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.