Creators tend to stock a landing page the way they stock a feed: whatever was made this week, in the order it was made. A landing is not a feed. It is a single argument read top to bottom by someone who arrived curious and slightly suspicious, and every image on it either advances the argument or dilutes it. Stripped down, the argument needs five images — no more, before more becomes clutter.
1. The hero
The first frame under your headline, and the only one every visitor is guaranteed to see. It must be her at her most recognisable: the identity card’s signature details visible, the outfit that matches the current offer, light that flatters at phone size. This is the frame the premium model exists for; everything below it can be standard.
2. The proof set
Two or three frames immediately under the hero answering the visitor’s silent question — is the paid side more of this, at this quality? Same character, same world, different scenes. A proof set that drifts off-character argues against you, so it is produced from the same identity card in the same session as the hero.
3. The teaser-and-reveal pair
One clothed frame and its consented counterpart, made from your own photo or your own character. The clothed half can live on the landing itself as the visible promise of the tier behind it; the reveal sits where only buyers reach. The pair works because both halves are the same moment — visitors can feel the continuity even in a thumbnail.
4. The persona frame
One image that is not selling anything: her in an everyday setting, coffee in hand, laughing at something off-camera. It feels like a strange thing to spend credits on until you realise what it does — it converts a catalogue into a person, and people renew subscriptions to people.
5. The seasonal refresh
A hero variant wearing the season: the holiday outfit, the summer setting, the event everyone is posting about this week. It does not replace the hero; it rotates with it, and it is usually an editor job on the existing hero rather than a new production — one change, same composition.
Making the five
Produced in order, the set is a single sitting: identity card first, hero at premium, proof set at standard from the same session, the pair from your own material with consent in place, the persona frame from a quiet scene line, and the refresh deferred to the editor when the season turns. Five images, five jobs, one argument.