The essentials
1. A headline that states the offer clearly. 2. A short supporting line explaining who it is for. 3. One primary call to action, repeated down the page. 4. Proof such as reviews, client logos or real work you are allowed to show. 5. Benefits written in the customer’s language. 6. A short, simple form. 7. Answers to common objections in an FAQ. 8. Fast loading on mobile.
Remove distractions
A landing page has one job. Avoid extra navigation and unrelated links that pull visitors away from the action you want.
Test and improve
Change one element at a time, such as the headline or button text, and compare results over enough visitors to see a real difference.