The 5 Essential Elements of a Winning Landing Page

Huddle up, marketers! Action star Arnold Schwarzenegger has a piece of advice for you. (If you’re not reading this in his voice, you’re doing it wrong.)

The day is 24 hours. 6 hours we sleep, so you have left 18 hours. So don’t ever give me this thing, “I’m working 12 hours so I don’t have time to exercise and to work out.”

Ugh. Worst motivational quote ever, Arnie.

As a one-person marketing team (or even with a couple of coworkers), your day is jam-packed. One minute you’re responding to a nasty post about your brand on Twitter—the next, you’re diving into PowerPoint to polish an important deck. All the while, you’re also expected to create marketing collateral that brings in new customers.

Time for exercise? To quote Arnie’s most famous movie line: fuggedaboutit.

With so much going on, you need to be sure that—whatever you’re working on—you get it right the first time. That’s why we built this list of the must-have elements for a high-converting landing page.

The Five Essential Elements of a Landing Page 

Whether you’re trying to collect leads, drive sales, or do something else entirely, landing pages do what your website can’t by honing in on one dedicated conversion goal.

Websites distract your visitors with multiple products, services, and offers. In contrast, landing pages keep your audience focused on a specific campaign (and make ’em much more likely to convert). If we’re talking quick-fire tactics that get results, landing pages are it. 

But how can you be sure that your landing page is gonna hit the mark?

Here are the five core elements of a high-converting landing page:

  1. Clear unique selling proposition (USP)
  2. Engaging hero shot
  3. Compelling benefits 
  4. Inspirational social proof
  5. Strong call to action (CTA)

Simple, right? We’ll go through each element in detail, but here’s a handy visual to put the puzzle of the anatomy of a landing page together:

Remember: your page should only have one conversion goal. Your conversion goal is what you want to get out of your landing page—leads, clicks, sales, whatever. Before creating a landing page and plotting technical elements like headlines, hero images, and buttons, be sure to identify the one thing you’re hoping to get from your visitors.

One landing page means one conversion goal. Always.

1. Your Unique Selling Proposition (USP)

What makes you different from your competitors? Why should someone choose you over another brand?

Your unique selling proposition (USP) sets clear expectations for your customers and pinpoints why you are the company of their dreams. It’s not about elaborate features, but rather your one-of-a-kind brand promise to your customer. 

A helpful analogy to consider is The Bachelor, or The Bachelorette. (Yep, we’re going there.)

A room of hopeful singles line up to steal the heart of an attractive host. Each competitor says that they love puppies, have a stable job, and are ready to settle down and start a family with “the one.” Blah, blah, blah

The key to making it to the end of the show (the engagement ceremony) is to stand above the rest and prove the promises you’ve made. This is reality TV—if you lie, Twitter will call you out.

Back in the marketing world, you’re in a similar position, vying for the heart of eligible customers. Just being in the room isn’t enough to be noticed. To stand out from the crowd, your USP needs to clearly outline who you are and how your offer will benefit visitors.

“CPR certified” is a feature. “Saving your life” is a benefit.

How does this look on a landing page?

You should get to the point—and quickly—before your customer moves on. The trick of a good USP is to break down your offering to its most basic level, describing the specific benefit your customers will get by choosing your product or service.

Imagine a terrible, horrible pick-up line. Something along the lines of: “Are you an angel? ‘Cause you look like you just fell out of heaven …” (Oof, facepalm.)

What ultimately makes this opener tank is that it doesn’t set any expectations. What level of commitment is being promised or asked for? A laugh? A few minutes of polite conversation? Getting married, having a few kids, and settling down in Florida? You just don’t know.

Let’s explore the three spots you wanna be sure your USP shows up:

USP tactic #1: The main headline

Your headline is the first thing that people see. It’s critical that it describes what a visitor will get from your company and show the visitor they’re in the right place. Ideally, your headline is short, punchy, and—above everything else—clear. 

A classic example of an excellent USP headline comes from Domino’s Pizza: “You get fresh, hot pizza delivered to your door in 30 minutes or less—or it’s free.”

Haven’t we all watched the minutes tick by in agony while waiting for pizza? Knowing it’ll be free if it’s late suddenly makes the time worthwhile. Heck, I almost hope it’ll be late. 

Codecademy, an online coding learning platform, also delivers with their headline:

“Go from curious to confident.” Not only does Codecademy address the emotional state coding noobs have when they land on the page, but they also promise a clear outcome. In five simple words, they explain the full journey a new student will experience with them.

Tip! Can’t agree with your boss on a headline? Maybe it’s not even about words but a big debate between a blue and red color scheme. Page variants allow you to create multiple versions for one campaign to test messaging or address different target audiences.

See how these brands—including Codecademy—optimized their campaigns by experimenting with landing page variants.

USP tactic #2: The supporting headline

Your headline can only say so much if it’s to remain digestible. The easiest way to keep it short and sweet is to add a supporting headline. 

A supporting headline can be used in two ways:

  1. As a direct extension of the headline, where it follows the primary headline (like finishing a sentence).
  2. To extend the message by applying an additional, persuasive layer to support the primary statement.

Here’s a good example from Perfect Keto, a ketogenic snack and supplement producer, for a protein bar campaign:

Where the headline empowers the visitor with support to take on the complicated world of a high-fat-low-carb diet, the supporting headline cuts to the chase. Yes, they’re delicious. Yes, they come in different flavors. And we’ll reaffirm it one more time: they’re keto-friendly.

But one-size-fits-all is rarely the best approach. Different things work for different people. That’s why we love how wine subscription service Winc, experimented with headline structures in landing page variants.

The original shows a clear main headline and supporting headline:

Smart Traffic Landing Page Example - Winc

Though the headline doesn’t quite get to the heart of their USP, it’s a beautiful landing page (click the image for the whole thing). It also gets kudos for being structurally correct.

Headline? Tick ✔.
Supporting headline? Tick ✔.

Now here’s where things get interesting in the second variant:

Smart Traffic Landing Page Variant - Winc

Click on the image to see the full landing page variant.

The original supporting headline has become the main headline without new supporting text in its place. It’s much cleaner and to the point. 

Another thing that Winc does extremely well on both variants? The care they take with the other headings further down the pages. Even if you quickly skim-read, you know exactly what Winc does and what you’ll get with the service. 

The lesson here is simple: Pay attention to every headline on your page, not just the big ones. 

Want to learn more about how Winc experimented with their headlines? Check out this video and see how to optimize campaigns with landing page variants:

USP tactic #3: The closing argument

As your landing page comes to a close, you have one final chance to communicate the benefit of your offering. Think about it this way: before your visitor is ready to commit and live their happily-ever-after with you, they need that final assurance that they’re making the right move. 

You can assuage their concerns by ending your page with some killer copywriting or a clear call-to-action that closes the loop of your USP narrative. 

As with most things in life, keep it simple—like healthy food delivery service Daily Harvest:

Short and sweet. Boom.


2. Your Hero Shot

The adage “a picture is worth a thousand words” is especially true in the short attention span world of the landing page. Your hero shot is the visual representation of your offer and can help your visitors better understand what it is or what it looks like. 

Before you’re tempted to deep-dive into the blissful world of happy stock photos, take a step back and think about what you’re selling. What does the image say about your product, offer, and USP? 

Cecilia Martinez

Your visuals, together with the copy, need to tell a story. You need to ask yourself what is more likely to resonate with your audience. How does the visual make visitors feel? How does that feeling relate back to your solution?

– Cecilia Martinez, Interactive Design Manager, Unbounce

The idea is to get your customers to empathize and place themselves in a scenario where they’re using your product. Have a look at this example from organic baby food brand Love Child Organics:

This landing page (designed by Banan) could easily have used a visual of a savvy parent satisfied with their purchase. Instead, they shift the focus to their real customers—the picky eaters themselves. This tyke is enjoying a nutritious meal with no airplanes or “choo-choos” required. Don’t you wish that were your kid?

How about some extra reading? Love Child Organics brought in 14 000 email subscribers with a brilliant campaign focused on social media and landing pages. Learn how they built their community.

3. Your Features & Benefits

An effective headline and hero shot get your customer’s attention, while the features section provides a little more detail and answers any remaining questions.

When you’re introducing your features, it’s best to frame them in a way that accentuates the benefit they deliver. Remember: your features describe what your product or service does, while your benefits describe the value you’re providing. Before listing your features, try putting yourself in your customer’s shoes and answering: “How will this product or service benefit me?

Sure, you could write a novel-length landing page covering every feature, but you’ll lose your visitor’s attention quickly. You’re better off writing a brief summary of each (with a focus on value), then maybe a few bullet points for clarity. You can always circle back to remove any bloat or verbose verbiage—y’know, terms like “verbose verbiage.”

TouchBistro, a point of sale system for restaurants, cleverly turns complicated features into situational benefits. A restaurant manager will easily be able to see how using TouchBistro will make their day-to-day operations easier:

Best Landing Page Examples: TouchBistro
This is just a snapshot of TouchBistro’s benefits section. Click on the image to see the full thing.

Another great example (and one that’s a little more B2C-friendly) is Western Rise’s campaign for this line of pants:

By distilling their features into clear, simple benefits, Western Rise ensures that any visitor will immediately understand why these pants beat out the rest. “My Levis aren’t stain-proof. They’re quite uncomfortable, and the hems are starting to fray. Holy cow, I need these pants!

4. Your Social Proof

If you’ve ever bought something online (and especially if it was expensive), you’ve probably obsessively scrolled through thousands of product reviews. 

That’s social proof, and it’s a powerful tool of persuasion.

Simply put, social proof is the use of social signals to illustrate that other people have bought, consumed, read, or participated in what you’re offering. The idea is that people are more likely to convert if they see that others before them have (and were glad they did).

The research doesn’t lie. Research from BrightLocal affirmed that the average consumer reads at least 10 reviews before trusting a business, often spending almost 14 minutes reading customer feedback before making a decision. 

The fact is that if you don’t provide the right social cues, your would-be customers may just head down a rabbit hole of a Google search and find something irrelevant yet convincing—like these downright silly Amazon reviews

Keep control of your brand narrative by using social proof tactics like:

  • Customer reviews
  • Count of how many customers you have
  • Trust seals to establish the security of information
  • Awards from reputable organizations
  • Expert testimonials

5. Your Call to Action (CTA)

Your conversion goal is the purpose of your landing page. Your call-to-action (CTA) is the tactic that makes your goal a reality.

Generally, CTAs are presented as a standalone button on a click-through page or as part of a lead gen form. Poor CTAs are the standard “CLICK HERE” or “SUBMIT.” Terrible CTAs are created without thinking about the visitor journey. 

What does that mean? Have a look at this social media ad from the Seattle Times:

How does the CTA make you feel? Yikes! 🙈

Yes, we’re just talking about a button, but it’s the button. It’s the entire reason you spent all this time creating a landing page. A good CTA ties back to your USP and clearly articulates what a visitor will receive in exchange for their click.  

When we looked at some of the best landing page examples created by Unbounce customers, they all had one thing in common—a clear (and often clever) CTA.

Branch Furniture delivers a masterclass in their CTA copy:

Best Landing Page Examples: Western Rise
Click on the image to see Branch’s full landing page variant.

At first glance, you might be quick to point out that the landing page shows multiple buttons, each with a different CTA. And, true, having more than one conversion goal is a strict no-no—but you can use different CTAs as long as they serve the same goal.

By using CTA copy such as “Build My Office” or “Explore Workstation,” Branch crafts a virtual journey with their would-be customers in the driver’s seat.

Tip! CTA buttons are arguably the most important element on your landing page. By designing these buttons to stand out, you can dramatically increase the chances of conversions. This includes playing with color, fonts, sizing, and placement—all quick and easy fixes.

Have a look at the 7 Principles of Conversion-Centered Design to learn how to optimize CTAs to draw attention on your landing page, plus other nifty design tricks.

But the forms! What about the forms?

Many a lead-gen marketer would argue that getting someone to click on a button is easy, but forms are the real challenge. And they’re not wrong—people are extremely wary about entering their personal details. 

Also, if you have to complete a form so detailed that it includes everything from your mother’s maiden name to your cousin Fred’s blood type, it’s just not worth it. That’s why we always recommend keeping forms to the bare essentials.

Have a look at this landing page for Bariatric Eating (designed by Sevah Creative):

How’s that for one field to rule them all? What’s smart here is that the visitor’s experience informs the whole process. Instead of data mining, Bariatric Eating asks for minimal input to get the downloadable in their followers’ hands. 

Another example is from Vancouver-based dog boarding service JetPet:

By implementing a step-based form—also known as the breadcrumb technique—JetPet minimizes the perceived effort of completing the form.

Tip! If you have a long list of questions or input fields required for your lead-gen form, or if you’re requesting particularly personal answers, it’s a good idea to use the breadcrumb technique. People are more likely to commit to big tasks after committing to a small task—allowing you to ask more questions with the appearance of asking less, and all with a higher conversion rate. Win, win, and win!

Since it’s so important, let’s recap CTA best practices:

  • Avoid generic language like “CLICK HERE.”
  • Only ask what you need and keep forms short. If you can’t budge on input fields, break your questions into steps using the breadcrumb technique. 
  • You can use multiple CTAs as long as they serve one conversion goal.
  • The visitor is your priority. Be clear how clicking on your CTA will benefit them or what they will receive in return.

Running Out of Time? Hello, Landing Page Templates!

A few thousand words in, and you’re probably getting a bit overwhelmed. “I was told this would save me time. Now I’ve gotta design something, I need to remember all the different elements to put on my landing page, I’ve gotta test what works. Unbounce—it’s just become a whole, big, thing.” 

Deep breaths, you. It’s about time we talked about templates. 

Templates are the ultimate time-saver when creating high-converting landing pages on a time-crunch. They’re designed for specific conversion goals and they’ve got all the essential elements—they’re just waiting for your finishing touch. Slap on a logo, update the copy and visuals, and bam! You’ve just created an effective landing page. It really is that easy. 

When you can build landing pages in a jiffy, you’ve got way more time for other things. You could even squeeze in a workout—or rewatch Friends on Netflix. Hey, you do you. No judgment here.

About Carla Lynn
Carla is a writer, creator, and serial editor. (She's also very proud of her mastery of the Oxford comma.) Having once taken an etymology class, she's a fervent believer that the plural form of "octopus" is octopodes, and will fight anyone that says differently.
» More blog posts by Carla Lynn

Comments:

  1. Priit

    Great article! Please post some screen shots of actual landing pages that follow these ideas.

    Reply
  2. Pat @ Software for Small Business

    Excellent Article. Are there any statistics to show that the elements of this layout are in the optimum position? It’s always good to learn about the foundation behind the advice.

    Reply
  3. How To Increase Landing Page Conversion

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    Reply
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    […] Oli Gardner over at Unbounce has been writing some really great articles on CRO and landing page testing. […]

    Reply
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  7. Ralph

    There are a lot of ideas to improve and structure a landing page.

    Thank you for your great article.

    Reply
  8. mindgym coach A

    Thank you. This brief is a great starter reference as we design our landing page for a future online review site.

    Reply
  9. Gary

    I realise this is quite old now but nevertheless was an interesting read. But the web does’nt stand still and I’d be interested to hear if the writer has developed or changed his views since publishing this article.

    Reply
    • Oli Gardner

      You’re dead right. Here’s a couple of changes I’ve seen in the landing page evolution:

      1. People want Facebook landing pages because they need to convert visitors into fans. EPIC FAIL. There’s no way of testing or optimizing this yet.
      2. Secondary calls to action – depends on your purpose, but if it’s lead gen I’m much more for adding them into the confirmation page which is a great place to leverage goodwill.
      3. Mobile ready landing pages.

      That’s about it off the top of my head. Landing pages are changing all he time and the two biggest things happening are mobile and social media – without doubt.

      Reply
  10. Jerrick

    i would prefer the backup plan go with the cross selling product o information that make them link to others ans substitute rather than showing the the facebook , twitter, bookmark and so on.

    Reply
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    […] look into research around landing page design soon.  A lot has been written (including a great post by Oli Gardner on the 7 elements of a great landing page.) and Googling around will find you many showcases of […]

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  12. Matt

    Oil,

    Can you better explain the underlying psychology of why benefits (# 2) is in the position you recommend instead of switching it with the current position for the “hero shot” (# 3)? Thanks for your help as, at first glance, I would think that they should be swapped. Of course, I am open to changing my mind on this! Just wanted your opinions. Thanks.

    Reply
    • Oli Gardner

      Hi Matt,
      If you are referring to placing it on the right vs. the left – the rationale is that most people read left to right (obviously you have to address different cultural needs appropriately). A strong visual will draw the eye in leaving it to wander across to the area containing the benefits and CTA.

      If you are thinking the benefits should be more prominent and take up more space – remember that this is a purely illustrative wireframe.

      It can depend a lot on the design you are using. If your USP is contained within the hero shot (quite common to have a statement overlaid on a photo/diagram) then you might have a larger hero shot/USP that is at the top – and then you can bring up the benefits into spot #3.

      Every layout will differ in some ways – often determined by the story you are trying to tell (either visually or through text).

      Reply
  13. Dj Gear

    Many thanks for typically the auspicious writeup. Them in fact would have been a fun account the software. Start looking leading-edge to make sure you more further enjoyable within you! Having said that, exactly how should we relate?

    Reply
  14. Katie Gaston

    Katie thinks this was an excellent article, has taken notes and is planning on using them to better her future personal / professional landing page setups! She would love to see some examples of what was described.

    She also finds talking in the third person a little uncomfortable but was compelled to comment due to Oli’s excellent 3rd person introduction on the top right of the page. ^.^

    Cheers. Looking forward to reading more.

    Reply
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  16. 7 Elements of a Winning Landing Page | Unbounce | i-Lign Consulting

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  17. Timetastic

    The best blogs always stand the test of time. We’re just developing our first landing pages and this has been really useful.

    Cheers

    Reply
  18. Anthony

    Freakin’ awesome blog post for anyone in the web design industry.

    Reply
  19. marblemedia

    Great article! But don’t forget good solid content.

    Reply
  20. Carl

    Great advice thanks Oli, as I’m redesigning the Companies website I can see this really coming in useful :)

    Reply
  21. Textburst

    Great article thanks. The page structure, USP’s and the context of use sections were particularly helpful.

    I think the article is quite old now but I guess the better ones stand the test of time.

    Reply
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  23. Web Design Firm

    Oli thank you for all your very useful landing page tips. and yes they do stand the test of time.

    Reply
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  25. Daniel Zimmerman

    Thanks for sharing this great article! I feel strongly about it and love learning more on this topic. It is extremely helpful for me.

    Reply
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  29. Edwin

    Great article. I’ve literally just used some of your points in a proposal for a client Ad campaign. I’m definitely coming back and have signed up. Guess I’m now a “lead” ;)

    Reply
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  35. Waldemar

    I am still confused with the concept of a landing page and hope someone here could clarify it. Let’s say I have a website that offers IT Consulting services and I offer Solution 1, Solution 2, Solution 3. All of them visible in the Home page. Does Solution 1 in the home page go directly to the landing page or should it go to another informational page where solution 1 is explained and from there to the landing page?
    I am wondering where would I take care of the SEO in the landing page or the intermediate page that I imagine? Or is it that is better to handle the SEO in blog posts?
    Thank you,
    Waldemar

    Reply
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  48. 5 Real Estate Landing Page Templates for Your Appraisal | A Blog For Entrepreneurs | Podcasters | Internet Marketers

    […] Each version of the template has a nice, big space for your hero shot at the top of the page. This is perfect for real estate agents, as it gives you the opportunity to show your prospects some aspirational image that can help them get a better idea of what you’re offering them. As Unbounce’s co-founder Oli Gardner says in his 5 Essential Elements of a Winning Landing Page post: […]

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  49. 5 Real Estate Landing Page Templates for Your Appraisal | stem1390

    […] Each version of the template has a nice, big space for your hero shot at the top of the page. This is perfect for real estate agents, as it gives you the opportunity to show your prospects some aspirational image that can help them get a better idea of what you’re offering them. As Unbounce’s co-founder Oli Gardner says in his 5 Essential Elements of a Winning Landing Page post: […]

    Reply
  50. 5 Real Estate Landing Page Templates for Your Appraisal | seanmorrisonn

    […] Each version of the template has a nice, big space for your hero shot at the top of the page. This is perfect for real estate agents, as it gives you the opportunity to show your prospects some aspirational image that can help them get a better idea of what you’re offering them. As Unbounce’s co-founder Oli Gardner says in his 5 Essential Elements of a Winning Landing Page post: […]

    Reply
  51. 5 Real Estate Landing Page Templates for Your Appraisal | Kenneth Jones

    […] Each version of the template has a nice, big space for your hero shot at the top of the page. This is perfect for real estate agents, as it gives you the opportunity to show your prospects some aspirational image that can help them get a better idea of what you’re offering them. As Unbounce’s co-founder Oli Gardner says in his 5 Essential Elements of a Winning Landing Page post: […]

    Reply
  52. 5 Real Estate Landing Page Templates for Your Appraisal | paulbarletta

    […] Each version of the template has a nice, big space for your hero shot at the top of the page. This is perfect for real estate agents, as it gives you the opportunity to show your prospects some aspirational image that can help them get a better idea of what you’re offering them. As Unbounce’s co-founder Oli Gardner says in his 5 Essential Elements of a Winning Landing Page post: […]

    Reply
  53. 5 Real Estate Landing Page Templates for Your Appraisal | Anthony Lewis

    […] Each version of the template has a nice, big space for your hero shot at the top of the page. This is perfect for real estate agents, as it gives you the opportunity to show your prospects some aspirational image that can help them get a better idea of what you’re offering them. As Unbounce’s co-founder Oli Gardner says in his 5 Essential Elements of a Winning Landing Page post: […]

    Reply
  54. Why Most Online Marketing Campaigns Don’t Work (and How To Fix Them) - Renegade Empire

    […] following a formula for successful landing pages help? Most […]

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  55. Shalin

    what is the mockup software you used to craete these colorful mockups. I use creately for the same purpose

    Reply
  56. 7 Ways to Build an Email List Before Your Kickstarter Launch | MovEnergy

    […] great landing page will share compelling information about your upcoming project in an organized fashion and […]

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  57. 7 Ways to Build an Email List Before Your Kickstarter Launch | CrowdFunding News Roundup

    […] great landing page will share compelling information about your upcoming project in an organized fashion and […]

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  58. Landing Page is an Inbound Marketing Strategy - Innovabiz

    […] The 5 Essential Elements of a Winning Landing Page […]

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  59. Chirag Agarwal

    Super Article! Landing pages are less effective when it doesn’t get attention of both a Web Designer and a Marketer.

    I wrote an article earlier yesterday that says “5 Things that go Unnoticed when you design a Landing Page”, essentially covering ideas where even Web designers can think like Marketers and make successful landing pages. Here’s the link if you’re interested to read –
    https://www.linkedin.com/pulse/5-things-go-unnoticed-when-you-design-landing-page-satish-agarwal

    Reply
  60. July’s Best of the Web – Business Blueprints and Templates | Firepole Marketing Blog

    […] The 5 Essential Elements of a Winning Landing Page (Unbounce) – Unbounce knows landing pages; that’s what they do. In this graphic post, Oli Gradner breaks down the key elements your page needs and what you should include in each. […]

    Reply
  61. chris armstrong

    I have been marketing online for a short space of time, quite a newbie really but I’ve paid for probably 5/6 squeeze page software now and there is either a catch where you have to pay even more to upgrade or its not worth the money you paid for it but i came across one a few days ago, that i thought was fantastic, so i wrote my own blog about what it does etc, perhaps you might want to take a look at it here ==> http://money-makers.info/instabuilder-software/

    Reply
  62. The Landing Pages You Need for Your Event Marketing: Before, During and After | hyperlocalbusiness

    […] get those scales tilted, you’ll need to break out the five elements of a high-converting landing page. Let’s take a look at what they are, and how we made use of them on the landing page for the […]

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  63. The Landing Pages You Need for Your Event Marketing: Before, During and After | seanmorrisonn

    […] get those scales tilted, you’ll need to break out the five elements of a high-converting landing page. Let’s take a look at what they are, and how we made use of them on the landing page for the […]

    Reply
  64. The Landing Pages You Need for Your Event Marketing: Before, During and After | paulbarletta

    […] get those scales tilted, you’ll need to break out the five elements of a high-converting landing page. Let’s take a look at what they are, and how we made use of them on the landing page for the […]

    Reply
  65. The Landing Pages You Need for Your Event Marketing: Before, During and After | Anthony Lewis

    […] get those scales tilted, you’ll need to break out the five elements of a high-converting landing page. Let’s take a look at what they are, and how we made use of them on the landing page for the […]

    Reply
  66. Anatomy of a High Performance Landing Page | Business Center and Serviced Office News, Tips and Articles | Officing Today

    […] a landing page specialist, offers some basic, plain-speaking advice on the 5 essentials. Imagine you’ve set up a landing page to support a marketing campaign for a one week […]

    Reply
  67. Gavin Meldrum

    Great article, thanks! I will be implementing a number of the ideas explained here. I never thought of creating a paper prototype before, I am looking forward to trying this out.

    Reply
  68. July's Best of the Web - Business Blueprints and Templates

    […] The 5 Essential Elements of a Winning Landing Page (Unbounce) – Unbounce knows landing pages; that’s what they do. In this graphic post, Oli Gradner breaks down the key elements your page needs and what you should include in each. […]

    Reply
  69. Landing stránky 101 | SEO blog, ktorý má vkus

    […] Gardner, zakladateľ Unbounce, firmy špecializovanej na konverznú optimalizáciu, považuje obrázky za najlepšiu cestu ako vyjadriť hodnotu produktu (lepšie raz vidieť, ako […]

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  70. Kick-Start Your International Marketing Strategy by Leveraging Your Content | Profit Maxim Tips&Tricks

    […] translated our popular blog post “The 5 Essential Elements of a Winning Landing Page” and localized it for the DACH […]

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  71. Kick-Start Your International Marketing Strategy by Leveraging Your Content | Bertha's WordPress Blog

    […] translated our popular blog post “The 5 Essential Elements of a Winning Landing Page” and localized it for the DACH […]

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  72. Kick-Start Your International Marketing Strategy by Leveraging Your Content | leatroachez

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  73. Kick-Start Your International Marketing Strategy by Leveraging Your Content | seanmorrisonn

    […] translated our popular blog post “The 5 Essential Elements of a Winning Landing Page” and localized it for the DACH […]

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  74. Kick-Start Your International Marketing Strategy by Leveraging Your Content | A Blog For Entrepreneurs | Podcasters | Internet Marketers

    […] translated our popular blog post “The 5 Essential Elements of a Winning Landing Page” and localized it for the DACH […]

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  75. Kick-Start Your International Marketing Strategy by Leveraging Your Content | paulbarletta

    […] translated our popular blog post “The 5 Essential Elements of a Winning Landing Page” and localized it for the DACH […]

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  76. Kick-Start Your International Marketing Strategy with Content

    […] translated our popular blog post “The 5 Essential Elements of a Winning Landing Page” and localized it for the DACH […]

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  77. How To Follow Up and Close Consulting Clients | Coveted Consultant

    […] If you want to dig a little deeper about this specific step, Unbounce has a really good article that explains each element in more detail […]

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  78. Kick-Start Your International Marketing Strategy by Leveraging Your Content | Ace Campaign

    […] translated our popular blog post “The 5 Essential Elements of a Winning Landing Page” and localized it for the DACH […]

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  79. July's Best of the Web - Business Blueprints and Templates - Mirasee

    […] The 5 Essential Elements of a Winning Landing Page (Unbounce) – Unbounce knows landing pages; that’s what they do. In this graphic post, Oli Gradner breaks down the key elements your page needs and what you should include in each. […]

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  80. Landing Page Software Reviews | Home

    […] The 5 Essential Elements of a Winning Landing Page – There are 5 essential landing page elements you should be using to build a high-converting landing page. Learn how to construct your next landing page. […]

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  81. Edible Oil Refinery

    Nice Post! Thanks for the article.

    Reply
  82. The 12-step Landing Page Rehab Program | Go To Rehab

    […] The 5 Essential Elements of a Winning … – Oli Gardner February 25, 2011. You’re dead right. Here’s a couple of changes I’ve seen in the landing page evolution: 1. People want Facebook landing … […]

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  83. 25 Top-Tier Conversion Rate Experts to Follow in 2014

    […] The 5 Essential Elements of a Winning Landing Page The 7 Principles of Conversion-Centered Landing Page Design Conversion Economics 101 – The Benefits of Landing Pages […]

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  84. Is Your Crappy Traffic Foiling Your CRO Efforts? – NewsRolio

    […] your call to action doesn’t jive with your audience… maybe your page is missing an important element… maybe your form is too long… or too […]

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  85. Is Your Crappy Traffic Foiling Your CRO Efforts? – seanmorrisonn

    […] your call to action doesn’t jive with your audience… maybe your page is missing an important element… maybe your form is too long… or too […]

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  86. Is Your Crappy Traffic Foiling Your CRO Efforts?

    […] your call to action doesn’t jive with your audience… maybe your page is missing an important element… maybe your form is too long… or too […]

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  87. The one with my First Talk - How to sell Web design Skills to average Indian Businesses (Part 3 of 3) - Kshitij Patil

    […] secret weapon to this abomination is – Landing Pages. Being Web devs, we all think our own websites are the epitome of modern design, and nobody can get […]

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  88. Nathan Hawks

    I liked this article so much, I turned it into a kit you can deploy as a live site in minutes, using Joomla :) I used ChronoForms5 for data collection, but hand-coded the social media buttons directly into a template rather than add overhead with a social sharing extension. And yes, this blog post got credit in the user manual’s acknowledgements page :)

    It’s a free download! (Because I wanted it to be; because it’s not right otherwise since I didn’t design the structure; and because I used someone else’s open source software to make it.)

    More information: http://nathanhawks.us/1a

    Reply
  89. 曾亮教你带节奏 – 第4期 - 曾亮白帽英文SEO - Google SEO

    […] The 5 Essential Elements of a Winning Landing Page […]

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  90. Alex

    Are landing pages dead? Don’t think young people are interacting with them anymore… and older people are starting to catch on to the “inbound” “lead gen” methodology. Too many people make too much weak content and send too many shitty emails.

    Reply
    • Scott Jones

      I don’t believe landing pages are dead, but rather mismanaged. It depends, in part on what you are pitching, i.e. courseware, ebook, etc. selling a service, creating a subscription-based offering. I agree weak content and improper use of email marketing dilute the effectiveness of landing page optimization. If you view landing pages as a channel, yes they are experiencing some lag in the fast-paced online marketing landscape. IU consider them more a tool.

      Reply
      • James

        I would agree that landing pages are definitely not dead. If the target audience is interested, landing pages are useful. They move the stranger into a contact, and that’s an organizational bonus. I’m 31, and I have converted on at least 3 landing pages because I cared about the content I was being offered. As long as the request for info is matched by the value of the offer, there shouldn’t be an issue.

        Reply
  91. Scott Jones

    Does this landing page work as equally effective in B2B manufacturing compared to B2C?

    Reply
    • Travis Scott

      Scott – Curious to know if you implemented this in a B2B manufacturing context and, if so, how it worked for you. We’re a B2B distribution company and are in the process of using this framework for a landing page for display ad traffic.

      Reply
  92. Come massimizzare il saggio di conversione delle landing page: la call to action – Demand generation

    […] Come abbiamo evidenziato anche in un precedente post, occorre che il percorso che abbiamo costruito sia coerente e tutto focalizzato nel favorire la conversione. Quindi, la pagina a cui il link rinvia deve avere (figura seguente, riadattata da Unbounce): […]

    Reply
  93. The Complete AdWords Audit Part 14: Landing Pages | Certified Knowledge

    […] The 5 Essential Elements of a Winning Landing Page […]

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  94. 4 Checklists You Need to Hit Your Marketing Target - Northbound.io

    […] Elements of an Effective Landing Page From Unbounce […]

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  95. Inbound Marketing - Online Business Home

    […] visitors to, for example, subscribe to a blog or sign up for a newsletter. Many businesses use landing pages for the specific purpose of offering exclusive content, such […]

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  96. Landing Page Optimization Tips for Multi-Channel Marketing

    […] Study: ConversionLab has one of the best landing pages we’ve seen. Not only does it contain the 5 of 7 essential elements, but it also has an incredibly concise and powerful headline that perfectly captures the purpose of […]

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  97. 2 Questions to Ask Before Designing Your Next Landing Page | Disruptive Advertising

    […] Depending on your audience and offer, you may need more or less content to do this, but essentially, every landing page should at least have the following 6 elements: […]

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  98. website design

    Hey exceptional blog! Does running a blog similar
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  99. Start of Conversion Rate Optimization - Step 5

    […] the process of creating and A/B testing your landing pages much easier. They’ve put together a great diagram that explains the components of a high-performing landing page. Especially if you’re a newcomer […]

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  100. How to Run Your First Successful Webinar | AudioAcrobat

    […] As you develop this page, remember to include the five essential elements of any landing page: […]

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  101. yasminragu

    Thanks to all to provide the Good discussion

    Reply
  102. Andy

    Thanks for this great write up on landing pages. Appreciated.

    Love the benefit led writing style suggestion.

    Reply
  103. 15 Human Psychology Hacks to Boost Landing Page Conversions – NutritionZine

    […] this: “Our new battery means you’ll only need to charge your phone every couple of […]

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  104. 16 Overlay Examples Critiqued for Conversion | Bertha's WordPress Blog

    […] But Preneur Marketing doesn’t stop there. They lay the persuasion on thick using a number of trusted devices, such as a UVP, a hero shot, a list of benefits, social proof and a single conversion goal (do these elements sound familiar?). […]

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  105. 16 Overlay Examples Critiqued for Conversion - DailyMarketingHub.com

    […] But Preneur Marketing doesn’t stop there. They lay the persuasion on thick using a number of trusted devices, such as a UVP, a hero shot, a list of benefits, social proof and a single conversion goal (do these elements sound familiar?). […]

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  106. 16 Overlay Examples Critiqued for Conversion | Marketing Tips By Rachel

    […] But Preneur Marketing doesn’t stop there. They lay the persuasion on thick using a number of trusted devices, such as a UVP, a hero shot, a list of benefits, social proof and a single conversion goal (do these elements sound familiar?). […]

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  107. 16 Overlay Examples Critiqued for Conversion | PPC Tips By Zac

    […] But Preneur Marketing doesn’t stop there. They lay the persuasion on thick using a number of trusted devices, such as a UVP, a hero shot, a list of benefits, social proof and a single conversion goal (do these elements sound familiar?). […]

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  108. 16 Overlay Examples Critiqued for Conversion | Tj's Affiliate Marketing Blog

    […] But Preneur Marketing doesn’t stop there. They lay the persuasion on thick using a number of trusted devices, such as a UVP, a hero shot, a list of benefits, social proof and a single conversion goal (do these elements sound familiar?). […]

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  109. 16 Overlay Examples Critiqued for Conversion | Anthony O'Donoghue

    […] But Preneur Marketing doesn’t stop there. They lay the persuasion on thick using a number of trusted devices, such as a UVP, a hero shot, a list of benefits, social proof and a single conversion goal (do these elements sound familiar?). […]

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  110. 16 Overlay Examples Critiqued for Conversion | Dhana: The money maker

    […] But Preneur Marketing doesn’t stop there. They lay the persuasion on thick using a number of trusted devices, such as a UVP, a hero shot, a list of benefits, social proof and a single conversion goal (do these elements sound familiar?). […]

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  111. 16 Overlay Examples Critiqued for Conversion – leatroachez

    […] But Preneur Marketing doesn’t stop there. They lay the persuasion on thick using a number of trusted devices, such as a UVP, a hero shot, a list of benefits, social proof and a single conversion goal (do these elements sound familiar?). […]

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  112. 16 Overlay Examples Critiqued for Conversion - Spot Online Media

    […] But Preneur Marketing doesn’t stop there. They lay the persuasion on thick using a number of trusted devices, such as a UVP, a hero shot, a list of benefits, social proof and a single conversion goal (do these elements sound familiar?). […]

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  113. 16 Overlay Examples Critiqued for Conversion |

    […] But Preneur Marketing doesn’t stop there. They lay the persuasion on thick using a number of trusted devices, such as a UVP, a hero shot, a list of benefits, social proof and a single conversion goal (do these elements sound familiar?). […]

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  114. 10 trick som ökar konverteringsgraden på landningssidan | Amplify Digital

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  115. 16 Overlay Examples Critiqued for Conversion - Ecommerce Mind

    […] But Preneur Marketing doesn’t stop there. They lay the persuasion on thick using a number of trusted devices, such as a UVP, a hero shot, a list of benefits, social proof and a single conversion goal (do these elements sound familiar?). […]

    Reply
  116. Kaps Ramburn

    love this article, i’ve been refering to this time and time again to redo my landing pages.

    Reply
  117. Branko Jovanovic

    Really good article, thanks.

    Reply
  118. Sloppy PPC Landing Pages Hurt Your Ad Spend. Here’s How To Fix ‘Em. – My Little Marketing Project

    […] got the right keywords, your Ad Groups are on point, and your landing pages nail the essentials. So why are conversions and costs not […]

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  119. Sloppy PPC Landing Pages Hurt Your Ad Spend. Here’s How To Fix ‘Em. | Bertha's WordPress Blog

    […] got the right keywords, your Ad Groups are on point, and your landing pages nail the essentials. So why are conversions and costs not […]

    Reply
  120. Sloppy PPC Landing Pages Hurt Your Ad Spend. Here’s How To Fix ‘Em. | Adwords And PPC Tips

    […] got the right keywords, your Ad Groups are on point, and your landing pages nail the essentials. So why are conversions and costs not […]

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  121. Sloppy PPC Landing Pages Hurt Your Ad Spend. Here’s How To Fix ‘Em. – Marketing Tips By Rachel

    […] got the right keywords, your Ad Groups are on point, and your landing pages nail the essentials. So why are conversions and costs not […]

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  122. Sloppy PPC Landing Pages Hurt Your Ad Spend. Here’s How To Fix ‘Em. | Roy Stickney Blog

    […] got the right keywords, your Ad Groups are on point, and your landing pages nail the essentials. So why are conversions and costs not […]

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  123. Sloppy PPC Landing Pages Hurt Your Ad Spend. Here’s How To Fix ‘Em. – SEO Techniques

    […] got the right keywords, your Ad Groups are on point, and your landing pages nail the essentials. So why are conversions and costs not […]

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  124. Sloppy PPC Landing Pages Hurt Your Ad Spend. Here’s How To Fix ‘Em. – Jonas Sevilla – Blog

    […] got the right keywords, your Ad Groups are on point, and your landing pages nail the essentials. So why are conversions and costs not […]

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  125. Sloppy PPC Landing Pages Hurt Your Ad Spend. Here’s How To Fix ‘Em. – Samantha Meyers – Blog

    […] got the right keywords, your Ad Groups are on point, and your landing pages nail the essentials. So why are conversions and costs not […]

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  126. Sloppy PPC Landing Pages Hurt Your Ad Spend. Here’s How To Fix ‘Em. – Kalyn Garner – Blog

    […] got the right keywords, your Ad Groups are on point, and your landing pages nail the essentials. So why are conversions and costs not […]

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  127. Sloppy PPC Landing Pages Hurt Your Ad Spend. Here’s How To Fix ‘Em. – Anna Keating – Blog

    […] got the right keywords, your Ad Groups are on point, and your landing pages nail the essentials. So why are conversions and costs not […]

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  128. Article Analysis – Digital Marketing

    […] Gardner, O. (2017, December 13). The 5 Essential Elements of a Winning Landing Page. Retrieved from https://unbounce.com/landing-pages/7-elements-of-a-winning-landing-page/ […]

    Reply
  129. WebMeTools

    Hey Carla,
    You have covered everything about these 5 Essential Elements in such a way that even a beginner can understand it.
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    Thanks for sharing this amazing guide
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  130. Agustin

    One of the big mistakes a lot of product sites make is to pack as much as they can into their landing pages. Sure, they get a lot of products in front of you, but it’s confusing and overwhelming.

    Reply
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