Landing Page Section Structure
Core Sections
Hero (Above the Fold)
- Headline + subheadline
- Primary CTA
- Supporting visual (product screenshot, hero image)
- Optional: Social proof bar
Social Proof Bar
- Customer logos (recognizable > many)
- Key metric ("10,000+ teams")
- Star rating with review count
- Short testimonial snippet
Problem/Pain Section
- Articulate their problem better than they can
- Create recognition ("that's exactly my situation")
- Hint at cost of not solving it
Opening phrases: "You know the feeling..." / "If you're like most [role]..." / "Every day, [audience] struggles with..."
Solution/Benefits Section
- Bridge from problem to your solution
- 3-5 key benefits (not 10)
- Each: headline + explanation + proof if available
How It Works
- 3-4 numbered steps
- Reduces perceived complexity
- Each step: action + outcome
Example:
- Connect your tools (2 minutes)
- Set your preferences
- Get automated reports every Monday
Final CTA Section
- Recap value proposition
- Repeat primary CTA
- Risk reversal (guarantee, free trial)
Supporting Sections
Testimonials — Full quotes with names, roles, companies. Specific results over vague praise.
Case Studies — Problem → Solution → Results. Specific metrics and outcomes.
FAQ Section — Address objections. Good for SEO. 5-10 most common questions.
Comparison Section — vs. competitors or vs. status quo (spreadsheets, manual processes).
Integrations/Partners — Logos of tools you connect with.
Stats Section — "10,000+ customers", "4.9/5 rating", "$2M saved for customers".
Guarantee/Risk Reversal — Money-back, free trial, "cancel anytime".
Page Templates
Varied, Engaging Page (Strong)
- Hero with clear value prop
- Social proof bar
- Problem/pain section
- How it works (3 steps)
- Key benefits (2-3)
- Testimonial
- Use cases or personas
- Comparison to alternatives
- Case study snippet
- FAQ
- Final CTA with guarantee
Compact Landing Page (Ad Traffic)
- Hero (headline, subhead, CTA, image)
- Social proof bar
- 3 key benefits with icons
- Testimonial
- How it works (3 steps)
- Final CTA with guarantee
Enterprise/B2B Landing Page
- Hero (outcome-focused headline)
- Logo bar (recognizable companies)
- Problem section (business pain)
- Solution overview
- Use cases by role/department
- Security/compliance section
- Integration logos
- Case study with metrics
- ROI/value section
- Contact/demo CTA
Product Launch Page
- Hero with launch announcement
- Video demo or walkthrough
- Feature highlights (3-5)
- Before/after comparison
- Early testimonials
- Launch pricing or early access offer
- CTA with urgency
CTA Copy Guidelines
- Action-oriented button text
- Communicate what they get, not what they do
- "Start Free Trial" > "Sign Up"
- "Get Your Report" > "Submit"
- One primary CTA per page; secondary CTAs are links not buttons
#content-sop #landing-pages #copywriting