Landing pages that convert: a simple structure that works

A landing page is different from the rest of your website. It exists for one audience and one action. Here's a structure that works for most services and products.

1. A headline that matches the promise

Whatever ad, email or post sent someone here, the headline should echo it. If the ad promised a free audit, the page should open with the free audit. A mismatch here is one of the commonest reasons ads do not convert.

2. A short explanation and the main action

One or two sentences on what they get and why it matters, followed by the primary button. Many visitors will decide straight away, so don't make them scroll to act.

3. The problem, in their words

Show you understand the situation they're in. The more closely this matches how they'd describe it, the more they'll trust you with the solution.

4. How it works

Three simple steps is usually enough. It reduces uncertainty about what happens next.

5. Proof

Reviews, results, logos, a short case study. Put the most specific, believable proof you have here.

6. Objections answered

A short FAQ covering price, timing, commitment and anything else that makes people hesitate.

7. The action again

Repeat the call to action at the end for people who needed the full picture before deciding.

What to leave out

• The main site navigation, which offers a dozen ways to leave
• Anything not relevant to this one offer
• Long forms asking for information you don't need yet