The Anatomy of a Landing Page

Every great landing page is composed of a core group of elements. These building blocks, as you might call ’em, should be used as a guide when creating your content.

Some readers won’t like to hear this. After all, isn’t good marketing all about finding ways to stand out from the crowd? Why would you lock yourself into a pre-existing landing page format? Won’t your content end up being … formulaic?

We get you. But there’s an old maxim that applies here:

Know the rules well, so you can break them effectively.

It turns out that almost all landing pages that convert well do so because they’ve got the fundamentals down. No matter their conversion goal. No matter their intended audience. No matter the price point of what they’re offering. And no matter the type of campaign they’re running. This is largely because the structure of a landing page aligns to persuasion and there are elements that help persuade.

By understanding the anatomy of a landing page, and by making sure you stick to these rules, you’ll ensure you actually convert. Then you can find unique and clever ways to optimize the heck of it.

Take a look at the illustration. Though your own pages might look a little different, the same basic building blocks of landing page structure should be present. Below, we’ll discuss each in more detail.

Components of a Landing Page

No two landing pages are the same. That said, there are five core elements that every high-converting landing page must have:

  1. A unique selling proposition (USP)
  2. A hero image or video
  3. The benefits of your offering
  4. Some form of social proof
  5. A single conversion goal (or your call to action)

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