Module 5 of 7
The one page
One job, one action, nothing else.
Whatever you are building — a website, a marketplace listing, a professional profile — the discipline is the same: this page has exactly one job, and everything that does not serve that job is making it worse. The most common failure is not ugliness. It is a page trying to serve four audiences and therefore convincing none of them.
A structure that works, in order. What you do and who it is for, in one sentence, visible without scrolling — the positioning statement from module 3, doing its real work. The problem, described so precisely that the reader feels recognised. What you actually do about it. Proof, from module 4. The price, or at least the band, because a page with no price signal loses the buyers who cannot afford you and wastes their time and yours. Then one action, singular: one thing you want them to do next, stated plainly.
What to cut. A menu of eight things you also do, which dilutes the one thing you want to be known for. Stock photography of people in meetings. A mission statement. Jargon that could belong to anyone. Three competing buttons. If you are not sure whether something earns its place, ask what job it does for the one reader you wrote the page for — and remove it if the answer takes more than a sentence.
One sentence at the top, the problem, what you do, proof, a price signal, one action. Everything that does not serve the single job is making the page worse.