We all know What A Landing Page Is and How it Works? We write and design several landing pages for our advertising campaigns to drive paid traffic and convert them into loyal customers.
Still, those landing pages don’t perform or convert well. Either the visitors land on the page but leave the page quickly or stick to the page but don’t take any action. A landing page creator always loves to see visitors taking action.
Why Is This Happening? We always think we have created the perfect landing page. Right? Maybe not. Our landing page structure and elements could be the ones harming our page performance.
A landing page isn’t a regular web page; it’s an understanding of how the human mind works. The real juice resides inside the landing page content and elements. It is composed of different parts and blocks. And each missing block can harm your landing page performance.
Before creating a high-converting landing page, it is essential to know the structure and elements of a landing page. You will need to understand how it functions and everything else. And, we can help you with this.
In this article, we will talk about the anatomy of a perfect landing page in detail. We will be discussing the landing page structure, landing page elements, colors, and a lot more in the article.
So, continue reading ahead and learn more about the anatomy of a perfect landing page.
Remember the lesson we learned about the human body and its functions in our school days. Let’s resonate the same chapter with our landing page.
A human body is built of hundreds of muscles and millions of cells. Our brain produces a large amount of energy to keep us awake and provide the power to work. It also makes billions of cells, which are known as Neurons.
Neurons power our body, send electrical signals from our brain that instruct our heart to pump, assist our lungs in expanding, and everything else. Neurons play a considerable role in the functioning of the human body. The primary function of neurons is to send electrical signals throughout the body for movement.
Each move we make includes the coordination of hundreds of muscles, millions of cells, different organs, tissues, and tendons. These small steps look simple, but they aren’t as it seems.
Perfect synchronization between our body parts and other elements keeps us alive. The coordination between our muscles, cells, organs, tissues, tendons, ligaments, and bones helps us live our life to the fullest.
Now, let’s relate the same concept to the context of a landing page.
The landing page is a customized web page that urges visitors to take action. It includes multiple elements that engage and encourage users to make the decision. We add benefits and features on a landing page, as it is essential to build trust with your customers.
For a landing page, these muscles, cells, organs, tissues, tendons, ligaments, and bones are videos, images, CTA buttons, codes, etc. They sync with each other to produce the best landing page we all hope for. It works to convince our intelligent human brain, which isn’t easy nowadays.
To convince the human brain, the structure of a landing page should be well-crafted. The balance between all elements and layouts should be to the point.
A perfect landing page narrates a story that ultimately influences users to buy the mentioned product or service. If that story has some loopholes or distractions, they will not listen or leave the page.
That’s why the anatomy of a landing page plays a prominent role in a perfect landing page.
You can create gorgeous landing pages in minutes with any landing page builder but I would recommend Leadpages.
There isn’t any specific landing page structure that you should adhere to. You can structure it according to your requirements. The more structured and easy to read, the more leads and sales you will get.
Yet, most landing pages structure goes something like this – the first thing that comes is a header without a navigation menu. After that, it includes the strong headline and actual content, such as the copy, visuals, lead form, etc. Then, the landing page ends with a subtle footer with zero distractions. Again, the footer includes CTA to encourage users to make the deal before exiting the page.
There are a few key elements of a landing page you must include. Look at them below.
- Your unique offer or USP;
- Visual content like images, videos, GIFs, etc.;
- Clear and concise body copy with impeccable grammar;
- Benefits and features of your product or service;
- Social proof, reviews, and testimonials;
- Lead generation form;
- Call to Action button;
- Footer with CTA;
These are a few elements that you will find on every landing page. The components mentioned above are the backbone of a landing page.
To know in detail about these elements, make sure to read the next section. So, jump to the next section to learn more about the landing page components in detail.
A landing page includes many elements, and we are going to explore each of them in detail. In this section, we will look at 10 landing elements that you must include in your landing page for better results.
A landing page’s first and foremost element is a powerful and action-taking headline. A headline is the most crucial part of your landing page. Your landing page headline will help users decide whether to stick around the page or not.
Your landing page should have a powerful headline to encourage users to check the landing page till the end.
The headline should be bold, expressive, action-taking, and brief at the same time. Don’t include unnecessary words to make it detailed. Explain your landing page core idea in a few words (7-8 words) to make it short and easy to read.
Here is an example for you. As you can see, Whereby has created a headline explaining the entire idea in just three words. Isn’t it amazing? Also, they added some clear supporting text to explain it better.
After adding a solid headline, you must discuss your product in detail. With this, we mean the landing page copy. Your copy should be readable and easy to understand. To make it easy to understand, divide big paragraphs into short 2-3 lines paragraphs. You can even break them with the H3 heading to make it look more attractive.
Nowadays, no one prefers reading long paragraphs. You can use numbered lists or bullet points to divide long sections into short. This is an excellent way to highlight important features as well.
You can explain your product details in small chunks so that readers don’t need to put much effort. To increase conversions, include your targeted audience pain points, and talk about how your product or service can help them in this situation.
Here is an example of the brand, Letter. Letter has focused on the positive impacts of its product. Besides, they have divided the content into multiple headings to highlight their features.
Another essential element of a landing page is visuals. Visuals make your landing page more attractive and engaging. It helps you engage users on your landing page for a long time. The other best thing about visuals is that it enables you to showcase your product features in detail.
You should use images and videos on your landing page to make it more engaging. Also, the images and videos should be relevant to the landing page content. Instead of using random stock photos, add photos featuring real people. It converts better than stock photos without a real person.
When it comes to videos, they should be short and crisp. Otherwise, no one would like to watch that boring video clip.
The objective of a landing page is to assist you in getting more sales and valuable leads. All landing pages include a lead capture form. The form asks visitors to provide their email addresses in exchange for freebies. Or their personal information like Name, Phone Number, etc., to get in touch. Your landing page should also include a lead generation form to get leads. The lead generation form will help you gather personal information about your visitors. Later, you can pitch your products to those interested buyers.
You can include as many fields as you want. But, try to add appropriate fields only such as Name, Email, and Phone Number to increase your conversion rate. You can understand the same with the given image.
What is Microcopy?
Microcopy is the copy that appears in the product for minor functions.
Microcopy is the little bits of copy that are found on landing page forms, website contact forms, login forms, and other digital products. Microcopy can be anywhere from a few words to a paragraph or more, but it’s typically used for specific purposes.
Some types of microcopy include:
- Error messages
- Form Headings
- Form Subheadings.
Microcopy usually appears in a text box that is about one to three lines long.
Here are a few examples of microcopy:
1. “We’re sorry, but your account is inactive.”
2. “You need to sign in or sign up to use this feature.”
3. “Please enter your email address”
Microcopy is an essential part of creating a great user experience. It can be used to guide users through a process or flow, call out important information at the point of need, and highlight features.
The Call to Action button is an integral part of a landing page. Some users land on your page with the intention of buying the product; you only need to show them how to do it. A perfect landing page includes a call to action button in the footer.
Some landing pages consist of a CTA button above the footer. However, it depends on your preferences. You can add a CTA button 3-5 times to your page in different positions.
Also, your CTA button should have compelling text on it to insist users click on it. You can add text like ‘Get Started,’ ‘Try For Free,’ ‘Try For Free For 30 Days, etc.
The below image is the perfect example of a landing page with a CTA button. This mentioned page contains a CTA button – Get Started. Also, the page has some supporting copy, which is easy to understand.
A landing also includes social proofs or testimonials to build trust and credibility with your visitors. According to a report by VWO, adding social proof or testimonials helped SaaS companies to increase revenue by 5%.
You should also include some social proofs on your landing page. Most marketers neglect this element, but you shouldn’t. You can add social proof with two types – Testimonials and Companies you worked with. Both can help you increase the conversion rate. It is a great way to let users feel secure and confident to opt or buy your service or product respectively.
Whenever we think of buying a product, we always look at the product features and benefits. We always make sure that the particular product can solve our problem. Now, ask the same question with your product or service. How will your product be beneficial for the buyers?
Mention all the positive impacts your product can make on your buyer’s life. Outline all pain points properly, and counter them with your product’s positive results. But make sure it is brief and to the point. Again, you can use numbered lists or bullet points to make them easy to understand and catchy.
Here is an example of Elemetor explaining its plugin benefits.
What are your product features? We are sure you know more about your product as compared to buyers. In this block, mention all your product features in a readable manner. If you are offering any kind of product, this is the most important element for your landing page. Mention all the features shortly to make them easy to read. Here is an example of this by Hypersay.
Of course, even after scanning all the content on the landing page, users will still get some doubts. And, you can’t solve all their doubts personally. For that, you can add an FAQs block to your landing page. In this block, you can answer all the common questions asked by the customers. You can build queries yourself, which you think users can ask.
But we would suggest you add questions asked by real customers. This will clear all the doubts and help them make the decision quickly.
A perfect landing page includes a beautifully designed footer with a CTA. The footer doesn’t have any kind of internal and external links to prevent users from leaving the pages. In addition, a footer includes a lead generation form or a CTA button. Marketers choose according to their requirements.
Another thing you can include is the Terms and Privacy page link and contact information. It will help visitors to reach out to you.
What are the Landing Page Essentials?
So, If you are thinking about which are essential from these 10 points. Let’s see…
In order to be successful, your landing pages need to have these five essential elements:
- Catchy headline that captures attention
- Concise copy with bullet points and clear instructions
- Video testimonial or demo if possible
- Social proof such as rankings, awards, and customer testimonials
- Call-to-action button
What Should Be Your Landing Page Colour Theme?
Colors may vary with website type. Also, there isn’t any thumb rule that you should stick to a particular color pattern while creating a landing page. In the end, your landing page should be attractive and eye-catching.
Your color combination will either attract customers or bore them. Here is an infographic for finding out the meaning behind every color. So, you can easily decide the color of your coming landing page.
We took a look at each element of a landing page in depth. This is how elements play a huge role in a perfect landing page. This is all about the anatomy, or the structure of an ideal landing page. You can test different elements on your landing page. Some will perform better, but some won’t. You can figure this out with the help of Split Testing.
Today, we discussed the landing page structure and the critical elements of landing pages. We hope you understood this correctly.