A landing page that doesn’t convert usually isn’t a design problem. It’s a missing-answer problem — a visitor scrolled past a section that should have answered their next question and didn’t, so they left. Six sections, in order, each answering one specific question, fixes most of it.

1. Hero — “What is this, and is it for me?”

Answer both in one headline and one subheadline. Not a clever tagline, not your company mission. “Self-hosted analytics without a cookie banner” tells a visitor exactly what it is and who it’s for in five seconds. A vague headline forces them to keep reading to find out if they’re in the right place — most won’t bother.

One CTA button here, above the fold, doing one job. Not “Learn More” — that’s not a decision, it’s a stall. Use the actual verb: “Start free trial,” “Get the template,” “Book a call.”

2. Problem — “Do you actually understand what I’m dealing with?”

Describe the pain in the visitor’s language before you describe your solution. This is the section people skip because it feels like stalling, but it’s what makes the next section land — nobody trusts a solution to a problem you haven’t shown you understand.

3. Solution — “How does this fix it?”

Now explain the product, specifically how it addresses the problem you just named. Not a feature list — a feature list answers “what does it do,” not “how does it solve my problem.” Tie each capability back to the pain point from section two.

4. Proof — “Can I trust this actually works?”

Testimonials, logos, a specific number (“cut page load from 4s to 800ms”), a case study link. Specific beats generic every time — “great product, highly recommend” convinces nobody. “Reduced onboarding time from 3 weeks to 4 days” convinces someone with that exact problem.

If you have no customers yet, don’t fake this section. Use a founder-led alternative: your own credibility, a demo video, an open-source repo with real stars, anything concrete. A fabricated testimonial is a bigger conversion risk than an honest gap once it gets caught.

5. Pricing or objection-handling — “What’s this going to cost me, and what am I missing?”

Even if pricing lives on a separate page, a landing page needs to at least gesture at cost — “free forever for small teams” or “$29/mo, no card required for trial” — because uncertainty about price is one of the biggest silent drop-off points. Pair this with an FAQ addressing the 3-4 objections you hear most in sales calls or support tickets. If nobody asks these questions, you don’t know your actual objections yet — go find out before writing this section.

6. Final CTA — “Okay, what do I do right now?”

Repeat the same CTA from the hero, same wording, same verb. Don’t introduce a second, different call to action here — a page that offers “Start trial” at the top and “Contact sales” at the bottom splits intent and converts worse than either alone.

The order matters more than the content

Section	Question it answers
Hero	What is this, is it for me?
Problem	Do you get what I’m dealing with?
Solution	How does this fix it?
Proof	Can I trust it?
Pricing/FAQ	What’s it cost, what am I missing?
CTA	What do I do now?

Skip a section and a visitor who needed that exact answer leaves at that exact point in the scroll — which is why funnel drop-off on a landing page usually maps directly to a missing section, not bad copy within an existing one.

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