Now we know you’ve all been following this blog and can point out the difference between a landing page and a one-page website quicker than finding Waldo. But what really makes a landing page, a landing page?

An effective and high-converting landing page consists of 4 core elements. These key elements are the ingredients landing page success. We will explore these further below.


1. The Unique Selling Proposition

This is where you convey what makes your offer unique, it’s the attention grabber. The headline should be catchy, concise and describes what a visitor will get from the landing page. The headline may contain a question, a solution to a problem or an offer. It’s imperative that the message is consistent and matches the messaging of the ads that brought them here.   A supporting headline should follow the main headline to reinforce the unique selling proposition. Convince the visitor why you are the best at providing what they’re looking for.

  • Headline
  • Sub-headline
  • Reinforcement


2. The Hero Shot

The hero shot is not an image of your favourite Marvel or Cartoon character, although it could be if it fits your offer. An image or video that shows what the product or service is about should be placed here. It could also be a demonstration of the product in use. Sometimes the image is the first thing visitors see on a page so the quicker you are able to capture interest, suffice to say, the longer they will stay on the page.

  • Image of product
  • A visual for the product in use
  • Use images that draws attention to the product


3. The Benefits/Offer

The benefits and offer section is where you address the, “what do I get?”

Expanding on the USP and providing more detail about the offer can help keep them on the page. Examples of offers that has been successful are: how to guides, invitations to an exclusive event or things that can be redeemed at a later date.

These can be presented in the form of:

  • White paper or PDF
  • Ebooks
  • Coupons


4. The Call-to-Action

Next to the headline, this is the most important element of the landing page. This is where you tell the visitor what action you want them to take and how get what they came here for.   You’ve heard how a landing page should be designed around one single conversion goal, this is where it all comes together. The Call-to-action (CTA) should answer, “Where do I click?” and “Why should I click?” The design of the CTA button should standout, be customer-centric and compel them to take up on your offer.

  • Single conversion goal
  • Easily found
  • Compelling


Honorable Mention: The Social Proof

So, they know what your product is about but how do they know it’s not Kool-Aid you’re trying to serve them. Social proof can be a persuasive tool that can show how other people have tried or engage with the product and have benefited from it. It’s an effective method of building trust and confidence with your potential customer because you’re not just doing all the talking, you’re providing external validation.

This can be presented in the form of:

  • Testimonials
  • Reviews
  • Case studies


There you have it, the fundamental elements of an effective converting landing page.  Building a high converting and successful landing page rests on providing the visitor with a compelling offer or incentive that can be downloaded or redeemed. It provides the visitor something they can use or benefit from in exchange for their information. For some great incentive ideas or lead magnets that can be used to help clients generate leads for their businesses, follow the link here.