Once the top of the page works, the rest is just answering the reader’s questions in the order they occur to them. That order is remarkably consistent across industries.
The order questions arrive in
- What is this and is it for me? — hero
- Do you understand my problem? — the problem stated in their words
- How does it work? — three steps, not a feature dump
- Does it work for people like me? — proof, cases, logos
- What exactly do I get? — scope, deliverables, or plans
- What is it going to cost? — pricing, or how pricing works
- What if it goes wrong? — guarantee, objections, FAQ
- What now? — the same call to action, one more time
Long pages are not the problem people think they are. Length hurts when it is padding; it helps when each section answers a real question. Higher-cost offers usually need more page, not less.
Try it
Print your page and write in the margin which of the eight questions each section answers. Sections that answer none are candidates for deletion; unanswered questions are the sections you still owe the reader.