The anatomy of a high-converting landing page, section by section

A landing page is an argument with a single conclusion: the visitor should take one action. Every section either moves them toward it or gets in the way. This is the structure we use for Moveset's landing page templates, and the questions each section has to answer.

1. The hero: what is it, and for whom?

Visitors decide whether to keep reading within the first screen. The hero needs four things and very little else:

A headline that names the outcome, not the category. "Motion components for React and Expo" beats "The next-generation UI platform".
A one-sentence subhead that says who it is for and how it works.
One primary call to action, with an optional secondary one (usually "see examples").
Proof of the product: a real screenshot, a live demo or an interactive object.

Motion belongs here only if it shows the product. A masked line reveal on the headline is a nice touch; a five-second intro that hides the CTA is not.

tsx

import { AnimatedHero } from "@/components/moveset/animated-hero";

<AnimatedHero lines={["Ship interfaces", "that move well."]} accent={1} />

Logos, short quotes with names and roles, or usage that you can verify. Real and specific beats impressive and vague. If you are pre-launch, skip this section rather than invent it; a fabricated testimonial costs more trust than it earns.

3. The problem and the promise

Describe the situation your visitor is in, in their words, then state what changes. Keep it to two or three short paragraphs or a before/after comparison. This is where you earn the right to show features.

4. Features as outcomes

List three to six features, each framed as what the user can now do. Show, don't list: a small looping demo or interactive preview per feature communicates more than a paragraph. Tabs work well when features are parallel:

tsx

const [tab, setTab] = useState("Web");
<AnimatedTabs tabs={["Web", "Expo"]} value={tab} onChange={setTab} />
{tab === "Web" ? <WebPreview /> : <PhonePreview />}

5. How it works

Three steps, numbered. "Install, paste, ship." Visitors who reach this section are evaluating effort; make it look as small as it really is, and no smaller.

6. Pricing

Make the free tier and the paid tier easy to compare at a glance, and put the plan you want most people on in the visually strongest position. A monthly/yearly toggle should update prices instantly and show the saving in plain terms. If checkout isn't open yet, say so honestly and collect emails instead.

7. FAQ

Answer the objections you hear in sales calls and support: licensing, framework support, refunds, updates. FAQ content also helps search engines understand the page, and you can mark it up with FAQPage structured data.

8. The final call to action

Repeat the primary CTA at the bottom with a one-line restatement of the promise. People who scrolled this far are the most interested visitors you have; don't make them scroll back up.

Where motion helps, and where it hurts

Helps: demonstrating interaction, guiding the eye to the CTA, confirming a form submission, revealing content as it enters the viewport.
Hurts: delaying content, scroll-jacking that fights the user's input, motion that runs regardless of prefers-reduced-motion, and heavy 3D that loads before the headline.

Performance is part of the design

Largest Contentful Paint is usually the hero headline or image. Keep it in the initial HTML, load fonts with display=swap, lazy-load below-the-fold media and any WebGL, and give every image explicit dimensions to avoid layout shift. Google's Core Web Vitals documentation explains the thresholds.

Start from a template

Moveset's landing page templates (AI Startup is free; SaaS, Neobank, Fintech App, 3D Product Launch and Studio Portfolio are Pro) follow this structure, so you can replace the copy and ship.

#landing-page #conversion #react #motion #copywriting