Page types
What belongs on a homepage vs. a landing page vs. a pricing page
Homepage: one segment
Pick the highest-value segment. Others get sub-pages.
Early-stage: the segment that pays. Late-stage: the segment that retains.
Required sections
| Section | Job |
|---|---|
| Hero | Headline + subhead + primary CTA. Lead with the user's Why. |
| Social proof | 3 to 5 logos or one credibility stat. Above the fold. |
| Problem | Show you understand their day. Specific, not abstract. |
| Solution | 3 to 5 outcomes. One per benefit; not a feature list. |
| How it works | 3 to 4 steps. Process clarity reduces anxiety. |
| Testimonials | Specific outcomes beat generic praise. |
| Final CTA | Restate the value prop. Repeat the primary CTA. |
Framework
Why/How/What. The reader knows nothing yet, so lead with Why. Avoid AIDA. Homepage visitors arrived intentionally.
The hero is the whole page
If it needs scrolling to make sense, you've lost.
Landing page: message match
One action. One traffic source. Ad says "Cut your AWS bill in half." Landing page opens with "Welcome to CloudSave." Gone in three seconds.
- Ad: Cut your AWS bill in half.
- Hero: Cut your AWS bill in half, without changing your stack.
Framework by traffic temperature
| Traffic | Definition | Framework |
|---|---|---|
| Cold | No context, paid search | AIDA |
| Problem-aware | Knows the pain, ad named it | PAS |
| Solution-aware | Comparing alternatives | StoryBrand or differentiation copy |
Required sections
| Section | Job |
|---|---|
| Hero | Headline (message match) + subhead + primary CTA |
| Social proof | 3 to 5 logos or one credibility stat above the fold |
| Problem / Pain | Show you understand their world. Be specific. |
| Solution / Benefits | 3 to 5 outcomes, one per benefit |
| How it works | 3 to 4 scannable steps |
| Testimonials | Specific outcomes beat "X is great" |
| Final CTA | Restate value prop, repeat the CTA |
One CTA, repeated
Same CTA at top, middle, bottom.
Pricing page: clarity, not motivation
Requirements
| Requirement | What it means |
|---|---|
| Clear plan names | "Starter, Pro, Enterprise" works. "Spark, Blaze, Supernova" does not |
| Lead with inclusions | List what they get, not what they lose |
| Highlight one plan | Visually emphasise the recommended tier |
| Answer "what if" | Switching, limits, contracts, trial cards |
| Show the price | "$29/month" is clear. "Save 60%" requires math |
Common failures
Re-selling the product on the pricing page wastes time. Show what $29 gets them.
"Advanced RBAC" means nothing. "Control who sees what" means everything.
"Contact us" when prices were expected sends the reader to a competitor.
Feature page: one outcome
Connect one feature to one outcome. "Automated changelog generation" is the feature. "30 minutes back every release cycle" is the outcome. Lead with the outcome.
| Section | Job |
|---|---|
| Problem headline | The specific pain this feature solves |
| Feature explanation | 2 to 3 sentences in plain language |
| Benefit | What changes for the user |
| Proof | Screenshot, demo, stat, or testimonial |
| CTA | Try the feature or see it in context |
About page: customer as hero
Every paragraph must pass the "so what?" test. "We got tired of broken deploys" only works when the next sentence is "so you never have to babysit yours."
Show faces and names. Skip the org chart. End with a CTA that points to the product.