photo of a corgi and laptop

The Anatomy of a Landing Page

What is a Landing Page?

An Anatomy of a Landing Page

Elements You Need a Landing Page

Additional Elements That Would Be Nice On Your Landing Page

Landing Page Best Practices


Your landing page can look sleek and represent your brand in the most visually appealing way. But you need compelling copy to complete this beautiful picture you’re building for your audience!

Here are essential factors to take into consideration when writing landing page content:

1. Before you start crafting your ad copy, ensure you have a fully fleshed-out target persona. You know their struggles and needs inside out, and you cannot wait to share your offer. You will know who you’re talking to directly, and they will be more receptive because it’s highly relevant to them!

2. On the centerfold of your landing page, you should address these items at first glance:

  • Who you are
  • What your offer is
  • Why your product/service matters to your audience

3. Don’t sell yourself TOO much. Focus on the audiences’ concern of: “What’s in it for me”?

4. Landing pages have one single focus, so should your copy. Pinpoint a specific, desired outcome the audience wants. Write about:

  • How your offering can act as a solution
  • Why it’s the best
  • How it can help

5. Display your copy in an easily scannable way; these are some ways to format them:

  • Bullet points
  • Lists
  • Blockquotes
  • Headings and subheadings
  • Short paragraphs and sentences
  • Bold or underlined fonts

6. Try always to use an active voice. It’s direct and easier to understand.


  • Passive Voice: “Playdough is loved by children of all ages!
  • Active Voice: “Children of all ages love Playdough!

7. If you don’t have a section for “Features,” practice writing about your features as benefits! Describe the function of your offering and explain how it makes people’s lives better. For example, when Apple debuted the iPod, they didn’t highlight 1GB of storage but instead used the tagline, “1,000 songs in your pocket”. Benefits of the feature, just like that, ta-da!


The form is one of the most vital parts of your landing page. It is where you generate leads and qualify visitors as leads worth your time pursuing. Data shows that conversion rates drop when there are more than 7 fields on the form, so you need to be short but still gather enough information!

Follow these tips when you build a form for your landing page:

  • Keep the form fields as short as possible (ideally under 5 fields).
  • Embrace white space! Space the fields out instead of cramming them closely together — it’ll be more inviting, less intimidating.
space background
  • As mentioned earlier, you should optimize your landing page for mobile. You should also make your form mobile-friendly to capture more mobile visitors!
  • If your form builder permits, consider including a short privacy statement to reassure users their data will be safe and that you comply with privacy regulations.

Call-To-Action (CTA)

As mentioned above, Landing Pages are conversion-focused, which means the CTAs are meant to drive that lead home, baby!

Here are some handy tips to elevate your CTA:

Be creative! Try using personable and conversational language, even first-person, to connect with the user and encourage them to take action.

Instead of a bland button that says “Submit” or “Click Here,” try something like: “Get My eBook Now” or “Let’s Get Started.”

A/B test your CTAS. Even a minor tweak can make a difference in your conversion rate.

Sprinkle in CTAs. If your landing page is longer, add a few CTA buttons throughout to capture users as they navigate through different sections.

Additional Resources

Let's Work Together

Say hello to customized advertising strategies that convert.
Get in touch with our programmatic experts today!

Contact Us