A landing page has one job: convert a specific visitor segment. Every element either builds trust or creates friction.
Above the fold
Clear headline, supporting subhead, primary CTA, and one trust signal (rating, client logo, or stat). No navigation distractions.
Social proof section
Testimonials with names and companies outperform anonymous quotes. Case study snippets with measurable results perform best.
Objection handling
Address price, timeline, and risk before the final CTA. FAQ accordions reduce bounce on high-consideration offers.