Building a great webpage isn't just about looks; it's about placing the right things in the right spots. This guide breaks down each part of a page, showing you how to make them work best for your visitors.


  • Hero Section, How Important?: Traditionally placed at the top and does most of the heavy lifting. However, in some landing pages, it can appear as the ‘second section’, if you choose to prioritize top-converting links and information at top-of-page.
  • Headline and Subheadline: Located at the top of the page (either in the hero section, or any introductory ‘top’ section; if the hero is moved down in the page, repeat the headline and sub-headline in the hero— optionally with a slight variation in language/text).
    Headline: Focus on the big idea, result, or transformation the offer promises.
    Subheadline: Clearly state what you're offering (e.g., a hiring checklist or skincare product). It’s critical to understand this: headlines should be ‘aspirational’, and subheadlines should be the tool to connect your product/service to the aspiration. Writing headlines and subheadlines effectively can make a significant difference in the success of your content. (see additional  recommendations below: 'Headlines and Subheadlines')
  • Call To Action (CTA): Located in the hero section. Should include an opt-in form that is very minimal (only fields are name and email; even the request for a phone number is too much on initial contact, due to trustworthiness issues). (why not just a link to a separate online form? see all of the reasons in the section below: ‘A Very Brief Contact Form’)
    The button text should clarify what happens upon clicking. (don’t just use the generic “contact us” in the button; include a short ‘button phrase’ such as “secure my webinar seat”; see additional examples below: 'Button CTA')
    Include a sentence under the button, to reassure the visitor and address concerns (it's as easy as adding something like: “We will not share your information with anyone.” or “Your data is protected based on HIPAA best practices.”)
    Provide social proof immediately under the form. In a very brief compact format. Ideally in the form of total star ratings from an independent 3rd party, but could also be a statement such as “Trusted by more than 300 doctors.” (with a link to a Doctor Network page)
  • Use one simple relevant image in the hero: Use photos or illustrations of people using or enjoying the result of your product/service.
    Or, for digital products, mock them up in a tangible format (e.g., a doctor holding a genetic testing kit) to make them feel more real.
  • Benefits section: In 3rd section of the page.Typically just a simple highlight of 3 benefits in 3 columns.Highlight benefits, not just features (features are just 'things'; benefits are 'what those things can do for you'). For example, instead of just "scheduled delivery," emphasize "never run out." see additional  recommendations below: 'Features and Benefits')
  • FAQ section: In a lower/bottom section of the page. Only a few questions, maybe 4-7. A great opportunity to address potential customer objections. (see additional comprehensive recommendations below: 'FAQs')


In crafting the perfect headlines and subheadlines, you're aiming for a structure where the headline sells the dream or the transformation, while the subheadline describes the tangible offer or method that will achieve the headline's promise. Let's delve deeper into this approach:

Importance of This Structure:

  • Emotional vs. Logical Appeal: The headline aims at the reader's desires, dreams, or pain points, drawing them in emotionally. The subheadline then appeals to their logical side, explaining how the transformation will be achieved.
  • Creates a Narrative: This combination paints a story. First, the reader is presented with a vision of what could be, and then immediately they are given a path to achieve it.
  • Optimized User Engagement: By catching attention with the big promise and then immediately providing a tangible solution, the reader is more likely to be intrigued and engaged.

Examples Using This Structure:

  • Healthy Lifestyle Transformation:
    HEADLINE: "Transform into Your Fittest Self in 2021!"
    SUBHEADLINE: "Join our 6-week program with personalized workouts and diet plans."
  • Entrepreneurship & Business Growth:
    HEADLINE: "Skyrocket Your Business Revenue!"
    SUBHEADLINE: "Our expert consultancy pinpoints and leverages your unique growth opportunities."
  • Hobby & Skill Acquisition:
    HEADLINE: "Play Guitar Like a Pro Within Months!"
    SUBHEADLINE: "Our structured lessons, interactive tools, and dedicated mentors guide you every step of the way."
  • Tech & Productivity:
    HEADLINE: "Unleash Ultimate Productivity in Your Work!"
    SUBHEADLINE: "Try our suite of productivity tools with intuitive integrations and efficient features."
  • Sustainability & Environment:
    HEADLINE: "Turn Your Home into an Eco-Friendly Oasis!"
    SUBHEADLINE: "Our sustainable products and green living guides make the transition seamless."

Additionally, consider these general methods for crafting effective headlines and subheadlines:

  • Use Active Voice:
    Ineffective: "The marathon was won by her."
    Effective: "She won the marathon!"
  • Benefit-Driven:
    Ineffective: "Our New Soap"
    Effective: "Experience Fresher Skin with Our New Soap!"
  • Use Numbers:
    Ineffective: "Tips for Saving Money"
    Effective: "10 Proven Tips to Save Money Fast"
  • Ask a Question:
    Ineffective: "The Importance of Diet in Fitness"
    Effective: "How Does Diet Impact Your Fitness Goals?"
  • Create Urgency or Curiosity:
    Ineffective: "Learn About Social Media Marketing"
    Effective: "Master Social Media Marketing in 30 Days!"
  • Clear and Concise:
    Ineffective: "A Guide on the Various Methods by Which One Can Achieve Success in Digital Marketing"
    Effective: "Digital Marketing Success: Your Ultimate Guide"
  • Use of Adjectives:
    Ineffective: "Tips for Writing"
    Effective: "7 Essential Tips for Riveting Writing"


The inclusion of a brief contact form directly on a landing page, as opposed to linking to a more extensive form elsewhere, is a tactical choice that has several advantages rooted in user experience and conversion optimization. Here's why it's so important:

  • Increased Conversion Rates: Shorter forms generally have higher conversion rates. By asking for only essential information (like name and email), you're reducing friction and making it easier for users to engage. The more fields a form has, the higher the chances of a potential customer abandoning it halfway.
  • Immediate Engagement: Placing a brief contact form on the landing page ensures immediate engagement. Visitors can instantly express interest without being redirected or potentially getting lost.
  • Reduced Bounce Rate: Redirecting users to a separate page, especially if it's a long form, can increase bounce rates. Visitors might get impatient or feel it's too much effort, causing them to leave the site altogether.
  • Maintains Focus: A landing page has a singular goal – to convert visitors based on a specific call-to-action. Introducing a separate, lengthy form can be a distraction. By sticking to a simple form, you keep the visitor's focus on that primary action.
  • Builds Trust: Lengthy forms can seem invasive, especially if users are asked for a lot of personal details. A short form seems less committal and can make users more comfortable about sharing their information.
  • Allows for Gradual Engagement: Once you've captured the basic details, you can engage the user further through personalized emails. This way, you can request more information over time, allowing users to gradually build a relationship with your brand rather than feeling overwhelmed or pressured initially. With fewer fields, the focus is on contact and interest. By quickly responding, you have greater opportunity to convert visitors into clients.
  • Mobile-Friendly: With a significant portion of web traffic coming from mobile devices, lengthy forms can be cumbersome on smaller screens. A brief form ensures a smooth experience for mobile users.


The text on a call-to-action (CTA) button plays a crucial role in user experience and conversions. When users are about to take action, they should be clear about what will happen next. Uncertainty can lead to hesitation, which can, in turn, lead to missed opportunities for both the user and the business. Examples:

  • Generic Text vs. Clarifying Text:
    Generic: "Submit"
    Clarifying: "Get My Free eBook"
    Here, "Submit" is very generic and doesn't tell the user what will happen once they click. "Get My Free eBook" is not only enticing but also informs the user that they will receive a free eBook upon clicking.
  • E-commerce Context:
    Generic: "Continue"
    Clarifying: "Proceed to Checkout"
    In this scenario, "Continue" is ambiguous. It could mean going to the next page, continuing shopping, or any number of actions. "Proceed to Checkout" indicates clearly that you'll move forward with your purchase.
  • Newsletter Signup:
    Generic: "Click Here"
    Clarifying: "Subscribe to Newsletter"
    "Click Here" is a widely discouraged button text because it's non-descriptive. "Subscribe to Newsletter" indicates the exact action that will occur.
  • Download Context:
    Generic: "Download"
    Clarifying: "Download Free Trial"
    While "Download" gives some indication, "Download Free Trial" further specifies what you're downloading.
  • Event Registration:
    Generic: "Register"
    Clarifying: "Secure My Webinar Seat"
    The latter makes it evident that you're registering for a webinar and that there's a sense of securing a limited spot.
  • Feedback/Survey:
    Generic: "Send"
    Clarifying: "Submit Feedback"
    The clarifying text confirms to the user that their feedback or survey response will be submitted.

Tips for Crafting Button Text:

  • Keep it Short: While clarity is crucial, it's also essential to be concise. Button text should be easily readable at a glance.
  • Use Action-Oriented Verbs: Start with verbs like "Get," "Download," "Subscribe," "Join," "Discover," etc.
  • Consider Button Size: Ensure your text fits comfortably within the button, maintaining good readability and design aesthetics.


Listing the '3 key benefits' on a landing page in a way that connects them to their corresponding features can be an effective strategy for enhancing understanding and building interest among your audience.

  • Identify 3 Key Features: Start by pinpointing three primary features of your product or service. Features are specific characteristics or functionalities of what you're offering. For example, if you're promoting a smartphone, three features could be its battery life, camera quality, and processing speed.
  • Translate Features into Benefits: Now, transform each feature into a benefit. The benefit is the positive outcome or advantage the user gains from that feature. Using the smartphone example:
    Feature: Long battery life;
    Benefit: Stay connected longer without constant recharging.
    Feature: High-resolution camera;
    Benefit: Capture breathtaking photos and memories.
    Feature: Fast processing speed;
    Benefit: Enjoy smooth, lag-free performance in apps and games.
  • List Each Benefit with Its Corresponding Feature: On the landing page, structure the information by stating the benefit first, since it directly addresses the user's needs or desires, followed by a short sentence that highlights how the feature provides that benefit. This helps the viewer quickly understand the value of what you're offering. Here's how you can present it:
    **Stay Connected Longer:
    With our phone's extended battery life, you won't be constantly searching for an outlet.
    **Capture Breathtaking Photos:
    The high-resolution camera ensures every snapshot is crystal clear.
    **Experience Lag-Free Performance:
    Powered by a fast processor, multitasking and gaming have never been smoother.

Why This Approach Is Effective:

  • Focuses on User Needs: By leading with benefits, you directly address the "what's in it for me?" question. It immediately tells the visitor how they stand to gain.
  • Clarifies the Offering: While benefits tap into desires, the features validate those promises. By pairing them, you're showing the visitor not just what they'll get, but how they'll get it.
  • Avoids Overwhelming Information: Limiting to three key benefits and features strikes a balance. It provides enough information to intrigue and inform without overwhelming the visitor.
  • Enhances Scan-ability: On landing pages, many visitors will scan rather than read in-depth. Presenting information in this structured way makes it easy for scanners to pick out the key points.


An FAQ section is an incredibly valuable tool on a website or sales page, but its value is amplified when it's used strategically to address potential objections. Here's a breakdown:

Why Addressing Objections in the FAQ is Crucial:

  • Builds Trust: By preemptively answering objections, you're showing customers that you understand their concerns and are transparent about addressing them.
  • Streamlines Sales Process: Potential customers don't have to reach out to customer service or look elsewhere for answers. This can reduce friction in the purchasing process.
  • Reinforces Benefits: By reframing objections as opportunities to highlight the strengths of a product/service, the FAQ can function as an additional sales tool.

Steps to Craft an Objection-Handling FAQ:

  • Identify Common Objections: This could be from customer feedback, reviews, or sales team insights. List out common reasons why people hesitate or decide not to purchase.
  • Reframe as Questions: Turn these objections into neutral or positive-leaning questions.
  • Answer Succinctly: Provide clear, concise answers. Avoid jargon or overly technical language.
  • Highlight Benefits: Where appropriate, weave in the benefits of your product/service.
  • Include a Call-to-Action (CTA): After addressing objections, consider adding a soft CTA encouraging the reader to take the next step.

Example FAQs Addressing Potential Objections:

  • Online Course Platform: Question: "What if I'm not tech-savvy?" Answer: "Our platform is designed for users of all tech levels, and we offer 24/7 support to guide you through any challenges. Dive into learning without the tech headaches!"
  • Fitness Membership: Question: "I'm a complete beginner. Will this be too advanced for me?" Answer: "Our program caters to all fitness levels. With beginner-friendly guides and progression pathways, you'll find it tailored to your journey."
  • Eco-friendly Product: Question: "Are these products as durable as non-eco-friendly alternatives?" Answer: "Absolutely! Our products are designed for longevity, ensuring you get a sustainable choice without compromising on durability."
  • Consultancy Services: Question: "What if I don’t see immediate results with your consultancy?" Answer: "Consulting is an investment in the long-term growth of your business. While some strategies yield quick wins, others build foundational strength. We'll always be transparent about expected timelines."
  • Subscription Box: Question: "Can I cancel my subscription anytime?" Answer: "Yes, you have full flexibility! While we'd love to keep delighting you each month, you can cancel or pause your subscription as per your needs."

In summary, by carefully selecting FAQs that address potential objections, you can turn a traditionally informational section into a persuasive tool that removes barriers to purchase and builds trust with potential customers.

Published on:

Thursday, October 19, 2023