What should a selling landing page consist of? The correct structure. Ideal landing page structure according to LPgenerator

What should be the structure of a good landing page that turns guests into buyers? This is not the simplest, but it is an extremely important question. In the pursuit of powerful conversions, the structure of the sales page is critical. Let's talk about the main principles of building a Landing page , typical mistakes and main blocks.

Give the benefit in the title

Write simply and briefly

Blocks - blocks, but the text itself should be in moderation. People read little. Today, brevity has, in fact, become one of the selling elements of a landing page. A copywriter must be able to emphasize the advantages of a thing (or service) in a few simple words.

The web page guest will not be read. It will quickly scan the text! Write simply. A drawn-out, complex text will instantly work against the product, no matter how wonderful it may be.

Limit your choices

Again, the simpler the better. Maximum simplicity of actions is one of the ways to increase conversion. The correct landing page structure should take this key factor into account. Limit your choices. Registration in 1 click. . One natural call to action.

There is an important principle: the more actions you ask to do, the less likely they are to be performed. People don't like difficult choices.

Show 2-3 possibilities - a person will easily choose something. Provide 8 options - the guest will feel discomfort and leave.

Remove unnecessary elements

Remove everything that doesn't work. A high-converting Landing Page consists of strictly necessary elements. Look at the prototype. Are there any unnecessary menus or buttons? Are there any left links? If you find it, remove it immediately.

The guest's precious attention should not be captured by anything other than the advertised product. The structure of the working landing site resembles a straight section of a railway - you can’t turn right or left.

Place a convenient subscription form

Another embodiment of simplicity. To subscribe you need a minimum of information - just your name and don't ask for anything more. People are reluctant to share their personal information. The structure of a sales text for a landing page usually includes a large, visual subscription form.

It should stand out well among other blocks on the landing page. If your landing page is quite long, duplicate this form again or place a scroll button at the very bottom of the page.

Don't forget about brand design

When developing a landing page, you should not forget about the distinctive design of the brand. It is important. Corporate colors, fonts, logos - all this should be uniform. This way people will begin to recognize your brand faster.

Typical structure of a sales landing page:

A headline that attracts the target audience. This also includes a subheading that helps you understand the essence and benefits of the offer, as well as an image of the product itself and the company logo.

Call-to-Action. This critical block is usually repeated several times. Call-to-Action is often given in the form of a stretch across the entire width of the web page.

List with bullets (small schematic icons). Well illustrates the key advantages of a product (or service).

Separate digital block. Ideal for visual presentation of any quantitative information.

Carousel. A dynamic block used to display customer reviews or product design options.

Block for closing objections. This vital block is most often isolated. It is given in the form of answers to natural questions (concerns and anxieties) of the target audience.

Tariff block. Set if the buyer needs to choose from 2-3 different tariffs.

Feedback form. It is better if it contains no more than 3 fields to fill out.

Footer. The final element of the landing page, in which you can place general information about the company.

with high conversion?

Navigable menu - the visitor must focus on only one offer.

Links to your corporate website - a guest may simply get distracted and forget about a specific product.

Distracting illustrations that are not related to the advertised product.

The font is too small and difficult to read for people with low vision.

Buttons and links like “click here to learn more.” The structure of a good landing page

implies scrolling instead. Scrolling down is always better than a button to go to the next page.

The volume of an ideal landing page follows from 3 main factors:

Buyer's level of interest. It's one thing when the client is already warmed up. A cold, weakly interested guest is something completely different.

The degree of trust in the brand itself and the products it produces. It is much easier to promote a long-known brand.

Prices of goods (or services). The more money you need to spend, the longer it will take to persuade the buyer.

Short landing pages of 1-2 screens are better suited for relatively cheap, simple products, or products that immediately evoke strong positive emotions (for example, jewelry for women). It's much easier with them.

Longer landing pages are used for expensive and technically complex products.

Check the quality of your landing page

The structure of an ideal landing page is built on fairly strict principles. They have been tested many times in practice. Of course, these are not the laws of the Universe. You can apply different landing page structure schemes and test them objectively. A real test is the best adviser.

However, before reinventing the wheel, it doesn't hurt to test your landing page against these principles. It is quite possible that such analysis will help increase conversion. Create your dream landing page and get big profits!

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 heading - 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:

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 should 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 will not 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?

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.
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”.
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):
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.
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).
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).
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).
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.
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.
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.
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.
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).

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.
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.
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”:

What does every online business webmaster want to achieve? A large number of sales. If we are talking about selling 1-2 two products, then a one-page website is ideal for selling them. But there is no need to rush to create it. Often it is not possible to sell even the most popular products at the best price due to the incorrect structure of the landing page.

You need to understand that the average user, your potential buyer, may never have encountered one-page sites. Therefore, they may worry him. Our task is to convince the user with the help of the right content and all the necessary landing blocks that working with you is profitable and absolutely safe.

First impression of the audience

In the first second after entering a one-page website, the user should understand where he has ended up. Let's say a one-page website was created with the goal of selling a book by one author. The website header should contain information about what kind of book you are offering to clients.

Below it is worth placing an explanation of why the book product is interesting - it explains to the client what kind of book you are selling and what its message is. Explaining does not mean persuading the client to order the book. The only thing you can advise the user is to leave your contact information and explain that the call does not oblige the client to order the product.

1% of 100 readers will not immediately leave their data on the site. First, users carefully study the landing page and become familiar with the content.

Getting to know the benefits of the service

After a little explanation, there should be content related to the most important advantages of buying a product from you. You don't need to write a huge amount of text. You should not copy the advantages of your competitors. Try to specify the advantages of cooperation with you and highlight those advantages that your competitors cannot boast of.

If you do not sell a product, but provide a service, do not forget to include in the list of benefits the problems that you can help the client solve. This will increase the number of sales, since the audience will see in the list of advantages not some general words, but specific problems that bother them.

Your benefits must be presented in a list. To design it, you should use special icons, since from a design point of view, the appearance of the content should be attractive.

What do you guarantee to the client?

In most cases, the Landing Page structure cannot be properly implemented without the “Results” item. The audience must understand what they will get as a result of working with you. For example, if a one-page website sells a book that teaches entrepreneurial skills, you can indicate in the list of results the following item: “You can open your own business with minimal investment and quick payback.”

On the one hand, you cannot give a 100% guarantee to the client that the book will help him, because everything depends, first of all, on the reader. But the reader himself understands this, so there can be no talk of any deception of the audience.

In some cases, you can refuse this block. For example, if you are promoting a flower delivery service through a landing page, then the “Results” block will look somewhat ridiculous.

With this topic, or similar to it, you can replace this block with “Photos” with a small description of them under the photo. If you are selling a product that is purchased precisely because of its beauty, the optimal number of photographs with high-quality writing and a brief explanation of them must be present on the one-page page.

Order procedure. Steps

These are the Landing Page blocks that make it easier for a potential client to interact with your website. The design of a one-page website cannot be called complex, but there are users who have never encountered online orders. Therefore, your one-page website should contain a diagram of 3-5 steps. A step-by-step guide should be created taking into account design solutions (explanatory images) and a short text description.

Each one-page website should contain information that you can contact a consultant right now who will help you place an order. But most clients are more inclined to read the step-by-step instructions rather than communicate with a consultant. Therefore, if something is unclear to the audience on the website, they are more likely to leave the landing page rather than try to resolve their issues through a call.

Digital statistics

Statistics can be called a kind of “hypnosis” for the buyer, but it should be in moderation. Such Landing Page blocks explain to the audience how many purchases have been made, how many people are currently placing an order, how much time is left until the end of the promotion (although, in fact, it may not exist). The male audience is most susceptible to accuracy and statistics. But you shouldn’t abuse such blocks. They must provide either true or close to true information.

If the statistics are outright false, the audience will instantly understand the deception and leave the site. You should not make a block of promotions that say that you have unexpectedly reduced the price of an item by half or three times.

Buyers' opinion

Most webmasters add this block to the Landing Page structure, although they are well aware that the audience does not believe reviews and not all users read them. And this is quite obvious. You can go to any one-page website and be surprised - there are exclusively positive reviews everywhere. But even the most amazing product has its critics.

So why is the “Reviews” section necessary? We can add useful information to it for buyers. The block of customer opinions should not contain sentences in the format: “I was pleased with the purchase. I will contact you again." Much more profitable for us would be a review in the form: “The cost of goods from competitors is much higher than what is offered here. The product was delivered within a few days.” The point is that reviews should remind you of your benefits, and not just say that working with you is a good decision.

The correct structure of a landing page, if we talk about customer opinions, may include video reviews in which people explain why they liked working with you. Today, this format is not yet very well-worn, so the audience will trust videos more than text information.

Contact Information

Without this category, the structure of the selling landing page will not be correct. Moreover, you should not leave only your phone number. The more contact information, the more the audience believes the company. We strongly recommend that you post your office address, if available (some webmasters simply list a random address, but this is not the best option from a legal point of view). Links to public pages on social networks, company e-mail.

If there are certificates of registration of an individual entrepreneur and other documentation confirming the legality of your activities, it is also worth posting.

When the user realizes that you really exist, thoughts of fraud leave him.

What should not be done when designing the structure of a selling Landing Page?

At first glance, some one-pagers are designed absolutely correctly, but their conversion is minimal. But bad conversion is always caused by something. Therefore, if you have no sales, you need to look for the reason for the poor profit.

1. Copy the content of a competitor’s project

If ten years ago copy-paste was still profitable, now it is exclusively ruining the site. Copy-paste refers to someone else's content indexed by search engines. It negatively affects the landing page from two sides at once:

Search engines lower your site in the index;

There is a loss of your customer base due to the fact that you do not stand out among your competitors. A unique and correctly presented offer is always in demand.

2. Use ineffective design solutions

Here, again, you can touch on copy-paste. You shouldn’t “steal” the entire design from your competitors. Also, you should not develop it if you do not have skills in this area. Just because you're completely happy with the design doesn't mean it's relevant or impressive to users. The structure of an ideal landing page implies not only high-quality content, but also an excellent template that fully matches the theme of your product or service.

3. Place a large number of third-party links on the landing page

Webmasters who are working with one-page websites for the first time often try to turn them into an entire online store with dozens of products. As a result, the effectiveness of the landing page is lost. If the audience sees on the website not only information about the product they are interested in, but also a lot of third-party information and links to other products, most of them will leave the web resource.

4. Lots of content

The visitor came to the site with the goal of buying or inquiring about the product, but not reading its review, getting acquainted with information about the manufacturer, production date, and so on. If your landing page structure is crammed with a huge article of 10-20 thousand characters, the potential client will not see the benefits of working with you and simply will not waste time reading all the text material. In this case, you need to follow one banal rule - “write briefly and to the point.”

5. Ineffective checkout form

Through the order form, the company receives the client’s contact information, after which it calls him, and if the user is satisfied with everything, he places an order.

Ideally, the form should consist of the following columns:

Cell phone number;
Email.

The modern buyer is too lazy to fill out an order form with 10-20 columns, where he is required to provide a delivery address, age and answers to numerous other questions.

6. Loss of mobile traffic

Conversion rates drop seriously if your landing page template is not adapted for mobile devices. Conversion can be reduced to zero if you offer a product that is usually searched for on mobile devices. The mobile version of the one-page template should be as convenient as the desktop version.

7. Poor site speed

Webmasters, in pursuit of the goal of making the sales page as effective as possible, often add all sorts of plugins to it that slow down the opening of the site. Especially if the user has poor Internet speed. If your landing page opens within 5-10 seconds, you risk losing up to 50% of your customers.

8. Lack of logical sequence

On some one-page websites, right in their header there is a form for leaving contact information. And only at the bottom of the site the user can get acquainted with information about the company and the product it offers - this is a terrible mistake of webmasters.

You need to design a landing page taking into account the questions that a user asks himself when he lands on a web resource:

What is interesting about this site?
What capabilities does it give users?
What will cooperation with him give me?
Is there an opportunity to make money on the company’s offer, what amounts are we talking about?
How can I find out more information about the offer?

Bottom line

Lack of skills and knowledge in website building is a common problem with incorrectly designed landing pages. Therefore, if you are far from a professional in the field of landing page development, it is worth creating it using a designer - this is a great way to earn your first money on one-page websites and learn a useful skill in the field of website building.

Often, webmasters blame poor conversion on the fact that they chose not the most successful and popular product to sell. But not many people think that every product can find its buyer. Of course, the right structure is only half the success. The product offered is also important. But no matter how favorable your pricing policy is, no matter how amazing the product you offer, you won’t be able to sell it without the right structure.

Landing Page is a one-page website, a sales page, the purpose of which is to convey the value of your offer to the target audience, capture contact information of a potential client, or get the visitor to perform a targeted action. The result is ensured by a well-designed, selling landing page structure.

What is landing in simple words

Difficult? Now let's explain it in a simple way.Scrolling through the page, the user follows a path clearly defined by you (). You introduce him to your offer, then list the benefits, convince him to make a purchase, and finally call him to action.

This page briefly and succinctly conveys what the product is, why it is unique, what its advantages are (or what the company’s advantages are). As a result, the user is asked to fill out a lead form to place an order, download a free sample, etc. Next, the company’s sales department works with the received data, depending on the sales funnel you have built.

The landing page is precisely the beginning of this funnel. It is your first point of contact with the target audience, and it depends only on it whether visitors will be converted into leads or not.

The ideal landing page structure is 8 main screens

Let's start working out the structure of your ideal landing page?

The first screen is the block up to the so-called fold line, what the user sees on the screen immediately after loading your page, without scrolling down yet. At this moment, your main task is to capture his attention and interest him so that he wants to scroll further. The required element on the first screen is . Capacious, short and powerful.

Also on the first screen there may be a subheading that explains the main message that is in the heading.

Often on the first screen you can see the first one - the “Find out more” button, and even a lead form if visitors already know your service, or this is not the first contact with your company.

A striking illustration is a Sberbank landing page dedicated to a personalized scholarship. It is designed for those who already know the company (who doesn’t?). There is a short inviting headline, an intriguing subheading and a CTA button (“Ready to try”), complemented by the promotion logo.

At the top we see the navigation - those who are interested can easily go to the desired side and find out more, without having to scroll through the page for a long time.

After you have intrigued the visitor, you need to show your product in all its glory. Colorful photos will help with this; you can use some unusual techniques in the form of parallax or video.

For example, here is a landing page for an online store of exotic fruits. After the first screen, they immediately demonstrate ready-made sets to choose from:

The product has been shown, now it’s time to convince the visitor that it simply cannot be found better. That is, talk about the advantages - yours or your proposal.

This is very interestingly implemented on the landing page of the company 7Devs, a mobile application development studio. Each of the advantages is displayed on a separate screen with an interesting illustration and detailed description.

Block with prices

Of course, having seen the offer and learned about its advantages, the visitor already asks himself the question - how much does it cost? It's time here to tell him about it.

An example is a landing page for a company that produces custom-made caps. On the landing page they offer to purchase a certificate for making such an interesting souvenir. After demonstrating completed works, the price for certificates is announced. It describes in detail what is included in each package.

Review block

The opinion of other people is what can finally convince a visitor to trust you with their contact information or place an order. Place your customer reviews in a separate block. This will be powerful social proof that your product is not only good - that others are ordering it.

Remember one important rule: falsehood is immediately noticeable. Don't make fake reviews with stock photos. Try how to do this - we told you earlier.

Answers to Frequently Asked Questions (Assuaging Concerns)

Even after all this information, the client may still have concerns. Why is it so expensive/cheap? How will I receive my order? Can I come to the office? And much more. Reassure your visitor and post answers to frequently asked questions. This will help him gain even more trust in you.

For example, this was done on the landing page of a company delivering wine sets to your home:

Advantageous offer (promotion, shortage, expiring)

Additionally, you can stimulate the visitor to quickly complete the target action with the help of an advantageous offer: a bonus, a gift, or discounts. A few more powerful triggers are a limited quantity of goods (shortage - suddenly I don’t have time to buy, everything will be taken apart), and expiring validity (you can turn on a countdown timer).

For example, Tilda offers to buy a course on Internet marketing with a 40% discount.

And LPGenerator offers to take the first lesson for free - both a lucrative offer and handling objections (“what if it doesn’t suit me”) in one block.

Do not forget that after the user has completed the application, it is recommended to redirect him to .

Contacts

The landing page visitor leaves you their contact information for feedback. But at the same time, you must show how you can be found, where you are. The person may want to call and find out the details. But first of all, the presence of contacts indicates that you are a real company and not scammers.

Be sure to include full contact information: telephone, mail, office address. A travel map will also be useful. You can also place widgets or buttons for social networks in the contacts block.

How does the landing page work?

Where are landing pages used? Yes, in almost all niches. Today this is the most popular tool for quick sales, and for good reason - as a rule, such a one-page site has an order of magnitude higher conversion rate than a simple one.

When does it make sense to create a Landing Page? First of all, it all depends on the situation, the product and your niche. Before deciding to launch a sales page, you need to conduct a market analysis. But there are already a number of “standard situations” in which a landing page turns out to be an ideal solution:

when you run New Product and want to test a niche;
when you have a new product line that is different from the rest;
when you spend promotion, and it must be taken out separately from the site;
when you have everything one product, or the products are seasonal in nature (for example, making souvenirs, flowers in boxes, even window installation services can be promoted using a landing page). The one service (product) – one page scheme works well here. In principle, no more is needed; everything can be successfully packaged in this format.

Landing pages work very well in the information business. Why create a full-fledged website for advertising courses, if you can create a sales page for each course and drive traffic to it? I taught the course, turned off the landing page, and that was it.

And if there is a website, what then?

The website and landing page do not interfere with each other at all. On the Landing Page you can display everything that will not be kept on the site for more than a certain period of time. For example, promotions, special offers, some presentations of new products. Making a page on a website and then deleting it makes no sense.

How to promote Landing Page

Where to get traffic from? Since the landing page is one page, and there is not much text component on it, it only works in very exotic niches where there is no competition. mainly flows from or targeted advertising.

Conclusion

It is very important to ensure that the landing page actually converts visitors into clients - after all, this is its main goal. And here a lot depends not only on the content - text and pictures - but also on the structure of the selling page.

By guiding your visitor through your landing page from start to finish, you are guaranteed to convince him of the value of your offer. You intrigued, showed the product/service, listed the advantages. You indicated the price and collected reviews from grateful customers. We handled frequent objections and stirred up interest with a promotion or shortage. Provided contacts to show that you are a real company and not a fake. All this together will work for high conversion of your landing page.