The seven sections of a page that converts.

Published on 12 September 2026 · 6 min read

A single page whose only purpose is to get one action done — a call, a booking, a completed form — almost always follows the same plan. Not out of laziness, but because a visitor's objections arrive in a fairly stable order.

Here are the seven sections, the objection each one handles, and the mistake we see most often.

1. The hook

Objection handled: “am I in the right place?”

What you do, for whom, where, and a button. One sentence, a one-line subheading, a call to action. That is all that should fit in the first screen of a phone.

The mistake: a mood sentence (“Let's bring your ideas to life”) that forces the visitor to scroll to understand your trade. They do not scroll: they leave.

2. The three supporting points

Objection handled: “why you?”

Three verifiable arguments, short, aligned. A lead time, a price, an area, a guarantee. Three, because two looks thin and five no longer gets read.

The mistake: qualities nobody would claim the opposite of. “Professionalism, quality, attentiveness” is not an argument, it is a minimum.

3. The proof

Objection handled: “does this actually work?”

Photos of real work, signed reviews, logos, figures. Place it early — just after the supporting points — because it is what allows the visitor to read the rest.

The mistake: inventing. A fabricated review is spotted by its vocabulary, and it destroys the credibility of the whole page. If you are starting out, replace proof with transparency: method, prices, terms. We do exactly that on this site: our reviews are the ones we have, and not one more.

4. The how

Objection handled: “what am I committing to?”

Three or four numbered steps: what you do, what the client does, how long it takes. This section is enormously reassuring for an almost zero writing cost, and it is the one most often forgotten.

The mistake: describing your internal process. The visitor wants to know what is going to happen to them, not how you organise your files.

5. The price

Objection handled: “is this within my budget?”

A price, a range, or at the very least a reference point (“from”, “most of our jobs are between X and Y”). Also say what is included and what is not.

The mistake: “quote on request”. The visitor does not request: they assume it is expensive and go elsewhere. And you receive enquiries outside the budget that cost you time. Our three prices are public for that reason alone.

6. The remaining objections

Objection handled: “yes, but what if…”

A small FAQ of four to six questions, taking up what you actually get asked on the phone. Write the real questions, including the awkward ones: “what if I am not satisfied?”, “who owns the site?”, “what happens if you disappear?”.

The mistake: a self-serving FAQ that asks questions whose answers suit you. It handles no obstacle and takes up space.

7. The final action

Objection handled: “what do I do now?”

The same call to action as at the top, with two channels: a short form and a way to speak to someone. State the response time. And keep the form short: every extra field loses submissions. A name, a means of contact and two lines of message are almost always enough.

The mistake: a twelve-field form asking for turnover and headcount before the first exchange has even happened.

What matters more than the order

• Speed. A slow page loses visitors before section 2. It is the first thing to fix, before any rewriting.
• Phone first. Most of your visitors are on mobile. Design for the phone screen, then check on a computer.
• One single action. A page offering to call, to write, to subscribe, to download and to follow on Instagram gets nothing done at all.

That is the plan we apply on the Landing Pro: five sections at a minimum, seven when the content justifies it, and never two main buttons competing for the same page.