Part 2: The 5 Elements of an Effective Landing Page

Last time, we answered the question “What is a landing page?”. Today we’re going to take a look at the different landing page elements that go together to build your pages.

Effective landing pages have a blueprint.

Just like people, landing pages have moving parts that don’t function on their own. You need to plug them together to make them work.

Today’s Course Outline

Today we’ll learn which elements go into building an effective landing page.

There are 5 must-have core elements on any landing page, which can be broken down further into a more detailed list of building blocks:

  1. Your Unique Selling Proposition (USP)
    1. The main headline
    2. A supporting headline
    3. A reinforcement statement
    4. A closing argument
  2. The hero shot (images/video showing context of use)
  3. The benefits of your offering
    1. A bullet point list summary of benefits
    2. Benefit and features in detail
  4. Proof
    1. Social proof (I’ll have what she’s having)
    2. Trust indicators
  5. A single conversion goal – your Call-To-Action (CTA) (with or without a form)

Estimated time for lesson

Today’s lesson should take approximately 30 minutes including the video.

You can see how these can be used to construct the two different types of landing page in the diagrams below:

The elements of a lead gen landing page

The 5 elements of an effective landing page

The elements of a click-through landing page

The 5 elements of an effective click through landing page

1. The Unique Selling Proposition (USP)

Also known as the value proposition, this is where you present your core description of what the page is about.

Your USP is a high-level term for a collection of statements that you use to explain what your offering is. Which ones you use are dependent on the purpose and length of your landing page.

The USP can be broken down into 4 page elements, which collectively tell the story of your offering throughout the landing page:

  1. The main headline
  2. The supporting subhead
  3. The reinforcement statement
  4. The closing argument

1A. The main headline

Your headline is the very first thing that people will see and read. It’s critical that it very clearly describes what a visitor will get from the page (its goal) and that the message match is strong enough to show the visitor that they are in the right place.

1B. The supporting headline

Your headline can only say so much if you want to keep it succinct and easily digestible. The best way to keep your headline short and sweet is to add a supporting headline.

This can be used in two different ways:

  1. As a direct extension of the headline, where it follows the primary headline in such a way that it’s like finishing a sentence.
  2. To extend the message by applying an additional persuasive message to support the primary one.
If people can’t determine the purpose of your page from the main headline (and subhead) you’re doing something wrong. If this is the case, try asking a colleague to describe what you do. Often, hearing someone else communicate it will strengthen your own understanding and to help you craft an effective USP.

1C. The reinforcement statement

People will scan your page when they are reading it. This makes it critical that any titles you use – such as your main headline and feature/benefit titles – throughout your page stand out to a reader.

There is another page title that you can use to drive home the purpose of your page. This is the reinforcement statement. It sits about halfway down your page, and serves to add a mid-experience message that you want to communicate to your visitors. Essentially it’s like a second headline.

Here is an example:

Main headline

The Easiest Way to Build, Publish and Test Landing Pages Without I.T.

Reinforcement statement

Create beautiful landing pages in minutes with no HTML

Use a reinforcement statement to highlight another key benefit of your product or service. It should work hand in hand with your main headline to extend your value proposition.

1D. The closing argument

As your landing page comes to a close, you have one final chance to communicate the benefit of your offering. Similar to the reinforcement statement, it backs up your main value proposition. For a click-through page, it should be coupled with a repeat of your call-to-action.

Note: For a very short page, this isn’t always a requirement as your headline will still be visible.

It’s common practice on long landing pages, to repeat your call-to-action in several places. When adding one to the bottom of your page, it should be introduced by a final benefit statement to “close the deal”.
5 five second test
A great way to identify whether your USP is clear enough, try a 5-second test.

This is where you present test subjects (people) with your landing page for 5 seconds, then hide it from view.

At this point you ask the test subject to explain what the page is about. Refine your USP until people are consistently getting it right.

Check out Five Second Test to try this online.

You will learn all about how to write effective headlines in part 5 of the course on landing page copywriting.

2. The hero shot

The hero shot is the best photograph or graphical image of your product or service, designed to make it stand out as something worth attaining. In this case it’s the image of an ebook. Notice how it dominates the page.


Notice how the main headline, supporting headline and hero shot combine together to show exactly what the page is about.

There’s another element of successful hero shots, called context of use. This is the idea of showing your product or service in real-life action. Albeit cheesy, the Slap Chop or Sham Wow infomercials you see on TV do a great job of doing this. Some example ways you can do this based on the type of product or service you are promoting are:

  • Online service: video demo/screencast
  • Physical product: video of the product being used for it’s intended purpose
  • Ebook: a preview of a portion of the content as proof of its value

Just to make it super clear, watch Vince show the SlapChop being used. It’s entertaining and shows the benefit of use in context.

Using video as your hero shot to demonstrate context of use

According to ecommerce blog, video is a very successful way to drive consumers to purchase. Consider the following statistics that back this up:

  • 52% of consumers say watching product videos make them more confident in purchase decisions
  • Shoppers who view product videos are 174% more likely to purchase than visitors that did not
Your hero shot should dominate the page, making it immediately clear what the page is about. Your USP should reinforce the product shot and vice-versa. If they don’t work together, the audience will become confused.
People are more likely to understand your product or service if you can demonstrate it in action. Seeing it in action can produce the “Aha!” moment that triggers purchasing decisions.

3A. Benefit statements (bullets)

Following the other elements on your page, you should by now have the attention of your visitor. It’s here that the benefits of your product/service should be highlighted in plain form. Bullet points should be used for easy scanning.

Your benefit statements should attach directly to the pain felt by people seeking out what you are offering. An example (for a dishwasher) being “Saves you hours every week by cleaning your dishes for you”. As opposed to a feature such as “Cleans dishes”.

Another example, for a phone, might be:

Bad (feature based)
Our new battery is twice as powerful as the competition’s

Better (benefit based)
Our new battery means you’ll only need to charge your phone every couple of days

We’ll learn how to write effective benefit statements – based on your feature list – in part 5 of the course, “Landing Page Copywriting”.

Benefit statements explain how you are solving a problem that your prospects have. Ask yourself “What do my potential customers need?”, then write down one sentence solutions to those needs.

3B. Detailed benefit and feature descriptions

To support your brief benefit statements you want to extend the bullet point descriptions into a more detailed overview of their purpose and benefit. A good way to approach this is to expand upon the benefits first, and then if needed, add some feature details below.

The important point to remember here is that you need to communicate the benefit of your offering first. Then, and only then, do you start to add features – which are typically directed towards those who require more detail in order to make a decision.

The benefits describe the problem you are solving, and the features describe what it does.

You often want to include imagery here that shows how each feature will look when being used, such as screenshots, where applicable. You can also use icons that represent the feature.

4. Social proof

Social proof is a powerful persuasive concept. Simply put it’s the use of social signals to illustrate that other people have bought/consumed/read/participated in, what you are offering. The concept being that you are more likely to convert if you see that others before you have, and were glad they did.

Basecamp does an excellent job of showing social proof on their homepage:

social proof basecamp homepage

There are two key examples of social proof here:

  • The headline that points out how popular they are by virtue of the number of signups in a week
  • The personal testimonial from a customer, including a link to her company for added believability
People love having decisions made for them. That’s why reviews are so popular. You’ll often see people checking out reviews on their phone while in an electronics store or when considering a restaurant. Leverage social proof to make purchasing decisions easier.

5. 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.

Your CTA is critical to conversions as it’s the target of your pages’ conversion goal – in other words, it’s what you want people to interact with on your landing page. How you design it, where you place it and what it says are all important considerations.

To quote split testing junkie/expert Michael Aagard,

On your landing pages, the call-to-action represents the tipping point between bounce and conversion. When you ask someone to do something online, they have to go through your call-to-action in order to do it – regardless of whether you’re asking them to download a PDF, fill out a form, buy a product, or even just click through to another page.

Your buttons consist of two overall elements: design and copy.

Both these elements have direct impact on conversions; however, they play two different roles in the conversion scenario.

Button design is a visual cue that helps attract prospects’ attention to the call-to-action. In other words button design answers the question, “Where should I click?”

Button copy on the other hand helps prospects make up their minds in the last critical moment and answers the question, “Why should I click this button?”

CTA Design

Often, the best way to understand the design of CTAs is to look at examples for inspiration. This classic post from Smashing Magazine has a large collection of call-to-action examples.

Tip: We’ll cover a more detailed explanation of CTA design later on in the course.

CTA Copy

A simple guiding principle for CTAs is that the copy (text) on your button, should describe exactly what will happen when it’s clicked. Examples of this would include: “Get my free ebook now”, “Take the 5 minute tour”, “Start my 30-day free trial”.

Tip: It can help if you try to complete the sentence “I want to…” with your CTA copy, for instance I want to… “Download my free ebook now”.

Never use the word “Submit”. Who wants to submit, anyway? Always describe exactly what will happen when your CTA is clicked.

Your CTA as part of a lead gen form

The lead gen form (if needed) is the workhorse of B2B marketing. It’s used to collect visitor information in exchange for something of value. It’s often the beginning of the marketing process, where the email address gathered is used to send follow up correspondence to try and convert the new leads into customers.

There are lots of incentives you can give away to prospects in exchange for their personal data. The important lesson for lead gen is to strike a balance between what you are giving away, and what you are asking for in return.

A fair exchange for a newsletter registration would be an email address and perhaps a first name. In this instance, asking for a phone number and the size of your company would create an imbalance that could hurt your conversion rates.

Some examples of landing pages with lead gen forms on them




Always try to balance the “size of the prize” (what you are giving away) with the level of information you are asking a prospect to provide. There is a fine line between being too greedy and not asking for enough to satisfy your marketing needs.

BONUS — The confirmation page

Your confirmation page is the first thing a new customer or lead sees after they have completed your conversion goal. For a lead generation landing page your prospect submitted your form turning them into a lead and they are now typically faced with a page that either says “thank you” or provides the link to download content.

For a click-through landing page, the confirmation page is encountered further down the sales funnel, often after the prospect has become a customer by purchasing something from you. Here, the confirmation page shows the result of completing your transaction.

Both of these locations are prime opportunities to strike while the iron is hot.

Take advantage of that magic moment directly after the customer says “Yes, I like you”. By paying careful attention to your confirmation pages you add the opportunity for some powerful brand extension touchpoints:

  1. The opportunity for more subtle follow-up marketing: keeping people within the sphere of marketing influence if they follow or share on social media.
  2. The opportunity to exceed expectations: differentiate by being the best. Surprise people with a bonus extra offer or content download.
  3. The chance to offer info/advice that would have crowded your landing page: if you wanted to convey a message that wasn’t appropriate for your landing page (as you were rightfully keeping it focused on a single message), you now have the opportunity to do so.
  4. The chance to offer a guided experience: most people like direction. Offer a suggestion of what to do next.
Don’t stop after your landing page conversion goal is completed. Take advantage of post-conversion opportunities to extend your marketing potential and reach.

Let’s build a landing page!

It’s hands-on time. Today we start from a blank slate and add all of the elements you just learned about until we have a super awesome, fully functioning landing page.

Remember to follow along with a free Unbounce landing page account

If you completed “Landing Page 101” you should already have a free account to build your pages. If not, you can open a free Unbounce account (60 seconds to sign up – no credit card required). This will let you create landing pages for the examples we use throughout the course.

Watch this video to see how to build a landing page from a blank canvas, adding each page element to create a fully designed landing page.

Rocked this part of the course? Shout about it.

[Tweet “I just completed part 2 of The Landing Page Conversion Course! Feeling smarter already! #CRO”]

Remember to jump into the comments and tell us what you think.

  • Max Kline

    I’m two lessons in, and I already feel like an expert. This is great stuff.

    • Oli Gardner

      Imagine how amazing you’ll be at the end of the course.

      So glad to hear this.

  • Terry Logan


    This is a great tutorial, but I think you are not emphasizing a BIG feature to this course. And that is the brevity of each course. These daily training snippets fit perfectly into my compacted schedule.

    When you couple the brevity with the granular instruction there is very little left to miss. Quoting a once famous tv actor – “I pity the fool who misses this course!” :)

    Great job.

    P.s. The actor in case you are not a tv fan? The gold chain clad Mr. T

    • Oli Gardner

      Lol, love Mr. T.

      And great feedback. Are you referring to the registration landing page? Or at the top of the lessons?
      I think both would be excellent, thanks for raising that point.

      • Terry

        The whole lesson is what I had in mind. After my first cup of coffee I start the lesson and jot notes for testing on our landing pages. Usually by the end of the 2nd cup of coffee I have finished the lesson.

        I like the mix of text and video. Text allows me to mull over the lesson points and the video provides the visual stimulation to drive the point home.


    • Oli Gardner

      I’d love to know how long it took you, if you don’t mind sharing.

  • Terence Savage

    Love the course but not the use of USP. Other than for some organisations using geography as their unique descriptor its a devalued principle. A USP has to be unique ie the only one in the marketplace, is a physical attribute and above all about the product.

    The examples quoted rely on the perception of the individual communicated to, that’s the concept of positioning not of USP. The ‘gurus’ you quote don’t seem to have read Rosser Reeve’s book where he developed the theory.

    • Oli Gardner

      You make a very compelling argument Terence. It is more about homepage communication rather than campaign specific. I’ll consider removing that from the course.

      Really appreciate your insight.

  • Clement

    Hey these really good stuff. But also make me wonder hard -how should a homepage be.

    I totally agree every campaign should have a customise landing page. But isn’t home page kind of landing page too?

    What will be the best practice to design and structure a home page then?

    • Oli Gardner

      Your homepage is absolutely a homepage. Just for more general inbound traffic.

      Your homepage needs to appeal to the needs of a wider range of potential customers, with a wider range of questions and needs.

      A landing page on the other hand, has the same intent, but it limits the available content to a laser focused explanation (elevator pitch) that can be consumed quickly without distraction, and makes people say – “Right, I get that, let’s move forward.”

      Your website is designed with exploration in mind. Creating a great user experience through excellent architecture, ease of navigation, ease of finding information.

  • Yassin Madwin

    Perfection. I was really lost before i stumbled upon unbounce. when it comes to conversions, Oli is the best.
    my question: how to imply the hero shot, other than a fancy eBook cover. you can’t show an eBook in action. it’s not a big deal i assume?

    • Oli Gardner

      Thanks Yassin!

      You are right in that showing context of use on an ebook is tougher.

      To show context of use for an ebook, you could try three things:

      1. Leverage specific testimonials place near the ebook image that mention how a particular part of the book helped them with a specific task.
      2. Provide a preview of a section that demonstrates how making use of the content has a tangible and relatable benefit.
      3. Use a video with you discussing how using the lessons can improve x,y,z.

  • Rick Hubbard

    If the two mock-ups (above…”Elements of a lead gen landing page” and “Elements of a click-through landing page”) were composed in Balsamiq; would it be possible to get copies of the .bmml files? A BIG THANKS!

    • Oli Gardner
      • Rick Hubbard


        THANKS again for the [a] informative & interesting tutorial; and [b] the Balsamiq .bmml files!

        Your time & talents are valued & appreciated.


        • Oli Gardner

          I’m here to help :)

  • Mark Fickler

    If you are trying to do lead gen thru PPC and asking someone to opt in in exchange for an ebook, should the PPC ad CTA say something about getting a free ebook? If you don’t mention the free report in the ad, do you use the sub head to introduce the idea that you are offering the report in exchange for the info.

    • Oli Gardner

      The CTA should be related to the purpose of the ebook.

      Here’s an example:

      If you are bidding on a term like this: (try it)

      “landing page guide”

      One of the results I saw was from Ion Interactive.

      50 Landing Page Tips –‎
      50 Landing Page Best Practices in This Free 25-page White Paper.‎

      The title/cta is a description of what it is and description is an extension of that, mentioning that it’s a white paper

      I would stay away from using the word ebook in the ad. Things like report are better.

      Then your landing page title would be exactly the same:
      “50 Landing Page Tips”
      And the subhead would be:
      “A free 25-page white paper on landing page best practices”

      Something like that.

      You don’t ever state that you are asking for info in exchange – this is implied by the presence of the form.

      The ebook landing page example in part 2 above is a great example.

      Does that help?

  • Jeff

    I am Brazilian, and I love the course, being very useful for my work, I’m hoping the class 3.

  • Gev A.

    AWESOME. Your concern for every single person becoming a better marketer through the use of your product is absolutely amazing to watch. I haven’t seen anything near the level of service I have received from your team regarding any question I had and this course was just a cherry on top. Phenomenal work. Phenomenal people. AWESOME COURSE. Keep it up. You guys are an example of what a marketer/teacher/service should be these days.

    • Oli Gardner

      Wow, thank you Gev. It’s a lot of work to put this kind of content together but it’s so worth it.
      I’ll pass your comments onto the team.

  • Dez Calton

    One of the first things that Unbounce really hammered into me was nice big buttons that say exactly what will happen when you click it. One thing I really like also is using the form submitted/thank you page to reinforce the message and potentially highlight something else also.

    Great stuff Oli.

  • Ali Naqvi Amrohvi

    Thanks for spending so much time in teaching us how to create Landing Pages that converts.

    The courses are exellent and very easy to follow.

    Keep up the good work!

  • Dave Martin

    This lesson says it’ll take “30 mins” to get thru… YEAH RIGHT!

    I keep running back and making changes to my landing pages about every other sentence of this course LOL (using UB of course;-)…

    I (used to) consider myself an upper tier marketer, taking client pages from 4% to 20%++ CR in the past…

    But Oli, I have to say, seeing the rules displayed in such simplistic and usable terms has made me realize how much
    I’ve been cheating, and how much room for improvement (read “MONEY”) I’m leaving on the table.

    Great course so far, especially for the “more experienced/know it all” fools like moi!

    I stand humbled… and grateful;-)


    BTW: Any chance of making the Course Contents “live links” so we can go back and review prior lessons in case we lose
    the email link? Maybe I’m missing where all the course work is stored for ez access? Thanks!

  • Oli Gardner

    If you’re taking pages from 4% to 20% I think you’re doing a cracking job!

  • Ramsay Leimenstoll

    Thank you for such a helpful step-by-step breakdown, Oli! I have one idea:

    I was all revved up to create a click-through landing page based on these 5 elements and the mockup in this lesson. I wrote the copy on its own, and then looked at the templates for creating my first Unbounce Landing Page. Unfortunately, I wasn’t able to figure out which of the templates (if any of them) best resembled the click-through mockup here, which I’d been planning on. I eventually chose one that was kind of similar, but didn’t have as much overlap as I’d’ve liked. Obviously we don’t NEED to take the mockups literally and narrowly, and I could’ve built my own LP template from scratch. However, I’m totally new to Unbounce so using the editor is still kind of challenging and I don’t think I’d be able to quickly create something from scratch — at least not as quickly as I’d hope a template would let me — and for those of us that are newest to this, it would be helpful to use a literal interpretation of the mockups at least as our starting point (those who are more experienced can easily do something more advanced).

    Would you consider either linking to the Unbounce templates that replicate those mockups, or if they don’t exist, whipping ‘em up? Maybe it would be feasible for the next release of this course, if you open it up again.

    • Oli Gardner

      Hi Ramsay,
      That’s a very good point, and I will look to getting a template added that matches as soon as I can.

    • Oli Gardner

      We now have a template in Unbounce called DENOLI that is based on the diagram in this section and the Pura Vida layout.

      You can see a preview of it here.

      It’s not an exact replication as every situation is different, but it is the start of a larger series that will apply these techniques.

  • mgR

    Oli, I agree with Ramsay L. I am so challenged with all this Web design and I still have not been able to crack the code to use a template. (sorry)

    Lessons are magnificent. Really learning and understanding this Landing Page. My poor site is so bad … hoping through this and other on-line classes to help myself and thank God for the FEW folk who have visited with NO results. :)

    • Oli Gardner

      We now have a template in Unbounce called DENOLI that is based on the diagram in this section and the Pura Vida layout.

      You can see a preview of it here.

      It’s not an exact replication as every situation is different, but it is the start of a larger series that will apply these techniques.

  • Tony

    Good course, thank you!

    I have a question. Isn’t custom domain feature available in free 30 day trial?

    • Oli Gardner

      Hi Tony,
      Glad you are liking it!
      Yes, custom domains are available on all 30-day trials, just not on a free account.

      • Tony

        I thought I had free trial, but the systems tells me, that custom domains is only for paid accounts. How can I convert my account into free trial?

        • Oli Gardner

          In the app, click on your name in the top right corner when logged in, then select manage account.
          In that page you can click on “Subscription Plan” and go from there.

          • Tony

            But from there he asks me for billing information – there is in free-trial option :-)

          • Tony

            Ehm?.. )

            • Oli Gardner

              You won’t be billed for 30 days and can downgrade at any time.

  • Rae Stonehouse


    I have just gone through Session Four and have a logistical challenge that is causing me some problems.

    I have a domain at It is to sell a downloadable pdf that I have written and am self–marketing. I had a three month Google ad campaign in place which drew over 2000 hits but only made one sale:-( It was very much a cart before the horse scenario. While I thought that my call for actions were in place, I failed to collect any info from the site’s visitors. The site was also too busy at the time i.e. too many distractions. I have cut it back quite a bit.

    My logistical challenge is that my website’s CMS is Joomla 2.5. I can only strip the template down so much as it continues to display a Home button on the top navigational bar. I can create a subdomain and install a template but it will still have the same problem.

    I installed a Joomla module that allows the creation of one landing page for the site, but only one. The software that allows me to process sales with Paypal and collect user data is all Joomla-based, so I don’t want to get rid of them.

    Any thoughts on a way to make a landing page work within Joomla?

    Thanks in advance,


    • Oli Gardner

      Hi Rae,

      I made some comments on your last question, so you should go back to that first.

      I’m not familiar with Joomla (just WordPress) so logistically I’m not sure about solving your problem. But as I commented on your last question, I’d make you site just a blog – then have a single landing page on a subdomain with your sales letter.

      You might want to jump on some Joomla discussion sites to see about removing the nav – or you could use Unbounce for the landing page :D and embed the PayPal code into the landing page from there.

  • Katrina Moody

    So here’s a question for you … what about a non-traditional landing page? I have a client who wants a landing page for folks interested in subscribing to learn more about when a specialized product is available (it sells out often) – they’ll also be able to subscribe to the latest tips and updates from the creator of the product. Great … BUT … how do you balance that out so that when the product is actually available for sale they can still sign up for the list but perhaps also have the option to purchase the product?

    My thinking is that the confirmation page would be the best spot to redirect them on to purchase if they are interested, and if it is available. That way the confirmation page is the only one that has to be switched out as the product’s availability changes.

    But I’m newer to creating landing pages – what do you think? :D

    • Oli Gardner

      You’re definitely on the right path here. The confirmation page is the perfect place to do this to prevent cannibalizing your main goal.

      You say that the product sells out often. In this case I’d have two landing pages.

      1. One that is used when the product is available for purchase – with the registration on the confirmation page.
      2. A page that shows that the item is sold out – with the registration form on the main landing page. For this page, I’d get super transparent about the details of the item, such as saying the date that it was sold out, and the expected date of availability (this would be an interesting test compared to not listing an expected date).

  • Kalu Charan Parida

    Great learning of landing page,just I have completed course 2. I have few doubts

    1. Can we create landing page using same domain or we need different domain?
    2. How many keywords should be used in adgroup to trigger a sing landing page?
    3.Can we use unbounce landing page template for ecommerce websites?

    Thanks Oli,Big hug to you and your brilliant team.

    • oligardner

      Hi their Kalu,

      1. It depends on the system you are using. For Unbounce your pages would sit on a subdomain of your own domain. E.g.

      So you can have as many pages on a subdomain as you like, and you can also choose as many subdomains as you like.

      2. Ideally you would use one page per ad for maximum message match, but if this is too wieldy, the next best thing would be to have one landing page per ad group.

      3. You would use a click through page for this. Either to move on to a product page after “warming” the prospect to your product idea. Or you would embed a widget on your page, such as a PayPal button that would trigger the start of the purchasing process.

  • Ian Kay

    Wow this amazed me, beautifully laid out and A+ info. Unbounce is the way to go

  • oana

    Very nice work! :) Thank you for all informations!

  • Miguel Angel

    Hi Oli,

    For a e-commerce (online shop) when We use a CTR Landing Page, which action do you recommend us as CTA:
    1)The CTA is an Add to cart button?
    2) do you recommend a “view more details” and then go to the product page( or “view our products” and go to an specific category)?

    Thanks for your course!


    • Oli Gardner

      Hi Miguel,

      I would go with “Add to cart”, as you should be providing enough detail on your click-through page.

  • Kenji


    When it comes to landings where the goal is a lead form and the landing is too long how can I put another call to action at the end of the page (Close the deal) since I can only add one form.


    • Oli Gardner

      The best way to do this is to have a CTA at the bottom (a button) and have the link be “#top”.

  • Elizabeth

    Loving this course. And now I want a SlapChop… :)

    • Oli Gardner

      Haha. Don’t do it!
      Rick, our CEO, got 2 and they were awful :)

    • SoyUnEmilio

      Me too!

  • Tara

    Oli, GREAT course!! I have never found a more simple and clear CRO guide.

    I want to know – how did you add the 2 testimonials in the middle? I see only ‘Social Widget’ that has some buttons.

    • Oli Gardner

      Thanks Tara!
      I’m not 100% sure what you mean. Can you clarify your question a bit?

  • Tim Owen

    After lesson one, I went right away into designing a landing page from one of the templates at Unbounce. I can’t wait to see how it turns out as people start to see it.

    Now, after lesson two, I feel confident that I could design something effective from the ground up. Come OOOOON, lesson number THREE!

    Thanks, Oli and friends for providing such useful knowledge! :-)


    • Oli Gardner

      Awesome Tim!

      So good to hear that.
      You’re going to love the rest of the course.
      Keep on jumping into the comments as you go through, would love to hear your thoughts and questions.




  • Cristian

    Great Oli, thanks! It is good to have a long landing? Should i overlap sections AS SEEN IN and SOCIAL PROOF or better to show both? For a demo trading account thrust in very important, but i m going a litle bit to down as i have 2 videos as benefit.

    • Oli Gardner

      The length of your landing page should be determined by the amount of information one would need to make a purchase (other other conversion goal) decision. For an ebook, it’s not a hard decision, so a short page would suffice. For professional services you might need a bit more info including the media mentions and testimonials.

      If you have multiple videos, it would be a good test to include all of them.

      Long vs. short is a great test in general – so you can find out how much info your visitors need.

  • Camilla Peffer

    Hey Oli,
    Where would you put the terms and conditions on the page? In a footer at the bottom?

    • Oli Gardner

      Yes. The footer would be the least distracting placement, and where people instinctively look for something like that.

      If you have a form, then the privacy policy link would be best placed next to the email field.

  • Cassandra

    Hi Oli,

    Great course! You have mentioned that a landing pages should only have one CTA and should not include other navigation links to your website. Lets say you are designing a page for a SaaS application and you want users to sign up for a demo. A potential client might need quite some info before they do: like info regarding the benefits, features, pricing, the company , case studies etc. What is your recommendation here?


    • Oli Gardner

      In that case, you’d just have a longer page, broken down into chunked sections that cover the important elements.

      It’s always worth doing a long vs. short test for this, as sometimes you’d be surprised at how a short succinct layout with the core value props can get someone to sign up for a demo.

      If you think of all the sections you’d want to include in a longer page, you can then take one core statement from each and use that on a short page.

      Start with what you think you need, then pare it down as much as you can to simplify.

      As far as a single CTA. IF you have a pricing grid you will need multiple buttons (for each plan). This is essentially the same as a single CTA as it’s for the same purpose. It’s only when you have CTAs for different things that you run into trouble (such as a form to sign up for a demo, then a click-through CTA to learn more etc.).

      One page. One purpose. Period.

  • Wordpress developer

    Excellent course Oli.. I get the email daily at exact right time, which works perfectly with my schedule :) Day by day I am getting expert in landing pages design :)

  • Rama Krishnan

    Dear oli, thanks for the lesson. Not are very useful. Thanks for the same. Looking forward to take the rest of the lessons.

    • Rama Krishnan

      Sorry, there was a typo in the above comment. I intend to say that the lessons are very useful. Thanks.

      • Oli Gardner

        haha, I figured you meant well. Thank you.
        Glad you are enjoying it Rama.

  • Miguel Manilla

    Oli, this is my first course of landing pages and the best course I’ve ever seen. I am taking notes and applying it to my own landing pages. It’s been great so far and this is free information with a high value for me. I can be a LOP consultant right now! lol

    • Oli Gardner

      Thats great to hear Miguel! Consult away :)

  • Mrinal

    Nice post on landing page design element and its conversion. Thanks for sharing.

  • Sasha

    Very interesting materials for me because I work in search engine marketing company, thank you very much it is my first lesson and already it has been very helpful!

  • Sachin Bisaani

    Hi Oil,

    Great Stuff

    From first part i learned that you should avoid destruction from your landing page like outbound or internal links and from second part i learned that instead of writing problem on the landing page its better to solve them, Great Course desperately waiting for next Chapter.

    And if yo can answer can you please tell me what should website design firm do in the page to make perfect landing page?


    • Oli Gardner

      There is no perfect landing page design Sachin.
      But there is a difference in the type of agency or designer you choose to do it for you (if you can’t do it yourself).
      We have a list of people/companies we recommend. Perhaps one of them can help.

  • Mark Hunter

    This course is very helpful so far. I have been running in circles not knowing what goes where. But this shows me just that. You can thank Joanne Wiebe for recommending it! A quick question, where can I get images for the hero. I assume I need an image for the hero bit.

    • Oli Gardner

      Thanks Mark, and Joanna!
      Not sure what you mean re:hero images. These would be photos, diagrams, video, etc. of your product or potentially your self/team if it’s a service where you are the sell.

      So it really depends on what you are promoting.

      Can you provide more detail?

  • Paul McDevitt

    Have used Landing Pages as a key element of demand gen marketing campaigns but, as at a larger company, leveraged an agency to create the pages. So interesting to hear an expert walk through the anatomy of a great landing page.

    Really enjoying this. Apart from being great education, have to say it is also an excellent example of how to teach something.

    Sheer brilliance!

    • Oli Gardner

      Thanks Paul! Really glad you’re enjoying the way we put this together.

  • Iftikar Hasanov

    Hi Oli,
    When talking about fifth elements of landing page you mentioned that “a Call-To-Action (CTA) can either be a standalone button on a click-through page, or as part of a lead gen form”.
    You say as well that: a landing page can be any page that someone lands on after clicking on an online marketing call-to-action.
    Does it mean that in both cases Call-To-Action is a link :
    in the first case: Call-To-Action is a a standalone button on a click-through page or a submit button of a lead gen form;
    in the second case: Call-To-Action is all external links which directs people to your landing page.
    Is there something wrong with this 2 statements?
    My second question is about the exact meaning of the word “Lead”.
    Does the word “lead” mean a potential customer or It is something more?
    Thank you in advance,

  • David Gibson

    For the lead gen example, would it be a good idea to add another call to action button since once you scroll down, your out of the view of the form. Adding another call to action button at the bottom of the page that will shot you back up to the top form sounds like a good idea, do you agree?

    • Oli Gardner

      Absolutely David. That’s a great best practice that I recommend all the time.
      It’s best to do it with a nice “smooth scroll” so people can understand where you are sending them (as opposed to a hard anchor jump).
      Here’s an example from an Unbounce template from Themeforest,


  • Rajan Prakash

    Hi Oli,

    I am trying to build my website on wordpress on my own and getting much confidence along with your course.

    I offer 3 types of services in 10 locations of my city- Delhi. Accordingly, I have created ad groups with some permutation combination.
    I have a few question:
    1. How many landing pages will be good for me? Shall I have one landing page for each of the 10 locations and same for 3 types of services?
    2. My Landing page should have any link to my main web site or home page or they should have no links at all? In case, the visitor wants to visit our home page?
    3. Suppose I have 10 Landing Pages. Should I mention them on my site map? Or, landing pages and rest part of websites are totally different entity to be treated?

  • Kavi Reddy

    Hey Oli,

    What is your expert opinion on the color of the Form header & Form CTA? I noticed in the templates they were the same color with a less vibrate orange as the form background, but the CTA doesn’t seem to be popping out very obviously. Would you recommend us to use more contrast or is the fade/ vibrant combo really the best way to go?


  • Guest

    Good afternoon Oli,

    I just finished part 2 and have revised my landing page. I’ve got to say, even I’m impressed with how it came out. But I’m running into issues regarding how to optimize this for mobile viewers. Keeping all elements of the Lead Gen landing page seems excessive and too long for a mobile user to be interested in. What are the pieces that can be dropped for mobile viewing? Thanks so much!

  • Christopher Walker

    Is the example of the click-through landing page above an actual template? If so, where might I find it? Thanks in advance!!!