Every landing page has one job: get the visitor to take action. Whether that's filling in a form, booking a call, or starting a free trial, the page structure should guide them there without friction.
Here's the structure I use for high-converting landing pages.
Headline
Your headline is the first thing visitors read and the main reason they'll stay or leave. Lead with the benefit, not the feature. What does your product or service actually change for the person reading it?
Subheadline
The headline hooks them. The subheadline gives them just enough detail to keep reading. This is where you can be more specific about what you offer and how it works.
Hero shot
A strong visual — product screenshot, lifestyle image, or short video — that supports the headline. Show the outcome or the experience, not just the product in isolation.
Call to action
Your primary CTA should be visible without scrolling. Use clear, action-oriented language. Most visitors won't convert on the first CTA they see, but it sets the intention for the rest of the page.
Pain
Agitate the problem your visitors are facing. Whether they're stuck with a poor solution or no solution at all, this section should make them feel understood. Use empathetic language that shows you know what they're dealing with — then position your offer as the way forward.
Benefits
Focus on outcomes, not features. What changes for the visitor after they buy, sign up, or get in touch? Keep this scannable with short paragraphs or bullet points.
Social proof
Testimonials, reviews, case studies, logos. Third-party validation is more persuasive than anything you can say about yourself. Place it after the benefits to reinforce the claims you've just made.
Trust signals
Security badges, certifications, guarantees, client logos. These reduce anxiety and remove objections, especially near conversion points.
Product detail
Go deeper into your main value proposition. Link to more detailed pages for visitors who want to explore further. Remember, user journeys are not linear — some visitors will want more information before they're ready to act.
Form or final CTA
If you're collecting information, ask for only what you need. The shorter the form, the higher the completion rate. For direct conversions, repeat your primary CTA with a final push of urgency or reassurance.
One thing to remember
A landing page isn't a homepage. Resist the urge to include everything. Every section should serve the single goal of the page. If a section doesn't move the visitor closer to taking action, cut it.
About Fraser Clark
I've been a professional developer for over 15 years, consulting and developing websites & software for small businesses, multi-nationals & governments.
I'm an expert in WordPress, Drupal, Laravel & a whole host of other platforms.