What blocks should be in a landing page?


A landing page consists of blocks arranged in a certain order. As an example we will make a copywriter’s landing page, as a basis of which we will take 8 main blocks of the landing page.

Before we go into practice, let’s first remember the theory: what kind of blocks and what information they should contain.

Block 1: The first screen of the landing page

What the user sees on the screen immediately after you go to a single page, the impression depends on the received, he will start to scroll through the page further or immediately leave the site.

What it does: encourages the visitor’s interest, keeps him on the site.

What it contains:

  • Sales title – a brief and succinct, catching the attention of the user.
  • Subheading, which explains the information from the title. The font should be large enough and easy to read.
  • The first call to action – the most common is the “Learn More” button.
  • Depending on the topic and the owner’s wishes, other elements may also be present. The general principle in the design of the first screen: avoid cluttering with objects and information overload.

Block 2: Product or service demonstration

A demonstration of a product or service, presenting it in a favorable light. The amount of information depends on the complexity of the product being presented.

How does it perform: identifies the needs of the target audience, to arouse a desire to buy the product or order the service. Emphasizes the exclusiveness of the offer.

What does it contain: text and illustrative forms of presenting information – photo, video, infographics, etc.

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Block 3: Advantages or benefits for the client

Block benefits on the landing lists the specific benefits that will receive the client if he buys a product or orders a service.

What it does: explains what the client’s benefit is, convinces the client that this offer is the best on the market.

What does it contain: facts, figures, product features, etc. – Everything that can interest the customer in terms of benefits for him/herself.

Block 4: Prices

Block with prices on the Landin Page – the visitor, who has learned about the offer and become familiar with its benefits, is always interested in the cost.

What task does it perform: tells the customer the cost of the product, convinces them that they are in line with the quality.

What does it contain: the price of the product/service, the order/payment button. Depending on the type of product offered, several rates are possible.

The payment button can be created with the help of special payment services.

Block 5: Reviews

Feedback from people who bought the product or used the service and were satisfied with the quality.

What does it do: it proves that the product/service is of high quality and is willingly purchased/ordered.

What does it contain: Customer testimonials, which point out the positive aspects of the product or service, where the disadvantages are not mentioned or only minor ones are mentioned.

Block 6: Answers to Frequently Asked Questions

Answers to the frequently asked questions: how to get the order, is it possible to visit the office, are there any concerns about the quality of the product, etc.

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What does it do: gives answers to typical questions, closes objections, calms the user, increases his confidence in the product.

What does it contain: questions and answers. We recommend minimalistic design of the block, so the client can quickly find the answer to the question he is interested in.

Block 7: A profitable offer

It is difficult to refuse an offer.

What does it do: it additionally motivates visitors to take a targeted action.

What does it contain: a trigger, which can be a bonus, discount, gift, a message about a limited quantity of goods, etc.

Block 8: Contacts

Contacts for the customer to contact you, ask questions and clarify certain issues.

What does it do: it establishes a feedback loop and increases the credibility of the seller.

It contains: phone, email, Votsap, Telegram, Vyber, address, map with the office location, driving directions. Buttons or widgets for social networks.

As part of the landing page may be additional blocks: stages of work, portfolio, guarantees, team, partners, certificates, etc. But we won’t use them, limiting ourselves to the blocks discussed above.

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