For those that are familiar with the online marketing world, you’ve probably come across a variety of landing page templates. Some are designed to promote a single product, while others give you a broader perspective of what the business is about.

Regardless of whatever industry you’re in, there’s a few essential elements that every landing page should include if you’re looking to maximize conversions. Let’s take a closer look at each of these elements and break down exactly why they’re a must-have.

7 Essential Elements For A High Converting Landing Page

1. Headline

Perhaps the most important element of any high converting landing page is the headline. Not only is it the first thing they see – it also sets the stage in determining whether or not they’ll be interested enough to continue reading.

Creating an effective headline for a high converting landing page comes down to making it as short and simple as possible. This means using easy to understand terms as well as limiting the headline to around 10 words or less.

A well written headline should immediately grab their attention and make them want to click on your article to learn more. One method you can use to create an effective headline is to ask yourself the following two questions:

What problems are users looking to solve by visiting your page, and
What can you offer to help them?

Put these two together and you’ll have the perfect headline.

2. Subtext

The second element of any high converting landing page is the subtext. Compared to the headline, this is a much lengthier section that highlights what the headline talks about while going further into detail.

Using this article headline as an example, a good example of subtext we can use includes the following:

7 Essential Elements Of A High Converting Landing Page

Discover The Must-Have Sections That Are Responsible For Driving Traffic and Results

Taking a closer look at the subtext we can see that it:

  1. Elaborates on the headline while providing further context (The Must-Have Sections)
  2. Further increases reader’s interest by appealing to their curiosity (Sections That Are Responsible For)
  3. Presents an enticing promise or claim to the reader that can solve their problems (Driving Traffic and Results)

By appealing to these three criteria, we reinforce the headline and further influence the reader to continue reading. This makes them much more likely to continue on – especially if they want to know how you can help them overcome their specific problems.

Check that your subtext satisfies these three points, and you’re good to go.

3. Hero Image

Everyone needs a hero in their life now and then to save them when they’re in trouble. That’s where the third element comes in – the hero image. A hero image provides your reader with an actual person they can associate the page with. This gives your landing page a more ‘human element’ to it, which increases trust and rapport.

For this section, you’ll want to include a nice headshot that represents who you are at your best. You’ll also want to take into account the fact that first impressions are made within the first few seconds of meeting someone new. That means choosing an image that provides your reader with a good idea about who you are and what you stand for simply from a single glance.

Lastly, you’ll want to avoid bright jarring colors or a messy background. Stick to a clean and crisp theme, using solid colors such as black or dark blue to maintain a sense of professionalism and respect.

4. Call To Action

You’ve pulled the reader in with a catchy image, now it’s time to get them to take action. This is where the fourth element – the call to action comes in.

As its name implies, the purpose of the call to action is to get your reader to take action. This could mean clicking on a link that redirects them to a webinar, or simply getting them to sign up for your weekly newsletter.

What’s important to note about this particular call to action is where it’s located in regards to the rest of the page. As it’s the very first call to action your readers will see, it should appear somewhere in the middle of the page. If it’s too close to the beginning of your landing page, your reader will feel as though you’re just trying to sell them something instead of genuinely trying to help them with their problems.

To avoid this, make sure your reader has at least a bit of context as to how taking action as per your advice can help them to get closer to a solution.

If you’re looking for more information on how a high converting landing page can help you achieve greater results from your ads, make sure you sign up for our free training workshop here.

5. Body Copy

Once your call to action has been received by your reader, it’s time to further solidify the reasons behind why they should do so. This is where the fifth section – the body copy comes in.

In this section, you want to allay your reader’s fears while reinforcing the promises that have already been presented. This means focusing on two key factors: benefits and worries.

Good body copy should reinforce the potential benefits that your reader has to gain from taking action. One of the best ways to do so is to list out the benefits they’ll receive in bullet point form, which is both easy on the eyes and simple to read.

For example, the benefits section of your body copy could look like this:

In this article, you’ll learn about:

  • The 7 essential elements behind a high converting landing page.
  • The subconscious triggers that will get your reader to take action immediately.
  • How structuring a landing page properly can boost results by 50% or more.

Listing out benefits in the following manner provides your reader with a clear idea of what they can expect. This provides them with a sense of reassurance since they know exactly what they’re getting into – compared to the alternative of blindly stepping into the unknown.

You’ll also want to keep in mind what possible doubts your reader may have that are preventing them from taking action right now. On a psychological level, humans are motivated more by a desire to avoid pain than what they have to gain. This means that the best way to overcome any objections your reader may have is to make them feel safe in making a decision.

To do this, come up with a list of possible reasons that are preventing your reader from taking action right now – then, come up with ways to alleviate those fears. This gives you direction as to what issues you should address in your body copy, as well as what benefits to focus on.

Provide your reader with reasons to make a leap, and they’ll gladly jump all by themselves.

6. Social Proof

Besides subconsciously avoiding pain, humans are also wired towards a desire to fit in with others, prompting them to ‘go with the crowd’. This means that given the freedom to choose between two choices, we’re much more likely to select the most popular choice that others have made.

Knowing this, you’ll want to appeal to your reader’s desire to choose what others have already chosen, which leads us to the sixth section of a high converting landing page – social proof. This section is all about appealing to your reader’s desire to fit in with the crowd, which provides them with a feeling of safety in making the right decision.

To do this, you want to make yourself appear as an authority figure – someone who’s an expert in their field and knows what they’re doing. This means highlighting any notable achievements to date or by providing examples of results from successful clients you’ve worked with in the past. You can also include testimonials that your clients have mentioned, which provides an authentic perspective of what your reader can expect by working with you.

The key here is to offer evidence that you’re the real deal and that they’re making the right choice by choosing to work with you. Provide reasons as to why others have chosen you, and your reader will want to do the same.

7. Final Call To Action

The last and final section of any high converting landing page is – you guessed it – another call to action. Now you may be wondering: “Didn’t we already have a call to action in the middle of the landing page?”, which to answer your question, would be yes!

As with the first call to action, the location in which it appears matters. With this final call to action, you’re presenting your offer once again to the reader – however, it comes AFTER your reader has a complete overview of the benefits, promises, and results they can expect. Compared to the initial CTA – which exists simply to psychologically warm your reader up to the idea of taking action, this final CTA will be the one to get your reader to actually follow through and do something.

Another reason behind including a call to action as your last element is convenience. If your reader is motivated and raring to take you up on your offer, the last thing they’d want to do is scroll all the way back up the page to try and find that one tiny link you’ve included. Doing so creates inconvenience, which can actually hurt your results and possibly turn your prospects away.

Make it as convenient as possible for your reader to take action, and they’ll obey your suggestions without question.

Reserve Your Seat For Our Free 7 Figure Google Ads Strategies Training Workshop

When it comes to a high converting landing page, how it’s laid out is just as important as what is included. By structuring your landing page in the way we’ve outlined, you can appeal to your readers on a psychological level and subconsciously influence them to take action with minimal resistance. 

Oftentimes, the greatest results come from seemingly small changes. If you enjoyed learning about the essential elements behind a high converting landing page and want to go deeper, make sure to sign up for our free training workshop on how to take your business to the next level.

You’ll learn more about tips and strategies you can apply to your landing page and ad strategies to take your business from the 6 figure mark to 7 figures and beyond. Sign up today to ensure your seat is reserved – they tend to fill up fast!