Buyers ask the same questions in the same order. Structure your page to answer them in that order.
What is this, who is it for, why should I believe you, what does it cost me, and what happens next. Every high-performing page we have built answers those five in sequence.
The most common failure is answering question three before question one. Logos and testimonials above a clear value statement give the visitor proof of something they have not yet understood.
Write the answers as plain sentences before opening a design tool. If the sentences are weak, no amount of typography will save the page.