Anatomy of a Landing Page

December 10, 2024

Landing Pages Explained

A landing page is a highly focused web page centered around the product or service that you’re offering. It’s similar but not quite the same as a website.

A website consists of multiple pages and its purpose is to provide a broad range of information about your business and products. A website has information about your product offering, company history, contact information, etc.

A landing page, on the other hand, takes the essential elements of a website and condenses them down to a highly focused page whose sole purpose is to get the visitor to take a specific action, whether that’s Subscribing, Signing Up, or Purchasing your product.

Landing pages are important in your marketing because they’re often the first real contact visitors have with your brand. With visitors spending just 45 to 90 seconds on a page, your design must capture attention quickly and leave a strong first impression. A clean layout, concise description, and clear call to action are key to guiding visitors toward the next step.

Examples of Landing Pages Include:

Software for Building Landing Pages:

Landing page software comes in all shapes and sizes.

You can build one using a website building platform like Squarespace, Wix, or WordPress.

You can also use dedicated landing page software like Clickfunnels, Instapage, Swipe Pages, and Systeme.io. These services range from being free to charging somewhere in the range of $99 per month.

These solutions typically offer a drag and drop website builder, design templates, conversion tracking, checkout services, and more.

Elements of a Landing Page

Every landing page is different, but they need to have the following key sections to leave a strong impression:

  • Hero Section

  • Social Proof Section

  • Solution Section

  • Call to Action

  • Frequently Asked Questions.

To illustrate, I’ll use the Canva Pro landing page as an example:

Hero Section:

The Hero Section is the first area of the landing page that visitors see. Its purpose is to GRAB ATTENTION and communicate the brand’s CORE MESSAGE.

The design of the hero section is clean and uncluttered, ensuring visitors quickly understand the value proposition and feel encouraged to explore further or take action.

The Hero Section typically includes:

  • Heading

  • Supporting Copy

  • Hero Image

  • Call to Action

  • Video Sales Letter

Social Proof:

The social proof section builds trust and credibility by showing how others have benefited from using your product.

Examples of social proof are customer testimonials, reviews, case studies, or user-generated content, as well as logos of recognizable clients or certifications.

Social proof can also be a metric like the number of satisfied customers, downloads, or successful outcomes.

The Solution

The solution section on a landing page clearly presents how your product works and what benefits it provides. The features in this section should clearly address the visitor's specific problem.

Note: For some products, it’s difficult to show how the product meets user needs. If that’s the case, start with a “Problem Section.” This section explains the problems or pain points your product solves, making it easier for users to understand and appreciate the solution when it’s introduced.

Call to Action

The Call to Action (CTA) section drives the user towards the desired outcome, such as signing up, purchasing, or downloading. It takes the form of a button with clear, action-oriented language like “Get Started” or “Sign Up Now”.

A strong CTA stands out visually with contrasting colors, bold fonts, and strategic placement. The CTA button should be easy for visitors to notice and click.

Frequently Asked Questions

The FAQ section answers the common questions and addresses the objections that visitors may have about your product. This section gives clear, concise answers to remove any doubts, making it easier for users to proceed with confidence.

FAQs often cover topics like pricing, features, guarantees, or how the product works. A well-structured FAQ section not only saves time for visitors but also reinforces trust by demonstrating transparency and anticipating their needs.

Placing it near the bottom of the page, close to the call-to-action, can help nudge hesitant users toward converting.

See You on the Next One,

— Oleg