Landing Page: One Page, One Offer, One Action

RULE: Each page has one main action. Every section either moves the visitor toward that action or answers a reason not to take it. Cut everything else.

Small business visitors arrive with a job to get done ("fix my leak", "book a cleaning"). They decide in seconds whether this business can do it, nearby, soon, at a fair price. The page must answer those questions before it says anything about the business itself.

1. Decide before you write

Write these down first. If the owner cannot answer, the page cannot convert.