Bench 02: Landing pages
The page a visitor lands on decides in seconds whether the visit continues. Message match, one clear offer, and a single job per page.
The bench guide
Working guides on this bench
Landing pages Above the Fold: What a Landing Page Must Show First The first screen has to confirm the promise, state the offer and show the action - on the phone your visitors actually use. This guide lists what earns a place in the first screen and what should be pushed below it. Landing pages Build a Dedicated Landing Page or Fix the Existing One? Dedicated pages convert better when a campaign's promise is specific; existing pages win when the promise is general and the page already works. This guide gives the decision rules - audience specificity, offer difference, and volume - and the cost of choosing wrong. Landing pages Landing Page Headlines That Say the Offer Plainly The headline's job is to state the offer in the visitor's words: what it is, who it is for, and why it is worth the next ten seconds. Cleverness that needs decoding spends the visitor's shortest resource - attention - on the wrong thing. Landing pages Landing Page Speed: Winning the First Three Seconds A landing page pays for its traffic twice when it loads slowly: once for the click, once for the visitors who leave before the headline renders. This guide covers what to measure - field data, not the office wifi - and the fixes that matter most. Landing pages Landing Pages for Email Traffic: Writing for the Warm Visitor Email visitors arrive pre-sold by the message they just read, and they convert on confirmation, not persuasion. Pages for email traffic should continue the email's sentence, honour its offer exactly, and make the next step effortless. Landing pages Landing Pages for Search Traffic: Answer the Query First A search visitor arrives with a question in their own words and a results page one tap behind them. The page that answers the query first, in the query's language, earns the stay; the page that opens with brand theatre loses it. Landing pages Message Match: The Ad Promised It, the Page Must Say It Message match is the distance between what the ad said and what the page says. Short distance, and the visitor stays; long distance - a different headline, a different price, a different product - and the click you paid for evaporates. Landing pages One Page, One Job: Landing Page Focus Every additional ask on a landing page - the newsletter box, the second offer, the brand story - competes with the action the page exists for. This guide sets out what stays, what goes, and where the other asks should live instead. Landing pages The Form on the Landing Page: Short, Honest, Forgiving A landing page form is the toll booth on the page's one road. Every unneeded field lowers the number who pass. This guide sets out which fields earn their place, how to sequence them, and how error handling decides who finishes. Landing pages The Pre-Traffic Landing Page Checklist Run this checklist before any campaign sends traffic: match, focus, first screen, form, speed, tracking and the phone test. Twenty minutes of checking protects the whole spend that follows - most landing page failures are visible before the first click is bought. Landing pages Trust Elements on a Landing Page: Only What Earns Its Space Trust elements work when they answer the specific doubt standing between this visitor and this action. Scattered everywhere, they become wallpaper. This guide matches the element to the doubt: reviews at the decision, guarantees at the risk, identity everywhere quietly.