How to structure a landing page

A high-converting landing page is designed to persuade visitors to take a specific action, such as making a purchase, filling out a form, or subscribing to a service. Here are the key elements that make up the basic structure of a high-converting landing page:

  • Headline: The headline is the first thing visitors see when they land on the page. It should be clear and concise, and it should communicate the main benefit or value proposition of the product or service being offered.

  • Subheadline: The subheadline provides additional information that supports the main headline and helps to persuade visitors to take action. It should be brief and to the point. This is usually more featured based, whereas the headline is often benefits-based.

  • Product/Hero shot: A hero shot is a high-quality image or video that showcases the product or service being offered. It should be visually appealing and highlight the key features and benefits of the product or service.

  • Call-to-Action (CTA): The CTA is a button or link that encourages visitors to take the desired action. It should be prominently displayed on the page and use clear, action-oriented language, such as "Sign up now" or "Get started today". Usually the visitor is not ready to convert immediately but its important to keep it prominent.

  • Pain: Agitating the pain thats visitors likely-have with their current solution - whether thats no solution (just pain) or a competitors solution. You want to make the current way of doing things sound painful and position yourself softly as the "cure" - Using emotive and empathetic language can make visitors believe you understand them and can help them.

  • Benefits: The benefits section highlights the key features and benefits of the product or service being offered. It should be presented in a clear and easy-to-read format, such as bullet points or short paragraphs.

  • Social proof: Social proof, such as customer testimonials or reviews, can be a powerful tool for persuading visitors to take action. It provides evidence that others have found the product or service to be valuable and trustworthy.

  • Trust symbols: Trust symbols, such as security badges or industry certifications, can help to establish trust and credibility with visitors.

  • Product: Revealing more about your product focusing on your main value proposition and linking people to deeper more details pages.

  • Form: If the goal of the landing page is to collect information from visitors, such as email addresses or contact information, a form should be included on the page. The form should be easy to fill out and ask for only essential information.

Overall, a high-converting landing page should be designed with the user in mind and focus on providing a clear and compelling message that persuades visitors to take action. By including these key elements in the basic structure of the landing page, businesses can increase their conversion rates and achieve their marketing goals.

About Fraser Clark

I've been a professional developer for over 10 years. I've been 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.

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