Creating winning landing pages doesn’t have to be hard.
If you understand the elements you need to include (and why they’re so effective), it’s easier to build a page that you know is going to convert from the beginning.
Mastering these key fundamentals will save you a ton of time and frustration — and make it so your split tests are far more effective, too.
In this guide, we’ll break down each of the elements you need to make sure are on your landing page so you can get people to take action on the offers you make.
TL;DR
If you’re strapped for time and just want to quickly get to the good stuff, here’s a handy chart that breaks down the elements you want to include, plus why they’re so effective:
| Hero Section (Headline, Subheadline, Images) | Your hero section sets the stage and makes your first impression. By showcasing what’s in it for your reader, you can encourage them to continue reading and reduce your overall bounce rate. |
| Benefits Section | Turning your features into benefits will help your visitors understand “why” they should take action. Clarifying how their life will improve bridges the gap between the product/service and the visitor’s wants. |
| Social Proof | Humans are influenced by others. Using social proof, like testimonials and reviews, helps increase your authority and credibility and fosters trust by showing your visitors that other people like them trust you, too. |
| Call-To-Action | Your CTA zone works to remove ambiguity, ask for the conversion, and let your visitor see a clear, straightforward path to getting what they want by taking action and buying your offer or subscribing. |
| FAQs | Using the FAQ section to break down objections and answer the questions your visitors will have around what’s in it for them will help get them closer to making a decision without having to leave the page. |
From a high-level, 10,000ft view, you can include each of these elements on your landing page and start with a fairly strong foundation.
However, if you have questions about what to say, how to say it, and why it matters, we’re going to dive deeper into each of those elements so you understand the WHY behind the how.
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Hero Section
The Hero Section of your landing page is one of the most important elements to get right.
It is your first chance to make a positive impression on your visitor.
And, if you get it wrong, your last chance to make an impression since they’ll typically bounce back to where they came from before clicking on your page.
Your Hero Section, if you’re unfamiliar, is the first section of the page your visitors will see.
It contains your headline, subheadline, a product image or video, and a call to action.
Take a look at the example below to see what it looks like:
This is an element that you have a bit of room to play with, too.
The example above uses a two-column approach while the example below is a single column:
The key, though, isn’t in how you lay it out from a design perspective, but in what you say.
Your headline should be short and to the point but convey the big promise your offer makes to them.
Then, use your subheadline to provide additional context, tease why an objection is wrong, or touch on what they’ll get if they take action now — both the features and the benefit of those features.
But, remember: keep it short and sweet.
Below is an example from Kitchen Essentials that perfectly accomplishes that goal:
In this example, the headline offers a transformative promise, telling people they can turn their normal meals into high-end restaurant quality meals.
The subheadline focuses on specificity and appeal, showing them what they’re going to get: a curated selection of premium spices sourced directly from India and conveniently delivered.
The product image helps validate the headline by showing visitors a visual depiction of the spices they’ll receive and then the CTA helps guide them toward their next step in the journey — buying the kit.
Together, these elements create a compelling narrative within the hero section, ensuring visitors know exactly why they should want to either take action now or continue reading the message.
Benefits Sections
Now, while the Hero Section may be incredibly powerful, by itself, expecting people to immediately take action just by seeing it isn’t recommended.
Instead, you want to continue their journey by introducing them to the benefits of your offer.
That’s where the Benefits Section comes into the picture.
Your Benefits Section is designed to clearly articulate the value that your product or service provides to the user and help differentiate you from your competitors.
The big question you need to answer for them is: why?
While your features will answer “what” your product does, benefits answer “why” they should care.
It helps connect your product or service to the visitor’s needs, desires, or problems they want to solve.
Check out the example below to see how it’s done:
When you’re looking to make sure your features are actually converted into benefits, there’s a quick test you can run called “So you can…”
In essence, you’re taking the feature — let’s say running shoes with gel inside — and adding “so you can…” so you start drawing out the benefit of that feature.
In this example, it would look like: “Running shoes with gel inside so you can experience pain-free walking and reduced foot fatigue.”
The benefit, then, would be “experiencing pain-free walking and reduced foot fatigue”.
As you’re writing your benefits, you want to include the most significant and unique benefits first.
Then, make sure you’re being as specific as possible — instead of saying “save time” reword it to “cut your editing time in half”.
Also, always frame your benefits in terms of the user. Using words like “you” and “your” help make it personal and make it easy to take ownership of the benefit.
Social Proof
One section that you can’t ignore on your landing pages is your Social Proof section.
You can’t just dump a bunch of social proof onto the page and hope for the best, though.
Instead, you want to make sure it’s presented in a way that actually matters to your visitors.
As a general rule of thumb, there are 3 key ways you can introduce social proof.
Dedicated Testimonial Section
This is the most common approach where a separate section called “What Our Customers Say” showcases a collection of testimonials.
It’s typically situated below the Benefits Section and above the final CTA, serving as an extra way to build trust before making the final pitch.
Pay attention, though, to how the testimonials aren’t generic like “Great product!” but, instead, focused on how the user who left the testimonial benefited from using the product.
Sprinkled Throughout
Another strategy you can use is to weave your social proof throughout the page.
You can include it beside important claims or statements to help back them up.
Or you can insert them near your CTAs to help reinforce the decision they’re making.
You can also include them in footnotes to highlight different benefits or use cases or to showcase success stories that are relevant to the section they’re included in.
Above The Fold
Displaying logos and trust symbols in your Hero Section is another great way to use social proof.
You can feature prominent clients you’ve worked with, media mentions you’ve received, or notable awards that your audience will immediately recognize.
The key to properly using social proof, though, is what we mentioned: don’t just jam a bunch of generic proof onto the page and hope for the best.
Instead, showcase the social proof that helps your visitors see the benefits of your offer.
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Call-To-Action Zone
Once you’ve established trust and shown your visitors what they can expect to receive, the next element you’ll need is a way for them to take action.
This is your Call-To-Action Zone.
Your Call-To-Action Zone serves as your final pitch to remind the visitor to take action and what’s in it for them if they decide to move forward now.
To help you get started, there are 3 parts to this section: the summarized offer, your pricing information, and your call-to-action. You can also include a guarantee if you offer one with your product or service.
Laying Out The Offer
When you’re laying out the offer, you’re emphasizing the benefits of your product or service.
This is a gentle reminder of what people are going to get and the transformation they can expect to experience when they choose to move forward.
One of the easiest ways to lay out your offer in this section is with benefit-driven bullet points.
They’re easy to skim and help you cover the critical aspects of your offer.
Anchoring & Validating The Price
When you’re introducing the price, you don’t want to just drop it in without anchoring it to something your audience is familiar with.
You want to make sure they see the value in what you’re offering — at the price you’re offering it for.
If there are different tiers or packages, this breakdown is essential. It should be clear what each price point offers in terms of value.
For discounts and promotions, make sure you highlight that they are special deals or limited-time offers with phrases like “30% Off For Your First Month” or “Early Bird Discount” to help create some urgency.
For discounts and promotions, make sure you highlight that they are special deals or limited-time offers with phrases like “30% Off For Your First Month” or “Early Bird Discount” to help create some urgency.
If you offer different payment options, indicate which options are accepted.
Presenting Your Call-To-Action
Once you’ve laid out the offer and presented the price then anchored it to something your audience is familiar with, you need to ask them to take action and tell them what to do next.
Your CTA is the gateway for them to sign up, make a purchase, or achieve another conversion goal.
In terms of design, you want to ensure that the CTA stands out against the background. It should be unmistakable that they’re able to click where you want them to click.
Take a look at this example from Your First Funnel Challenge:
Make sure that your CTA is direct and to the point: phrases like “Grab Yours Now”, “Start My Free Trial”, and “Join The Challenge” work great for CTA buttons.
Doubt Crushing FAQs
Your FAQ section can be one of the strongest elements on your landing page — if used properly.
It helps you build trust by addressing questions your audience will want to know the answers to before they decide to move forward.
This section also prevents them from having to leave the page to get those questions answered, which could have them abandoning the sales process altogether.
To prevent that, you want to answer questions that are directly related to your offer, what happens after they purchase, what the post-signup process looks like, technical concerns, or other concerns that could become sales objections.
Now, if your product is simple (or even free), you can get away with skipping this section.
However, if you’re charging for your offer (especially if you’re charging a premium), you want to make sure the questions you answer are questions you’ve genuinely received and aren’t just filler & fluff.
Take a look at how The Squatch does it:
Here’s another example from the Part-Time YouTube Academy offer:
Remember, you want to use your FAQ section to answer legitimate questions your customers have asked or concerns you know they’ll have before and after they purchase.
Done properly, your FAQ section can bust down objections and increase your conversion rates.
How to Quickly Create a Landing Page With All The Right Elements?
Once you understand each of the elements that make a winning landing page, the next step is actually building those pages using what you’ve learned in this guide.
If you’re looking to save time and energy while you’re building those pages, especially if you’re split testing different elements, you’ll want to use software like ClickFunnels 2.0.
Plus, you get full access to a wide range of professionally designed templates so you can plug in your offer, copy, social proof, and bullet points, then customize them to perfectly fit your brand.
The drag-and-drop editor makes it easy to place each of the elements on your page.
The templates are all built with conversions in mind, giving you a great starting point to build from.
And they’re all mobile responsive out of the box so you don’t have to worry about being technically savvy or a programmer to get great results.
If you’re not already a member, click here now to start your free ClickFunnels 2.0 trial.
And, remember, creating a winning landing page doesn’t mean it needs to be complicated.
Make sure you’re covering each of your bases with the elements and tips we’ve given you in this guide and your landing pages will perform at a higher level — without a ton of frustration or wasted energy.
