Snapshot
Use this playbook for campaign and evergreen landing pages that must convert without adding unnecessary complexity.
Core principles
- Keep one primary action per page.
- Align headline, promise, proof, and CTA to the same audience stage.
- Reduce form friction by asking only for data needed to route the lead.
Checklist
- One clear offer and one dominant CTA above the fold.
- Social proof and risk reducers near CTA zones.
- Mobile spacing and touch targets validated.
- UTM-aware tracking connected to lead source reporting.
Framework: page anatomy
Hero
State who the offer is for, what changes, and what to do next.
Proof
Use 1-3 concrete outcomes, not generic claims.
Detail
Summarize process, timeline, and expected inputs from the buyer.
Action
Place a short form plus alternate contact path for high-intent users.
Template: offer block
<section>
<h2>Outcome-focused promise</h2>
<p>Who this is for + what result to expect</p>
<a href="#contact">Primary CTA</a>
</section>