Landing Page Structure

Unlike full websites cluttered with menus and links, a landing page acts as a focused sales pitch that guides the user step by step toward conversion.

The structure of a landing page matters because users scroll in predictable patterns. If you don't guide their attention the right way, they'll leave within seconds.

1. Header / Above the Fold

   • Headline, sub-headline, and main CTA;
   • Quickly answers: What is it? Why care? What to do?

2. Value Proposition & Benefits

   • Short, clear explanation of why it's worth it;
   • Focus on outcomes, not features.

3. Social Proof

   • Testimonials, reviews, or client logos;
   • Builds trust and credibility.

4. Visuals / Demo

   • Show the product or people using it;
   • Use clear, high-quality images or short videos.

5. Conversion Section (CTA)

   • Simple form or button;
   • Repeat CTA near the bottom.

6. Footer (Optional)

   • Basic links like Privacy Policy or Contact.

Crafting Headlines and Value Propositions

Your headline is the single most important part of your landing page.

Your value proposition explains why your offer matters and what makes it unique.
Keep it focused on outcomes that improve your user's life, like speed, affordability, or simplicity, rather than listing technical specs.

Headlines work best in pairs: a headline to hook and a subheadline to clarify.

Effective Visual Hierarchy and Design

Design in CRO isn't about decoration, it's about persuasion.
Every color, image, and layout choice has a job: to guide the visitor's attention and help them take action.

Forms and CTAs

How to make CTA work:

• Use action verbs: "Get", "Start", "Join", or "Download";
• Show the benefit: instead of Submit, say Get Free Guide or Start Free Trial;
• Make it feel like progress, not effort.

Best practice CTA placements:

• Above the fold: for quick decision-makers;
• Mid-page: after benefits or testimonials;
• End of page: for those who need full context before committing.

Best Practices in Copywriting

Good copy feels like a friendly, one-on-one conversation. Use simple, natural language, as if you were explaining your product to a friend.

Always lead with benefits, then support with features:

• Benefit: why it matters to the user;
• Feature: what your product does.

Use subheadings, bulleted lists, and bold key phrases to guide attention. Make it effortless to follow by using:

• Short paragraphs (2–3 lines each);
• Clear subheadings for every new idea;
• Bullet points for lists or benefits.

Sprinkle credibility throughout your copy. Integrate trust elements naturally, like:

• "Trusted by 10,000+ happy customers";
• "As featured in Forbes and HubSpot";
• "Rated 4.9/5 stars by real users".