Landing Page Article Library

A collection of landing page articles to teach you how conversion centered design can be used to lift your conversion rates. Landing page best practices, design examples, and discussions about testing and optimization.
Landing Page Library » The Anatomy of a Landing Page

The Anatomy of a Landing Page

Marketing landing pages are composed of a group of definable elements. These building blocks represent the foundation of most pages and can be used as a guide when defining and creating your content.

There are 5 must-have core elements on any landing page, which can be broken down further into a more detailed list of building blocks:

  1. Your Unique Selling Proposition (USP)
    1. The main headline
    2. A supporting headline
    3. A reinforcement statement
    4. A closing argument
  2. The hero shot (images/video showing context of use)
  3. The benefits of your offering
    1. A bullet point list summary of benefits
    2. Benefit and features in detail
  4. Social proof (I’ll have what she’s having)
  5. A single conversion goal – your Call-To-Action (CTA) (with or without a form)

5 elements of an effective landing page

Read The 5 Essential Elements of a Winning Landing Page for a more detailed exploration of these elements.