Landing Page Layout: The Science Behind The Right Conversion Mix

Krista Gregory
Krista Gregory
Conversion Designer
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Landing page layouts are a thing of beauty these days and there’s a lot of advice out there on how to create them. To start off, asking the following questions will help you to decide what direction your page should go and what sections are most important to include:

  • What kind of business are you creating the page for? Is it a B2B company offering raw materials or a service? Is it a B2C company?
  • What is the business selling?
  • What does the UVP have to do with what the brand is selling?
  • Is this a physical product? If so, what would be the most important part of the product to showcase in the hero image? People need to know what they’re getting or they won’t provide their lead information.
  • How do they sell it?
  • Does the sales team follow up? In 24 hours? Within the hour? Make sure to communicate this clearly to your viewers. Clarity is key.

The more detailed and the easier it is to understand these details in your copywriting, the more comfortable a visitor will be with providing their information.
It’s important, however, not to give so much information that it scares the viewer away. For example, you don’t want to tell them, “Fill out the form below, so we can call you.” A lot of people don’t want to get a call on their phone. How you contact them might be a phone call, but they don’t need to know that. ;)

That phone call though
That phone call though - image source

Instead say, “Tell us more about yourself, so we can give you a custom quote.” This communicates that you’re focusing on the importance of the viewer and that they’ll get a quote personalized in fitting their needs. And you can still call them if you make it required to enter a phone number. :)
And on and on the conversation goes. The more you understand your client, the easier it will be to design a high-converting page.
With all of these questions considered, today we’re going to focus on a landing page from two of KlientBoost’s own clients, CareChoice and EZBind. We’ll get the idea of what has worked for them and why their pages are successful.
Now, paging all classically educated graphic designers.

Designer Announcement

Designing landing pages is not the same as creating a pretty new logo for a pretty new brand. Sometimes, it’s necessary to use an ugly neon green color (especially for CTA buttons), but this is A-Okay. Promise.

Let it go. Let it go.
Let it go. Let it go. - image source

Better to get the attention of a new consumer than be pretty. Your focus is on conversions now.
It may seem a bit much to warn you--but as a designer myself, there were some things, like the color neon green, that I had to learn to let go of. If you’re working with a fun brand, you’ll have the opportunity to create some cool designed pages. And if you’re working with a not so great brand, make a point to converse with your client about going a little off brand. You still have the opportunity to create something clean and beautiful that will cause great results to happen.
So, let’s go over the components of a landing page that make for the perfect mix when trying to get more conversions.

We interrupt your normally scheduled programming to bring you this very important anatomy lesson!

The Perfect Landing Page Anatomy

Now, before we really get into it we need to look at the basic anatomy of a landing page. 

There are seven main parts to a landing page's design, so let's break it down: 


All traffic is not created equal. Track your search terms and targeting criteria to avoid the Iceberg Effect and get the best quality traffic for lead gen or eCommerce campaigns. 

Call To Action

This is the most important element to any good landing page. Mirror the temperature of your traffic to the threat of your CTA. This is usually the fastest thing you can test to see the most dramatic results. 

Headline & Sub Headline

This is where you tell your visitors what they can expect (hint: mirror the visitor's end goal) and then support it. 

Hero Shot

Use a visual paired with context of use to let your visitors know what they can expect from your product or service. Check out this in depth guide we created if you need some extra help. 

Benefits & Features

This is where you convince your visitors WHY they should convert on your landing page, clear copy is key. 

Social Proof

Increase conversion opportunity by highlighting customer reviews that squash objections. 

Confirmation Page & What Happens After

Let's start with a "Thank You." But just because the sale has been made doesn't mean your job stops there. You want to create a forever customer who will continue purchasing or shouting out your brand from the rooftops about how awesome you are (too much? well a review or a case study can suffice too). 

Check out this Gifographic below for a fun example of the above 7 attributes at work :) 

Gifographic of the perfect landing page anatomy


"It's important to know what to do on your landing page to make it healthier, stronger, and more importantly, convert at a higher rate."

Remember, the key to a successful landing page is to keep testing so you can make improvements and grow your business even faster. 

...Now, back to your regularly schedule programing :) 

Breaking Down CareChoice’s Landing Page

We’re now going to address each section of a CareChoice’s landing page and run through why certain elements are more important to consider over others.
The most common landing page sections are the hero section, social proof section, feature section, how it works section, and usually ending the page with a footer. Some pages won’t need all of these sections, but the more you know about each section and the information it gets across to the user, the better you’ll be at deciding what should and should not belong on your page. We’ll dive deeper into each of these sections below.
To start, I’ll give a little background on CareChoice. CareChoice is a B2C company finding the best assisted living facility for you or your loved one in the Atlanta, Georgia area.
Now that you have a tiny background on CareChoice, let’s first tackle the Hero section.

Hero Section

The following are two variants of a recent hero section for CareChoice. The first variant has a headline that’s more focused on the reader (and uses second person to do this)--but take note that the CTA, “Get Started” is a little bit vague.

CareChoice hero image variant 1
CareChoice hero image variant 1

The second variant is more focused on letting the consumer know CareChoice has a “database” of information waiting for them. The CTA is more focused here, “Get Access to Listings.”
Take a guess, which variant do you think won?

CareChoice hero image variant 2
CareChoice hero image variant 2

And the winner is…Variant 2. But this is interesting.
Why? Because normally, the higher converting page is the one more focused on the consumer, using more personalized language like by choosing the word “You” over, say, “Brands” to catch the eye.
However, the second variant with a more focused CTA won out. This helps us conclude the importance of letting people know what’s going to happen on the next step.
We can assume that traffic going to this page is a little bit warmer, because searching for a senior care home is specific. And if someone is searching for this, they have most likely already decided they need this service. So, telling them where they’re going next is key, especially if they already know what they want.
One of the most important aspects to the Hero section is the headline copy.
Remember that you only have about 5 seconds before your prospective client decides to stay or leave your page.
On this second variant, the copy makes it clear that by choosing CareChoice, you’ll have an abundance of information at your fingertips, ready to search for the best care facility.
Can you guess what a great follow up test for this page would be? A copy test.
Since we’re finding that people like the word “Database” (i.e. it seems impressive that we have a lot of information of all kinds waiting for you…) and it’s a good idea to use words that focus on the consumer, a great new headline would be, “Get Access to our Database so YOU Can Have the Best Assisted Living in Georgia.”
And as you might suspect, the qualifying questions are important as well. Qualifying questions can help the client with information they need to know about their customer--but possibly even more important, the qualifying questions are used as a psychological technique to engage the consumer and get them to believe that you’re interested in what THEY need.
See? Yet another example of focusing the conversation on them, not you.
Last thing, make sure the hero image gives you a good idea of what you’re trying to sell. A good test, when deciding if you have a successful hero image, is looking at the image without copy to see if you can tell what the point of the page is.
If you can’t, you probably haven’t chosen a great image.
Okay…phewww. There’s a lot to consider here and, of course, this is just the beginning. On to the social proof section.

Social Proof Section

What’s interesting to consider with this section is that there are a variety of ways to come up with good social proof. Some complications I’ve run into with clients is that, when you ask for social proof, they may respond saying they don’t have any.
However, you should push harder. Because even if they don’t think it, everyone has some kind of social proof. They just might not realize it yet.
With CareChoice, since they don’t work directly with other companies but rather individuals, we had to think of a way to associate them with other well known companies.
When we originally started searching for customer reviews, we realized that on Facebook, Google, and The Real Yellow Pages, there were about 20 customer reviews posted in each place that gave 5 star ratings.
Isn’t that great?!
Even though CareChoice doesn’t work with well known companies directly, we have the ability to associate them with other companies that are well known.
The importance of this again is psychological. Many people can recognize these three logos and know that they’re good, established companies.
Adding the stars visually beneath adds another bonus.
The communication is all visual, and the message gets across to the consumer quickly:
“You can trust CareChoice, because these established companies are associated with us and our customers gave us good reviews on their pages.”

CareChoice social proof
CareChoice social proof

Quotes from happy customers are a very important part to your page as well.
Think about it, would you rather talk to a shopper like you to verify if this service is good or someone for whom you can’t relate like the sales person from that company (who clearly is biased, because they’re trying to sell a product/service)?
From someone just like you, of course.
Consumers are much more likely to convert when they see someone like them is recommending the service or product. As you can see, having these testimonials on your page makes your service look more convincing, and makes you seem more relatable and personable.
Let’s focus on the testimonial section next…

Testimonial Section

This testimonial section is also important, because it’s a good way to support the social proof section.
Let’s take a look at 4 things you can look for in good testimonial quotes:

  1. Happy customers using positive language
  2. A customer problem being explained, and then being solved by the service provided by said company
  3. Data (although we don’t have a data testimonial written below, this is always a high quality way to show potential customers that your product or service has worked well for others)
  4. Video testimonials, period. People like seeing a real face, and hearing a real voice. If you have the ability to pull a video onto your page of someone explaining why they love your service or product so much, chances are those conversions are going to skyrocket.
CareChoice testimonial section
CareChoice testimonial section

We’ve talked through the top half of the page. Let’s move onto some more detailed sections that explain the services provided by CareChoice.
Here we go onto the “What We Do Section.”

What We Do Section

Since CareChoice is a service, adding this section is important in communicating with prospective customers what that service is exactly. This section gives the user confidence in what you do, and gives them reason of WHY they need you.
Take note again that a lot of the language is written in second person with “You” and “Yourself.” Again, always focusing on the consumer as much as possible.
A great future test for this section would be to include a step-by-step walk through of the searching process for the correct facility.

CareChoice services section
CareChoice services section

When looking for a service to use, people usually have a lot of questions on what they’ll get out of the service. So, another great section to include on a service page is an FAQ section. Since this site is specifically focused on assisted living services, the best questions to answer are ones that help people to understand what exactly assisted living is, and again, WHY they NEED it.

FAQ Section

Having an FAQ section is also helpful for your sales team. If your potential customer reads through the FAQ section, when they start talking to a representative, the rep won’t have to explain as much, because your customer will have more knowledge behind what you’re selling and how it works.
The following questions are helpful for people to have answered, specifically, for CareChoice:

  • How do I know which assisted living is best for my specific needs?
  • What services does assisted living provide?
  • How much does assisted living cost?
  • How do I pay for assisted living?
CareChoice FAQ section
CareChoice FAQ section

Last but not least, we have our footer section. This section gives you one last chance to convince your viewer that they should be interested in your service. This should be motivational and move the viewer forward in the action of clicking on that CTA button. I’ll say it one more time, this is always about using language that lets the viewer know this is all about them.

CareChoice bottom CTA section
CareChoice bottom CTA section

This section should include the company’s logo and links to any other important info. like, Privacy Policy, Terms of Use, etc.

CareChoice footer section
CareChoice footer section

Keep in mind that there are many other sections you can add to a page:

  • A “Benefits” section that talks about the positives that come out of using your service or product.
  • A “How It Works” section can share with a potential customer how they can expect your product or service to work.
  • A “Features” section that can display a list of what’s included with the product or service.

This pretty much concludes our exploration of CareChoice’s landing page. Hopefully, this will give you some good ideas for your own page, and help you reach those goals.
We’ll celebrate with you when those conversions come through.

This is how we like to do it.
This is how we like to do it. - image source

Breaking Down EZBind’s Landing Page

Another client we have worked with is EZBind. EZBind is a B2C company selling insurance to construction contracting companies.

Hero Section

Here are two shots of EZBind’s hero section:

EZBind hero variant 1
EZBind hero variant 1
EZBind hero variant 2
EZBind hero variant 2

These two variants are very similar.
The biggest difference here is the CTA of, “Get My Free Quote” and “Get Started”.
I’ll pull you in on an up and coming secret...We’re noticing at KlientBoost that the more we experiment with CTA buttons, the better it’s been to use a more vague CTA like, “Get Started”. The reason being this is a low commitment CTA. If you can get your viewer interested enough to click on “Get started” then you sell them on Step 2.
The page that had the hero section of “Get Started” ended up winning and the conversions were up by 8%. So, then we moved onto a new test in the hero section.

Testing disclaimer under CTA button
Testing disclaimer under CTA button

We created a smaller test and added a disclaimer below the CTA button that says, “ No credit card needed.”
This test is pushing up conversions to 9%. What we can learn from this test is that the viewing audience is concerned with giving away credit card information, and sometimes a small test can do big things for your page.
Since we’ve been with EZBind for a while and have optimized the page so it’s at a good place, creating smaller micro-tests is a good way to continue to optimize a page that has high conversion rates already.

Testing results of disclaimer
Testing results of disclaimer

So, keep in mind, when your page is doing well, create smaller (smoke) tests. You never know what kind of test will push your conversions higher.
Let’s move onto the next section to learn more about how to create an answer to a customer’s “Why” questions.

“Why EZBind” Section

Naturally, people will have a lot of questions about the reasons why they should choose EZBind for their contractor insurance. Similar to the “What We Do” section on the CareChoice page, this section for EZBind convinces the consumer why EZBind is the best option.

“Why EZBind” section
“Why EZBind” section

Again, when writing copy for this section make sure to be clear and concise. Write down the most important benefits and continue to re-write and clarify. The clearer and more concise your message, the easier it will be for someone to make the decision to convert.
Another important thing to consider here are your sub-headline bullet points above the descriptions. Viewers might not ever make it to reading your description. Make sure your sub-headlines are easy to understand and eye-catching.
Now that we’ve talked through the Benefits section, let’s walk through the testimonials.

Testimonial Section

As I mentioned with CareChoice, it’s very important to have positive customer reviews. Within that, one of the strongest testimonials here is the one on the left that directly addresses and thanks EZBind for their “prompt response.”
This is the best way to show viewers on the page that EZBind is the best option. Someone else like them is expressing the good in EZBind, and that expression happens to be on the page we made.

Testimonial section
Testimonial section

This last section is ending on the same CTA as the hero section. You have two options here. You can either link the bottom CTA to the second step page immediately, or link it to scroll up to the hero section.
If you choose the latter option, don’t forget to add that smooth scroll script to your page.
If not, your customers may feel like this:

Help meeeeee.
Help meeeeee. - image source
Footer section
Footer section

Wrap Up on Landing Page Layout

So, in conclusion, here are some points to remember:

  1. Although aesthetically pleasing pages are fun to look at, visual clarity is more important. Remember the 5 second test.
  2. Copy is the most important part of your page. Arguably, your headline in your hero section is the most important. Make sure you know that UVP.
  3. Great reviews and social proof are a big support to the case you have stated in your hero section. Make sure those reviews are positive and show the viewer why you’re the best option for their needs.
  4. FAQ and Benefits sections will give your viewer that extra push to convert if they’re still unsure. Make sure those smaller sub-headlines are eye-catching and helpful for their decision making process.

Looking for some more great examples of top landing pages? Check them out here.
Thanks for joining me on this landing page journey.
Until next time.

Chapter 2:
Building A Landing Page

What You’ll Learn: Get the instructions on how to perfect every single element that needs to be on a landing page in order to optimize for the most conversions possible.

Chapter 3:
Landing Page Types & Examples

What You’ll Learn: There are a gazillion different types of landing pages that all serve a unique purpose. Learn about each type and see the best examples that you’ll want to copy ASAP.

Chapter 4:
Landing Page Tips

What You’ll Learn: There are landing pages that work and then there are landing pages that blow the roof off all your past conversion rates. Follow these tips to get more conversions that you know what to do with.