The 10-Step Landing Page Method

This guide shows a new way to build landing pages — one that finally makes sense. It’s not about guessing what sections to add or copying what others do. It’s a simple, clear process that starts with one question: why do people buy?

When you understand that, everything on the page starts to work together. Every block has a reason to exist. Every line has a purpose.

Most landing pages today are full of “template” sections that don’t mean anything — like “Who it’s for” or “Our values.” They sound fine but don’t actually move anyone to act. If a visitor already sees how their problem is solved, they don’t need that. And if they don’t see themselves in your list, they might just close the page.

This approach helps you build pages with meaning — pages that talk about real needs and real value, not empty words. It’s about being clear, honest, and focused on what matters.

Understand what you are actually selling and why anyone should care.

What to Do

1. What is it? Define your product or service clearly, without marketing fluff. Keep it simple and concrete.
2. Why does it exist? Describe the problem it solves for your customer.
3. Why is it valuable? Explain the benefit — measurable (time, money, efficiency) or emotional (clarity, confidence, simplicity).
   
   

Result

A short paragraph that explains the essence and value of your product in a way anyone can understand — even someone who’s never heard of it before.

Tip

If you can’t describe what your product is in one sentence, you don’t understand it yet. Start with clarity.  

Example

Let’s apply this step using the same example — my book Designing Design Systems. Here’s how to define the audience and context before building the page.

Audience Type

The article is created for individual readers: designers, product professionals, and anyone who wants to understand how design systems work. Even if companies benefit from it later, the buying decision is personal.

Context

• Personal layer: readers want to learn structured ways to build design systems, avoid mistakes, and gain confidence in their design process.
• Rational layer: some readers may also think about applying it to their team or company, but the initial motivation is personal learning and professional growth.

Result

Since a article is always purchased by a person, the landing page should focus entirely on the individual decision — showing personal value, insight, and motivation to learn, rather than addressing B2B needs.

Understand why a person or company takes action — why they buy, subscribe, sign up, or request a demo.

What to Do

1. Find the Main Motive

Ask yourself: what problem do they want to solve?

People act when they want to:

• avoid effort or fear,
• save time or money,
• feel better, smarter, more confident, or more recognized.

Companies act when they want to:

• earn more (growth, efficiency, prestige),
• spend less (saving, optimization),
• reduce risk (stability, compliance, safety).

2. Show the Pain and Solve It

Don’t just describe what the product does. Show what disappears because of it. Always answer the visitor’s questions:

• “Why should I care?”
• “How does this relate to me or my work?”

Result

A clear statement of one main motivation — the reason behind every decision on the page, from the headline to the final CTA.

Tip

The core motivation is the inner reason someone says:
“This is exactly what I need.”

Understand Why a Person or Company Takes Action

Understand why a person or company takes action — why they buy, subscribe, sign up, or request a demo.

What to Do

Find the Main Motive

Ask yourself: what problem do they want to solve?

People act when they want to:

• avoid effort or fear,
• save time or money,
• feel better, smarter, more confident, or more recognized.

Companies act when they want to:

• earn more (growth, efficiency, prestige),
• spend less (saving, optimization),
• reduce risk (stability, compliance, safety).

Show the Pain and Solve It

Don’t just describe what the product does. Show what disappears because of it. Always answer the visitor’s questions:

• “Why should I care?”
• “How does this relate to me or my work?”

Result

A clear statement of one main motivation — the reason behind every decision on the page, from the headline to the final CTA.

Tip

The core motivation is the inner reason someone says:
“This is exactly what I need.”

Example

Let’s apply this step to the same example — my book Designing Design Systems. Here’s how to find the core motivation for its landing page.

Main Motivation

Gain Knowledge

What Problem Does It Solve?

Designers often struggle to understand how to build a design system that actually works and lasts. They get lost between tools, tokens, and trends — and need a clear, structured guide that explains what truly matters.

How to Show It on the Page

The page should make visitors feel that this book will teach them something they can finally use.

Result

The motivation “Gain Knowledge” becomes the core of the landing page.
Every section supports this feeling: you’ll learn what others don’t know yet.

Identify several additional reasons that support the main motivation and strengthen the visitor’s desire to act.

What to Do

Gather 3–5 Secondary Motives

These can include:

• another pain point your product solves;
• an extra benefit (saving time, comfort, confidence, inspiration);
• proof of trust (quality, testimonials, cases, community).

Turn These Motivations into Page Structure

Each one can become a section such as:

• “Why it’s easy to use”
• “Why it’s worth it”
• “Why you can trust it”
• “Why it works”
• “What you’ll get in the end”

Result

3–5 clear supporting statements that reveal real benefits and remove doubts.

They become the backbone of your landing content — not decoration, but a logical continuation of the main motivation.

Tip

Be natural. If one strong reason already drives the decision, that might be enough. Focus and clarity often work better than a list of weak arguments.

Example

Let’s apply this step to the same example — Designing Design Systems. Once we know that the main motivation is “Gain Knowledge,” we can look for a few additional reasons that make the decision even easier.

Supporting Motivations

Save Time
The book saves months of searching through articles, tweets, and talks — everything is organized and explained clearly in one place.

Feel Special
Readers feel they’re becoming more than just designers. They start thinking like system builders — structured, confident, and strategic.

Avoid Effort
Instead of learning through years of trial and error, the book gives a ready-made framework to follow.

Result

These supporting motivations reinforce the main one — learning that matters.

They can become short, meaningful sections on the landing page, each showing a real, relatable reason to buy.

Turn your motivations into concrete content and real sections on the page.

What to Do

Take each motivation one by one and ask:

• “How does the product help the person or company solve this?”

Create a list of elements that express this motivation:

• short text or key statements (“The course teaches…”, “The product saves…”);
• visuals or screenshots showing the solution;
• testimonials, case studies, numbers, or demonstrations;
• a combination of headline + explanation (eyebrow, headline, lead).

Use a Clear Section Format

• Eyebrow (optional): context or category label (“For professionals”, “Why it works”).
• Headline: the main statement that answers the motivation.
• Lead (optional): a short supporting explanation.
• Content: text, visuals, or proof that make it real.

Result

A set of content drafts — one per motivation — that will form the core sections of your landing page and show how the product genuinely solves the audience’s problems.

Tip

Alternate between emotional and rational sections to keep rhythm and depth — mix feelings (status, recognition, inspiration) with logic (time, money, efficiency).

Example

Let’s apply this step using our motivations for Designing Design Systems book. Below are examples of how only some of the motivations can be translated into real page sections.

Motivation 1 — Gain Knowledge

Headline – Clear structure. Real principles. Proven in practice. No fluff — only systematic understanding.

Content

Show what exactly the reader will learn:

• Master the logic behind color scales and semantic palettes.
• Learn to craft precise, readable, and expressive typography.
• Build modern, reliable, and scalable design systems.
• Design flexible components with slots and reusable patterns.
• Understand why design systems fail and how to fix them.
• Keep your system consistent, relevant, and easy to evolve.

Motivation 2 — Save Time

Headline – Everything you need to know about design systems — in one place.

Lead – Stop collecting bits and pieces. Learn from a single, complete source.

Content

Show what’s included in the book:

• Overview of all chapters and bonus materials.
• Link to download a free preview.
• Visuals of the book’s structure (table of contents, example spreads).

Result

Each motivation becomes a clear, purpose-driven content section. Together, they form the backbone of the landing page: logical, motivating, and directly tied to real reader needs.

Make it instantly clear within the first three seconds what the product is, why it matters, and what to do next.

What to Do

Build the Hero based on the product’s essence (from Step 1).

The visitor should immediately understand:

• what the product is,
• what benefit it provides,
• what action to take next.

Hero Section Structure

• Eyebrow (optional): 1–2 words describing the type (“PDF ebook”, “AI tool”, “Online course”).
• Product name: short and clear.
• Main headline / lead: communicates the key benefit (“Learn to design pages that convert”).
• Visual: shows the product form (book cover, interface, real use case).
• Secondary lead: 1–2 sentences clarifying the essence and value.
• Micro-hook (optional): urgency, relevance, or social proof (“Trusted by 5,000 designers”).
• CTA: the main action (purchase button, form, download, subscribe).

Result

A ready Hero layout that instantly conveys the product’s meaning and invites the visitor to act.

Tip

If your audience includes both individuals and companies, create two levels of CTA: “Buy personally” and “For teams”.

Example

Based on this step, here’s what the Hero section for Designing Design Systems could look like. It clearly presents what the book is about and why it’s worth attention — all within a few seconds.

• Eyebrow
• Product Name
• Key Benefit
• Visual
• Lead
• CTA
• Micro-hook

Turn interest into action: a purchase, registration, or sign-up.

What to Do

Decide on the type of block:

• Pricing section: for products or services with a clear price.
• Main CTA (call to action): for free or content-based offers (subscription, demo, checklist).

Build the section:

• Strong summary phrase: a short statement that summarizes the benefit (“Start designing better pages today”).
• Description of plans or actions: clear and simple — names, prices, buttons, conditions.
• CTA button or form: visible and direct, showing exactly what happens after the click.
• Trust elements (optional): brand logos, testimonials, guarantees, money-back notes, or secure payment icons.

Result

A confident section that completes the motivational path and makes taking action feel natural and easy.

Tip

Use contrast and space. The pricing area should feel like a strong, independent section where you no longer “convince” — you simply offer a clear choice.

Example

Based on this step, here’s what the pricing section for Designing Design Systems might look like. It gives a clear and confident choice between article versions and shows that the decision is simple and risk-free.

Strengthen motivation and make the decision to act feel clear and easy.

What to Do

Go through all sections of the page — from the Hero to the CTA — and see where you can add one or more of these triggers:

• Urgency: limited offer, countdown, or end date (“Only until Friday”).
• Relevance: show that it’s new or up to date (“Updated for 2025”).
• Social proof: logos, testimonials, quotes, or real names.
• Simplicity: remove barriers (“No subscription”, “No risk”, “Works out of the box”).
• Transformation: show the inner change (“You’ll start thinking systematically”).
• Prestige: highlight credibility (“Used by designers at…”).

Result

A stronger version of your landing page — every section not only informs but also gently nudges the visitor toward action.

Tip

Each hook should reinforce the meaning of the section, not distract from it.

Example

Based on this step, here’s how hooks can be integrated into the landing page for Designing Design Systems. They make the offer feel easier and more relevant without adding pressure.

Simplicity hook

Emphasize that the book is a one-time purchase with lifetime access, no subscription required.

Time-based hook

When a promotion is active, show a limited-time discount with a note about when the offer ends.

Result

These hooks lower hesitation and increase readiness to act.
The “no subscription” message removes friction, while the “limited-time offer” adds a soft sense of urgency. Together, making the page feel simple, trustworthy, and timely.

Bring all the content together into a complete landing page with the right order and visual hierarchy.

What to Do

Define the sequence of sections:

• Hero — immediately explains what it is and why it matters.
• Main motivation — reveals the core reason for action.
• Supporting motivations — 3–5 sections showing benefits, solutions, or examples.
• Social proof — testimonials, logos, or numbers.
• Pricing or CTA — the culmination and main action.

Create a visual structure:

• Use contrasting backgrounds to separate and alternate sections.
• Add accent blocks (borders, cards, dividers) for smooth logical transitions.
• Keep visual pauses between sections — breathing space, calm rhythm.
• Highlight CTA zones with color or contrast so it’s always clear where to click.

Result

A cohesive and visually balanced landing page — clean, rhythmic, and naturally leading from meaning to action.

Tip

Think not “in blocks” but “in rhythm.”
Alternate dense and light sections so the page feels alive, easy to read, and visually pleasant.

Example

Based on this step, here’s what the complete landing page for Designing Design Systems looks like once all sections are combined. Each part flows into the next.

What to do

Remove what’s unnecessary

• Go through each section and ask: “If I remove this, will it make the page worse?”
• Anything that doesn’t strengthen motivation or understanding should go.

Check the balance of emotion and logic

• Are there emotional elements (inspiration, confidence, energy)?
• Are there rational arguments (facts, structure, numbers)?
• If the page leans too far to one side, add what’s missing.

Make the page feel light

• Add whitespace; remove visual noise.
• Use short sentences and clear blocks.
• Make sure every CTA stands out, but doesn’t shout.

Add what’s missing

• Sometimes you need a closing section — FAQ, guarantees, an “About the author” block, or a final CTA.

Result

A clean, balanced landing page that’s easy to follow, convincing, and visually calm.

A strong landing page feels light. Everything important is in place, but nothing gets in the way of clarity.

Example

Applying this step to Designing Design Systems, here’s what was added and adjusted to make the page complete and balanced:

Added: A FAQ section with common questions and short, clear answers to remove last doubts before purchase.

PIC

Added: A newsletter block inviting readers to subscribe for updates about new books and design articles.

PIC

Result

The final version of the page feels complete and confident. It answers every question, resolves hesitation, and leaves the visitor with a clear next step.

This checklist brings together all ten steps from the guide. Use it as a quick reference when creating or reviewing your own landing page.

1. Understand the product or service

• To clearly define what you offer and why it matters.
• A short paragraph that explains the essence and value of the product.

2. Define the audience and context

• To understand who the product is for — individuals, companies, or both.
• Clarity about the audience type and context, which shapes the logic of the whole page.

3. Identify the core motivation

• To find the main reason why a visitor will take action.
• A clear statement of the key motivation that drives the entire landing page.

4. Find 3–5 supporting motivations

• To reveal additional benefits or solutions, if needed.
• Three to five reinforcing ideas — or the decision to focus on one strong motivation.

5. Translate motivations into product content

• To turn motivations into real content and meaningful page sections.
• A list of content ideas — headlines, text blocks, visuals, testimonials.

6. Build the hero section

• To explain what it is and why it matters within five seconds.
• The top section framework: product name, lead, visual, CTA.

7. Create the pricing or main CTA section

• To shape the action moment — purchase, signup, or registration.
• A complete section with pricing, buttons, or form and trust elements.

8. Add hooks and triggers

• To reinforce motivation and remove doubts.
• A page where every section gently encourages action.

9. Compose and design the layout

• To build a logical order and a readable visual rhythm.
• A cohesive page structure — from hero to the final CTA.

10. Review, simplify, and balance

• To remove the unnecessary and keep only what works.
• A clean, light, and balanced final landing page.