Landing Page Structure
Build landing pages using this proven 6-section structure. Each section has a specific purpose in the conversion journey.
The 6 Sections
1. Hero Section (Above the Fold)
2. Features & Benefits
3. Additional Social Proof
4. FAQ (Handle Objections)
5. Final Call to Action
6. Footer1. Hero Section
The most critical section. If this fails, visitors won't scroll further.
Required Elements
| Element | Purpose | Copy Guidance |
|---|---|---|
| Title | Explain the VALUE you provide | Don't just describe what you do—explain what happens when they use it. "Generate more traffic" > "Marketing agency" |
| Subtitle | Explain HOW the value is created | Include the method and optionally WHO it's for. "We building high-converting websites for small businesses" |
| Visual | Help them imagine the outcome | Show product in use, the experience, or the person behind the service |
| Social Proof | Make claims believable | Logos, numbers ("5,000 customers"), years in business |
| CTA | Tell them what to do next | One clear action: "Get Started", "Book a Call", "Buy Now" |
Hero Copy Formula
Title: [Value/Outcome they get]
Subtitle: [How you deliver it] + [Who it's for]
CTA: [Specific next action]Examples
Stripe:
- Title: "Payment infrastructure for the internet"
- Subtitle: "Millions of companies of all sizes from startups to Fortune 500 use Stripe"
- Visual: Shows analytics dashboard AND customer checkout experience
Service Provider:
- Title: "Double your website conversions in 90 days"
- Subtitle: "Strategic copywriting for B2B SaaS companies"
- Visual: Photo of the person (helps visualize who they're hiring)
- Social Proof: "Work completed for [brand logos]"
2. Features & Benefits
Deliver on the promise made in the hero. Explain HOW it works.
Features vs Benefits
| Type | Definition | Example (Tesla) |
|---|---|---|
| Feature | Technical specs, what it has | "200 mph top speed", "120 horsepower" |
| Benefit | What happens when you use it | "Stay connected anywhere", "Immersive sound experience" |
The Mario Principle
The feature is "we have a flower." The benefit is "you can throw fireballs."
Always connect features TO benefits. Don't just list specs—explain what those specs mean for the user.
Structure Options
Short format: 3-4 key benefits with icons Long format: Detailed feature sections with visuals
3. Additional Social Proof
Reinforce credibility after explaining how it works.
Types
- Logos: Companies you've worked with
- Testimonials: Quotes from customers (with photos/names)
- Numbers: "10,000+ customers", "$2M saved for clients"
- Case studies: Brief success stories
- Press mentions: "As seen in..."
4. FAQ Section
Handle objections before they become reasons not to buy.
Purpose
A landing page is a sales presentation without a live salesperson. FAQs predict and answer the questions that would prevent purchase.
Identifying Objections
Think about why someone might NOT buy:
- Price concerns
- Trust issues
- Technical questions
- Timing doubts
- Comparison to alternatives
Format
**Q: [Common objection phrased as question]**
A: [Direct answer that addresses the concern]5. Final Call to Action
Last chance before they leave. Repeat the CTA.
Rules
- Never end the page without a clear next step
- Can include a summary of value proposition
- Often includes urgency or a reminder of the benefit
Format Options
[Headline restating value]
[Brief supporting text]
[CTA Button]6. Footer
Organizational element for navigation and legal requirements.
Common Elements
- Site navigation links
- Newsletter signup
- Social media links
- Legal pages (Privacy, Terms)
- Contact information
Implementation Checklist
When building a landing page, verify each section:
- [ ] Hero: Title explains VALUE, not just what you do
- [ ] Hero: Subtitle explains HOW and/or WHO
- [ ] Hero: Visual helps them imagine the outcome
- [ ] Hero: Social proof makes claims credible
- [ ] Hero: CTA is clear and specific
- [ ] Features: Connected to benefits, not just specs
- [ ] Social Proof: Specific and verifiable
- [ ] FAQ: Addresses real objections
- [ ] Final CTA: Clear next step before they leave
- [ ] Footer: Navigation and legal requirementsQuick Reference
| Section | Purpose | Key Question to Answer |
|---|---|---|
| Hero | Capture attention, state value | "What's in it for me?" |
| Features/Benefits | Explain how it works | "How does this deliver value?" |
| Social Proof | Build credibility | "Can I trust this?" |
| FAQ | Handle objections | "Why shouldn't I buy?" |
| Final CTA | Drive action | "What do I do next?" |
| Footer | Navigation | "What else is here?" |