Tim Frey (speaker) states that the single most important element of any landing page is the headline. He emphasizes users decide within ~half a second whether a page is relevant, so the headline must quickly communicate what the page is, why the visitor is there, and the outcomes they can expect; if it fails that "sniff test" users will leave and conversion opportunities are lost.
So the most important part of any landing page is the headline. Okay? And this is like people log on, they've got half a second to make a decision about whether this landing page or this website is right for them. That means your headline has to rock, okay? If your red headline does not rock, you're going to lose interest immediately. They're going to click off the page, and you have lost all opportunity to sell them anything. It has to pass this sniff test. So that has to know what it is, why they're there, and what the outcomes are of using or reading this landing page. So you have to answer that really quickly.
