Your landing page is your first impression — and most businesses waste it. Whether you’re driving traffic through search or paid ads, your layout needs to grab attention, build trust, and guide visitors to take action.
Here’s the exact structure we recommend when building landing pages for our clients — and why each section matters.
Table of Contents
1. Hero Section: Stop the Scroll and Make Your Pitch
This is your headline moment — the first thing visitors see and often the only thing they’ll read if you don’t nail it.
Use strong, specific copy that communicates what you do and who it’s for. Avoid generic lines like “Welcome to our site.” Instead, write like you would on a killer social post: attention-grabbing, benefit-driven, and true to your brand.
Pro tip:
- Use video, brand story, or high-quality imagery with intention
- Include a strong CTA immediately (book a call, get a quote, etc.)
2. Services or Product Overview: Show What You Offer
Make it immediately clear what your business actually delivers. This could be a list of your core services or your flagship products. Keep it high-level, but link to more detail if needed.
If you only sell one thing, this section should focus entirely on that — make it the star.
3. About You (Only If It Adds Value)
An “About” section can help personalize your brand and explain your mission, but don’t force it. If your brand is personality-driven or trust-based (e.g., consultant, coach, small service business), it’s worth including.
Keep it short: Focus on why you’re qualified and how you help — not your life story.
4. Social Proof: Testimonials, Reviews, and Case Studies
This is where you build trust. Use real reviews from Google, embedded testimonials, or short case studies that speak to results.
Pro tip:
- Use plugins to pull in real-time reviews from Google or Facebook
- Add names, photos, and context when possible — it boosts authenticity
5. Client Logos or Press Mentions (Optional)
If you’ve worked with known brands or been featured in the media, this is the place to show it. Simple logo rows or icons can create instant credibility, especially with cold traffic.
6. Visual Examples: Show the Work, Not Just Talk About It
This section is where you let the work speak for itself. Use photos, videos, or brief breakdowns of what you’ve done and who it helped.
Pro tip: Even a clean before-and-after or 30-second video can do more than paragraphs of text.
7. Final CTA: Give Them a Clear Next Step
After building trust and delivering value, give visitors a clear, frictionless way to act. Whether it’s booking a call, filling out a form, or buying a product, this should be bold, obvious, and easy.
You can even repeat your hero CTA here with slightly different wording — it reinforces the direction.
8. Use Heatmaps to See What’s Actually Working
You won’t always get the perfect layout on your first try — and that’s okay. Heatmaps and screen recording tools like Hotjar or Microsoft Clarity let you see exactly how users interact with your landing page.
Where they scroll, where they click, where they drop off — that’s insight you can’t get from Google Analytics alone.
Pro tip: Use the data to optimize your CTA placement, cut distractions, and double down on what’s working.
9. Apply AIDA to Guide Your Copywriting
Your layout is one part of the formula — your copy is what keeps people scrolling. AIDA stands for:
- Attention (grab them with a headline)
- Interest (pull them in with relevance)
- Desire (show the value or transformation)
- Action (give them a clear next step)
Whether you’re writing for your hero section, your offer, or even testimonials, this framework keeps things structured and engaging.
Pro tip: Speak your audience’s language — not yours. Focus on benefits, not features. Emotion first, logic second.
Bonus Tips:
- Keep navigation minimal to reduce distractions
- Use consistent colors and fonts for a clean visual experience
- Avoid fluff: Every section should serve a purpose
- Don’t overload with text: Let your visuals and copy work together
Final Thoughts
A great landing page isn’t built by accident. It’s intentional, strategic, and focused. These sections give your visitors what they need — clarity, trust, and confidence to take action.
Want a landing page that feels like an extension of your brand — and actually converts?
Let’s talk shop.
