A typical landing page structure

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A typical landing page structure

A typical landing page structure is designed to guide visitors toward taking a specific action—whether that’s signing up, purchasing, downloading, or booking a call. Here's a tried-and-tested structure with each section's purpose:

1. Hero Section (Above the Fold)

Purpose: Grab attention immediately.

  • Headline – Clear and benefit-driven (e.g., “Boost Your Sales in 7 Days”)

  • Subheadline – Support the headline with a bit more detail

  • Primary CTA – Visible, clickable button (e.g., “Get Started Now”)

  • Hero image/video – A visual that reinforces the product/service value

2. Value Proposition / Key Benefits

Purpose: Explain why your offer is valuable.

  • 3–5 bullet points or icons

  • Focus on benefits (not just features)

  • Use bold or emphasized text for key takeaways

3. Social Proof / Trust Builders

Purpose: Build credibility and reduce friction.

  • Customer testimonials

  • User reviews or star ratings

  • Logos of clients/partners

  • Media mentions

  • Trust badges (SSL, money-back guarantee, etc.)

4. Deeper Explanation of the Offer

Purpose: Educate and convince.

  • Short paragraph or image/text sections explaining how it works

  • Product screenshots or feature breakdown

  • Use cases or scenarios

5. Lead Capture / Form Section

Purpose: Collect user information (if applicable).

  • Name + Email (keep forms short!)

  • CTA button with benefit-driven text (e.g., “Download My Free Guide”)

  • Optional: Progress bar (if it’s a multi-step form)

6. Additional Proof or Case Studies

Purpose: Reinforce trust for hesitant users.

  • Case studies or customer success stories

  • Before/after examples

  • Specific numbers/stats

7. Objection Handling / FAQs

Purpose: Preemptively answer common concerns.

  • Common questions with concise answers

  • Address pricing, guarantees, usage, etc.

8. Final CTA (Repeated)

Purpose: Give users a final push to act.

  • Same or similar CTA as the top of the page

  • Reinforce urgency or limited-time offer

  • Add scarcity (e.g., “Only 3 spots left”)

9. Footer

Purpose: Legal and navigation support (minimal distractions).

  • Privacy Policy & Terms of Service

  • Contact info or company name

  • Optionally, social media links

Optional Enhancements:

  • Countdown timers (for urgency)

  • Exit-intent popups

  • Live chat widget

  • Sticky CTA bar (on scroll)