The Landing Page Formula
Design is storytelling. The formula shows how to arrange blocks to create an efficient landing page. There is a brief description and design options for every block. Use them in your projects.
Section Blocks And Content Tips
1
Cover
It's the cover that determines if the visitor stays on the page or drops out. The title and subtitle are especially important. The title should reflect a good offer and be relevant and interesting for the target audience, otherwise, the conversion will be low. The background can be a nice photo, moody video, color, gradient, illustration, or texture. The cover creates the first impression of the product and the company.
2
About the Project
The landing page should give concise and informative answers to the key questions about the product.
2.1 About the Project
The description should explain the idea of the project as a whole. Express it briefly and simply. It can be just text or text with a photo or an infographic.
The description should explain the idea of the project as a whole. Express it briefly and simply. It can be just text or text with a photo or an infographic.
2.2 Steps
If you want to emphasize the product features, subdivide the process into simple and easy steps. They can be interface elements, the product workflow, or a sequence of actions.
If you want to emphasize the product features, subdivide the process into simple and easy steps. They can be interface elements, the product workflow, or a sequence of actions.
2.3 Pricing Plans
Describe several options for buying the service.
Describe several options for buying the service.
2.4 Target Audience
Define the key groups of people who the product or the service is intended for and describe these groups.
Define the key groups of people who the product or the service is intended for and describe these groups.
2.5 Photo Gallery
Show your product or service with quality photos to attract clients.
Show your product or service with quality photos to attract clients.
2.6 Video
The promo video or screencast is a good way to show how the product works or to explain the main idea.
The promo video or screencast is a good way to show how the product works or to explain the main idea.
3
Clear Benefits
If the website visitor doesn't understand why they should buy your product, they won’t buy it. Define the benefits that are important for your target audience. Explain why they should buy from you, and not from your competitors.
3.1 Advantages
Share what is unique and cool about your product or service. Draw beautiful icons. The description text should complement the title and be concise.
Share what is unique and cool about your product or service. Draw beautiful icons. The description text should complement the title and be concise.
3.2 List Of Features
The block with a brief list of the key advantages helps you attract a visitor who is in doubt. Such a list is often numbered as figures are easy to percieve and they work well.
The block with a brief list of the key advantages helps you attract a visitor who is in doubt. Such a list is often numbered as figures are easy to percieve and they work well.
3.3 Usage Scenarios And Product Benefits
Share how the product will simplify the user's life and what benefit the user will get (for example, the user will be happier, more efficient, or always in touch).
Share how the product will simplify the user's life and what benefit the user will get (for example, the user will be happier, more efficient, or always in touch).
3.4 Inspirational Phrase
An inspirational phrase against an appealing photo or a colorful background makes the landing page more informal. Write what your target audience is concerned about and what is relevant to your product. Such a block in the middle of the page is required to help to relieve emotions and divide several sequential text blocks.
An inspirational phrase against an appealing photo or a colorful background makes the landing page more informal. Write what your target audience is concerned about and what is relevant to your product. Such a block in the middle of the page is required to help to relieve emotions and divide several sequential text blocks.
4
Trust Blocks
The user is often ready to buy but has doubts. Trust blocks will help such a user with the choice.
4.1 Client Reviews
Real people’s reviews help to decide about buying. Ask your clients to describe their experience with the product and to share both pros and cons. Add the photo, name, and position of the reviewer.
Real people’s reviews help to decide about buying. Ask your clients to describe their experience with the product and to share both pros and cons. Add the photo, name, and position of the reviewer.
4.2 Guarantees And Certificates
Add the information that can verify the benefits claimed. Show the letters of gratitude and certificates.
Add the information that can verify the benefits claimed. Show the letters of gratitude and certificates.
4.3 Partners
If there are well-known companies among your users or clients, add their logos, it will increase credibility. Sometimes it can be difficult to put the logos together as they differ in style. The solution can be to use the same color for all the logos and to show the original color on hover.
If there are well-known companies among your users or clients, add their logos, it will increase credibility. Sometimes it can be difficult to put the logos together as they differ in style. The solution can be to use the same color for all the logos and to show the original color on hover.
4.4 Success Stories
Ask your clients to share their success stories. Let them tell how the product helped them and what they achieved due to it. Such a block is inspiring and motivates people to buy.
Ask your clients to share their success stories. Let them tell how the product helped them and what they achieved due to it. Such a block is inspiring and motivates people to buy.
4.5 Team
Show the photos of the team or the office so that the website visitors can see that there are real people behind the product. Use quality photos.
Show the photos of the team or the office so that the website visitors can see that there are real people behind the product. Use quality photos.
4.6 Frequently Asked Questions (FAQ)
Define the fears that may prevent people from buying, rearrange these fears into questions, and answer them.
Define the fears that may prevent people from buying, rearrange these fears into questions, and answer them.
5
Target Action
The main goal of a landing page is to persuade a visitor to complete an action: Fill in the form, put in order, make a call, etc.
5.1 Sign Up Or Subscription Form
If the page goal is to get subscribers, the target action is to fill in the form. To persuade the visitor to fill in the fields, explain why you ask for this information and try to keep the form as concise as you can.
If the page goal is to get subscribers, the target action is to fill in the form. To persuade the visitor to fill in the fields, explain why you ask for this information and try to keep the form as concise as you can.
5.2 Call to Action And Motivational Button
The block should be simple, convincing, and easy, call for a specific action, and explain the benefits to the visitor. For example: "Subscribe to the newsletter to get useful articles." Use the imperative or infinitive verb for the button.
The block should be simple, convincing, and easy, call for a specific action, and explain the benefits to the visitor. For example: "Subscribe to the newsletter to get useful articles." Use the imperative or infinitive verb for the button.
5.3 Contacts
Be sure to add the contacts to the website if the visitor has to come to your office. You can also add a map showing your office location. It's important to explain the contact details as simply as you can. Write the guide on how to get to your office, the detailed address, office hours, telephone numbers, and messengers to get in touch.
Be sure to add the contacts to the website if the visitor has to come to your office. You can also add a map showing your office location. It's important to explain the contact details as simply as you can. Write the guide on how to get to your office, the detailed address, office hours, telephone numbers, and messengers to get in touch.
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