1. Pass the 5-Second Test

Show your landing page to someone who has never heard of your product. After 5 seconds, ask: what does this do, and who is it for?

If they can't answer both questions clearly, your hero copy needs work. The headline should state the outcome, not the feature. Sub-headline adds specificity: who it's for, how it works, or what makes it different.

Example:
✗ "The next-generation workflow platform"
✓ "Close support tickets 3× faster — without adding headcount"

2. One Page, One Conversion Goal

Every element on the page should serve one goal. If your goal is "book a demo", remove everything that doesn't help a visitor decide to book a demo.

This means: no blog links in the nav (use a minimal nav or no nav at all on landing pages), no social media icons in the footer, no "Read our case studies" unless they're directly on the page.

In WeWeb: build landing pages as separate pages from your main site and strip the nav down to logo + one CTA button.

3. Put Social Proof Above the Fold

Social proof doesn't belong at the bottom. Move it directly below the hero — before the feature section.

For early-stage products: "Trusted by teams at X, Y, Z" with 3 company logos works even if those are just beta users. If you have no logos yet, use a testimonial from a beta user or early customer instead.

For later-stage products: a row of logos + a key metric ("4.9★ on G2", "2,000+ active users") is the highest-converting combination.

4. Write Benefit-First Feature Bullets

Feature bullets are the most-read section after the hero. Most teams write them feature-first:

✗ "AI-powered inbox sorting" ✓ "Inbox zero in 20 minutes — AI sorts and labels every email automatically"

The format is: [outcome] — [feature that delivers it]. Visitors read the outcome first. If the outcome resonates, they read the feature to understand how.

5. Use a Single, Specific CTA

"Get started" is weak. "Start your free 14-day trial" is strong. "Book a 20-minute demo — no sales pitch" is even stronger for high-ACV products.

Specificity reduces friction because it sets expectations. The visitor knows exactly what happens when they click.

In WeWeb: use a sticky CTA button in the header that appears after the user scrolls past the hero. A/B test the button copy using a WeWeb variable and a simple Make webhook to track clicks.

6. Optimise for Mobile First

Over half your landing page visitors arrive from mobile — especially if you run LinkedIn or Meta ads. Design for a 375px screen, then scale up.

Key mobile checklist:
- Hero headline under 50 characters
- CTA button at least 48px tall
- No horizontal scroll
- Font size minimum 16px for body text
- Images load under 2 seconds on 4G

WeWeb's responsive preview lets you design at 375px, 768px, and 1280px simultaneously. Use it from the start — retrofitting mobile on a desktop-first build wastes hours.

7. Add a FAQ Section

A FAQ section reduces the most common objections before they become reasons to leave. It also ranks for long-tail queries in Google.

The 5 questions every SaaS landing page FAQ should answer:
1. How long does setup take?
2. Do I need a credit card to start?
3. What happens when my trial ends?
4. Can I integrate with [most common tool in your category]?
5. How is my data stored and secured?

In WeWeb: build the FAQ as an accordion component using a Supabase table — this lets you update questions without redeploying the page.

8. Speed Is a Conversion Factor

A 1-second delay in page load reduces conversions by 7% (Google, 2023). For a landing page driving ad traffic, that's significant.

WeWeb pages are static-exported by default — they load from a CDN and are extremely fast. The main culprits for slow WeWeb pages are:
- Unoptimised images (compress to WebP before upload)
- Too many third-party scripts (chat widgets, analytics — load them deferred)
- Large video files in the hero (use a short looped MP4 under 2MB, or a static screenshot)

Target: Lighthouse performance score above 90 before going live.

9. Track the Right Metrics

Conversion rate is the top-line number, but these secondary metrics tell you why:

— Scroll depth: are visitors reaching the pricing section? If not, the hero isn't compelling enough to continue reading.
— CTA click rate: of everyone who sees the CTA, what percentage clicks? Benchmark: 2–5% for cold traffic, 10–20% for warm traffic.
— Form abandonment rate: if visitors start the form but don't submit, a field is creating friction. Reduce to the minimum required fields.

Set these up with a simple Plausible or PostHog integration in WeWeb — both have no-code WeWeb plugin connectors.