6 Elements You Must Have for Your Landing Page

Lola Connelly
15th May 2022
5 minute read

Surprisingly, landing pages are one of the most important elements to increase conversions and create that important first impression of your brand. So what is needed to give you the best chance for generating leads to your company?

Unlike websites that can’t be dedicated to one conversion goal, landing pages keep your audience focused and dedicated to a specific campaign and goal. This can involve quick-fire tactics that try to collect leads or drive sales. But how? Before we take you through the 6 must-have elements for your landing page, make sure that you identify the one thing you are looking to get out of it. Whether that is receiving more clicks, sales or traffic, this needs to be decided and there should only be one.


What is a Landing Page?

For any website, a landing page is a must-have. They can also be known as a lead-capture page or even ‘squeeze pages’, and there is a good reason for this. This page is typically used to usher people to your website and to squeeze as many conversions as possible from the traffic that has landed to your website. In fact, whilst they are the least popular type of sign-up form, they have the highest conversion rate of 23%, yet they are often overshadowed by homepages or product pages.

And don’t get us wrong, these are important pages, but they are more focused on serving the masses, whilst a landing page is the best way to control how visitors arrive on your site as well as what you want them to do and why they should do it. When done right, you will be able to see a massive increase to your conversion rate.

Wondering what it takes for an impressive landing page? Check out these tips we have gathered for you.


Unique Selling Proposition (USP)

Your USP is typically delivered via the main headline or subheadline. Here you should announce what makes you different from your competitors and why someone should choose you over another brand. In other words, your USP sets clear expectations of why you are the company of your customers dreams and your one-of-a-kind brand promise. In order to do this, you should get to the point quickly before any potential customer moves on. Make sure you have broken down your USP and specific benefit to the most basic level, and set clear expectations that define why your customers should care about your brand and service. Furthermore, you can add a bit of depth to your USP by adding a body copy. Be careful and make sure it is not a block of text which could discourage the reader.

Large Graphic

When there is a short attention span, you need to make sure you catch the reader’s attention quickly. This can be done in the form of a ‘hero shot’. This is generally a visual representation of your offer and what you are selling. The idea of this image is to get the customer to place themselves in a scenario where they are using your product or service, so it can be a powerful tool. This image should always be intentional to support your offer, and placed either close to the top, near the body copy or the headline. Other options alongside your graphic can include:

  • Video
  • Illustration
  • Colour

Quick and Digestible Benefits

Whilst the large graphic and USP will get your customers attention, the digestible benefits are there to provide your customers with a little more detail and answer any queries they may have. Make sure your landing page concisely describes what your product is, because at the end of the day people do not want to have to dig even further about what your product or service is. Provide both features and benefits. So what your product or service is and the value you are providing. Put yourself in the customer’s shoes, and ask yourself what you would like to know if you are seeing this product or service for the first time. One way you can see if your landing page is successful, is to get someone you know to look at your page for 5 seconds, and see what key takeaway points they get. Consider re-working your page if they don’t get the benefits in those 5 seconds.

This could be as simple as using a different font, changing the heading or adjusting the copy.


Word of mouth and reviews are a powerful decision maker. And can even make or break someone’s purchasing decision. Before you have committed to buying a product, do you search through the hundreds of reviews online? People tend to do their research before committing. In fact, 92% of B2B buyers are more likely to purchase a product after reading a trusted review. With this is mind, make sure you ask for online reviews from your current customers and respond to reviews (both positive and negative). Not only this but you can keep control of your brand narrative by using social proof tactics such as:

  • Testimonials
  • Awards from reputable organisations
  • Trust seals


Call-to-Action (CTA)

Your CTA is what makes your goal a reality and is the entire reason you have made the landing page. So it has to be clearly articulate what a visitor will receive if they click on this button. When creating your CTA make sure you:

  • Avoid generic “Click Here” or “Submit”
  • The visitor is your priority. How will clicking this button benefit them?
  • Keep it short
  • Don’t have people looking around for them
  • Include multiple CTAs as long as they have the same goal

It is recommended that a CTA is placed under each section of content on your page. This way the user experience is fluid and uninterrupted. This will not only benefit them, but you as well as bounce rates are decreased and increased conversions.

Sense of Urgency

Last of all, adding a sense of urgency on the landing page will make people feel like they need to act now, or risk missing out. People always tend to do things in their own time, yet if a sense of urgency is added it will increase the chances of a desired action straight away. This can be done by:

  • Offering temporary deals
  • A promise of fast results
  • Adding a countdown
  • Temporary free access
  • ‘Coming soon’

A landing page is the perfect solution for your next online marketing campaign.

There you have it. The six elements you have to have on your landing page. Whilst having these is not always a guarantee to increased conversion, they will definitely help you get to that point. Do you know what the Flexible Layout System consists of? It is one of Sleeky’s specialities…

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