Key Elements of an Effective Landing Page

A well-written landing page is a breath of fresh air compared to those that bombard you with too much information, too many images, and too many links. But what exactly makes a landing page effective? How can you make sure that your sales landing page will convert? Let’s talk about it!

Differences Between a Website and a Landing Page

First, it’s important to understand the key differences between a website and a landing page. 

A website tells your whole story. It takes your audience through a natural journey from “this is the problem I have” to “this is how this business solves it” to “here’s what I do next.” (By the way, this is a summary of the StoryBrand method – read more here.)

A website also contains YOUR story as the business owner (or the story of the business) and is a hub for all the content you create, such as a blog or a podcast. On your website, you will typically provide information about the products/services you sell and link to your social media accounts.

The objective of a website is to be your “home” on the internet.

On the other hand, a landing page, also called a sales page, has one objective: to convert. You are trying to inspire action for ONE particular service, product, or free resource. This could be anything from a free webinar to a full-scale coaching program. 

Unlike a website, a landing page contains no extra links,  just a link or form for that ONE offer. A landing page is like a well-crafted sales pitch, designed to persuade the visitor to say “yes” to what you’re offering!

What to Put On a Landing Page

So, what are the key elements of an effective landing page? Let’s take a look!


Your headline is the first thing people see when they land on your page. It should be clear, concise, and attention-grabbing. It should also be relevant to the offer you’re promoting. According to Chatter Buzz Media, using a headline that follows the StoryBrand framework can increase conversions by up to 75%. 


Your subheading should provide additional context and support your headline. It should explain what your offer is and why someone should care. Keep it short and sweet.

Hero Image

Your hero image should be visually appealing and relevant to your offer. It should also be high-quality and not pixelated or blurry. According to Unbounce, a hero image can increase conversions by up to 100%.

Call-to-Action (CTA)

Your CTA is the button people will click to take action. It should be prominently displayed and stand out from the rest of the page. Make sure you also use action-oriented language, such as “Grab Your Spot” or “Let’s Do This” or “Start Now.” Also, consider the placement and color of your CTA. According to Social Media Examiner, using a contrasting color for your CTA can increase conversions by up to 35%.

Are your website visitors clicking away without taking action? Don’t worry! My free guide “99 Snappy CTAs to Drive Website Conversions” has got you covered. Download it today and start creating CTAs that actually convert!

Note: Many landing pages incorporate embedded forms instead of buttons. 

Social Proof

Social proof can include customer testimonials, five-star ratings, and reviews. It helps build trust and credibility with your audience. Make sure your social proof is relevant to your offer and prominently displayed. If this is the first time you’ve launched this offer, share testimonials that relate to how people feel about you/your business/your related work. 

Key Benefits

Your landing page should clearly explain the benefits of your offer. What problem does it solve? How will it make the visitor’s life easier? Make sure your benefits are clear and easy to understand. Using bullets, icons, or images when describing your benefits can help break up the text and keep the reader interested. 

Explanatory Video (Optional)

Consider creating a short, attention-grabbing video that describes your offer in more detail or highlights a really good customer testimonial. Make sure this is embedded into the landing page so the viewer doesn’t need to click away from your page. 

Scarcity and Urgency (Optional)

Creating a sense of scarcity and urgency can help encourage people to take action. For example, you can include a countdown timer or limit the number of spots available. 

However, ALWAYS be honest and transparent with your audience. People are savvy to fake pushes for urgency – such as if you’re going to keep the cart open longer than the countdown timer or you have more inventory than what you’re showing – so always be honest. If there is no true scarcity, don’t fake it! 

That’s really the gist of what you need on a good landing page! Of course, every offer and audience is different, so it’s important to test to find what works best for you.

Best Practices for a Landing Page

Now that we’ve covered the key elements of an effective landing page, let’s dive into some tips for creating one that will convert.

Keep it Simple 

A cluttered landing page can be overwhelming and confusing for visitors. Keep the design clean and focused on the main message and offer. Use clear, concise language and avoid jargon or complicated terms. Work with a good content writer or editor to help refine your copy. 

Grab Attention in the Headline

The headline is often the first thing visitors see on a landing page, so it needs to be attention-grabbing and convey the value of the offer. Use strong, active language and be specific about the benefits.

Use Visuals Strategically

Images and videos can be powerful tools for illustrating the value of your offer and creating an emotional connection with landing page visitors. Use visuals strategically – don’t overload the page with too many images or videos, or use them simply for decoration. Every visual needs to have a purpose; no need to be cutesy on a landing page!

Focus on Benefits (NOT Features)

Visitors want to know how your offer will benefit them, not just what it does. Use language that highlights the benefits, such as “save time” or “feel healthier.” Of course, it’s helpful to include a bulleted list of what’s included in a complex course or a big-ticket coaching program, but the majority of your copy should focus on the RESULTS your buyer will experience.

An effective landing page is a crucial tool for converting visitors into customers. By focusing on the key elements of a winning landing page – a clear offer, persuasive copy, and a strong call to action – and following these tips for creating an effective landing page, you can increase your chances of success! Contact me here if you need support writing your next landing page.