On this page
Use this as a reference when you're auditing a landing page, planning a redesign, or building a new marketing site from scratch.
Navigation
Your primary wayfinding. It should make the next click obvious and reduce decision fatigue.
Best practices
- Keep it short: 4–6 primary links max; everything else goes in secondary navigation or the footer.
- Use clear, specific labels ("Pricing", "Security", "Docs"). Avoid clever names that make users think.
- Make the primary CTA visually distinct (e.g., "Start free", "Book a demo") and keep it consistent across pages.
- Support keyboard + focus states, and ensure contrast works on the hero background (especially with a glass header).
Hero
The hero should answer: what is this, who is it for, and why should I care, within 5 seconds.
Best practices
- Lead with a concrete outcome (not a feature list). Pair it with a short clarifying subheadline.
- Use one dominant CTA and one secondary CTA (e.g., "See examples", "Watch demo").
- Show proof early: customer logos, a credible metric, or a testimonial snippet near the fold.
- Avoid stock visuals; show the product or a clear illustration of the value.
Feature grid
A structured way to explain how the product delivers the outcome from the hero.
Best practices
- Group features into 3–6 themes; don't list everything you've built.
- Write benefits first, features second (what it enables, then how).
- Use consistent cards: short titles, 1–2 sentences, optional "Learn more" link.
- Add micro-proof where possible (screenshots, mini-metrics, or short quotes).
How it works
A simple mental model of the workflow: it reduces ambiguity and boosts conversion.
Best practices
- Use 3–5 steps max; each step should be a verb + outcome.
- Show the lifecycle: onboarding → value moment → ongoing usage.
- If setup is non-trivial, link to docs and clarify time-to-value ("Set up in 10 minutes").
- Use visuals (screens, diagrams) but keep copy readable and concise.
Use cases
Helps prospects self-identify and find the most relevant path to value.
Best practices
- Segment by job-to-be-done (not by your internal product modules).
- Include examples and outcomes ("Reduce churn", "Speed up onboarding").
- Link each use case to a deeper page with specific proof and a tailored CTA.
- Avoid making every use case sound the same. Differentiate with details.
Pricing
A decision aid. Pricing pages succeed when they remove uncertainty and make comparison easy.
Best practices
- Anchor plans around who they're for; highlight the recommended plan.
- Make constraints explicit (seats, usage, limits) and define all terms.
- Include FAQs for billing, cancellation, and procurement/security questions.
- Offer a clear next step: start trial, buy now, or book a demo. Don't hide the action.
FAQ
Objection handling in a friendly format; best near pricing and CTAs.
Best practices
- Write the questions customers actually ask (sales/support logs are gold).
- Keep answers short, with links for deeper docs (security, API, billing).
- Include the "hard" questions: migration, data export, downtime, refunds.
- Use collapsible sections with accessible disclosure patterns.
CTA strip
A focused conversion moment that repeats the value and asks for one action.
Best practices
- Repeat the core promise in different words; keep the CTA text action-oriented.
- Reduce friction: show what happens next ("No credit card", "14-day trial").
- Avoid multiple competing CTAs in the same block. One primary is enough.
- Place CTAs after proof and after key explanations (not only at the top).
Signup
The signup or registration page. It should reduce friction and set expectations.
Best practices
- Use a single column layout with clear steps.
- Show what happens next (e.g. no credit card, 14-day trial).
- Keep required fields minimal; collect more after activation.
Trust
The security, trust, or compliance page. It should answer enterprise and risk questions.
Best practices
- List certifications and compliance (SOC 2, GDPR, etc.).
- Explain data handling and encryption.
- Link to legal and DPA where relevant.
Social Proof
Trust accelerators that reduce perceived risk and support your core claim.
Best practices