Your landing page does not need more sections

Whenever I start a new landing page, the first question is always the same. What are the sections that need to be there?

When I was starting out, my answer was as many as I could fit. I crammed as much information as I could into my landing pages, and it did not bring in any more results, at least not anything worthwhile.

So if more on the page is not bringing in more calls, what is actually supposed to be on it?

That is the question for anybody building their own landing page for a service business, in a page builder or by vibecoding it. Adding sections feels like progress, and you can keep adding them without getting a single extra call.

I build white label landing pages for service businesses, working under a marketing agency that manages more than 120 clients. After a lot of trial and error my list is pretty condensed now, and pretty much every page I build has the same 6 essential sections, top to bottom.

Why six is enough

The way I see it, a section is on the page because the person reading it has a specific question at that exact point, and the section answers it. A potential customer moves down your page asking one thing after another, and the page works when the next section is the answer to the question they have right now.

That is also why cramming does not work. A section that answers nothing the visitor is asking is one more place for them to get lost, and one more thing between them and your phone number.

So for every section below you get the question, how the section answers it, and what it looks like in practice.

One, the hero

The hero is the part people see before they even begin to scroll, the above the fold section.

The question here is, am I in the right place?

Somebody clicked on an ad or a search result, and in those first few seconds they are deciding whether this is what they are looking for. If the answer is not obvious straight away, they go back and click on a competitor's site instead.

You know this from your own searching. When you look for a service, you open several tabs, scan the top of every one of them, and decide right then and there which ones to keep. Your page is one of those tabs.

That is why the hero carries more weight than anything else on the page. It answers the question by telling them three things at a glance: what they are getting, why they should trust you, and how to take action.

The hero does not have to answer everything, it only has to get them to keep reading. I wrote a whole piece on the first screen if you want to go deeper on it.

Two, how we work

Right under the hero is what I call the how we work section. After the first screen the person is supposed to be mostly convinced, and this section has to deal with whatever doubts are left.

The question here is, what is it actually going to be like working with you?

Hiring a service business is always going to be a bit stressful. Are they going to turn up when they say they will? Are they going to leave a mess? What happens if something goes wrong? These worries are what make somebody put off the call, even when they like everything they have seen so far.

So look at it from their side. Take your ideal customer, work out the top three concerns they have before hiring somebody like you, and answer them. This section is basically just objection handling.

In practice, for a plumber, that could be three simple cards. We are available 24/7. We leave your house spotless, as if it were our own. The work comes with a warranty.

Only promise what you can honour, because a guarantee you cannot keep costs you more than having none.

Three, reviews

Then, as soon as you possibly can, reviews.

Some people put reviews in as the second section. I put them third, because I usually already have some reviews and social proof in the hero, so the page flows a bit better. That part is a preference, but either way they go high up, because reviews are the most worthwhile section you can have.

The question here is, did this actually work for other people just like me?

Everything above this point is you talking about yourself, and people know that every business says good things about itself. This is where they see proof that people in their shoes had a good experience with you.

It is the same reason you check the reviews before booking a hotel or a restaurant, even when the photos look great. The Spiegel Research Center at Northwestern found that a product with just five reviews is 270% more likely to be bought than the same product with none. They studied products rather than local services, so the exact figure belongs to retail, but the direction holds.

In practice, add any review or testimonial you have. Even if you only have a few, put them up, and a good comment from a colleague works too. If you have none yet, I wrote a separate piece on what to put in that slot instead. If you have them, flaunt them.

That covers whether they trust you. The next three sections are about whether they can afford you, what happens once they get in touch, and how they actually get started.

Four, services and pricing

After the reviews comes the elephant in the room, the price.

The question here is, can I afford them?

Every person looking for a service to be done in their house has that question, and when the price is hidden somewhere or missing, the whole page starts to feel a bit sketchy.

This section does two jobs at the same time. It answers the customer's biggest concern, and it drives away the people who cannot afford you, so you do not have cheapskates calling you up and wasting your time.

It comes after how we work and the reviews for a reason. By the time they see a price, they already know what they get for it and that it worked for people like them, so they are judging the value and not just the number.

It does not need to be an exact quote, and you do not need a price calculator either. An approximate price on your main services is fine, because the point is that the person can see the range and work out whether they can afford you. In practice, a window cleaner might show three packages based on the size of the house, and a roofer might say repairs start from a certain price, with a fixed quote after an inspection.

The limit here is high ticket work, where showing the price is a different question on its own. And if your worry is being undervalued or racing to the bottom, I made a separate video on how to show your prices without doing that.

Five, the timeline

If the person is still not convinced by this point, the timeline is the cherry on top for whatever concerns are left.

The question here is, what happens if I get in touch?

People get really anxious when they do not have clarity. The anxiety comes from not knowing what will happen, not being able to plan around their schedule, and not knowing how long the job will take or what the milestones are.

This section soothes that by laying the process out step by step, so that when they call you they already know what to expect. For a plumbing business it could be as simple as this: you get in touch, we come out and inspect, we give you a quote, and we do the job within 14 days.

There is a second benefit. When the person already knows what to account for and how long it will take, the job itself runs more smoothly and it is easier to finish.

The catch is that you have to follow through. When they engage with you, they should see the process play out the way the page described it. A timeline you do not stick to creates the very anxiety it was supposed to take away.

Six, the call to action

The last section is everybody's favourite, the call to action.

The question here is, okay, how do I get started?

Somebody who scrolled all the way down here is interested and has already had every other question answered. The call to action is the close, and the only thing left is to make acting on it easy.

Keep it simple, and be really clear about what happens when they tap it, so they know what is expected of them. Use plain terms like call now or book now. If the phone is the channel you actually answer, make it a call now button.

This should not be the only button on the page either. I add call to action buttons to pretty much every section, so whoever is ready at any point can act without hunting for a way to reach you.

Sometimes I add a seventh section, an FAQ, but it is optional, and if how we work already covers the main concerns you do not need it. If your industry has specific questions people keep asking, put a short FAQ under the call to action, never above it. By that point the person is ready to act, and you do not want to raise questions they might not even have had.

What to do with this

Open your landing page and go through it top to bottom. Next to every section, write the question it answers for the visitor at that point. Any section where you cannot write one is a candidate to cut, and any of the six questions with no section answering it is the first thing to add.