Landing Page

Table of Contents

The Anatomy of A Landing Page

 Main Headline

The main headline is the best location for your unique selling proposition. It needs to be concise yet conveying the value of your product or service. The main headlines are usually placed on a hero image or simply on a background that uses the main color of the brand. Expert Tip Consider starting your main headline with a powerful verb rather than a noun, and you use words such as get, gain, achieve, etc.

Supporting Statement

The goal of a supporting statement is to solidify the main headline by providing more details on the topic or explaining the offer.

Call to Action on High Converting Landing Pages

The messaging on call to action is a crucial element of the overall story, often considered its “main goal” benefits supported by illustrations and or screenshots. It’s always a good idea to provide a few more examples of how your product or service will impact either business or personal life of your customers. Expert Tip If you are in the technology space, consider accompanying benefits with the most visually appealing screenshots of your product.

Social Proof

Have you ever been to a restaurant when you were the only person having lunch or dinner? How did it feel? Truth is, nobody wants to be among the first clients of any vendor. Everyone prefers investing in a product or service with many customers who are willing to share their success stories.

Closing Statement Plus Illustration Screenshot

Your closing statement reinforces and reiterates your offer and gives your visitors one last reason to convert. It’s truly the definitive chord of your symphony, so you’d better make it loud. Expert Tip In your closing statement, try to focus on the one thing that is unique about your offer. Ask yourself if there was one single reason for your visitors to convert, what would it be? The answer to this question is the ideal candidate for the closing statement.

28 Landing page Best Practices

  1. Include 3 benefits (not features)

  2. Include a video on your landing page

  3. Use directional cues to direct the eye

  4. Show your product or service in action

  5. Don’t use stock images or photography

  6. Include an eBook or Free White Paper Download

  7. Include awards & certifications

  8. Include an empathy section

  9. Include an eBook or Free White Paper Download

  10. Compare & improve vs. your competition

  11. Make sure your landing page is mobile optimized

  12. Design for the right device

  13. AB Test and update your landing pages

  14. Include an exit pop-up

  15. Retargeting marketing with Google or Facebook Ads

  16. Consider using a template

Ensure Your Message Matches Your Ads

The main purpose of a landing page is to take user to a page that provides the information user is searching for. Ensure the page meets the expectations. In the event, if page does not meet the expectation, the user will bounce back, increasing the bounce rate. Google uses bounce rate as one of the signals to determine if a page is what the ad says or matches the keyword intent. 

Ensure the landing page signals visitors have made a Good Click by matching your landing page copy to the ads you’re running through search or social. 

Landing Page Content Matches The Ad Offer

No Top Navigation

  • Keeps visitors focused
  • Eliminates potential distractions
  • Increases the chance of conversion

Have a Great Headline

The headline captures their attention and entices them to stay on the page. The copy acquaints them with your offer

Action Item or CTA "placed Above the Fold"

“Above the fold” is a term that refers to the first content a user sees. For a newspaper, “above the fold” is a literal term, but online marketers use it to describe content in the top 600 pixels or so of a landing page.

“Above the fold” is the first thing users see on your page. It’s much like a front page story, designed to draw potential customers in, making it Super important to make above the fold content as compelling as possible. 

Use One Call to Action

  • Stands out from the rest of the content
  • Clear, concise and visually appealing
  • Specific to the action you want visitors to take

Use CTA throughout the Page

Make sure that your call to action is placed strategically throughout the page. This approach allows for visitors to take action at any point while browsing your page increasing the chances of conversion.
Call to actions act as visual reminders throughout the page . This could also be done with a sticky button in the top right corner that stays with you as you scroll but the important part is to make sure that your call to action is clear and concise and repeated multiple times throughout the page. 
  • Allows visitors to take action at any point
  • Increases the chance of conversion
  • Act as visual reminders

Simple but Engaging Copy

when writing copy for your landing page it is essential that you keep that copy simple and engaging.  Make sure to give them all the information about your product service or event.
  • Provide all the necessary information
  • Allow potential customers to quickly learn more
  • Keep visitors focused on taking action

Show Benefits Summary

“Benefits Summary” doesn’t always end up above the fold, It’s the hook that pulls people from your above-the-fold content to the rest of your page.

Essentially, your benefit summary should say, “Hey, here’s what you’ll get if you do what I’m encouraging you to do. See how great it is? You should either convert or scroll down to learn even more!” .

Benefit summary is your elevator pitch. If you decide to use one, you’ll want to keep it short, simple and to the point. You can get into more detail below the fold.

Make sure Your Website Loads Fast

Make sure your landing page loads quickly. If your landing page loads slowly, more people are likely to leave. So for best results and the highest sales possible make sure your landing page is fast.

Show the Value with Social Proof

  • Demonstrate the value of your offering
  • Help persuade visitors to take action
  • Include testimonials, case studies, or video content

Show Data - Back it up

  • Make bold claims
  • Provide evidence like data or customer reviews
  • Evidence increase credibility
  • Builds trust with potential customers

Popular Landing Page Tools


A landing page is a standalone site specifically designed for lead gen purposes, marketing or advertising campaigns. Majority of email CTA’s and Ads from acquisition campaigns take user to a landing page that is specifically designed for a specific audience, specific message at a specific time. Unlike product pages, landing pages have goals or CTA’s intended for the users to complete.

Landing pages can help you attract new customers through effective digital advertising campaigns. With a dedicated landing page for each of your campaigns, you can effectively target each customer segment to increase conversions and lead generation.

Landing pages convert more traffic because they are focused on one goal or call to action by providing information about a specific offer or item. It has limited navigation, and the simplicity keeps a visitor focused on the goal rather than being distracted by multiple links taking them away from the page.

Describe the difference between a landing page and a website in a word, it would be the focus. While websites are general and designed for exploring landing pages, prompt visitors with just one clear goal are called to action. Think of a landing page as a one-way street. Visitors from emails, organic, social or PPC ads are directed to a specific CTA as they take in the scenery, like your messaging, testimonials or features customized to that.

Websites are more like roundabouts with multiple links and options that can distract from your offer, visitors can get really stuck exploring a website, not knowing exactly where to go next. Meaning all those emails and pricey ad click-throughs to your offer have a way bigger chance of going to waste.

So not only do landing pages give your visitors a more compelling, focused experience, they give you more control over your campaigns and ad dollars. Start converting more of your traffic with landing pages.

About the Author

Zabi Niazi - Director of Search Marketing SEM and SEO

Hands-on execution & Revenue-focused digital marketer with expertise in Design & Operations centered around people, processes & technology engineering a Demand-Gen Engine capable of delivering innovative experiences that tell the brand story and map to the buyer's journey generating awareness, acquisition, retention, and advocacy.