Landing pages fail when they ignore the campaign promise

A campaign that sends people to a generic homepage asks them to reconstruct the offer. That is unpaid work. Most of them will not do it.

Message match is the first conversion job

The headline should sound like the ad, email, or outbound line that earned the click. Proof should sit next to the claim, not three scrolls later.

Observe, do not invent lift

We will not attribute a percentage improvement to a template. Launch, watch the real path, then change the highest-friction step.