Answer in brief
A landing page has one job and about seven blocks with which to do it. Here is what each block has to answer, the order that works on a phone, and the four things worth removing from almost every page.
One page, one job
What a landing page needs is easier to settle once you accept that it has exactly one job: to move a person from interested to asking. Everything on it either helps that or competes with it.
This is why the usual argument about length is unproductive. The question is not how long the page is but whether it answers, in order, the questions a buyer has before they can act.
There are about seven blocks that do that work. Not every page needs all seven, but a page missing three of them will underperform regardless of how it looks.
What follows is each block, what it has to answer, and the order that works on the small screen where most of your traffic arrives.
Block one: the offer sentence
The first thing on the page should be a sentence a customer could repeat to a colleague. Not a slogan, not a promise about quality — a plain statement of what you sell and who it is for.
The test is repetition rather than admiration. If a reader has to construct your meaning from three sentences and an image, the page has already lost the people who were scanning.
Say who it is for as a situation rather than a category. "For a business whose enquiries arrive by phone and get lost" gives a reader something to recognise; "for small businesses" gives them a size.
Put it above everything, including the photograph. On a phone the first screen is small, and a hero image that pushes the sentence below the fold is spending your most valuable space on decoration.
Block two: the price, or how the price is decided
This is the block most often omitted, usually out of a fear that the number will frighten people away. What it actually does is filter, and filtering earlier is a service to both sides.
If a single price is impossible, publish the logic. "From $70 for up to five agreed fixes" or "priced per package, from a fixed rate" tells a reader enough to decide whether to continue.
A page without either moves the whole qualifying conversation onto a call. That costs your time on unsuitable enquiries and loses the people who were never going to call to find out.
The people who leave because of the price were not going to buy at that price. Their departure is a saving, not a loss.
Block three: what is included, with quantities
Concrete nouns beat abstractions. A document, a call, a number of pages, a period of support: things a reader can picture and later verify they received.
Where a quantity exists, state it. "Up to five agreed fixes", "three competitors compared", "one page of findings" — numbers let a reader compare your offer with another without asking either supplier a question.
Include the timeline here with its unit. Working days and calendar days are different promises, and a page that says which one it means is easier to trust than one that says neither.
Keep this block scannable. A reader deciding is skimming for whether their own need is on the list, not reading your prose.
Block four: what is not included
The exclusions block is the one businesses fear most and the one that persuades most. Naming a boundary makes everything inside it more believable.
It also prevents work. Every enquiry that arrives expecting something you do not do costs a conversation and produces a disappointment, and both were preventable by one line.
The VITON13 marketing packages are written this way: ad spend is excluded from all five, implementation and content are excluded from the smallest, and third-party tool subscriptions sit alongside ad spend in the monthly arrangement.
Read that as a template rather than a claim. A page that states its exclusions is easier to compare against a competitor and easier to trust, which is a commercial advantage rather than a confession.
Block five: something that makes the claim checkable
Readers need a reason to believe the page, and the honest options are narrower than the usual advice suggests.
Specificity is the most reliable one. A timeline with its unit, a named revision count, a stated exclusion: all of these are checkable, and being checkable does the work that an unverifiable testimonial only pretends to do.
Real work shown honestly is another. A live address a reader can open beats a screenshot, because it is verifiable in one click.
What does not work is invented proof. A fabricated review, an unsourced statistic or a made-up client count is unverifiable at best and damaging to every other claim on the page at worst.
Block six: the request, placed where deciding happens
The request path has to be reachable at the moment of deciding, which is not the same as being at the bottom. A reader who decides at block three should not have to scroll past four more to act.
Repeat it rather than duplicating the design. One clear path, appearing more than once, beats three competing buttons that make the reader choose how to proceed as well as whether to.
Ask for as little as you can. Every required field is another chance to stop, and most of what businesses collect on a first form could be asked in the reply instead.
Say what happens next. "We reply within one working day" removes the uncertainty that stops a proportion of people at exactly this point, and costs nothing to add.
Block seven: the objection you always get
Somewhere in every business there is a question people ask before they can commit, and it is usually the same one. Answering it on the page removes it from every future conversation.
Find it by counting for two weeks. Whatever dominates — what if it does not work, how long does it really take, what if I need a change afterwards — belongs on the page in plain language.
Answer it as an answer, not as reassurance. "Two rounds of revisions before launch are included; a change after that is quoted separately" is an answer; "we look after our clients" is not.
This block is often the difference between a page that produces enquiries and one that produces visits, and it costs a paragraph.
The four things worth removing
A rotating slider at the top. Readers rarely see past the first slide, so it is a way of hiding most of your content behind an animation.
Company history above the offer. It is relevant later and is competing for the most valuable space on the page.
Multiple competing buttons. Each one forces a choice the reader did not come to make, and the usual result is that they make none.
Any claim you cannot support. It costs nothing to remove and it protects the credibility of everything else you say.
Test it on a phone, then by keyboard
Most of the traffic you buy arrives on a small screen. Open the page on a phone at the size a reader sees, and check the offer sentence and the request path are both reachable without hunting.
Then complete the form using only the keyboard. The W3C's WCAG 2.2 quick reference is the practical list, and a field that cannot be reached without a mouse is a lost enquiry that appears in no report.
Then submit a real enquiry and confirm it arrives everywhere it should: the inbox, the CRM, the notification channel. Repeat this after any change to the site.
Finally, check what loads first. MDN's performance documentation sets out the vocabulary here, and a page whose useful content arrives after several seconds of decoration is losing readers before the blocks matter.
What to change first when it underperforms
Start with the missing block rather than the design. In most underperforming pages one of the seven is simply absent, and adding it costs an afternoon.
Change one thing at a time and note the date. Changing the headline, the image and the button together produces a result that explains nothing.
Where you can run a comparison, compare one variable. Two versions differing in the offer sentence tell you about the sentence; two differing in everything tell you which page you happen to prefer.
And be patient enough to let a period be readable. Reacting to three days of data is how businesses replace a page that was working.
Where the paid version fits
You can write these seven blocks yourself, and if you are close to your customers you will often write them better than anyone else could.
Growth Sprint is priced at $230 over 5-8 working days and covers a funnel map, a messaging system and a growth action plan, with two rounds of revisions on the creative set. Ad spend is excluded and is paid by you to the platform. The article applies that principle to a defined result: Test the page on a phone and by keyboard; both catch losses that never appear in a report.
Growth Sprint Express is $360 and delivers the same scope on a priority schedule over 3 working days with daily written updates, carrying one round of revisions, with ad spend and production excluded.
If the page is the only thing wrong, the smaller purchase may be enough: Audit & Positioning at $100 over 2-3 working days covers audience framing, an offer rewrite and a channel map, with one round on the positioning document.
Practical checklist
- Put the offer sentence at the top, in words a customer could repeat.
- State the price or how the price is decided.
- List what is included with quantities, and what is not.
- Place a request path within reach of the moment of deciding.
- Open the page on a phone and try the form using only the keyboard.
- Remove anything that does not help a reader decide.
Questions and answers
What must a landing page contain to produce enquiries?
At minimum: what you sell in a repeatable sentence, the price or how the price is decided, what is included, what is not, and an easy way to ask. A page missing any of those five moves the qualifying work onto a call, which costs your time and loses the people who would not call.
Should a landing page show the price?
Show the price or the logic behind it. Leaving both out does not increase enquiries, it changes who sends them: you get more unsuitable ones and fewer decided ones. A price filters, and filtering earlier is a service to both sides.
What does building this cost?
Growth Sprint is $230 over 5-8 working days and covers a funnel map, a messaging system and a growth action plan, with two rounds of revisions on the creative set. Growth Sprint Express is $360 for the same scope over 3 working days with one round. Ad spend is excluded from both and paid by you to the platform.
How long should a landing page be?
As long as it takes to answer the questions a buyer has and no longer. Length is not the variable; completeness is. A page that answers the question, the follow-up and the objection is finished whether that takes three screens or eight.
Do I need testimonials?
You need something that makes the claim checkable, and invented testimonials are worse than none — they are unverifiable and they damage the rest of the page. Specifics you can stand behind, such as a timeline with its unit or a named exclusion, do the same job honestly.