How long should a landing page be?

As long as it needs to be to answer every question a cold visitor might have — and no longer. High-priced products need longer pages to justify the cost and build trust. Free or low-cost tools can often convert with a single screen. Test both and let data decide.

Should I A/B test my landing page?

Yes, but not randomly. Test one element at a time: headline first (biggest impact), then CTA copy, then hero image, then social proof placement. Random multi-element tests produce uninterpretable results. Start with the headline — it drives the biggest variance in conversion.

How do I know if my landing page is converting well?

Benchmark by channel: cold traffic from ads typically converts at 1-5%. Warm traffic from email or referral converts at 10-30%. If you're significantly below these benchmarks, the page has a conversion problem. If traffic is low, focus on acquisition before optimisation.

How to Write a Landing Page That Converts Cold Traffic

A cold visitor has never heard of you. They clicked from a search result, an ad, or someone else's link. You have approximately 3 seconds to answer the question in their head: 'Is this what I'm looking for?' Most landing pages fail this test. Not because they're ugly — but because they're unclear.

The 3-Second Clarity Test

Cover your page and uncover it for exactly 3 seconds. What can a new visitor understand about what you offer, who it's for, and why they should care? If the answer is 'not much', your hero section needs work before anything else.

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The most common failing: a beautiful headline that sounds impressive but says nothing. 'Elevate your workflow' tells no one anything. 'Find an available .com domain name in 60 seconds' tells everyone exactly what to expect.

The 5 Sections Every Converting Landing Page Needs

1. Hero: The Promise

Your headline is a promise. It states the specific outcome the user gets. Subheadline clarifies who it's for and how. CTA button states the first action. Avoid: clever wordplay that obscures meaning, questions instead of statements, passive voice.

2. Social Proof: Why They Should Trust You

Logo bars ('used by companies like...'), testimonials with names and roles, real numbers ('10,000 founders have found their .com with NamoLux'). Social proof isn't decoration — it's the answer to 'but does this actually work?' Place it high on the page, not buried at the bottom.

3. Features as Benefits: What You Do for Them

Features describe what your product does. Benefits describe what it does for the user. 'AI-powered generation' is a feature. 'Find a name worth building on in minutes, not days' is a benefit. Translate every feature into the user outcome it creates.

4. Objection Handling: Remove the Hesitations

Before a user converts, they have objections: Is this safe? What if it doesn't work? Is it worth the cost? Is it too complicated? Address these explicitly — often an FAQ section, a money-back guarantee, or a 'how it works' section does this job. Don't make users hunt for reassurance.

5. Final CTA: Ask Again, Clearly

Repeat your primary call to action at the bottom. Not everyone scrolls linearly — some people scroll to the bottom first. Make the final CTA feel like a natural conclusion, not a desperate last attempt.

The Biggest Mistakes Founders Make

Writing about themselves instead of the user ('We built this because...' vs 'You can now...')
Too many CTAs competing for attention (pick one primary action per page)
No specific social proof — 'loved by customers' means nothing without names and numbers
Hiding the price until checkout — if you have a clear price, show it
A hero image that's decorative but doesn't reinforce the message

A Note on Copy vs Design

Bad copy on a beautiful design converts poorly. Good copy on an ugly design often converts surprisingly well. Fix your copy first. Then fix the design. Most founders do this backwards.