5 Rules for Landing Pages That Actually Convert

Rule one: one primary action per viewport. If a visitor sees three competing CTAs above the fold, they choose none. Pick the single outcome you want. Form submit, purchase, book a call. And design everything to support it.

Rule two: trust before ask. In skeptical markets (finance, B2B, legal), social proof, credentials, and security signals must appear before you request personal data. We place trust elements at the exact moments hesitation peaks.

Rule three: mobile is the main experience. Most paid traffic lands on phones. Thumb-zone CTAs, short forms, and fast LCP aren't optional. They're the difference between profit and wasted ad spend.

Rule four: copy follows pain → relief → action. Lead with the problem your audience feels, show the outcome you deliver, then ask for the next step. Feature lists come after desire is established.

Rule five: measure and iterate. Analytics on scroll depth, form drop-off, and CTA clicks tell you what's working. Launch is the starting line, not the finish.

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