Most landing pages fail because they try to say everything above the fold.
The order we use: eyebrow → headline (one idea) → one-line subhead → one CTA. Then social proof (when we have it), then three benefits, then the process, then the final CTA. That's it.
We build on this skeleton for every business site, then style it in the cream/ink editorial system so it reads calmly, not loudly.