Landing Page Razor

Use this when making or auditing a landing page.

Core rule

If an element does not increase the opt-in percentage of qualified leads, cut it.

Page structure

1. Headline
• Stop the visitor.
• Promise one clear outcome.
• Avoid cleverness unless it makes the outcome clearer.

1. Subheadline
• Clarifies the headline.
• Adds context like a YouTube thumbnail supports a title.
• Explain who it is for and what changes for them.

1. Hero visual
• Must prove the headline/subheadline.
• Show the thing they get or the outcome they want.
• If it does not add proof, remove it.

1. CTA
• Say what they get and how they get it.
• No vague labels like “Submit”.
• Example: “Get the course outline” or “Start the 8-hour Larry course”.

1. Form
• Ask for the minimum needed to get a qualified lead.
• More fields are fine if qualification matters more than raw opt-ins.
• If more than 5 fields, split into multiple steps.

1. Lead magnet description
• Optional one-line justification: “Why should I give my email?”

1. Three objection bullets
• Under the fold if needed.
• Exactly 3.
• Ordered most common → least common.

1. Social proof
• Optional.
• Add only if the product is complex or proof is needed to reduce doubt.

1. Visual discipline
• Blank space is useful.
• The page should direct all attention to the one action.
• Long pages often lower conversion. Add length only to answer real objections.

1. Performance and legal
• Mobile optimised.
• Fast load, compressed images.
• Include legal/privacy/footer basics.

Output checklist

When creating a page, provide:

• headline
• subheadline
• hero visual direction
• CTA copy
• form fields
• three objection bullets
• optional proof block
• legal/footer note
• final HTML/CSS or implementation steps

Source reference

The reference video transcript is available at references/source-video-transcript.txt if exact wording or nuance is needed.