Question 1

How long should a landing page be?

Accepted Answer

Long enough to answer every question a qualified visitor would have before converting — and no longer. For simple, low-commitment offers (a free download, a short audit call), that might be 400 words. For higher-ticket services or complex products, it's often 1,200 to 2,000 words. The right length is determined by the objections the offer generates, not by a word count target.

Question 2

Should I use video on my landing page?

Accepted Answer

Video can help — but only if it replaces or reinforces written content that the visitor would otherwise have to read. An explainer video that shows a product in use, a short testimonial clip, or a demo can significantly reduce friction. Auto-playing background video that doesn't carry information is nearly always a conversion negative: it slows page load and distracts from the headline.

Question 3

What's the biggest mistake on service landing pages specifically?

Accepted Answer

Leading with the process instead of the outcome. Service pages often describe at length how the work gets done — the methodology, the deliverable format, the communication cadence — without ever clearly stating what the client ends up with. Visitors aren't buying a process; they're buying a result. Name the result first, then use the process to make it credible.

Question 4

How do I know which section to fix first?

Accepted Answer

Check your scroll depth and click data first. If most visitors leave at the top of the page, the headline or hero is the priority. If they scroll but don't click, the CTA or objection handling is the problem. If they click but don't complete the next step (form, checkout), the friction is post-page — not on the landing page itself. Fix in order of where visitors drop off, not in order of what's easiest to change.

Question 5

Do all eight sections need to appear on every landing page?

Accepted Answer

No — the eight sections are a checklist of jobs that need doing, not a mandatory template. A simple, low-commitment offer (a free checklist download) might compress headline, proof, and CTA into three short blocks with no problem/solution section at all, because the objection level is low. A high-ticket service page usually needs all eight, often with the problem block and objection handling expanded further. Match the depth of the page to the size of the decision you're asking the visitor to make — more commitment requires more of the anatomy to be present and well-executed.

Question 6

How do I A/B test sequencing changes versus copy changes?

Accepted Answer

Test them separately where possible, since a sequencing change (moving the proof strip higher) and a copy change (rewriting the headline) can interact and make it hard to attribute the lift to either one. If traffic volume only supports one test at a time, fix the sequencing first — copy improvements land better once each section is in the right position, so testing copy against a broken sequence risks understating its real impact. Once the structure is right, copy testing on individual sections (headline variants, CTA wording) becomes much more reliable.

conversion copy

Landing Page Teardown: Anatomy of a Page That Converts

How to Write a Homepage That Says What You Actually Do

Product Page Copy That Matches Search Intent and Sells

CTAs That Work: Clarity Over Cleverness

Microcopy: The Small Words That Have a Disproportionate Effect on Conversion