Landing pages work like a funnel. From a single headline to bunch of buttons and call-to-action, every element works in unison with conversion in mind.

Each part of a landing page is designed to answer specific questions that your visitors may ask.

  • Headlines provide your visitors a clear idea of “what your product or service is” and “what does it do.”
  • Supporting headlines briefly expounds on the “how can the product or service help me” question.
  • Visuals condense the “what your product is?”, “what does it do?”, and “how can it help?” questions in an easily digestible medium.
  • Aside from explaining in detail what you are offering, the copy also answers the “why should I buy your product or service” question.
  • Social proof showcases “what other people or organizations think of the product or service”
  • Lastly, the job of the call-to-action is to answer the visitor’s questions of “where do I sign-up or buy?”

In this article, we aim to dissect these crucial elements of a high-converting landing page and figure out how can we apply them to our own.

1. Captivating Headline

Your headline is the first element visitors see when they arrive on your landing page. Its purpose is to capture their attention and entice them to view the rest of the page.

Have a good enough headline and the visitor might just view your landing page up to the end. On the other hand, make a bad impression and they quickly leave your website.

on average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.

David Ogilvy

When writing headlines, a good rule of thumb to follow is to use powerful adjectives that pique the interest of the visitor so that they are driven to view the rest of the page.

Moz, an internet marketing tool, has an interesting and data-driven headline.

2. Supporting Headline

If there’s a Robin for Batman, there’s a supporting headline for your primary headline. Supporting headlines provide extra information that you wish to convey.

You can’t compress your message in your headline since a headline’s primary job is to get the attention of your visitors.

Ahrefs, an internet marketing tool, has an informational supporting headline.

A supporting headline’s role is to provide a brief yet inspiring explanation of “how your product or service can help the visitor.”

3. Eye-catching Visuals

Fact: Humans process visual data better compared to text. To prove a point, research does show that humans process visuals 60,000 times faster than the latter.

Translating it to landing pages, your visitors see and process images and videos on your page first more than anything. They can actually get the gist of your page by just using visual cues.

But aside from scientific evidence on how humans process visuals, there must be more reason as to why they work.

Visuals can help communicate your message emotionally to drive a point. They have the power to make visitors feel a set of feelings from happiness to sadness, from reassured to insecure.

Just remember not to go overboard with the visuals because it can ruin your user experience and increase your webpage’s latency. If you find your page’s load speed slowing down, consider using a content delivery network to remedy the problem.

4. Clear and Concise Copy

In a landing page, your copy answers the visitor’s questions on “why should I buy your product or service.”

These well-structured persuasive sentences or paragraphs aim to convince the visitor to take action depending on the conversion you have in mind.

Copywriting is easier said than done. It seems like a pretty basic task until you start crafting those words.

But there are some quick hacks you can follow to get those perfect wordings in place. One such hack is to always think of your customer when writing copy.

Know your customer. Identify their pain points and their aspirations then communicate tailor-fitted reasons why your product or service solves their problems and helps them on what they want to achieve.

Your copy must also be clear and concise all throughout the landing page. Avoid instances where your copy includes too much fluff and jargon.

4. Authentic Social Proof

We are more likely to buy something if it is endorsed or recommended by someone else, especially if it is a person we know or we can relate to.

Ever saw a TV ad for a detergent powder that showcases testimonials from their users? That’s one kind of social proof.

Social proof works incredibly well on a landing page. According to Nielsen, 92% of people will trust a recommendation from someone they know.

On the flip side, the same study also said that 70% of people will trust a review from someone they don’t even know.

Upwork, a platform for freelancers and contractors, shows their social proof.

Aside from testimonials, there are also other kinds of social proof. For example, you can also display the logos of your customers or clients, like what Upwork did above.

But, no matter what kind of social proof you use, remember that it must always be authentic and comes from a real person or organization.

5. Consistent Call-to-action

You’ve captured the attention of a visitor and got them convinced that they should buy your product or service. The next question to answer is “where do I sign-up or buy?”

A call-to-action (CTA) is the last card under your sleeve to make your visitors convert. It’s a specific and actionable statement, usually inside a clickable button, that guides your visitors on what to do next.

A landing page can’t be called a landing page if there is no CTA since, in the first place, a landing page is a web page that’s designed for a single objective – conversions.

Crafting CTAs that are clear and consistent with your copy is one key to a high-converting landing page.

You can also take it up a notch and introduce popups for a more attention-grabbing way of emphasizing your call-to-action.


As mentioned, these distinct landing page elements work hand-in-hand to make your visitors complete a desired action.

But even though they are distinct, they share one common aim that you must keep in mind when building landing pages – they answer your customer’s burning questions.

Every element of a landing page aims to shed light on key questions that your visitor may ask when visiting your page.

If your landing page does not answer the what’s, where’s, why’s and how’s of your visitor, reconsider how you structure it by using this article as a cheat sheet.

Found this article helpful? Help others learn more about the anatomy of a high-converting landing page by sharing this article.

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