The Anatomy of The Perfect Landing Page - EXELA

The Anatomy of The Perfect Landing Page

The Anatomy of The Perfect Landing Page

What Is A Landing Page?

A landing page is a web page that is within your website that a web visitor can “land” on or arrive at.

When we talk about landing pages in advertising and marketing, usually we talk about them in a sense that we direct traffic to the landing page and that this page has its own purpose. 

For example, a health and safety training company may sell lots of different types of courses like fire training, manual handling, ladder training or first aid training. For an advert for fire training, we would want to take them to the fire training landing page and not the generic home page where they have to search for fire training themselves.

Why Should I Use A Landing Page?

It increases your conversions and sales.  Simple as that.

If you can match the message in your advert that has brought them to the landing page, to the actual content of the landing page, then your conversions would be so much higher.

Types Of Landing Page

There are two different types of landing page that we use in marketing.

The first is a “Click Through Landing Page” and the second is a “Lead Generation Landing Page”. Let’s talk about the difference.

Click Through Landing Page

These pages have one main goal and that is to get the user to click through to a following page. 

It’s like a “warming up” page and is usually part of a marketing funnel that sells online. This works and converts much better than sending inbound web traffic to an order form which users don’t like.

The order form page usually follows this click through page. 

Lead Generation Landing Page

A lead generation page also has one job. To collect the details of the web visitor. You do this by offering something that requires payment via relinquishing their details. The details you usually ask for as a minimum are the first name and email address. 

Things that you can offer your visitors in exchange for their details are:

  • EBooks
  • Reports
  • Free Trial
  • Video Series
  • Competition
  • Telephone Appointment
  • Cheat sheet
  • Discount voucher

When Should I Use A Landing Page

If you are running advertising campaigns that generate inbound web traffic, you should send them to a related landing page.

If you’re selling to them, send them to the click-through page. If you want their details send them to the lead generation page.

Remember the following when using landing pages:

  1. Different pages for different audiences - you may want to show different products to different customers. To do this, each product should have its own page. So if you sold home appliances and I need a washing machine and Google “new washing machines” I want it to take me straight to washing machines and not your home page.
  2. Traffic Source Segmentation - If you were sending a visitor to a page from a short Twitter tweet, for example, then you need to do a bit more work to warm up your prospects so you would send them to a different page. Keep this in mind regarding all sources of traffic to your landing pages. 

Building the Landing Page

17 Step Checklist

Use this checklist as a guide when designing and building your landing page.

  1. Make the headline match the advert that was clicked
  2. Make the 'Call to Action' big and obvious – usually above the first fold
  3. Use directional cues – arrows, copy scribbles or photos of people looking or pointing
  4. Page has to have a single and clear purpose
  5. Show the product you are talking about
  6. Use Videos. It ups your conversion rates by up to 80%!
  7. Use testimonials as proof
  8. Include a guarantee
  9. Use bullet points to reduce blocks of copy
  10. Show social proof via indicators of your social status
  11. Put your phone number on the page – landline not mobile
  12. Test your page by using the A/B Split testing method
  13. Remove unnecessary content
  14. If selling/giving way a book, let them preview
  15. Segment by user type – don’t send men looking for hoodies to ladies shoes!
  16. Make your logo an acceptable size – Don’t make it massive
  17. Don’t send inbound paid traffic to a generic homepage

Core Elements

If you want your landing page to perform properly then you need to ensure that you include 5 core elements.

1. Your Unique Selling Proposition (USP)

  • The main headline
  • A supporting headline
  • A reinforcement statement
  • A closing argument

2. The hero shot

  • (images/video showing context of use)

3. The benefits of your offering

  • A bullet point summary of benefits
  • Benefit and features in detail

4. Social proof

  • (I’ll have what she’s having)

5. A single conversion goal – your Call-To-Action (CTA)

  • (with or without a form)

See the image below for a break down of the anatomy of the page, including all these core elements. Why don't you also test us against our 17 step checklist above? How'd we do?

anatomy of a landing page

Split Testing

What Is Split Testing?

It’s when you run an experiment between two pages at the same time and send the exact same amount of traffic to each one.

So say you have two lead generation pages running on an A/B split test.

You send 100 web visitors to each page.

Page A converts 37 leads and page B converts 58 leads.

So Page B wins. You then run a split test between page B and a new page to see if you can out do it!

What Should You Test?

Some of the elements that you should consider testing are:

  • The main headline
  • The sub heading
  • The images
  • The words you use in your call to action
  • The design of the buttons – colour, wording and shape
  • Length of the page
  • Use of video
  • Content of bullet points

Need help building landing pages?

Like what you just read, but still don't know if you're up to it? How about you know you can do it, but creating a different landing page for every aspect of your business seems too time consuming?


Here at EXELA we help businesses and all their marketing needs through the use of a CRM software Keap. Keap allows you to automate all of your marketing, so you don't have to worry about it.


What do we do at EXELA? We set it up and maintain it all for you or give you the tools to build it all yourself. Interested in hearing more? Give us a call now.