Ideal Landing Page structure with high conversion. Landing page structure. Classic arrangement of main elements

If you came to this article, it means you have two goals:

1. Learn more about the landing page structure;
2. Find a “blueprint” for the ideal landing page.

We hasten to disappoint you by saying that the ideal structure for a landing page does not exist in nature. No matter how many different articles you have read in search of an answer to your question, remember that the ideal structure simply does not exist. And all because Landing page structure is the work of marketers, which study a specific business, niche, goods/services, target audience, seasonality, competition and many other criteria, from which the sequence of elements of a one-page website is built. Therefore, each landing page is individual. Therefore, we will not help you with this.

But if you want to learn more about the structure of a selling landing page and are not afraid of large but very interesting articles, then we have prepared valuable information for you. This article will teach you how to create a selling Landing page structure, reveal its principle, features and rules. Ready? Go!

What is the Landing page structure? These are developed and logically structured blocks that, in the form of a kind of story, lead the visitor to the target action. Of course, no one can tell you exactly which block should be placed after which from a logical point of view. Let us remind you that this is all individual. But specialists, including, use the AIDA marketing strategy as an effective assistant.

The correct landing page structure according to the AIDA strategy

AIDA is an English acronym that consists of four simple words:

A (attention) - attention:

I (interest) - interest;

D (desire) - desire;

A (action) - action.

Simply put, this is a model of a selling concept invented back in 1986 by a marketer. It is used in all advertising campaigns, and landing pages are no exception. The goal of the strategy is to attract the visitor’s attention, hold him and push him to action, thereby creating an effective landing page.

Before you begin, you need to determine your target audience. It is she who, first of all, dictates her own rules and will tell you in what sequence to place the landing blocks. To more clearly imagine the portrait of a potential buyer, find solutions to the following questions:

1. Purpose of visiting the capture landing page;
2. Purpose of purchase;
3. Basic and additional decision-making factors;
4. Possible objections;
5. Your benefits.

Once the answers are put together, an understanding of the AIDA concept will emerge. Next, it is very important to correctly formulate your idea, which sales copywriting will help with. 90% of success depends on the semantic load of sentences, headings, their value and motivation. If the headlines or structure of the selling text for the landing page are not catchy or motivating, do not expect good results.

Landing page structure using three real examples

Let's move from words to action. To understand the structure of a selling landing page, we took as a basis 3 landing pages developed according to the AIDA strategy.

Example 1. Development of a landing page for the construction and design of houses and cottages

Target audience: men and women aged 30-60 years.

Goal: get a house project/build a premium quality house, get help in choosing materials, find out the cost of construction.

Fears: Getting involved with a new company, unprofessional or unscrupulous performer who will deceive you in cost calculations, recommend not the best option, and make mistakes in your work. Losing money.

The first ATTENTION block should attract the visitor's attention. To do this, the selling landing page must contain:

• Company name and logo;
• The first headline, also known as the unique selling proposition;
• The second heading, a logical continuation of the first;
• Any clues that may attract the visitor’s attention and become interested in the offer/company.

A visitor visits the site and from the first sentence understands what is being offered to him, in this case, what advantage he receives (short service life and long warranty). In this example, a lead generation form is immediately placed on the right side. It was developed for two reasons:

1. Hook for the visitor as a discount;
2. The ability to place an order to a client who is already ready to cooperate.

After reading the title, the visitor has a question: “Why?” Why should I cooperate with this company? If the title and first block make you want to scroll down the site, congratulations, you are on the right track. After all, the next block is “interest”.

"INTEREST"

It is very, very important that a person becomes interested in looking at the information further. If attention is captured, you should prove to the potential client that your company is the best option for him. And give the facts. Facts are perceived better if they are presented in numbers. This is not a mandatory requirement, but specificity always helps.

Now is the time to think about additional factors that can strengthen the visitor’s interest and lead them to the next step - desire. For this, videos or photos can come to the rescue. In our case, this is a range of services. Pay attention to the meaning that the subtitle carries. It contains reinforcing words: “obliged”, “happy”. This is a great move that we advise you to take advantage of.

At this stage, the reader, “heated” with interest, may already be ready to make a final decision and take specific actions. At this stage there should always be a call to action and a button. In our case, the lead generating button is “Get a consultation.”

If everything is done correctly, then you have an ace in your pocket. The visitor will definitely move on to the next step.

"DESIRE"

We invite the visitor to look at photos of the work performed by the company. It is important that the photographs are unique (in no case taken from the Internet!). A person who has already learned about the advantages of a company will want to look at its capabilities.

We kindle desire with benefits and advantages. It is very important here to find the key value, to understand what the potential client really wants to receive. We find the answer and show it to him.

"ACTION"

The last step to fast conversion is a call to action and an order form.

A good landing page should contain a trust block. This could be a video message from a company manager or specialist to a visitor, quality certificates, diplomas, etc. In our case, this is a real photo of a company specialist.

Example 2. High-converting landing page structure for an HR company

Audience: executives or HR managers, men and women aged 25 to 65 years old, needing to find employees

• the applicant does not want to work in the company
• the applicant will not like the working conditions
• Finding an employee will take a lot of time
• high cost of services
• the recruiting agency will not select the one you need

"ATTENTION"

The first block in the landing page structure begins with attracting attention. We attract attention with USP + photographs of potential personnel - they attract attention and increase interest.

The first block reveals all the key advantages. A visitor who reads this information understands the essence of the offer, as well as the main benefits of cooperation with a recruiting company. An additional heading explains the complete range of services.

See more examples of offers in the article with recommendations on how to write an offer correctly

"INTEREST"

To interest the visitor, we talk about key services and benefits. We spark interest with a “hook” about free services, adding a CTA and an action button.

We kindle interest by revealing fears and problems, providing high-quality solutions to them

"DESIRE"

The “desire” block reveals the advantages and benefits for a potential client. At this stage, he already understands that he is ready to cooperate, but he may lack the “final push” to action. We motivate him by the advantages contained in the operating principles of the HR company. We cover most fears.

"ACTION"

We help the visitor take a step towards a high conversion landing page with the help of a catchy question, final facts and a lead generation button with a CTA.

The last block reveals the company's expertise. At the same time, it provides benefits to the visitor. He can download recommendations, thereby making it clear that he is interested in the company's services. Even if he has not decided to become a client, he will be included in the database and may come to cooperation in the future thanks to Email mailings, cold calls and qualified consultations.

Example 3. Landing page sales structure for heating and air conditioning systems

Target audience: men under 60 years old, individual buyers, managers of small, medium and large businesses in any field of activity

Goal: to provide the premises with a competent turnkey heating and air conditioning system, to purchase the necessary equipment

• incorrect calculation and planning of the system
• unprofessional selection of equipment

"ATTENTION"

A striking example of the fact that the landing page structure is unique for each business. In this example, the first block contains only the USP and a call to action. This solution was created for those who are ready to become a client and start cooperation.

After reading the headline, the visitor will become interested in whether the company is able to meet his needs. The answer to the question is contained in the next block with a detailed description of the areas of business that require the company’s services.

"INTEREST"

We raise interest in the benefits that a potential client will receive. We prescribe hotel benefits for each type of client to cover their basic need.

Each trigger has a call to action and a lead generation button. If the visitor has found the area of ​​his business among the list, he may already be ready to cooperate.

If the information presented is not enough and the visitor wants to understand the operating principle of the company, he will find it in the next block.

We demonstrate the company’s expertise, which translates into benefits for the client. After reading them, the visitor understands that he is dealing with professionals. Consequently, all fears fade away.

When a visitor is already convinced that he will receive high-quality services, he is ready to take action. We help him with this, we place a CTA and a form for filling out personal data, in which we again provide value and do not just lure out contact information.

"DESIRE"

We kindle desire with the advantages of the company, where we also close some of the criteria along the way. We also recommend viewing examples of landing pages to know how to use these triggers in practice.

"ACTION"

The action block is divided into two parts. The first part is a separate form of lead generation with a call to action.

The second is a demonstration of the company’s additional services + another form and CTA.

A few final words

The structure of a selling website with all its elements should gently guide the visitor to the target action. Everything plays a key role here, from the entire site design to the guiding arrows. All the complexity of developing Landing page 13)

The landing page or landing page performs only one task - for example, filling out an application, purchasing a specific product to which the page or call is dedicated. If the landing page is executed correctly, then an online store or some small project increases its sales several times, and it all lies in simply limiting the user, either he buys, or he leaves, but the owner is required to push him to buy, and not for care.

Naturally, there is no one correct and ideal solution for landing page design, which is due to the individuality of each client, and rules that work well with one product may simply fail in another area. But it also happens that a system that brought many clients yesterday completely fails to work today. For this reason, there is no magic solution to the problem of attracting customers, but there are rules that will help you start and constantly develop your own options, which, when experimented, can help increase sales of an online store or other project.

With the right approach, one landing page will attract more customers than a large website stuffed with a huge number of articles and products. However, you shouldn’t be rash and clear your site of information; such pages will help attract visitors from search engines, and then redirect them to the landing page, since bringing it to the first positions of search queries is not just difficult, but almost impossible.

There are 15 blocks of information that must be present on the landing page, and besides, they must be correctly designed and correctly located, only after that should you direct traffic to the landing page and wait for customers to contact you. However, remember to experiment, make changes and look for positive results.

Structure of a selling landing page

1. A headline that should hook the client.

This is the most important element of the landing page. If it is done incorrectly or not installed at all, then the whole idea is simply pointless. It is usually written in the style of “unique selling proposition” or “biggest discounts”.

2. Correct contact information.

Here you should pay attention not just to setting the real phone number, but to the number itself. For example, if the number is toll-free, that is, 8800, then the chances that customers will contact you are very high compared to a regular number. There is also one very good thing - ordering a call, when the client is asked to indicate his phone number and a convenient time for him, after which your company should call the client at a set time. This method has a huge chance of increasing the number of sales, because many customers look at purchases after hours, and besides, it’s easier for them to receive a call from you rather than spend their money on calls.

3. Clear title and explanation in the subtitle.

These two sentences are a way to warm up the customer and should briefly but clearly state the reasons why buying from your company is better than the competition.
Some companies do a little trick by giving the customer something for free, like “5 free freestyle video lessons”, after which they continue to work with him and upsell the rest. Naturally, there are losses here. you lose by providing the client with 5 lessons completely free of charge, but after that it is possible to “put the squeeze” on the visitor and sell the rest of the product.

4. Real benefits for the client.

Here the situation may seem a little strange - the client himself must find the benefit, but he must think so. Conduct a survey in your area, then, based on the results, look at the main problems of clients and, when visitors subscribe, post written articles on problematic topics. The client, having seen and read this, will understand what is bothering him and why he needs your product, and will also create benefit for himself and trust in the seller.

5. Home button.

The main emphasis should be on the button that is responsible for some action, for example, making a call or ordering a service, but remember that it should attract attention, but not be too flashy; the client must undergo training before performing the intended action.

6. Reflection of the product in a picture or video.

A picture or video allows you to increase the percentage of completion of the client preparation stage. The system is such that a video clip or, at least, a picture should reflect the client’s problem, which will push him to purchase the product, and there, of course, you need to express how the product will solve the client’s problem.

7. Visitor call to action.

In this case, simplicity is the key to success. No matter how sad it is, a simple “click the button and get 5 lessons for free” works better than a beautiful description like: “Don’t know how? You don't know how, but you want to learn! It’s time to act and we will help you with this!”, or something similar. Make the appeal brief, write what the person should do, and that’s it. This will work better than the beauty and verbosity of the sentence.

8. Reviews about you.

Reviews allow the client to get to know your company in more detail. Show how well they treat you, how much they love your product, and they will develop trust in both the product and the company itself.

9. Guarantees!

Create a guarantee block where you indicate that the client will not lose anything or will receive something from above, such as free shipping, or talk about a completely new technology. However, you should not limit yourself to just the phrase “free shipping” or “new technologies”, expand your offer, put a “more details” button, but under no circumstances send the client to another page, let the explanation open on the same page as a hidden addition.

10. Get rid of water

You must arrange the above in such a way that the client sees it all as soon as he gets to your page. After that he will study, otherwise he will just leave. If, nevertheless, he scrolled down the page, then in this case he should see even more significant statements about the need for this product.

11. Timer for limiting time per action.

He must see that time is inexorably running away and he is losing time to think. Show it, set a countdown timer for a promotion or for receiving a gift.

12. Confirmation of the veracity of the offer.

If possible, you need to indicate well-known partners or at least the number of users who have already purchased the product from you, but you don’t need to lie a lot, don’t cheat, for example, “222,000 customers have already purchased this product,” it’s better to show the truth, for example, “423 customers have purchased We have a laptop."

13. Now we come to the bottom of the page - the footer.

Here you need to once again show the client that you are real and not a scam, indicate various contacts, addresses, OGRN and other information, show copies of diplomas and certificates and the like, let the client know that your company is real.

14. Logo.

A logo can help if your company has already achieved some results in the market and some visitors may recognize you. However, remember that you should not have a menu in the site header. Again, I repeat, but the user should remain on one page, period.

15. Consultation.

If a client has the opportunity to communicate with a representative, ask a question and find out what interests him not from a text, but from communicating with a real person, then this is just great. Yes, the client will communicate through correspondence, but he will be talking with a real person, and this already gives you a big plus. If you do not have the opportunity to install a permanent employee for online communication, then it is possible to install a block with answers to frequently asked questions, naturally the effect is not as good as from real communication, but still. Of course, to compose such answers you will have to think about the questions, make a list of frequently asked questions, think through short and competent answers, but this is also a big plus, due to the fact that many refuse an application because of questions, and call and ask them either I'm lazy or I just don't have time.

Having thought through everything to the smallest detail and created one landing page, you should start experimenting, doing something new, changing and developing, because all clients are unique, and you are required to create a page that can satisfy the desires of, if not the entire flow, then at least his parts. And finally, watch the video about what a selling landing page should be like:

Hello, dear readers of the blog site. Today we will talk about such an important thing as landing page, which is very often called a landing page in a bourgeois manner (from the English landing page - landing page). What is it and why is it so important?

Let's dedicate the current article to answering this question, and also consider in detail those points that are very important when creating landing pages, and consider all of this using specific examples of landing pages and the techniques that the best usability experts use to improve the effectiveness of landing pages.

What is a landing page and why is it so important?

Very often, even if you do the right job of attracting the right people (target audience) to your website (, etc.), you, as a business owner, will not feel any return on it. It seems that traffic is flowing, and the audience is target, but there are practically no sales or subscriptions (depending on what conversion action you chose as the main task in). Nothing works. What can be wrong?

Most likely, you forgot to think through and prepare landing pages, which are often called landing pages. What it is?

And this is a very important point that can significantly increase conversion (the number of purchases or registrations), because landing pages are designed guide the user to perform the target action as efficiently as possible. If you direct visitors from all advertisements, for example, to the main page of the site, you can catastrophically reduce the conversion and go down the drain.

The term “landing page” itself is derived from the English phrase “landing page”, which in translation means just the target, landing (landing) page. Landing pages are created not just anyhow, but taking into account the psychology of visitors. They must grab you and not let go them until the very moment of purchase (or registration), because it will be extremely difficult to re-attract the visitor.

It's like a hook on fishing gear - it must reliably pick up and confidently hold the fish caught on it until the moment you fix it with a bait. If the hook (laying) is unsuitable or does not exist at all, then all your efforts from baiting, setting bait and other shamanic actions will go to waste. You won't achieve your final goal.

The landing pages themselves are either separate pages of an existing site, or one-page sites specially created for this purpose. In fact, once a user gets into it, it’s quite difficult to get out and he inevitably has to slide into it until he becomes your client. But this is ideal, and we will look at how to realize this ideal using various advertising tricks in the continuation of this publication.

Examples of landing pages

Depending on the goals you pursue, you can divide landing pages (landing pages) into several types:

12 steps to create the perfect landing page

You need to understand that the landing pages to which you will attract users from social networks (or from contextual advertising) must have a number of characteristics and meet certain requirements. So how? create the perfect landing page?

1. Each landing page should be tailored for only one target (conversion) action - either subscription or sales. There is no need to be greedy, because the user’s attention will be scattered and the likelihood of him leaving will greatly increase (without choosing anything from the proposed options). It’s better to force clients to think and choose as little as possible - the path to the landing page should be straight as an arrow (obvious to him) and without any branches.
2. Must be present on the landing page call to action(with verbs in the imperative mood - call, buy, receive, come, etc.). Phrases should be short and motivating. For example, “buy now”, “get video course” or “subscribe and receive”.
3. They also rule bright buttons and arrows, creating an emphasis on them. Buttons in red and yellow shades work well, because they are noticeable and contain a call to action.

   Well, arrows, as a rule, are designed to place even more emphasis on the button so that the user’s behavior on the landing page is as predictable as possible.

   

   Sometimes they work very well animated buttons(but in any case, it will be necessary to test the effectiveness of certain elements of the landing page):

   

4. If the landing page uses(you can’t do without them on subscription landing pages, but they are also used quite often on salespeople), then make sure that they contain as few fields as possible. Ideally, the form should have only one field (for entering an email address), but for further communication (marketing) you will need to know the username, so two fields are the most common option. More fields can significantly reduce conversion. In addition, adding fields for entering a phone number or address makes users wary and can lead to abandonment of the target action.
5. In the article about I mentioned that Internet users do not read texts - they view them. And the most important thing in this regard is the title. If it is not there (or it is not highlighted accordingly), then this will greatly reduce the conversion rate. On landing pages Headings must be catchy so that the user is inclined to read further or immediately take a conversion action (subscription, order, call).

   

6. Your landing page should not only have calls to action and catchy headlines, but also argumentation of necessity subscription, purchase, order or call. In the case of a subscription page, this could be, for example, a short video with a description and content of the “freebie”, or the same thing can be presented in the form of a short list (list). In the case of a salesperson, this could also be a video with a product review, a list of the services you offer (including your competitive advantages).
   
   
7. Works very well on landing pages reviews from existing clients, buyers or subscribers (it is better if some contacts of those who left these reviews are indicated so that everything looks believable).

   

8. Also works well on landing pages before and after comparisons. This is not applicable for all topics, but in the field of weight loss, cosmetology, fitness and many other niches it can be used with high efficiency. For example, this is what a company providing restaurant services does.
   
   
9. The landing page can be quite long, but when viewing the first screen(this is the area of ​​the page that is visible without scrolling) it should be completely clear to the user what exactly you wanted to tell him.
10. To stimulate subscribers or buyers of certain products (for example,) you can use the option of additional bonuses that the subscriber or buyer will receive when ordering. When the user is on the verge of making a decision, it is precisely such “buns” that can tip the scales in your favor.
11. And, of course, it is worth emphasizing that “only here and only for a certain amount of time” will the user have access to all this splendor (subscription, special price for a product, an additional set of services). What's the best way to do this? That's right, put it timer counting down until hour X, when the given opportunity will be missed. Nothing stimulates a hesitant user to make a decision more than seconds literally running away before our eyes.

    

    It would be a good idea to place a subscription, order form or contact phone number next to the timer. This will not always work, so you need to conduct tests (I’m thinking of writing a series of articles about conducting A/B testing - if you don’t want to miss it, subscribe to the newsletter), and it’s possible that such a simple and obvious method will allow you to increase the conversion of this landing page and more than recoup the money spent on promotion on social networks or contextual advertising.

12. Users also want to know who exactly is offering them this product, service, video course, etc., so it is necessary indicate information in the landing page about the author, store, company.

    

    Naturally, it would be good to mention merits, achievements, and competitive advantages, but do not over-praise yourself, so as not to cross the line beyond which trust in the published information begins to decline.

Examples of errors that make landing unworkable

In addition to those things that help the landing page work more efficiently, it is worth listing common mistakes when creating landing pages, which can neutralize all the above “ear tricks”, and you will not get the desired result from advertising or promotion in social networks (or context).

1. Let me remind you once again that almost no one reads on the Internet (at least the newly opened page), but rather views information. If it turns out to be really worthwhile and requires more detailed study, then it will come to reading (in general, the same as with newspapers). That's why Don’t let your landing page become overloaded with information- this can disorient the user and cause a reaction of rejection even before the moment when he understands what is being said.
2. The text should be small, as concise as possible and filled with information, not water. A couple of paragraphs “about nothing” will make the user strongly desire to close such a landing page. Small font also doesn’t work well on a landing page. In general, its use is not necessary, because many words are not required to convey the essence.
3. Don't disappoint the user's expectations. If in an advertisement or in a post on a social network you talked about one thing, but when the user gets to the landing page they see something else, then there is a loss of trust and the conversion rate drops sharply. It is very important to monitor this compliance.

Landing page design actually very important. If it is unfinished, made unprofessionally, or has a repulsive appearance for most users, then even following all the rules described above for creating a good landing page will not save you. If you yourself do not have the necessary skills and taste, or you do not have a designer on staff, then you can use numerous designers or ready-made landing page templates, which you only need to slightly modify to suit your needs.

Again, testing and analysis of statistics, for example, will help you determine the best option (often not everything is as obvious as it might seem). This way, you can track the completion of the target action and understand which landing elements contribute to increasing conversion, and which are distracting and need to be changed.

Do you have some more time? Do you want to spend it usefully? Then grab some popcorn, sit back and watch a two-hour master class “Step-by-step algorithm for creating a Landing Page”:

No matter how much you push your feet and hands, sooner or later you will be swallowed up by a wave of one-page sites. This is no longer a fashion, not a temporary phenomenon.

By the way, a screenshot from our website where you can order a landing page from our company. Interesting? .

17. Video

19. Comparison

It happens that clients choose between different solutions. And that’s normal, everyone wants to find the best solution for them.

And to help him with this, we make a comparison table, where, as you already guessed, you show that your product is the best, but don’t make it too obvious.

People are not stupid, they can check. And then you will find yourself in an awkward situation if you suddenly did not listen to me.

20. Didn’t find the answer?/Need some advice?

Usually this is one of the final blocks of the site and it is needed so that a person who has not found the answer to his question knows where to write or call to ask it.

It has become boring in the form in which it is usually sold, and this is a stock photo with a girl in a headset from a call center and the inscription “Need a consultation?” If you change at least this girl here, then even after that it will work differently.

21. Map

It is important to show the client where you are, especially if when choosing a supplier of goods or services, the client pays attention to the location. For example, this applies to equipment repair.

This is also relevant in the case when you need to convince a person that you are a real company, you have an office, and if something happens, he can come talk to you, the so-called, another plus to trust.

22. Warranty

Nowadays, it’s not enough to say that you have been on the market for 10 years and are generally great. People need guarantees that everything will be fine. And in this block you can show clients what guarantees you provide.

Moreover, in this screen you can make, for example, three guarantees at once in order to kill the client outright and while he is in shock, quickly run to complete the deal.

23. Prices/packages/tariffs

If you sell one competitive service or one product, then a priori you do not have a catalog in the classical sense.

But at the same time you have a price, which may even have several options depending on the configuration. Therefore, this block is more important than ever in such cases.

By the way, do you think it’s worth showing prices on the website in the public domain or creating intrigue? This question was discussed in detail in the video, see below:

24. Reviews

Every day reviews work worse and worse, and there are reasons for this. After all, even a video review can now be bought for 1000 rubles, in which they will tell you everything that your creative brain comes up with.

Therefore, the best solution would be a text review in the form of a screenshot from social networks + video review + link to a person on social networks.

By the way, it will also be useful to know what it should be.

The task of every company that creates a landing page is to guide the user to a conversion action. According to the rules of consumer behavior, a potential buyer goes through 5 main stages: attention, interest, desire, action, satisfaction/dissatisfaction. But what kind of landing page scheme and block structuring will provide the maximum return? Today we will try to understand this issue.

Any marketing campaign must begin with identifying the unique characteristics of the brand. It is necessary to clearly formulate how the product you offer differs from the solutions of competitors. Naturally, it is not necessary to invent everything from scratch: as a rule, the program has already been defined before the design of the web resource begins. If this moment was missed, then this is your first priority.

We recommend dividing the offer into several simple components, then describing why clients should choose you. A correctly formulated title and subtitle prevent the client's questions, eliminating all doubts.

The unique selling proposition of the landing page is contained in the title. We offer the following solution to express the USP as fully as possible:

• main headline - laconic, attractive, selling;
• a subtitle is appropriate when it is necessary to clarify and clarify the main offer. A subheading is often used to shorten the main heading.

A simple example from LPgenerator:

You can use this and other templates as a basis for creating your first landing page in:

Logo, company name, contacts

Let users identify you - be sure to place your company logo on the landing page. If your brand is popular or at least vaguely familiar to the visitor, this will increase their level of trust.

The presence of contacts is very important, even if there are enough communication elements presented on the page. Placing a current phone number, as well as a real address, is another tool of trust, because the visitor understands: ordinary people are working on the project, accessible to communication, and they are waiting for a call without hiding.

Having figured out where he ended up and seeing your offer, the user will wonder how to purchase your product or service. That is why the main page should be designed with a contact block, and most often a CTA button “Request a call” is placed here.

We present an example of a finished layout, where two logos of companies presenting their services are placed. Even without being the main elements, logos definitely attract attention. On the right side of the page there is contact information, and just below there is a button offering a consultation:

Product/service demonstration

The purpose of the landing page is to demonstrate the product/service, as well as to make the site visitor feel as if he is personally testing the product. There are several ways to achieve this goal:

• photography – use a large image for the header background, and then expand on the details with other thematic illustrations;
• video - traditionally, users trust such content more.

Here's a good layout that combines both of these techniques:

Brand benefits

Detailed descriptions of the buyer's benefits from working with you (and, possibly, unique differences from competitors) must be present on the landing page.

First, we used a succinct commercial headline designed to “grab” the customer immediately after entering. Now we need to get ahead of the visitor’s question “Why do I need this?” Here it is important to find a balance between information content/volume, and not “spread your thoughts down the tree,” since the specifics of the landing page do not allow this.

We find suitable examples in:

Offer description

On the landing page it is also necessary to show the real value of the offer and provide a list of services that the customer will receive.

Here is an example of another template from:

Mutual communication

Lead form

A potential buyer should easily find the feedback field among other content of the Internet project. We will now talk in more detail about where to place such a form.

Right or left? Our answer is on the right. Many experts argue that this way you can get more requests. The reason is simple: the Western world reads from left to right, and the lead form located on the right side of the page seems to be the logical conclusion of the offer. If you place it on the left side, then it looks more like an unreasonable imposition of action.

You can see for yourself: the vast majority of one-page website layouts in Photoshop are made according to the principle described above.

Now let’s talk about where the optimal place for the lead form is: on the first screen or after the “fold line”. The answer came from expert Michael Aagaard from ContentVerve. He conducted an entertaining split test: he compared two versions of the field layout. The first option is above the “fold line”, the second is below.

The results revealed that the second option increased the conversion rate by as much as 304%.

Experts made the following conclusions. The main parameter that determines the placement of an offer that is competent in all respects is the structure of the landing page. If the page needs to be detailed, then demanding immediate active actions from a person is stupid. Provide the necessary information and the opportunity to evaluate the benefits.

Adding a custom lead form to your landing page is very easy. To do this, you can use the ready-made sections constructor: