A typical landing page structure is designed to guide visitors toward taking a specific action—whether that’s signing up, purchasing, downloading, or booking a call. Here's a tried-and-tested structure with each section's purpose:
1. Hero Section (Above the Fold)
Purpose: Grab attention immediately.
- Headline – Clear and benefit-driven (e.g., “Boost Your Sales in 7 Days”)
- Subheadline – Support the headline with a bit more detail
- Primary CTA – Visible, clickable button (e.g., “Get Started Now”)
- Hero image/video – A visual that reinforces the product/service value
2. Value Proposition / Key Benefits
Purpose: Explain why your offer is valuable.
- 3–5 bullet points or icons
- Focus on benefits (not just features)
- Use bold or emphasized text for key takeaways
3. Social Proof / Trust Builders
Purpose: Build credibility and reduce friction.
- Customer testimonials
- User reviews or star ratings
- Logos of clients/partners
- Media mentions
- Trust badges (SSL, money-back guarantee, etc.)
4. Deeper Explanation of the Offer
Purpose: Educate and convince.
- Short paragraph or image/text sections explaining how it works
- Product screenshots or feature breakdown
- Use cases or scenarios
5. Lead Capture / Form Section
Purpose: Collect user information (if applicable).
- Name + Email (keep forms short!)
- CTA button with benefit-driven text (e.g., “Download My Free Guide”)
- Optional: Progress bar (if it’s a multi-step form)
6. Additional Proof or Case Studies
Purpose: Reinforce trust for hesitant users.
- Case studies or customer success stories
- Before/after examples
- Specific numbers/stats
7. Objection Handling / FAQs
Purpose: Preemptively answer common concerns.
- Common questions with concise answers
- Address pricing, guarantees, usage, etc.
8. Final CTA (Repeated)
Purpose: Give users a final push to act.
- Same or similar CTA as the top of the page
- Reinforce urgency or limited-time offer
- Add scarcity (e.g., “Only 3 spots left”)
9. Footer
Purpose: Legal and navigation support (minimal distractions).
- Privacy Policy & Terms of Service
- Contact info or company name
- Optionally, social media links
Optional Enhancements:
- Countdown timers (for urgency)
- Exit-intent popups
- Live chat widget
- Sticky CTA bar (on scroll)