Key insights
- The skeleton is five sections in a fixed order: Hero, Proof, Problem, Solution, CTA — high-converting pages all map to it.
- The hero has to answer three questions in ~3 seconds: what you offer, who it's for, and why they should care. Headline + subhead + one CTA, nothing more.
- Put social proof right after the hero, not buried at the bottom — visitors decide whether to trust you almost immediately. Logos, one testimonial, one hard number.
- Agitate the problem before pitching the solution. No felt pain means no reason to care about the cure, so name the real cost in time, money, and frustration.
- Sell outcomes, not features: cap it at three benefits and frame each as a result — "save 10 hours a week" beats "advanced automation."
- Repeat the exact same CTA at the top and bottom — same color, same copy. Repetition converts the scroller who wasn't ready the first time.
Do / Don't
- Do: Lead the hero with a headline, subhead, and a single clear call to action
- Do: Place proof (logos, testimonials, a key metric) directly below the hero
- Do: Frame benefits as concrete outcomes and keep them to three max
- Don't: Use carousels or sliders in the hero — they hide the one message that matters
- Don't: Bury social proof at the bottom of the page where nobody scrolls to it
- Don't: Jump straight to the solution before establishing the pain it solves
