Landing page – a website consisting of one page, for selling a brand’s product or service. The “correct” page structure increases sales and attracts customers, the wrong one – confuses, confuses, and forces them to look at competitors’ offers. A good landing page contains maximum meaning, is understandable to customers, inspires trust, and care, and most importantly – sells your product.
There is no ideal template for creating a landing page. It all depends on the niche of your business and product: one landing page is needed to attract an audience to a master class, another – to sell a children’s book. We will try to consider the main elements of a landing page and their most optimal location.
Schematic representation of the landing page structure
*this is what the ideal Landing Page structure looks like

Preparing a unique offer

The user gets to the page and sees a clear and informative UTP (unique selling proposition). He quickly evaluates your offer, moves down the page, learns more and more information, and eventually fills out the lead form. This is how a good landing page works. If the client does not understand your offer in 3-5 seconds, he will leave the landing page.
The main elements of the main screen are the title and subtitle. As a rule, the title contains the UTP, and the subtitle (its descriptor) makes the appeal more understandable. In addition to the title and subtitle, the main page should have:

image (visually complements the content of the page);
logo (helps the client remember your brand);
contact phone number (for ordering a service or additional consultation);
call back button;
lead magnet or closed form for capturing contacts.

Example of a good landing page

Before creating a landing page, it is important to determine the target audience. If you have not identified your audience, it will be difficult for you to create the correct offer and attract the attention of page visitors.

Let's introduce the client to the service and brand

You have interested the client from the first seconds, but he still vaguely understands your offer. The task of the second screen is to demonstrate the product or service. The client is already interested: he scrolls down the page to get more information. Add photos or videos, describe the technical characteristics of the product and its benefits.
Information for the client on the landing screen
On the next screen, you can show the benefits of working with your brand. For example, if you sell bicycles, describe the maintenance process, a lifetime warranty on the frame. Tell us how your product and terms of cooperation are better than those of your competitors.

Landing is a visual demonstration of the product, and the text is a good addition.

Showing examples of work and reviews

This block is especially important if you are creating something visual. The client will be interested in looking at your finished work on creating apartment interiors or website design. If you design and build houses, show your work and invite the client to visit the finished cottages and look at them. This will be much more effective than viewing drawings or photos on the page.
Add real customer reviews. We recommend:

use only real reviews;
publish photos, initials, and links to social networks only with the permission of the clients;
restructure the review so that it looks human and is easy to read (agree with the client on the final version of the review to get his approval).

Example of designing reviews on landing pages

Looking at the product from the client's side

The client always has concerns, so you can highlight the most common questions and answer them before the client asks you. If you have studied the target audience well, this is not difficult to do.
This block is final in making a decision. If the client is interested, he scrolls down the page and fills out the lead form, if not, he leaves.

We are compiling the lead form

The client is ready to buy, but don't rush to rejoice. If the contact capture form is complicated, it can "scare" him. According to statistics, a bad lead form reduces conversion by 8-14%, depending on the specifics of the business.
We recommend:

Use a minimum of fields. Usually, 3 fields are enough: "name", "email", and "contact phone". If this is a lead magnet form (a gift of a book, checklist, or the first free lesson in exchange for contacts), then one field will be enough - email or phone number;
Give the client a choice of the communication method (for example, make one of the fields "email" or "phone number" optional);
use authorization through social networks;
Do not use personal or secondary questions in the form;
Use error indicators (if the client does not see the reason why the form is not sent, he gets angry, freaks out, and leaves. If, when filling out the form, the client sees an error in the email field or a missing digit in the phone number, this will make his life easier);
Do not add a captcha to the site (it is not difficult for modern robots to generate answers for a captcha, but users have to be nervous. If the client entered the captcha incorrectly several times, the probability of further attempts is insignificant);
Use a medium-sized lead form (large ones scare away customers, small ones remain unnoticed);
Add several open and closed lead forms.

Add a timer next to your lead form to increase landing page conversions by 3-5%. The timer creates a feeling of a limited number of products or places for a master class, so the client will fill out the lead form faster.

Example of a contact form

Here are some examples of such calls to action: "Until the end of the promotion there are ...", "Hurry up to buy a product with a 30% discount", "Only 7 vouchers left ...".
Calls to action with a feedback form
*setting a timer increased conversion by 4%

Continuing to work with a potential buyer

If a client reached the lead form, but did not take an action (purchase, sign up for a master class, registration) - you can continue to communicate with him. Your task is not to let him go empty-handed. Use several additional tools so that the potential client does not forget about your product, returns, and buy it.
Offer the client:

Join and follow your activities in the Telegram channel and social networks;
Leave contacts and receive a useful gift (you can give checklists, books, or video lessons).

Example of a screen with information about social networks

*example of brand communication with potential buyers on our clients' landing pages

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Conclusions

To create a landing page that will sell, you need to study your target audience, create an offer that solves customer problems, and use the AIDA (Attention — Interest) model — Desire — Action) to place page blocks. Remember that the design of your landing page should match the product and target audience. We recommend creating strong, informative text and using your own images (stock materials are not suitable).

Proper Landing Page Structure