Important Anatomy of a High-Converting Landing Page

Marketing Tips, Website Design Tips

Would you like your landing page to work for you? What does that even mean? How do I make an impressive landing page?

A landing page is a single, focused web page designed for a specific marketing purpose, such as encouraging users to sign up, buy a product, or take a specific action. It’s free from distractions, has a clear message, engaging visuals, a prominent call-to-action, and is used to boost conversion rates in digital marketing campaigns.

You want to use a landing page for a single purpose. This differs from your website where you have multiple paths a user can take for various options. Your landing page should have one path, one option, one goal.

Download the infographic here: 

diagram of a landing page that converts for small business owners

Keep reading for the guide on the anatomy, or structure – the critical elements of a high-converting landing page.

Headline: Share Your Unique Value Proposition (UVP) or Unique Selling Proposition

A clear, attention-grabbing headline that conveys the value proposition or the main message of the page. It should be concise and compelling. Lead with benefits. Put your headline at the top of your landing page, so it is the first thing someone sees when the page loads.

Sub­Headline: Hook ’em in the Subheadline

A subheadline that provides additional context or information that supports the headline and encourages visitors to read further. Back up the benefit(s) in the headline with a very quick summary of features or the how.

Engaging Content: Grab Attention with Benefits

High-quality content that quickly communicates the benefits of your product or service. This may include text, images, videos, and infographics. Back up the benefits with features. Use professional photography and graphics.

Call to Action: Make Taking Action Easy

A clear and prominent CTA button or link that tells visitors what action to take next. This could be “Sign Up,” “Download Now,” “Get Started,” or any other relevant action. You actually want to place these throughout the landing page, so as a user scrolls down they have multiple opportunities to take action.

Form: Make Info Collection Easy

If your goal is lead generation, include a form that visitors can fill out to provide their contact information. Keep it simple and ask for only the essential information you need. If your goal is to sell a product, this form will actually be your checkout form where they input billing info and complete the secure transaction.

Trust Signals: Show Your Trustworthiness

Add trust-building elements such as customer testimonials, reviews, trust badges, and security certifications to instill confidence in visitors.

Dive Deeper into Benefits & Features

You’re hearing these two words, again. They’re important! As you move further down the page getting into more specifics, highlight in more detail the key benefits and features of your product or service to show visitors what they will gain. Benefit followed by feature.

Visuals: Communicate with Design

Use relevant images, graphics, or videos to make your landing page visually appealing and to help explain your offering. Your visuals can be strategic and back up your offer and/or your brand (depending on landing page goal). Obviously I am biased here, but seriously don’t miss an opportunity to drive home your offer by using great strategic visuals.

Social Proof: Let Others Speak for You

Showcase any social media followers, case studies, or user statistics that demonstrate the popularity and credibility of your brand. And don’t forget about testimonials! This plays into the trust factor and is worth its own mention.

Navigation: Steer Users in One Direction

Remove or minimize the site’s main navigation menu to reduce distractions and keep visitors focused on the landing page’s goal.

Mobile: Design for Mobile Responsiveness

Ensure that your landing page is fully responsive and looks good on various devices, including smartphones and tablets. Most people are on phones!

Loading Speed: Speed Things Up!

Optimize the page for fast loading to prevent visitors from leaving due to slow loading times. Optimize images, videos, and code. Use a CDN.

A/B Split Testing: Try Out Two Versions

Create two versions of the page to test and optimize your landing page elements, such as headlines, CTAs, and images, to improve its performance.

Privacy Policy: Ensure Responsibility

Provide a link to your privacy policy to assure visitors that their data will be handled responsibly.

Exit Intent: Stop Users from Abandoning

Use exit-intent popups to capture information or offer an incentive when a visitor is about to leave the page.

Analytics: Use Data to Improve Results

Implement analytics tools to track the performance of your landing page, including conversion rates and visitor behavior.

Thank You Page

After visitors take the desired action, direct them to a thank you page that confirms their action and provides any further instructions or resources. Desired action is filling out your form or buying your product.

SEO: Optimize for Search Engines

Use relevant keywords, meta tags, and well-structured content to improve the page’s visibility in search engines. If you’re running a quick campaign and generating leads through paid ads or a mailing list, this might not be as important as a more organic approach. It depends!

Adjust: Test & Improve

Regularly test different elements of your landing page and make data-driven adjustments to enhance its performance.

I hope this helps you construct your perfect landing page! If you want your landing page professionally designed, contact me, Erin, and let’s chat about how we’re going to excel and rock those landing page goals!