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Brand, web & content

What should actually go on my startup's landing page?

Above the fold: a clear headline saying what you do, a subheadline saying how, a visual of the product, social proof, and one call-to-action. Below: features tied to objections, more proof, an FAQ, and a repeat CTA. Clarity beats clever, a stranger should grunt back what you offer in five seconds.

Go deeper

2 resources, 2 link-checked.

📄 Article
✓ Link checked Free Beginner

The single best free walkthrough of what belongs on a landing page, with a real 10-step structure and copy examples for every section.

The step-by-step guide to landing pages that convert

From Marketing Examples by Harry Dry 15 min read

  • Above the fold: title, subtitle, visual, social proof, CTA
  • Below the fold: features vs objections, proof, FAQ, second CTA, founder note
  • Clarity over cleverness, a caveman should grunt back what you offer
Open marketingexamples.com →
📄 Article
✓ Link checked Free Intermediate

Julian Shapiro's deeply practical framework for landing pages, including the desire-minus-friction conversion model, a canonical growth resource.

How to build a landing page (Startup Handbook)

From julian.com by Julian Shapiro 25 min read

  • Purchase rate = desire minus (labour plus confusion)
  • The hero header must be fully descriptive; visitors have short consideration spans
  • Show the product in action and test copy on both outsiders and insiders
Open julian.com →

Terms in this answer

Call to Action Landing Page

People also ask

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Also in D2C

The same ground, over in Build your online store, our D2C track.

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Also in How Founders Use AI

How founders actually use AI for this, over in Content Creation.

Why use AI for blogs, newsletters, and social posts, and how do I avoid sounding like AI? 20 → How do top founders build content engines with AI (repurposing one idea into ten formats)? 18 →

Also in GTM

The same ground, over in Own the story, our GTM track.

What does category actually mean in go-to-market, and why does everyone keep telling me to pick one? 3 → Should we create a new category or just say we are a better version of something that already exists? 5 →
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