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Published: 21.06.2024

Last update: 03.07.2024

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Landing page structure. What are sections?

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article on 13 minutes

Home | Blog | Landing page structure. What are sections?

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Introduction

Landing page is not just a web page, it is a real sales tool. Its main goal is to convert visitors into customers. Duli.online specialises in creating effective landing pages for small businesses across Ukraine, including Kyiv, Kharkiv, Lviv, Odesa, and Dnipro. We will help you turn your website visitors into loyal customers.

Landing page structure: how to build a foundation for success?

How to structure a landing page correctly?This is a question that worries many business owners who want to attract customers online. An effective landing page is not just a set of beautiful pictures and text. It is a well-thought-out structure that leads the visitor to the desired action – buying a product, ordering a service, or leaving contact details.

Basic blocks: the foundation of your landing page

Think of a landing page as a house. To make it strong and attractive, you need a solid foundation. In the world of landing pages, this foundation is the basic blocks that form its structure and guide the visitor to conversion.

Unique selling proposition (USP) headline: This is the first thing a visitor sees, so the headline should be short, bright and clearly convey the main advantage of your product or service. It should answer the question: “Why should I choose you?”.
Problem description: This block should resonate with the pain of your target audience. Describe the problem your prospects are facing so they feel like you understand their needs.
Solution: Once you’ve described the problem, offer an effective solution. Show how your product or service will help solve the customer’s problem.
Benefits: List all the benefits of working with you. Emphasise that your product or service not only solves the problem, but also provides additional benefits.
Call to action: Clearly state what action the visitor should take. It can be a purchase, ordering a consultation, subscribing to a newsletter, etc. The call to action should be noticeable and prompt an immediate response.

Each of these blocks plays an important role in building an effective landing page. Their sequence and content should be logically connected and aimed at achieving the main goal – converting visitors into customers.

For example, you sell natural cosmetics. Your headline might sound like this: “Discover the beauty of natural cosmetics!”. In the description of the problem, you can talk about the negative impact of chemical components on the skin. The solution will be your line of natural cosmetics that takes good care of the skin. Benefits can include natural ingredients, effectiveness, and safety. A call to action could be “Order a set of natural cosmetics with a 15% discount.”

It is important to remember that the main blocks of the landing page should be adapted to your target audience and the specifics of the product or service.

Study the needs of your target audience: What problems do they care about? What solutions are they looking for?
Formulate a USP that will set you apart from your competitors: Why should a client choose you?
Use clear and understandable language: Avoid complex terms and overly long sentences.
Add visual content: Photos, videos, and infographics will make your landing page more attractive.

Remember that an effective landing page is the result of a well-thought-out structure and meaningful content.

Additional sections: increase the effectiveness of the landing page

The main blocks of a landing page form its backbone, but to achieve maximum efficiency, you should pay attention to additional sections that can significantly increase customer engagement and improve online promotion of your business.

Testimonials: Social proof is a powerful tool of influence. Testimonials from satisfied customers increase the credibility of your brand and product/service.
Portfolio: Show potential clients what you can do. A portfolio with completed projects demonstrates your professionalism and experience.
Contacts: Provide visitors with different ways to contact you: phone number, email, feedback form. The easier it is to contact you, the higher the likelihood of conversion.
Prices: Transparency in pricing is an important factor of trust. Clearly indicate the cost of your services or products to avoid misunderstandings.

The correct use of additional sections allows you to make your landing page more informative, convincing, and customer-focused.

For example, if you provide web design services, a portfolio with examples of your work will be a mandatory element of the landing page. Testimonials from satisfied customers will confirm your reputation and professionalism. Clearly indicate the cost of your services – this will help customers make a quicker decision.

How to determine what additional sections your landing page needs?

Analyse your target audience: What information will be most important to them?
Study competitors’ landing pages: What sections do they use?
Test different variants: A/B testing will help you determine the most effective sections for your landing page.

Remember that each element of the landing page should work towards the main goal – conversion.

Additional sections are not just decorative aleholes

Number of sections

You already know what kind of blocks there are on a landing page. But how many of them do you need for your business? Is a laconic page with a description of the service and contacts enough, or do you need a detailed website with a portfolio, reviews, and a detailed analysis of the benefits? Let’s find out!

Influence of the target audience: we adapt the landing page to the client

Creating an effective landing page is not just a technical process. It is important to understand that the number of sections and their content directly depend on the needs and interests of your target audience.

Factors affecting the number of landing page sections:

Product/service type: A complex product with many features may require more sections for a detailed description.
Audience awareness level: If your target audience is already familiar with your product/service, a few key sections are enough. For a new audience, you need more information and social proof.
Emotional factor: Some products appeal to emotions, so the landing page can have more visual content and less text.
Marketing goals for small businesses: If your goal is to collect contacts, a short landing page with an application form is enough. To sell a product, you will need more sections describing the benefits and terms of purchase.

Digital marketing provides tools to analyse your target audience. Use website analytics, social media data, and other sources to understand:

Who are your potential customers?
What are their interests and needs?
What is their level of awareness of your product/service?
What communication channels do they use?

This information will help you create a landing page that will resonate with your target audience and encourage them to take action.

For example, if you sell online programming courses for beginners, your target audience is people who want to learn a new profession. It is important for them to understand the benefits of online learning, get information about the course programme, see feedback from graduates, and understand the cost of training.

Remember that the success of a landing page depends on how well you understand your target audience. The better you adapt your landing page to the needs of your customers, the higher the likelihood of conversion.

Competitor analysis

In the business world, as in nature, the strongest survive. To create an effective landing page, you need to analyze not only your target audience but also your competitors.

When studying the landing page templates</a> of your competitors, pay attention to:

Number and order of sections: How do they structure the information?
Visuals: What colors, fonts, and images do they use?
Textual content: How do they formulate the USP, describe the benefits, and call to action?
Technical aspects: How fast does the landing page load? Is it adapted for mobile devices?

Competitor analysis will help you determine:

The optimal number of sections for your landing page.
The most effective ways to present information.
Mistakes to avoid.

Remember that you shouldn’t copy your competitors. It’s important to use the information you receive to create a unique and effective landing page that will meet the needs of your target audience and set you apart from your competitors.

Practical tips

Theory is good, but how do you put it into practice? How do you determine the optimal number of sections for your landing page so that it works like clockwork, attracting customers and increasing sales? Don’t worry, we have prepared practical tips and tricks for you!

Step-by-step instructions: determining the optimal number of sections

Step-by-step guide to determining the number of landing sections:

Determining the optimal number of sections for your landing page is an important step on the way to success. Too many sections can overwhelm the visitor with information, and too few sections can’t give them enough data to make a decision.

To determine the optimal number of sections, follow this step-by-step guide:

Define the purpose of the landing page: What do you want to achieve with it? Collecting contacts, selling goods, registering for a webinar?
Analyse your target audience: What information will be most important to them? What is their level of awareness of your product/service?
Study competitors’ landing pages: What sections do they use? What is the order of their location?
Create a list of key sections: Include the main blocks (title, problem description, solution, benefits, call to action) and additional sections that will be relevant to your target audience.
Arrange the sections in a logical order: Start with the most important information and gradually reveal the details.
Check for clarity and conciseness: Avoid overly long and complex sentences. Use visual content to make the information easy to understand.

Examples:

Landing page for collecting contacts: Title with USP, application form, contacts.
Landing page for selling goods: Title with USP, description of the problem, solution, benefits, prices, reviews, call to action.
Landing page for webinar registration: Title with USP, description of the webinar, speaker, programme, registration form, reviews.

Important tips:

Don’t be afraid to experiment: A/B testing will help you determine the most effective number of sections and their order.
Collect feedback from users: Ask visitors how convenient it is for them to use the landing page, whether they found all the necessary information.
Remember about mobile devices: Make sure your landing page is displayed correctly on smartphones and tablets.

Determining the optimal number of sections is a creative process that requires analysis and experimentation

Duli.online recommendations: entrust the creation of a landing page to professionals

Creating an effective landing page is a complex process that requires knowledge, experience and creativity. If you are not confident in your abilities, contact Duli.online professionals.

Why choose Duli.online?

Experience and professionalism: We have many years of experience in web development and marketing.
Individual approach: We carefully study the needs of each client and develop landing pages that meet their specifics and goals.
Creativity and innovation: We follow the latest trends in web design and marketing and use the most effective tools.
Result orientation: We create landing pages that bring real results – increase conversions, collect contacts, and boost sales.

Internet advertising is an important tool for promoting a landing page. We will help you set up an effective advertising campaign on Google Ads, social media, and other channels.

Connecting with Duli.online, you will receive an effective landing page that will help you attract new customers, increase sales and develop your business.

Don’t put off your success until later! Contact us today for a free consultation to discuss your needs.

Creating an effective landing page is a real art that combines an understanding of the target audience, competitor analysis, and the ability to use various digital marketing tools. Duli.online will help you create a website for business that will be not just a beautiful picture, but a powerful sales tool. Contact us and we will help you succeed in the online world.

Conclusion

When creating a landing page, remember: there is no universal formula for success. The number of sections is just one piece of the puzzle that needs to be adapted to your business, target audience, and goals.

If you want to get a truly effective landing page that will bring results, the Duli.online team is ready to help. We will develop a unique landing page for you with an optimal structure and compelling content that will help you succeed in the online world. Contact us and together we will create the landing page of your dreams!

Links to resources

The Anatomy of a Landing Page

How to Create a Landing Page

Landing pages – Part 2: Define the structure of your landing page

Vlada Duka

Co-founder

Vlad Lykhovid

Co-founder

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FAQ

Frequently Asked Questions

What is the optimal length of a landing page? Is it true that it should be short?

The myth that an effective landing page must be short is quite common. In fact, the length of a landing page is not an end in itself, but a tool that should be used wisely. There is no universal answer to the question “what is the optimal length?” because it all depends on the specific situation.

Imagine you are selling complex business software. Can you convince a potential customer to make a purchase with just a couple of short paragraphs? It’s unlikely. In this case, the landing page should be long enough to reveal all the benefits of the product in detail, answer possible questions, provide social proof, and show case studies.

On the other hand, if you sell brightly printed T-shirts, you hardly need a long story about the technology of drawing. In this case, a short landing page that focuses on the design of the T-shirt and the emotions it evokes will be more effective.

Factors that influence the optimal length of a landing page:

Complexity of the product/service:The more complex the product, the more information you need to provide to a potential customer.
Landing page goals:If your goal is to collect contacts, a short landing page with an application form may be enough. If you’re looking to make a direct sale, you’ll probably need a longer landing page.
Level of awareness of the target audience:If your target audience is already familiar with your brand and product, a short landing page may be enough to remind them of you and encourage them to take action. If you’re working with a new audience, you’ll need to provide more information to gain trust.

How to find a middle ground?

Instead of chasing the perfect word count, focus on making your landing page as meaningful and compelling as possibleb.

Use a clear structure:Divide the text into blocks with clear headings.
Add visual content:Photos, videos, infographics will make your landing page more attractive and easy to read.
Use a strong call to action:Clearly state what action the user should take.
Test different options: A/B testing will help you determine which landing page length is optimal for your business.

Remember that the main goal of a landing page is conversion. If a long landing page converts better than a short one, don’t be afraid to use more text. What matters is not how many words are on the page, but how effectively they work to achieve your goal.

What are the common mistakes in landing page development that should be avoided?

Creating an effective landing page is a real art, where every element should work towards the main goal: conversion. Unfortunately, even small mistakes can significantly reduce the effectiveness of a landing page and lead to the loss of potential customers.

Let’s look at common mistakes that should be avoided when developing a landing page:

Unclear target audience: Who is your ideal customer? What are their needs and problems? If you don’t know the answers to these questions, your landing page risks becoming a “universal soldier” that won’t touch anyone.
Lack of a clear USP: How does your offer differ from your competitors? What unique value do you offer? If the user doesn’t understand why they should choose you, they will go to your competitors.
Unclear headline: The headline is the first thing a user sees. It should be short, bright, and clearly convey the essence of the offer. Do not overload the headline with complex terms and too long sentences.
Too much text: The modern user does not like to read long canvases of text. Use bullet points, lists, short paragraphs to make the information easy to understand.
Lack of visual content: Photos, videos, infographics will make your landing page more attractive and help you convey information better.
Weak call to action: The call to action should be clear, noticeable and encourage the user to respond immediately. Use verbs that encourage action: “Buy now”, “Request a consultation”, “Download for free”.
Ignoring the mobile version: More and more users are browsing websites from mobile devices. Make sure your landing page is displayed correctly on smartphones and tablets.
Lack of social proof: Reviews, case studies, logos of companies you have worked with increase the credibility of your brand and offer.
Inconvenient application form: The application form should be simple and clear. Do not ask the user to enter too much information.
Lack of analytics: How do you know if your landing page is working? Install an analytics system to track key metrics: number of visitors, conversions, traffic sources.

By avoiding these mistakes, you will be able to create an effective landing page that will bring you real results: increase conversions, collect leads, and help you achieve your business goals.

Remember that landing page development is a constant process of improvement. Analyse, test, and experiment to find the best solution for your business.

How can competitor analysis help me create a more effective landing page?

In the business world, just like in nature, the strongest survive. To create a landing page that will bring results, it’s not enough to just have a good idea and a quality product. It is important to understand what your competitors are doing, what their strengths and weaknesses are. Competitor analysis allows you to learn from other people’s successes and mistakes to create a landing page that will be better than your competitors.

How to analyse competitors correctly:

Identify key competitors:Compile a list of companies that offer similar products/services and work with your target audience.
Study their landing page: Pay attention to:
- Structure:How do they organise information? What blocks do they use?
- Visual design:What colours, fonts, images do they use? Does their design create a positive impression?
- Textual content:How do they articulate the USP, describe the benefits, and call to action? Is the text convincing and clear?
- Technical aspects:How fast does the landing page load? Is it adapted for mobile devices?
Analyse their marketing strategy:
- Traffic Sources:Where do they get visitors to their landing page? (SEO, advertising, social media?)
- Content Marketing:What content do they publish? What topics do they cover?
- Pricing policy:How do they form their prices?

What conclusions can be drawn from the analysis of competitors:

Identify the strengths and weaknesses of competitors:What do they do well and what can they improve?
Find “white spots” in the market:What needs of the target audience are not met by competitors?
Create a USP that will set you apart from your competitors:What makes your offer unique?
Optimise the structure and content of your landing page:Use the best practices of your competitors and adapt them to the needs of your business.

Remember:

Don’t copy competitors:Your goal is not to create a copy, but to learn from someone else’s experience and create a unique landing page that will be better than your competitors.
Competitor analysis is an ongoing process:The market is constantly changing, so it’s important to regularly analyse competitors and adapt your strategy.

Competitor analysis is a powerful tool that will help you create an effective landing page and succeed in online business;

Don’t be afraid to learn from other people’s experience, analyse, experiment, and your landing page will become a real magnet for potential customers.

How to use a call to action on a landing page to increase conversion?

A call to action (CTA) is a key element of a landing page that encourages the user to perform a targeted action: purchase a product, order a service, subscribe to a newsletter, etc. An effective CTA is like an experienced salesperson who knows how to convince a customer to make a purchase.

How to create a CTA that converts:

Clear and concise: The CTA should be short, clear, and leave no room for ambiguity. The user should immediately understand what is required of them.

Examples:

Instead of: “Learn more” -> Better: “Get a free consultation”
Instead of: “Send a request” -> Better: “Upload catalogue”
Instead of: “Get started now” -> Better: “Register for free”

Strong verbs: Use verbs that encourage action and create a sense of urgency: “Buy,” “Order,” “Download,” “Register,” “Learn more.”
Emotional component: Create a CTA that appeals to the user’s emotions.

Examples:

“Start building your dream today!”
“Join the community of happy owners!”
“Make a gift that will be remembered!”

Design and placement: The CTA should be visually appealing and stand out from the rest of the content. Use contrasting colours, large buttons, and non-standard fonts. Place the CTA in a place where the user will immediately see it, for example, at the end of each content block.
Testing: Experiment with different CTA variants to find the one that converts the best. A/B testing is your best friend in this regard.

Additional tips:

Use a countdown:Create a sense of urgency by adding a countdown to the end of a promotion or special offer.
Offer bonuses:Stimulate the user to act by offering bonuses for completing the target action: a discount, free shipping, a gift.
Use social proof:Add testimonials from satisfied customers next to your CTA to increase the credibility of your offer.

Remember that CTA is not just a button, but an important element that can significantly affect the conversion of your landing page.

Pay attention to developing an effective CTA, and your landing page will turn into a real sales machine.

Landing pages are often associated with the sale of specific products: electronics, clothing, cosmetics. But is a landing page effective for promoting services? Definitely, yes! A landing page can be a powerful tool for attracting customers who are looking for services in any field: from legal advice to apartment renovation.

Advantages of landing pages for promoting services:

Clear focus: Unlike a multi-page website, a landing page focuses on one specific service, which allows you to clearly convey its value to a potential client.
Target Audience: Landing page allows you to target a specific audience that is looking for the exact service you offer. This increases the likelihood of conversion because the user immediately sees what they need.
Presentation of benefits: Landing page allows you to describe in detail the benefits of your service, provide cases, customer reviews, show why you are the best choice.
Call to action: Landing page has a clear call to action that encourages the user to take the next step: order a service, sign up for a consultation, download a price list.
Measurement of results: Landing page allows you to easily track key indicators: number of visitors, conversion, traffic sources. This allows you to analyse the effectiveness of advertising campaigns and optimise your landing page to achieve better results.

What services can be promoted with the help of landing pages:

Legal services
Accounting services
Medical services
Educational services
Repair services
Design services
Photo and video shooting
Travel services
IT services

How to create an effective landing page to promote services:

Define your target audience: Who is your ideal customer? What are their needs and problems?
State your USP: How does your service differ from the competition? What unique value do you offer?
Create convincing content: Describe in detail the benefits of your service, provide cases, customer reviews, show why you are the best choice.
Use a strong call to action: Clearly state what action the user should take: order a service, sign up for a consultation, download a price list.
Optimise your landing page for mobile devices: More and more users are browsing the web from mobile devices. Make sure your landing page is displayed correctly on smartphones and tablets.

A landing page is a universal tool that can be effective for promoting any service.

Does it make sense to use a landing page to promote services rather than goods?

Call to Action (CTA) is the heart of your landing page, its driving force. This is the element that encourages the visitor to do what you created the landing page for: buy, subscribe, download, call. An effective CTA is not just a button, but a well-thought-out element of design and psychology that leads to the desired result.

Let’s take a look at the key aspects of creating a CTA that converts:

Clear and concise: The CTA should be clear as day, leaving no room for doubt. The visitor should immediately understand what is expected of them. Avoid vague wording, provide a clear direction.

Examples:

Instead of: “Learn more” -> Better: “Get a free consultation”
Instead of: “Send a request” -> Better: “Download the brochure”
Instead of: “Get started now” -> Better: “Register and get a bonus”

The power of verbs: Use verbs that encourage action, create a sense of urgency: “Order,” “Get,” “Download,” “Join,” “Learn more.”
Emotional colouring: Make the CTA attractive by appealing to the visitor’s emotions.

Examples:

“Start your journey to your dream today!”
“Become part of the community of successful people!”
“Make an unforgettable gift!”

Design and placement: The CTA should be noticeable, stand out from the rest of the content. Use contrasting colours, large buttons, non-standard fonts, and animation. Place the CTA in strategic places where the visitor’s eyes stop: at the end of each block, after the description of the benefits, near the application form.
Testing: Don’t be afraid to experiment! A/B testing will help you determine which CTA variant works best for your audience. Test different wording, colours, placement, fonts to find the perfect combination.

Additional recommendations:

Countdown: Create a sense of urgency by adding a countdown to the end of a promotion or special offer.
Bonuses and incentives: Encourage visitors to take action by offering discounts, free shipping, gifts, exclusive content.
Social proof: Place testimonials from satisfied customers next to your CTA to increase the credibility of your offer.

Remember:CTA is not just a button, but an important element that can significantly affect the success of your landing page. Pay due attention to it, experiment, test, and your landing page will turn into a powerful tool for achieving your business goals.

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