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<!-- SPDX-FileCopyrightText: 2025-2026 Marcus Quinn -->

# Landing Page Structure

One goal, one CTA, one path.

## Length by Awareness Level

| Awareness Level | Ideal Length | Key Sections |
|-----------------|--------------|--------------|
| Most Aware | Short (<500 words) | Hero, Offer, CTA |
| Product Aware | Medium (500-1000) | Hero, Differentiation, Proof, Offer, CTA |
| Solution Aware | Medium-Long (1000-2000) | Hero, Mechanism, Features, Proof, Offer, CTA |
| Problem Aware | Long (2000-4000) | Hero, Problem, Agitate, Solution, Proof, Offer, CTA |
| Unaware | Very Long (4000+) | Story-driven full education |

Less awareness = more education.

## Universal Framework

| Section | Include | Formula / Notes |
|---------|---------|-----------------|
| Hero | Logo + minimal nav, headline, subheadline, primary CTA, trust bar, hero image/video/demo | Headline: `[End Result] + [Time Period] + [Address Objection]` -- "Get More Qualified Leads in 30 Days -- Without Paid Ads". Subheadline: `[Audience] use [Product] to [Benefit] so they can [Outcome]` |
| Social proof bar | Logos, stats, result callouts | "Trusted by teams at [logos]" · "10,000+ users \| 4.8/5 on G2" · "$47M+ revenue generated" |
| Problem agitation | 2-3 failed alternatives + escalating cost | "You've tried [X], but [why it fails]" -> "Meanwhile, [negative consequence]. Every day this continues is [cost]." |
| Solution introduction | Product category, differentiator, mechanism, timeframe | "Introducing [Product]: The [category] that [key differentiator]. Unlike [competitors], [Product] uses [unique mechanism] to [achieve result] in [timeframe]." |
| How it works | 3-5 visual steps | `1. [Action] -> [Immediate result]` per step |
| Features -> benefits -> outcomes | 3-6 key features | **Feature** = what it is -> **Benefit** = what it does -> **Outcome** = how life changes |
| Deep social proof | Testimonials, case studies, video, review widgets, usage stats | Testimonials need name, title, company, metric. Case studies: challenge -> solution -> result. Video testimonials: 30-60s. Review aggregators: G2, Capterra, TrustPilot |
| Objection handling | FAQ for fit, trust, price, timing, risk | "Right for my situation?" · "Worth the price?" · "Can I trust you?" · "What if it doesn't work?" · "Why now?" |
| Pricing | 3 tiers, one marked "Most Popular," CTA per tier | Starter / Professional / Enterprise. Higher tiers inherit lower. Anchor with higher price first. Include annual discount |
| Risk reversal | Guarantee statement | "Try [Product] Risk-Free. [Timeframe] money-back guarantee. If you don't [specific result], full refund." Types: money-back, results guarantee, free trial, performance guarantee |
| Final CTA | Outcome headline, social proof count, CTA, friction reducer | "Ready to [Desired Outcome]?" + "Join [number] who [achieved result]" + CTA + "no credit card required" |

## Best Practices

- **Writing:** Second person, sentences <20 words, 2-3 sentence paragraphs, subheads for skimming, active voice
- **Visual:** One CTA style, F-pattern reading, whitespace, high-contrast buttons, mobile-first
- **Avoid:** Competing CTAs, text walls, stock photos over product shots, vague headlines, features without benefits, missing social proof, missing risk reversal

## Templates by Use Case

See [Templates](direct-response-copy-templates-landing-page.md) for copy-paste versions.

| Type | Key Sections |
|------|-------------|
| Lead Magnet | Hero + form, What's Inside, Social Proof, Final CTA |
| Free Trial | Hero, Demo, Features, Social Proof, How It Works, FAQ, Final CTA |
| Sales Page | Hero, Problem, Agitate, Solution, What's Inside, Bonuses, Proof, Pricing, FAQ, Final CTA |
| Demo Request (B2B) | Hero + form, Trust Bar, Key Benefits, How It Works, Case Study, FAQ, Final CTA |

## Measuring Success

| Metric | Benchmark | What It Tells You |
|--------|-----------|-------------------|
| Bounce Rate | 40-60% | Visitor interest |
| Time on Page | 2-5 min | Reading engagement |
| Scroll Depth | 50-70% | Content engagement |
| Conversion Rate | 2-5% (cold), 10-25% (warm) | Effectiveness |
| CTA Click Rate | 3-5% | CTA compelling? |

Test headline value props, CTA text/color, social proof type/placement, page length, and form fields.

## Related

- [Headline Formulas](headline-formulas.md) for hero section headlines
- [Offer Construction](offer-construction.md) for pricing sections
