Landing Page Structure: The Blueprint for High Conversions

A landing page structure refers to format, design, and content arrangement. It is designed to form a cohesive design and provide a smooth customer experience.

The viewer can approach the landing page in two parts. The hero section of the landing page that comprises the heading, subheading, and CTA and the other talks further talk about the product via benefit-driven content, footer, and social proofs.

The later section provides more information, such as social proofs, product videos, how it can help, the pricing, and more so that users can make the right decision.

The landing page structure is important because:

However, no landing page has the same layout, but they are composed of common elements. These elements are the same across all the landing pages and help you develop a page that brings conversion. The essential elements of a landing page include:

1. An Impactful Heading

Did you know that having the right and impactful heading can increase the conversion rate up to 307% for a landing page? Hence, having the right heading is important.

The heading is the first thing users see on the landing page, so you want to make sure that it is interesting, persuasive, clear, and understandable. The right heading keeps the user hooked to the page, forcing them to scroll down the landing page and even possibly buy your product or service.

Here is what you should keep in mind while making the heading of your landing page:

To make your job easier, here are the six most popular landing page headline ideas that we have gathered after analyzing 1000s of landing pages over the years:

The Agitator

As the name suggests, the Agitator heading agitates your audience's memory. This implies that sometimes your audience does not realize that they need a product until you remind them of the issue.

Some of the ways by which you can write an Agitator heading are as follows:

Here is an example of AirHelp. The heading highlights the pain point of the viewer and provides them with a solution to get compensation.

Image Courtesy Via AirHelp

The Statement With a Promise or a Value Proposition

Such a heading provides a benefit or value proposition instead of highlighting the users' pain points. These headings focus more on providing solutions.

So instead of saying "Tired of {X Problem}? We Can Help", it says "Simplify Your Life With {X.Y, Z, Benefits}."

Here is a catchy heading: "Social Media Management Made Easy" by Later. This headline is clear, simple, catchy, and provides a value proposition. The subheading beneath further complements how their product can help achieve social media goals via automation.

Image Courtesy via Later

The Superlative

These headings do not exaggerate or lie to their audience about their offering. Rather, they point toward their best benefit.

For example, Puffy uses the heading "Award-Winning Luxury Mattress " on its landing page. It boldly declares itself "Luxury," verified by being awarded America's #1 luxury mattress.

Image Courtesy via Puffy

The Call-To-Action

The CTA is an important part of a landing page, and it is necessary to add one to it to encourage visitors to take action. On the contrary, these headings have a CTA in the main tagline itself.

You can make a Call-to-Action heading by using the formula: [Action Verb] [Product/Service] Today

For instance, Lyft's "Let's Ride" is a call to action asking users to book a ride or join as drivers. It asks users to sign up as drivers or even sign up to get a ride.

Image Courtesy via Lyft

The Special Offer

Well, who doesn't love a good deal? We all do (even the rich love the discounts). This heading provides a limited or special offer that pushes users to avail of the services. The goal of these headings is to get more leads or promote a new offering.

For instance, Puma is offering an extra 30% off selected styles during the Black Friday Sale. The landing page offers a limited-period offer to users that encourages them to buy new products.

Image Courtesy Via Puma

With these examples and a bit of experimentation, you can create a compelling heading for your landing page that best fits it. You can identify the more fitting heading by conducting an A/B test.

2. A Powerful Subheadline

A subheading or subheading elaborates on the main heading and adds more context. It provides additional information that encourages visitors to take the required action.

While you are writing a subheading, you should keep the following things in mind:

Let's take SproutSocial as an example to understand better how to write a subheading.

Image Courtesy via SproutSocial

The landing page has the main headline, "A powerful solution for social media management," which is concise and conveys that it is a solution.

The subheading below can tell visitors about the platform. It tells them that it allows individuals to track multiple social media platforms in one place and get real-time analytics. This information assists them in formulating the right marketing strategy, which benefits them.

After that, if the users are convinced or want to try the application, they can sign up for a demo trial.

3. Actionable Call-to-Action (CTA)

Did you know that landing pages with a single call-to-action (CTA) can increase your conversions by up to 371%? Yes, you heard it right. Having the right CTA can get you the desired action.

A Call-to-Action (CTA) is an essential component on the landing page, acting as a link between the product and the user. It is a prompt or instruction asking visitors to take an immediate response. They are typically present in the header section in the form of a click button or any other clickable element.

It is also present in other sections of the page to grab the user's attention and encourage them to take action. By having effective and actional CTAs, you can ensure your landing has high conversion rates.

Some common CTAs are “Get Started,” “Sign Up Now,” “Download Now,” “Subscribe Today,” “Learn More,” “Buy Now,” and “Contact Us.”

You can write effective CTAs by:

At the end, be sure to add an exclamation mark as it acts as a clickbait and keeps it enticing.

Let us have a look at Dropbox's landing page.

Image Courtesy via Dropbox

Dropbox has a powerful "Try for Free" offering, allowing users to try its services for a starting period. This will enable users to use the services and identity if they align with their needs, urging them to take action as they have nothing to lose.

4. Compelling Visuals

Even with the best copywriting, your landing page can have a lower conversion rate. This is why incorporating images in the landing page is essential (Truth be told. Nobody loves reading lengthy chunks with no pictures as it becomes boring)

Moreover, our brain processes images 60,000 times faster than text. Thus, a landing page must have images, which are called visuals. The visual comprises the hero Image, pictures, animation, videos, etc.

Visuals help to capture attention, connect with visitors' emotional states, and convey information more effectively.

A landing page must have a Hero Image. The Hero Image is the first image users see when they come to your landing page, so it must communicate your value proposition properly. It should also be engaging and push users to take action.

For example, here is the hero image on the landing page of Keeps.

Image Courtesy via Keeps

The page has a clear headline, "Hair Loss Stops With Us," and the man in the hero section is possibly happy as he was able to stop hair loss with the subscription to Keeps hair loss medicine.

Additionally, the landing page must have supporting images and video throughout to strengthen the chances of conversion. The images should align with your audience, the demographics, the type of product or service, and the goal of the landing page.

While choosing images, you should consider the following:

The right images provide visitors with the correct visual understanding of your product, and hence, they are important. They also provide you with an option to differentiate from your competitors. So, invest time to have the right images for your landing page.

5. Add Social Proof

Did you know that adding social proof to your landing page can increase the conversion rate by 34%? Yes, you heard it right. Social Proof, such as videos, testimonials, and reviews, can help you build trust and credibility.

Users coming to your landing page may have no idea about your brand and may be reluctant to invest in your product or service. Videos and testimonials from your customers can help build potential relationships and convert them into potential customers quickly.

Image Courtesy Via HubSpot

6. Trust Badges

Visitors can be reluctant to avail of your offering due to the trust factor. Additionally, the majority of the people who come to your landing page are first-time users, and they do not know about the brand. Hence, it is essential to win the trust of your visitors. Adding trust badges can make it easier.

Trust Badges are small logos or icons on landing pages that assure visitors that their information is safe. They help build trust, increase conversion rates, reduce cart abandonment, and encourage people to make purchases.

Some of the trust badges you can have on your landing page include:

For instance, here is an example of trust badges in the industry awards on the landing page of Thrive Agency.

Image Courtesy via Thrive Agency

These awards help instill trust in the audience and help achieve higher conversion rates and better results.

6. Supporting FAQs

The FAQs section is a crucial component of the landing page structure as it provides solutions to common queries, concerns, or objections visitors might have. By adding knowledge-rich FAQs centered around your services, companies can get answers to all their queries.

Moreover, having a FAQ section throughout the user journey simplifies the job as it provides information about the product to the new users and helps resolve the issues of the old users. While making FAQs, you should consider the following:

Here is an example of FAQs present on Etsy.

Image Courtesy via Etsy

Etsy FAQs cover the majority of the issues that visitors might face or have questions about. They help answer common queries and allow users to take the required action if they are able to clear all the queries via the FAQs.

Also, make sure that whenever you write FAQs for your brand, they are simple and easy to read. They should help educate the users and be direct and concise so that they do not leave the website agitated.

7. A Minimalist Footer

The footer is often the most overlooked component of the landing page. But you should not underestimate it. The footer section allows you to improve the user experience by providing them with additional information about your brands. It also has a positive impact on SEO.

A landing page footer should contain the following:

The footer should have a button that takes the user to the top of the landing page and be designed in a way that is consistent with the other elements of the landing page. It is crucial to remember that the footer section should have only the relevant information so that it does not distract your visitor. The goal is to convert as many people as possible without distracting them.

Here is an example of the footer section of a landing page for Buffer.

Image Courtesy via Buffer

This footer section has all the required information to ensure users can easily access the information they need about the company.

According to Unbounce, mobile phones drive more than 82.9% of traffic on landing pages. Hence, optimizing your webpage for mobile phones is crucial. A mobile landing page is a single page designed and optimized for mobile phone use.

Optimizing your mobile landing page is essential to reaching the people who use their mobile phones. Every social media platform generates traffic from mobile phones. By ensuring your landing page is optimized, you can achieve higher conversion rates.

Additionally, unlike desktop landing pages, which are detailed, mobile landing pages are shorter in length and optimized for quick actions, responsive design, and quick loading time. To ensure you are able to achieve these results, you must structure your landing pages for mobile optimization by keeping the following things in mind:

1. Keep the Copy Concise and to the Point

Mobile screens are shorter, and that is why you should keep the content concise and abbreviated. This does not mean you should not be witty and clever, but at the same time, ensure your content is to the point. This reduces the chances of their frustration and bounce rate.

Keep the following things in mind while writing a mobile landing page copy:

2. Have a Simple Design

Whenever you design a landing page for mobile phones, keep the mobile users in mind. Hence, the landing page should be separate from the desktop. Use mobile-responsive design, which is specially created for mobile phones.

Choose the right color, branding images, and logos that align with your brand. You should also keep the content and font simple with no tricky shapes in the page design. Use single colors, repeated shapes, and logos to enhance the appearance of the mobile landing page.

Additionally, a simple mobile landing page design ensures that visitors can reach the CTAs directly.

3. Have a Single Column Layout

A mobile landing page may seem like a copy of the desktop, but that is not the case. The design of both types of landing pages is different. The mobile landing page must have a similar interface to the social media apps that you use on your mobile phones.

The social media apps on social media apps allow users to easily see, navigate, and engage through the posts with a single scrolling motion. These mobile apps do not have multiple columns on which users need to pay attention. Rather, you can scroll down a single column. The single column comprises posts, copy, ads, and other relevant content.

You should keep the same thing in mind while developing a mobile landing page. A mobile landing page must have a single column so that users can scroll down the landing page easily. This also boosts the user experience and decreases the bounce rates.

4. Set a Simple Navigation

Another important thing to consider while optimizing your landing page for mobile phones is to have simple, optimized navigation. Unlike desktop landing pages, which require row and column navigation, mobile landing pages have a column layout and require little navigation.

To do so, you should consider adding a sticky navigation bar, buttons that take you up and down the page, and repeat CTAs.This will give users a better experience, as they can easily locate the possible actions they can take, thus increasing the conversion rate.

You should also add sticky headers and footers that align with your page and allow users to take the required actions. This will enable users to access important pages, menus, sign-in pages, the shopping cart, and more.

5. Optimize and Limit the Visuals

It is important to understand that mobile landing pages are more condensed than desktop landing pages. This means that when creating a mobile landing page, you need to reduce the number of images and ensure they are the right size—not too big that they do not fit in the landing page design.

A small screen can make it difficult for users to navigate too many images, and hence, you do not want to overwhelm them with too many visuals and images. Also, too many images can reduce the loading speed and may frustrate the users.

Thus, you can keep the mobile landing page engaging and aligned with the CTA by adding white space, fewer visuals, and a contrasting color palette. It is also important to ensure that visuals align with your product's capabilities and offerings.

They should also resonate with your target audience. Keeping these things in mind ensures you create an enticing mobile landing page.

6. Add a 'Click-to-Call' Button

Not every business owner can offer a free trial or a subscription. Also, sometimes, users have questions about the product. In such cases, they may need to call customer support and clear their doubts before they subscribe to your services.

A simple Click-to-Call button allows users to contact customer support directly without the need to copy and paste the numbers. You should add the Button to every service mobile landing page.

For some business owners, a landing page is a crucial part of the sales funnel to get leads. For others, landing pages are crucial as they can be the first page that many of your first-time visitors see, and there is no denying that ' First Time Impressions Are Important.' PERIOD!

So, you need to ensure that your users get solutions to their problems through your landing page. Thus, while making a landing page, you need to keep certain Do's and Don'ts in mind. If you implement the Don'ts (Common Mistakes), the result can be catastrophic.

Now, you may wonder what those are. Let's examine the common mistakes to avoid in the landing page structure.

1. Not Paying Attention to the Above-the-Fold Content

Did you know that, on average, a human has an attention span of 8.25% seconds? When users reach your landing page, you have 8.25 seconds to grab their attention and ensure they keep scrolling. If you are unable to grab this attention, they end up leaving the landing page.

Many times, you spend hours curating the perfect landing pages, but they place the value proposition at the end. Many visitors have left the page a lot before since they are not able to learn more about your product or services, which increases the bounce rate.

You should also understand that users were interested, but since they did not have the time to dig the information, they ended up leaving the page.

How to Fix?

So, whenever you create the top section landing page, you need to address the following questions:

You should make use of the hero section on your web page to convey your value proposition and make the users understand that you empathize with their pain points. Make sure to add a CTA next to it so that they can take the next step.

You can also make a video to reinforce your message without overcrowding it with too much information. In the next section, you can also add some social proof to build your audience's trust and show that your product or service can bring about change.

Once they are convinced of your work and have a certain trust factor in your service, you should now highlight the pain points and challenges before you give the solution. Make sure your users are hooked to your landing page.

2. Making use of Generic Landing Pages for all

When it comes to marketing, the one-size-fits-all strategy does not work. Even if you create a landing page that casts a wide net, it may not serve the purpose for all. When you make a generic copy, you may reach a vast audience, but you may end up connecting with none.

Such copies lack the X factor, do not entice the audience, and do not show you value them. They lack personalization, and users fail to address their desires, pain points, and needs.

Whenever a visitor lands on your landing page, you need to ensure that your audience resonates with it. Your landing page should speak to them so that when they read it, they say, " Oh! This is exactly what I am going through."

Here are the ways by which you speak to your audience:

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3. Adding to Many Call-to-Action (CTAs)

You do not want to sound too salesy and bombard your audience with several CTAs such as "Call Now," "Sign Up," "Download Now," "Learn more," and "Subscribe here." The visitors coming to your landing page have certain agendas in mind, but too many CTAs put a lot of pressure on them to make the decision right away.

This can lead to decision paralysis, a situation in which users are unable to make decisions or know what to do next. If they are confronted too many times, they will leave the landing page.

Also, too many CTAs, such as one to sign up for a free trial and another to download a book now, can confuse visitors and even split the focus. Users will have a hard time understanding what they need to do.

You should add a single CTA that aligns with the action you want your audience to take. So, ask yourself: What do you want the users to do when they land on your page? Make sure to add the CTA in a contrasting color and slightly bigger than other buttons. This differentiates the CTA from the rest of the content on the landing page.

You need to place the button where it is easily noticeable and present in the top fold of the content alongside the benefit so it pushes them to take the next step. Besides adding the main CTA, you should also add smaller or less relevant CTAs on the landing page. These pages can include "See Details" or "Learn More."

You can also repeat the primary CTA on the landing page, but only to a certain extent and without overdoing it.

4. Lack of Narrative

Say you bump into your friend, and he starts reciting some issue without any content, and you are unable to follow what is happening. You may want to pause him and ask him about the narrative.

This is what happens when visitors see a lot of information on your landing page and no narrative. We all love stories, as they enable us to connect things logically. So, if your landing page has too many facts, information, descriptions, and features and no logical flow, visitors may leave the website, increasing the bounce rate.

Make sure to synchronize your content properly so that it knits a complete story that takes the users through a journey. You can follow the following framework while writing a copy:

5. Not Removing Distractive Navigation and Exit Links

A common mistake in landing page design is leaving too many navigation bars, menus, or exit links that divert the user's attention from the primary goal. While it's important to provide users with a seamless browsing experience, allowing too many options can lead to distractions and lower conversions.

When visitors are bombarded with unnecessary links, they are more likely to click away from the landing page, diluting the impact of your message and derailing their journey toward the desired action.

To minimize distractions and keep your landing page focused:

1. What is the Best Layout for a Landing Page?

The best layout for a landing page is one that stays focused and clear. The page should be organized, well-structured, and easy to navigate so that users can easily access it. It should focus on and highlight the headline, CTAs, and copy. A clean and clear layout ensures that users get the desired information and take the required action.

2. What Makes a Good Converting Landing Page?

A good converting landing page has a catchy heading, persuasive subheadings, clear and optimized images, and highlights your offering clearly. Though a one-size-fits-all strategy does not work in marketing, these are some of the typical features that every converting landing page contains.

3. How to Improve Landing Page Conversion?

You can improve landing page conversion by doing the following: