As discussed in the initial article in this series, you will generally have two kinds of landing pages: click through pages and lead pages. Landing pages, regardless of their look and feel, need to have a single, narrow focus in order to be successful. Though they may look different and have different goals in a general way, they all share some things in common.

There are essential landing page elements which are found in all landing pages:

  1. A unique selling proposition (USP)
  2. A “hero shot”
  3. Listing of benefits and features
  4. Supporting messages and documentation
  5. A clear call-to-action

Every successful landing page has these elements. Whether the page is successful depends on how well each of these elements is implemented in the final product.


The Unique Selling Proposition

For a product or service to survive in the market, it needs to differentiate itself in some way from the other products and services in the market. This is where the unique selling proposition comes in. What makes your product or service different than all of the others? Why should a customer choose you instead of going with the other guys?

Ideally, this needs to be a very clear and concise message which conveys the benefit and unique points of your offering to your potential customers. Break down the offering to its most basic form. Doing so will set the expectations for the leads that you have and will convey the reason why they should choose you over others.

When crafting the USP, you will want to reinforce the message through the primary headline, the sub-head, a reinforcing statement, and a closer. Keep the message consistent and concise throughout the landing page.

The Hero Shot

The hero shot is a visualization of your offer which shows the context in which it will be used. Focus on showing the customer the benefits of your product rather than telling them about the benefits through the use of high quality photos or videos. Do not include too many, though. Often, a single high quality image or diagram will be enough. The same goes for a well-made video. Do not skimp on this. People can see low quality work from miles away and it will affect their image of your brand.

Benefits and Features

Benefits and features are an essential component of any successful product, whether it is a toothpick or a brand new truck. They are not, however, to be confused with each other. Benefits are the tangible things that the client will get out of your product. An example of this would be: If you buy this truck, you will command more respect on the road. Features, on the other hand, are specifications or things that come with the product. An example of a feature would be the size of the engine on the truck.

Focus on listing benefits first and foremost and then including a list of features and technical specifications afterward. Benefits are your main selling points. Features are the extra bits that you throw on top to convince anyone sitting on the fence.

Support Messages

Testimonials, social media stats, user reviews, and anything else which supports the quality of the product you are putting out. People, like it or not, often follow along with what other people are doing. Conveying the clear message that someone else has already purchased this and been satisfied is a quick and clear way to convince someone that they don’t have to make the leap by themselves.

The Call-to-Action (CTA)

The CTA is the meat and potatoes of the landing page. The entire goal of your landing page is to convince someone to go through with a CTA. Whether that means putting information into a form or making a purchase, you have to have a CTA which reinforces the message you have been sending and gives your leads the extra push that they need to convert.

A commonly used, but ineffective, call to action is the “SUBMIT” button that you see so often on sites. A less common, but infinitely more effective, would be a button saying “Get your free ebook” or something else which reinforces your offering.


Remember, when you are designing your landing page, you need to make sure that all of your messages reinforce and strengthen the goal that you have for the page. Do not include links to other sites or extraneous information. Keep it simple, straightforward, and on message. By utilizing these essential landing page elements and making sure that they are all strong by themselves, you are crafting a powerful message which will lead to more conversions.

Published by Alex Maness

Alex Maness is an expert in copywriting, conversion optimization, and content management. Often, this comes in the form of writing copy for headlines, marketing materials, and landing pages or in the creation of full content systems (including blogs and social media) for clients. With an M.S. in Biotechnology, he is also familiar with niche topics and has extensive research experience, all of which is put to use in relevant projects.

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