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7 Elements of a Successful Landing Page

The landing page is the Swiss Army knife of lead generation—it’s compact, full of features, and useful in nearly any situation.

Unlike a typical website, however, the landing page still serves a singular purpose: to put leads into your sales funnel.

While a website may have hundreds (or even thousands) of links to explore, a landing page is designed to guide visitors directly to your Call to Action (CTA).

Any other links or tabs can distract viewers and may cause them to stray from the path you want them to take, reducing conversions.

Since landing pages are designed to be short and sweet, every word in your copy needs to be chosen carefully and intentionally.

Even if you’re a proficient wordsmith with a voluminous vocabulary, resist the urge to showboat and focus on communicating your message in as few words as possible.

When it comes to landing pages, words—and your reader’s attention—are at an absolute premium.

7 Elements of a Successful Landing Page


When a visitor comes to your site, you have an average of 5 seconds to grab their attention and attempt to keep it.

As your audience scrolls down the page, readers will start to drop off, leaving you with just a small percentage of your initial visitors at the end.

The headline is seen by virtually everyone who comes to your landing page. This means that it is the most important element for getting your message across.

Take advantage of this opportunity to communicate your Unique Value Proposition (UVP) and try to keep it at just one sentence in length.


The sub-headline is a second chance to clarify your UVP and go into more detail about your offering. As an example, let’s say that your company sells water purification devices for impoverished communities around the world.

Your headline might be something like, “Solving the global shortage of clean drinking water, one drop at a time.”

Your subheadline would then clarify what you do and the main benefit: “We provide water purification devices that increase life expectancy and the quality of life of those without access to clean drinking water.”

Introductory Paragraph

The introductory paragraph gives you space to quickly summarize information that you want readers to know about yourself.

This might include a small background of your company, why it was founded, important milestones you’ve completed, and other measures of success.

Using the water purification company as an example, your introductory paragraph could say something like, “Our company was founded in 2007 after our CEO returned from a trip to Africa. Upon seeing the need for clean drinking water, our CEO began developing a water purification device that removes harmful bacteria and other toxins. Since then, we’ve sold 1 million units and help provide clean water for 100+ communities, allowing thousands of children to grow up healthy and strong.”

With just one paragraph, you can help your audience get a better feel for who you are and what you do.


The defining characteristic of a benefit is that it’s always related to the desires or needs of the reader.

A feature, on the other hand, simply states what the product or service does. Our water purification device may be extremely effective, removing 99.99% of bacteria and toxins from the water. But what does that actually mean for the reader?

When stated as a benefit, this means that people in rural communities will no longer have to drink potentially polluted water to survive. Rather than worrying about finding clean water and constantly getting sick, users of our product can live healthier lives and focus on things beyond the necessities, such as getting an education, taking care of their families, and pursuing their dreams.

Concerning the structure of this section, use bullet points to list benefits. It’s the most efficient and effective way of communicating them to an audience that’s in a rush.

Social Proof

Social proof can come in a variety of forms, such as ratings and reviews, customer testimonials, and client logos. The purpose of this section is to build trust with your audience and show them that you’re not just honking your own horn.

By demonstrating that others have used your product/service and have been happy with their purchase, you alleviate uncertainty and hesitation.

Great customer testimonials also serve as a powerful tool that helps put the reader in a more receptive state.

As they read customer testimonials, they’re able to imagine themselves using the product/service and experiencing all of the stated benefits.


The CTA, or Call to Action, is the part where you tell the reader what to do about all the information they’ve just digested. You’ve written everything with a purpose in mind, and it’s time to tell the reader what that purpose is.

Although the overall purpose of your sales funnel is to make a sale, your landing page shouldn’t try to sell the reader. Instead, your landing page should create interest and gather the necessary information to continue the lead generation process.

Many landing pages offer freebies in exchange for contact information, such as eBooks, free trials, newsletters, promotional products, and more. When offering an item in exchange for information, make sure your CTA mentions it.

Keeping it casual and using first-person language in your CTA is another great way to increase your conversion rate. Instead of “Download eBook,” try using something like, “Yes, Give me my free eBook.”

No matter what, avoid using generic CTAs like “Submit,” “Download,” or “Sign Up.” Not only do they feel impersonal, but they also make the reader feel less comfortable submitting their information.

Lead Capture Form

Studies show that the less information you ask for, the higher your chances of converting a prospect into a lead. Unfortunately, the amount of information you have also determines the quality of the lead. In other words, it’s a delicate balancing act between asking for little and too much.

The sweet spot for a lead capture form is at 5 fields. And breaking up your form into multiple steps can increase conversions as well.

In our article on Lead Capture Forms, we discuss some other interesting statistics and top tips for improving your conversion rates using forms.


A website is a great informational resource for those who are already interested in your product. A landing page, on the other hand, is like a flyer for people who are barely paying attention.

Summarized, condensed, and to-the-point are all great adjectives I would use to describe a landing page.

It took me a while to learn the difference between a landing page and a website, so don’t get discouraged if you’re currently struggling with the concept.

Start by drawing a wireframe or creating a template of your landing page using these 7 elements. Then, organize your thoughts by section before you begin to write.

As you get more practice writing landing pages, you’ll start finishing them off in a couple of hours or less.

About the Author Michael Edgar

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