Landing Page Essentials
Your landing page has one job: convert visitors. Here is what research shows works.
Above the Fold
- Clear headline stating the benefit
- Subheadline with supporting detail
- Hero image or video showing the offer
- Single, prominent call to action
Trust Elements
- Customer logos or testimonials
- Security badges if collecting payment
- Guarantee or risk-reversal
- Social proof (reviews, users, etc.)
Copy Principles
- Focus on benefits, not features
- Use customer language, not jargon
- Address objections directly
- Keep it scannable with headers and bullets
Technical Factors
- Load time under 3 seconds
- Mobile-responsive design
- Fast, frictionless forms
- Clear error messages
Testing Priority
Test these elements first: 1. Headline 2. Call to action button 3. Hero image 4. Form length
Landing PagesCROConversions