Landing page teardowns, vol. 8: the fold is not the problem

Eighth round of teardowns. This week's pattern across six pages: everyone obsesses over the hero and buries the actual objection three scrolls down. The fold is fine. The order is wrong.

The order that converts: claim, proof, objection-handling, price anchor, CTA. Most pages do: claim, features, features, testimonial wall, price shock, desperate CTA. Rearrange before you rewrite. I moved one client's pricing anchor above the feature grid and trials rose 23% with identical copy.

Post your URL below with your biggest objection (price? trust? "does it work with X"?). I will take three apart this week, kindly and thoroughly.

Onboarding-checklist perspective: same disease inside products. The setup flow shows features in company order, not in user-anxiety order. Biggest anxiety first ("will my data import?"), delight second, settings never.

Yes, anxiety-ordered onboarding. The progress bar should track resolved fears, not completed steps. "Your data is safe" deserves the checkmark more than "invite your team".

QA view: I test landing pages like software now. Five users, three tasks ("find the price", "does it do X", "start a trial"), watch where they stall. Every stall is a teardown finding. Cheap and brutal.

Stealing the three-task test as teardown homework. "Find the price" alone exposes half the sins. If pricing takes more than two clicks, the teardown writes itself.

Shopify-app view: our listing pages have the same shape and the app store punishes cleverness harder. Claim, proof (reviews), objection (compatibility), price, install. Deviate and installs halve.