Think of a landing page’s creation from the perspective of a visitor’s likelihood to convert. We can think about conversion as an equation:
ConversionRate = Desire – Labor – Confusion
In other words, to increase the rate of conversion, we increase the visitor’s desire while decreasing their labor and confusion.
Here’s what that looks like:
The implication is that the first step in creating a landing page is not actually to design the page. Instead, it’s to first hone your message. You then back out from that message to what it is you should say and, only at the end, what it should look like.
In other words, growth is not a design-first process. It’s almost always messaging-first.