Landing Page Structure: Key Elements & Best Layout for Conversions

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: 

• Keep it concise and clear without any vagueness, ambiguity, or metaphors, and not more than 20 words long.

• Grabs the attention of the users by ensuring the heading is relevant to them

• Make sure to empathize with the problems of the visitors. 

• Ensure your landing page aligns with your campaign. 

• Make the heading SEO friendly to improve its search engine visibility.

• Add numbers or statistics to your heading to ensure its credibility and trust.

• Appeal to your visitor's emotions to connect with them on an emotional point.

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:  

• “Tired of [Annoying Problem X]? We Can Help”

• “Don’t You Hate [X, Y, Z]?”

• “[X] is the Worst!”

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: 

• Keep the subheading longer than the main heading to expand the message.

• Ensure your heading complements the main heading and conveys the same message. It should also offer more information to curious users.

• Incorporate your Unique Selling Proposition (USP), which is needed to convince people that your product or offering is better than the rest and even beneficial.

• If the user has read your headline and subheadline, there is a greater chance of conversion. So, do not leave any stone unturned to keep them hooked to your page and urge them to take action. 

• Though it is ideal to have one subheading, you can have multiple. If you add multiple, make sure you do not overburden the user with too much information. Only highlight the important aspect as you have the whole page to talk more about the offering.

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:

• Opening up with a strong verb. For Example: "Buy", "Download," "Start," "Book," "Subscribe," "Book Your Appointment," "Call Now," "Order." 

• Adding words that invoke enthusiasm or emotion. For example, "Book a luxurious family trip today!" and "Get 100% Security Against Fraud!". Such lines tap the emotions of the users.  You can also connect with the emotion of the user via:

  
  

1. Building trust

2. Reducing possible risk and insecurity

3. Creating a sense of urgency

4. Communication of the value of the product or offering

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

• Highlight your product's USP to give users a reason to take action. For example, if your product helps reduce weight, tell them. If it helps them manage social media, mention that. 

• Take advantage of the Fear Of Missing Out (FOMO). When visitors know that they may not get the opportunity again, they may develop a sense of FOMO that continues to motivate them to take action. For Example, " Get an Extra 20% off for the first 100 members."

• Always add numbers to the CTA to boost your conversion.

• Make sure that your CTA is easily distinguishable. To make it more presentable, keep it a different color, add a box, or do something else. 

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:

• Should be of the right size

• Evokes emotion in the audience 

• Should be digestible and easy to understand

• Must narrate a story

• Should be of high quality and appropriate styling

• Add the most relevant images 

• Place the images properly, as studies show that visitors engage with images strongly when they view them in the first 2 seconds. 

• Add your brand color

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:

• Money Back Guarantee

• SSL Trust Badge 

• Secure Payment Trust Badge

• Free Shipping Trust Badge

• Site Security Trust Badge

• Industry Awards Trust Badges

• Customer Logo Trust Badges

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:

• Identify the most possible user problem.

• Arrange the questions in the order of popularity.

• Categorize the FAQs

• In case of several questions, add clickable questions that provide the answer to the user when they click on it.

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:

• About Your Business

• Privacy Terms

• Terms and Conditions

• Terms of use 

• Disclaimers

• Brand Logos

• Contact Information and Addresses

• Copyright Statement

• Social Media Icons

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.