Lesson 15: Landing Pages
How to build one that converts — how Harry's got 100,000 email signups in a week from an almost-empty page.
Written for Axiom Pathways.
Before Harry’s razors launched in 2013, founders Jeff Raider and Andy Katz-Mayfield built a landing page with only four elements — a product image, a one-line tagline, an email field, and a submit button — plus a referral mechanic offering free gel or lifetime razors. It collected 100,000 emails in a week, 77% of them from referrals. The piece uses that as the anchor for a broader rule: a landing page isn’t a small website, it’s a normal website with everything removed except one conversion goal — citing a VWO test where simply deleting a nav bar doubled an e-commerce page’s conversion rate — and lays out the five things worth keeping (headline, one-line benefit, an image, a single call-to-action, and trust signals) plus a hard rule to leave everything else off.