A landing page is a single-purpose page designed to do one thing: capture a qualified lead's contact information. It is the delivery mechanism for your lead magnet and the gateway to your sales process. Everything on the page either increases qualified opt-ins or should be cut. That is the only razor you need.
Most landing pages fail because they try to do too much -- educating, entertaining, selling, and capturing leads all at once. The Hormozi approach strips a landing page down to its essential components, in order, with nothing extra.
The step-by-step build (top to bottom):
Headline. Stop the person in their tracks and promise a clear outcome. One sentence. This is the single most important element on the page. If the headline does not grab them, nothing else matters.
Sub-headline. Clarifies the headline promise. Think of it like a YouTube thumbnail + title relationship: the headline is the title (the hook), the sub-headline is the thumbnail (the context). It adds specificity to the promise.
Hero image. Adds proof to the headline and sub-headline visually. Either show them the thing they are going to get, or show the outcome they want to experience. This is not decoration -- it is evidence.
CTA (Call to Action). States what they are going to get and how they are going to get it. Nothing else. No clever copy, no "join our community of visionaries." Just: "Get the free [thing] by entering your email below."
Form. As few fields as required to get a qualified lead -- but that could still be 4-5 fields. Hormozi's approach has evolved: early in his career he minimized fields to maximize opt-ins. Now he adds more fields because he wants more customers, not more opt-ins. If you have more than 5 fields, break into multiple steps (multi-step form) to reduce abandonment.
One-line description (optional). If you are offering a lead magnet, add one line that answers "why should I give my email?" This is justification, not a sales pitch.
Objection bullets (below the fold). Three bullets addressing the three biggest objections, ordered from most common to least common. These are for the person who scrolls past the CTA because they are not yet convinced.
Social proof (optional, below objection bullets). Hormozi used to put lots of social proof on landing pages but has moved away from it. Only add social proof if the offer is complex or trust is a major barrier. For simple lead magnets, it is unnecessary clutter.
Legal. Required disclosures so you do not get in trouble. At the very bottom.
The razor: "If it doesn't increase opt-in percentage of qualified leads, cut it." This is the decision-making framework for every element, every word, and every design choice on the page. Longer does not mean better. In fact, often the more you lengthen the landing page, the lower it converts.
Technical requirements:
Adding navigation menus and footer links: Giving people other places to click. Every link that is not the CTA is a leak. --> Remove all navigation. One page, one action.
Making the page longer to be "more persuasive": Adding sections, testimonials, FAQs, feature lists. --> "Often times, the more you lengthen the landing page, the lower it will convert." --> Only add elements that pass the razor: does this increase qualified opt-ins?
Using clever copy instead of clear copy: "Unlock your potential with our transformative solution." --> Nobody knows what that means. --> "Get [specific thing] in [specific timeframe]. Enter your email below." Be clear, not clever.
Not compressing images: A beautiful hero image at 4MB that takes 8 seconds to load on mobile. --> More people abandon slow pages than ugly pages. --> Compress to under 200KB per image. Use WebP format.
Single-step form with 8 fields: Seeing a wall of fields triggers immediate abandonment. --> Break into multi-step: step 1 is name + email, step 2 is qualification questions. Each step feels manageable. The commitment escalation means they are less likely to abandon after completing step 1.
Treating the landing page as the final product: Building it once and never testing. --> The first version is always your worst. A/B test headlines first (biggest impact), then hero images, then CTA copy, then form fields. One variable at a time.
The conventional wisdom is fewer fields = higher opt-in rate = more leads = more customers. But Hormozi shifted from minimizing fields to adding MORE because he wanted more customers, not more opt-ins. More fields filter for serious prospects and reduce time wasted on unqualified leads.