Primary Elements of a Winning Landing Page – Shamsher Khan

Primary Elements of a Winning Landing Page

There are six must-have core elements on any landing page. Creating a landing page requires a blend of features to make it convenient for both the marketer and the customer.

key elements of landing page

If a landing page is designed appropriately, the marketer can make money while sleeping!


Your headline tells your readers exactly where they are, why they’re here, and gives them a reason to keep reading. Like a well-crafted newspaper headline, your landing page headline also entices your would-be customers to stick around and see what you have to offer.

Primary Elements of a Winning Landing PagePrimary Elements of a Winning Landing PagePrimary Elements of a Winning Landing Page

A landing page without an engaging headline isn’t much of a landing page at all—and in our experience, will never drive a quality conversion rate for you and your business.

Here are few tips for using an attractive headline:
  • “Center your headlines
  • Make them big and dark, dark grey (or, when on a dark background, white)
  • Use “Title Case”, aka Capitalize Each Word
  • Break up lengthy headlines with “eye rest” punctuation marks, such as ellipses and em-dashes
  • Consider putting quotation marks around the headline as this can draw the eye
  • Support each headline with a meaningful subhead written in sentence case, aka capitalize the first word only”



The USP tell the story of your offering throughout the landing page. The USP is not found on one single spot on your page, but is composed of your copy elements, think headline, subhead, benefits and reinforcing and closing statements, plus support with social proof.

Your USP is expressed through the headline, subhead, benefits, reinforcing and closing statement on your landing page.

unique selling point USP exampleunique selling point USP example

If your unique selling proposition (USP) is clear, you’ve greatly increased the potential of turning a visitor into a sale!

Here is How to craft your ferocious USP?

You should make sure you have in place these three supporting ‘pillars’ while writing you unique selling points for a landing page. make it something like you are telling your visitor/customer why he should take action.

  • Resonance – potential customers or clients have to need or believe they need, what you’re offering. Your product or service must resonate with people.
  • Difference – it must be possible to distinguish your commercial offer from the thousands of others in the market.
  • Substance – it’s crucial your business delivers on its promises and proves it doe

In short, a USP is what your company does better than any other. It’s your competitive edge, and communicated effectively will make you stand out from the crowd and drive your success.

To substantiate your USP, landing pages are ideal. Not only can you run stats on matters like customer satisfaction. You can also include user reviews, quotes from the media, Facebook ‘like’ buttons and links to Twitter feeds.



The best way to inspire people to take action is to give them a clear and compelling offer.

Whether you want your web visitors to purchase your product or service, join your email list, or take some other desired action on your page, you have to offer them something valuable in return.

The hardest part in building landing pages is creating compelling offers.

No matter what your landing page is used for, you’re inevitably offering something. It might be software, it might be a free ebook, it might be a webinar, or it might be a professional service—but in exchange for money and/or an email address, you’re offering some kind of value.

example offer on landing page

Example of a compelling offer

example offer on landing page

It’s essential to be as clear and specific as possible about what exactly that offer is. The more compelling your offer, the more likely your visitors are to see the reason they should complete your desired action, and know exactly why it will benefit them.

Here’s a list of forms that are NOT compelling offers:
  • Contact Us
  • RFQ forms
  • Request a Demo
  • Download our Product Specs
  • Free Trial
  • Request a Free Consultation

Be clear about your offer and how your web visitor will benefit. Website visitors will share their contact information with you when they believe that you understand their challenges, problems, and goals. They could care less about your product or your pricing until they think you understand.


Your landing page should answer the major question- “WHAT’S IN IT FOR ME?”


Use of Supportive Imagery

Landing Pages are the spice of life. Or at the very least, the spice of a good online conversion. In addition to writing a great headline and having a great offer, you’ll need some great imagery to complete your landing page. After all, a picture says a thousand words.

Supportive imagery doesn’t necessarily mean adding a ton of extra photos to your landing pages (although photos can be fantastic). Icons, graphics, logos, bio photos, directional arrows, color variety—really any type of supportive visuals can be an essential element for your landing pages.

imagery on landing page

People are more willing to do business with anyone or anything that appears professional, and good aesthetics are an important part of that.

Follow these tips to get the best landing page images and increase your conversions:
  1. Finding free images
  2. Image Effects
  3. Determining Image Dimensions
  4. Use Icons where it is required



On the web, social proof comes in a variety of forms – or indicators of social approval/disapproval – that you can easily use on your landing pages and blog posts, including:

  • Number of tweets, followers, likes.
  • Number of comments
  • Star ratings
  • Number of reviews
  • Written testimonials
  • Video testimonials

The entire point in using social proof on your landing page or post is to influence your visitor in ways copy alone simply can’t.


it is best practice to use testimonials, the number of followers/users or you can show clientele logo or company/product featured on…. logo as well.

A few quick ways you can use social proof right away:
  • Add customer testimonials to your website or newsletters
  • Emphasize your follower and subscriber numbers on your blog
  • Automate follow-up with great customers or contacts to ask for referrals
  • Find experts who are interested in what you’re doing, build relationships and work together to find ways that they can help promote you


The conversion goal – your call-to-action (CTA)

Your conversion goal is a term that describes what the purpose of the page is to you. It’s purely a label intended to keep you focused on this page element when designing your page.

To a visitor, this is presented in the form of a Call-To-Action (CTA), which can either be a standalone button on a click-through page, or as part of a lead gen form.

CTA - call to action exampleCTA - call to action exampleCTA - call to action example

Your conversion goal is a term that describes what the purpose of the page is to you. It’s purely a label intended to keep you focused on this page element when designing your page.

CTAs can use all kinds of different wording to attract attention from qualified leads, including:
  • Download my free e-book now
  • Start a free trial
  • Make an appointment
  • Get a free consultation

Poorly written CTAs are the standard CLICK HERE or SUBMIT YOU ENQUIRY etc. always avoid generic CTA

Here is an example of a good landing page design using these elements:


lead generation page examplelead generation page example


Conclusion:  these 6 must-have core elements of any landing page mentioned in this article can increase your conversion rate for the win win situation of your campagin use these elements in your next landing page design.



About the Author Shamsher

Live Instructor-Led online digital marketing trainer, a consultant, and an affiliate marketer with over 8+ years of experience View Course Details if you want to grow your business online or want to learn digital marketing online from anywhere.

follow me on:

Leave a Comment: