Notes on pacing a landing page
Most weak landing pages are not ugly. They are evenly spaced, and evenness reads as indifference.
Show me a landing page that feels cheap and I will usually find that every section is the same height, the same rhythm, and the same shape. Nothing is emphasised, so nothing is important, and the eye slides off the whole thing.
Rhythm is the argument
A page makes an argument, and arguments have emphasis. Some points deserve a full viewport and silence around them; others are a single line in a list. When every section gets identical treatment you have told the reader that the fourth feature matters exactly as much as the headline, which is not what you believe.
Three moves that fix most pages
Break the container at least once — one full-bleed moment gives the eye a reason to keep going. Vary the section shapes so a card grid never sits directly beneath another card grid. And let the space above a heading be larger than the space below it, so headings belong to the content they introduce rather than floating between two blocks.
The squint test
Zoom out until the type is unreadable and look at the page as grey blocks. You should see obvious variation in density and a clear path through it. If it looks like a evenly ruled page of a notebook, the problem is not the copy or the colour. It is that nothing has been decided.
Tell me what you are building.
If you have a product that is nearly right and stuck, or a blank page and a deadline, I would like to hear about it. A first call is thirty minutes and costs nothing.
Open for two projects this spring