Depicting the Anatomy of a Landing Page
In this blog post you'll learn about the anatomy of landing pages, and discover the essential landing page building blocks.
The high-converting landing pages are built according to the same principles and using almost identical components as the engaging websites, popular blogs, and mobile apps. One could argue that this is not really true because each brand is striving to create its unique design, and it sounds odd that they’re all using similar building blocks for their websites, landing pages and blogs. Well, it is, in fact, very accurate with one small caveat. While building blocks and landing page creation principles are fairly similar, it’s the design execution that makes those digital platforms look different. Here’s the anatomy of the most widely used landing page templates in the marketing community.
Essential Elements of Landing Page Anatomy
Let’s take a closer look at the landing page template provided below. Start your visual journey from the position of the “Company Logo” to the “Main Headline”, “Supporting Statement”, “Call-to-Action Button” … Take a moment and study how these essential landing page building blocks have been organized elements have been put together. This simplified format allows you to comprehend the landing page anatomy and identify the patterns of elements. Feel free to utilize this high-conversion landing page template for your own needs. It’s very easy to replicate using a landing page builder tool.
Main Headline (a.k.a. Unique Selling Proposition)
The main headline is the best location for your unique selling proposition, which needs to set your product or service apart from the competition in the eyes of landing page visitors arriving from a variety of landing page traffic sources. Your main headline needs to be concise, yet it must convey the value to the end user very clearly. 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 (a.k.a. Unique Selling Proposition) with a verb, rather than a noun and use words such as “Get”, “Gain” “Achieve”, etc.
According to the landing page best practices, the supporting statement needs to be close to the main headline. Its goal is to solidify the main headline by providing more details on the topic or explaining the offer. Here’s an awesome example of a supporting statement from Slack, that I stumbled upon a few years ago: “Slack is designed for teams that are sending robots to Mars".
EXPERT TIP: To make your landing page copy optimized for search engines (if you decide to enable indexing”), consider using the H1 tag for the main headline and H2 tag for the supporting statement.
While call-to-actions seem to be very straightforward element of any landing page, there’s a little more to it. The best landing page templates and high-converting landing pages have call-to-actions that support your story outlined in your main headline and supporting statement. On high-converting landing pages the call-to-action message is a crucial element of the overall story often considered its apogee.
Benefit + Illustration/Screenshot
It’s always a good idea to provide a few more examples of how your product or service will actually impact either business or personal life of a landing page visitor. If you are in the technology space, consider accompanying benefits with the most visually appealing screenshots of your product. That way your building credibility and trust with the tech-savvy audience that would like to see a little bit more than just bold claims.
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.
EXPERT TIP: If you’ve gotten a testimonial from a customer, consider using their photo and links to their social profiles. But don’t forget to ask the customer about that first, otherwise you could put yourself in a bad situation.
Closing Statement + Illustration/Screenshot
Research shows that landing page visitors usually scan through the content quickly and make a decision to complete the registration form without reading through all of the content. But, for those who would like to do a little bit more research and read your content more thoroughly, the closing statement is a powerful conversion factor. It reinforces and reiterates your unique selling proposition and gives your visitor 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 absolutely unique about your business. Ask yourself – if there was one single reason for your visitors to convert, what would it be? The answer to this question is the idea candidate for the closing statement.