Above the fold
- Headline = promise
- Subheadline = mechanism or differentiator
- Proof strip (logos/metric)
- Primary CTA
Mid page
- Benefits (3–5)
- How it works (3 steps)
- Deeper proof (case study)
Bottom
- Objections (pricing, security, time)
- FAQ
- Final CTA
Rule
Every section should remove one doubt. If a section doesn’t remove doubt, cut it.