/date front and centre |
The "big headline + gradient blob + two buttons + fake stat row" hero is the default. Use it only if nothing above fits.
Hero checklist: headline says what it is and for whom (under 10 words); subline says the outcome (under 25 words); one primary CTA naming the action ("Book a free estimate", "Start your 14-day trial"); optional secondary for the hesitant ("See pricing"); visual takes 40-60% of the hero.
Section menu (choose 5-8, vary their shapes)
- Problem → outcome strip (the before/after in the customer's words)
- How it works (only if it really is steps; then numbering is fine)
- Feature showcase: alternate wide image + text rows, or a bento grid with real UI inside tiles. Avoid three identical icon cards.
- Social proof: real testimonials with name, role/town, photo if available; logos only if real customers
- Pricing: 2-3 plans, recommended one marked by layout, not just a badge; plain list of what is included; annual toggle if it exists
- Service area / hours / map for local businesses
- FAQ that answers real objections (price, contract, timeline, what if)
- Final CTA band that repeats the primary action
Vary rhythm: alternate full-bleed and contained, light and tinted surfaces, text-heavy and image-heavy. No two adjacent sections with the same layout.
Copy
- Customer's words, not the system's. "See every job for today" beats "Unified operational visibility".
- Specific beats clever. Numbers only if true.
- Sentence case for headings and buttons. No exclamation marks in UI.
- Same name for the same action everywhere.
Conversion details
- Sticky header with the primary CTA after the hero scrolls away.
- Phone number tap-to-call on mobile for local businesses.
- Forms: as few fields as the business needs; labels above fields; say what happens after submit.
- Trust near the CTA: guarantee, response time, licence/insurance (only if true).
- Page weight: hero image under 200KB (AVIF/WebP), fonts preloaded, nothing blocks first paint.
Motion budget
One signature moment (hero entrance or the product UI animating its main action). Everything else is still or reacts to the user. See the motion skill.