We look at three landing pages we shipped this year and what made the opening frame work: a single visual idea, a verb-led headline, and one obvious next step. The single visual idea gives the eye somewhere to land. Two competing focal points read as none. Pick the one thing the visitor should feel, and design the frame around it. A verb-led headline tells the reader what they can do, not what you are. "Ship your brand in six weeks" beats "A full-service creative studio" every time. And one obvious next step removes the paralysis of choice. The hero should ask for exactly one action — everything else can wait until they've scrolled.