---
title: "Landing page in four moves"
description: "How to make the landing page do its one job."
canonical: https://tomsharman.com/bookshelf/scorecard-marketing/landing-page-in-four-moves/
updated: 2026-11-03
---

# Landing page in four moves

> How to make the landing page do its one job.

Daniel Priestley and Glen Carlson's framework, from Scorecard Marketing, pp. 47 to 128.

Framework 4 of 7 from [Scorecard Marketing](https://tomsharman.com/bookshelf/scorecard-marketing/index.md) by Daniel Priestley and Glen Carlson. Category: Lead generation.

## The steps

1. **Create a concept.** Choose what the buyer wants to score: ready for, type of, improve, reduce, how good, or test your knowledge.
2. **Select a template.** Start from a template and edit text, images and colours without overthinking.
3. **Improve the page.** Add clarity (benefits, time to complete, bonuses), credibility (experience, awards) and connection (smiling photos, results imagery).
4. **Start the quiz.** Put a big call-to-action button at top and bottom and measure conversion.

## Where it comes from

From chapter: PART TWO SETTING UP A SCORECARD, pp. 47–128

## The animation

24 seconds, 4:5, no sound.

- MP4: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/scorecard-marketing/landing-page-in-four-moves.mp4
- MP4, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/scorecard-marketing/landing-page-in-four-moves-dark.mp4
- Still: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/scorecard-marketing/landing-page-in-four-moves.png
- Still, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/scorecard-marketing/landing-page-in-four-moves-dark.png