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.

2. Subheadline

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

3. 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.

4. 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”.

5. 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.

6. Lead magnet description

   • Optional one-line justification: “Why should I give my email?”

7. Three objection bullets

   • Under the fold if needed.
   • Exactly 3.
   • Ordered most common → least common.

8. Social proof

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

9. 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.

10. 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.