Landing page structure: the 7 parts, a template and examples to make it convert

What is the structure of a landing page?

Seven parts, from top to bottom: headline, subheadline, image or video, benefits, social proof, form or button and legal footer. They all revolve around a single goal.

That goal shapes everything. A landing page isn’t just another page on your website: it’s a page with a single mission, getting the visitor to leave their email address or buy.

That’s why it has no menu or distracting links.

In this guide you’ll find the 7 parts explained one by one, a copy template you can reuse, real examples and a checklist to review your landing page before you publish it.

Landing page structure: the 7 parts at a glance

This is the structure I recommend for almost any landing page. You can expand it or trim it, but the order works in most cases.

What visitors see without scrolling (headline, subheadline, image and button) carries the most weight.

If that first screen doesn’t convince them, they never get to read the rest.

What a landing page is and what it’s for

A landing page is a page created so that the visitor does just one thing.

It has a big advantage over the rest of your website: whoever lands on it usually comes from an ad, an email or a specific post, so they already know what it’s about.

That lets you get straight to the point. That’s why it’s best to remove the navigation menu and any link that doesn’t lead to the goal.

Landing pages have two main goals. The first is to capture leads that may become future sales. The second is to sell directly.

Take a look at this lead capture example.

Maïder Tomasena puts on a copywriting showcase: value proposition, a few benefits and pain points to win the lead. And she rounds it off with authority.

Landing page example by Maïder Tomasena (screenshot from 2021)

For the sales goal, look at Babbel. Its headline has few distractions, urgency, a very clear design and a description of its features with their benefits.

Landing page example by Babbel (screenshot from 2021)

The 7 parts of a landing page, one by one

Let’s look at each part more closely, with examples and what to avoid in each one.

1. Headline

The headline is the first thing people read, and it decides whether the visitor stays. It has to contain your value proposition: what the person who lands on the page gets.

eToro is a good example. On the left, a short value proposition, with a subheadline that explains what sets their product apart.

It uses numbers, which grab attention. And on the right it shows customer logos to build trust.

Landing page example by eToro (screenshot from 2021)

2. Subheadline

The subheadline completes the headline’s promise. It explains how you deliver it or who it’s for, in one or two sentences.

It also helps with SEO if you want the landing page to rank on Google.

Aplazame puts the keyword, “conversion rate”, in the headline, and in the subheadline it plays with words from the same family: conversions, selling more, CRO.

Landing page example by Aplazame (screenshot from 2021)

3. Image or video

The image has to show what you’re offering. If you’re giving away a guide, show the cover.

If you sell a product, show it in use. If it’s a service, show the result.

Avoid generic stock photos.

A short video works well for products that are hard to explain, but don’t make it the only thing: lots of people never hit play.

4. Benefits

Benefits answer the question “what’s in it for me?”. Choose three to five and write them from the visitor’s point of view.

“40-page report” is not the same as “Find out in 10 minutes what’s holding back your sales”. The first is a feature. The second, a benefit.

5. Social proof

Social proof removes fears. Customer testimonials, number of users, ratings or logos of companies that already trust you.

Testimonials with a name, job title and photo are more convincing than anonymous ones. And place them near the form, right where doubts arise.

6. Form or button

This is the moment of truth: here you find out whether the landing page achieves its goal. Keep these recommendations in mind:

This example by Álex Fernández meets the first three: a clear button, an action verb and a sentence that explains what you’ll get.

Landing page example by Álex Fernández (screenshot from 2021)

Lookiero includes two buttons that are very clear in both copy and design, and both lead to the same place.

Landing page example by Lookiero (screenshot from 2021)

You can find out more about how to write the button in the glossary entry on call to action or CTA.

7. Footer

The footer builds trust and keeps you within the law. Include the legal notice, the privacy policy and a way to get in touch.

If you ask for personal data, the GDPR requires you to state who processes it and for what purpose.

The safest approach is to ask for consent clearly and confirm the sign-up with double opt-in. And no menus in the footer: every extra link is an exit.

Short or long landing page: how long should it be?

The length depends on the price and on how complex your offer is. The harder the decision is for the visitor, the more information they need.

Here’s an example of a short landing page. It’s from the web design agency Itserra, and it captures leads with a lead magnet:

Landing page example by Itserra (screenshot from 2021)

And one of a long landing page: the sales page for a training course by Vilma Núñez and Maïder Tomasena.

Since it’s a new, high-priced product, it gives a lot of detail about what it offers.

Landing page example by Escuela de Copywriting (screenshot from 2021)

On long landing pages, repeat the button about three times throughout the page.

That way, visitors who have already decided don’t have to scroll all the way to the end.

Copy template for your landing page

This template works for a lead capture landing page with a lead magnet. Replace the text in square brackets and you have the basics.

Headline: [Get this result] without [this common problem]

Subheadline: Download [resource name] for free and discover [what they’ll learn] in [time].

Benefits: You’ll learn how to [benefit 1]. You’ll avoid [common mistake]. You’ll have [specific result] ready to use.

Social proof: “[Short customer testimonial]”. [Name], [job title or company].

Button: I want my free [resource]

Microcopy: We’ll send it to you right away. No spam: you can unsubscribe whenever you like.

For a sales landing page, swap the lead magnet for the product, add the price and an FAQ block that answers the typical objections: price, timeframes, guarantee.

Copywriting formulas for the body of the landing page

Formulas are a help, not a requirement. But for sales pages, these two work very well.

AIDA formula: attention, interest, desire and action

You can see each step in this example from Escuela de Nuevos Negocios. It grabs attention with a video and builds interest with data.

Then it sparks desire with social proof from business owners who already use it. And it ends with a call to action: “Don’t miss out on the 10 keys to spotting what’s going wrong in your business”.

Landing page example by Escuela de Nuevos Negocios (screenshot from 2021)

PASTOR formula: problem, amplify, solution, testimonials, offer and response

This example is from nutritionist May Morón. It has every element of the formula, though not in the same order.

It starts with the solution, describes the problem and amplifies its consequences. Then it explains how she helps, invites action and ends with testimonials.

Landing page example by May Morón (screenshot from 2021)

A tip: don’t overdo the pain points. If you describe the problem in detail, go easy on amplifying it. We don’t want anyone leaving scared.

Structure by landing page goal

Not every landing page needs the same parts. This table helps you decide what’s a must depending on what you’re after.

Your landing page on mobile

According to Unbounce’s conversion report (2025), which analyzed around 41,000 landing pages, 83% of visits come from mobile devices.

And the median conversion rate is 6.6%.

That’s why you should design for mobile first. Short headline, a big button that’s easy to tap with your thumb, a form with few fields and lightweight images so it loads quickly.

If you have to zoom in to read, something’s wrong.

Checklist before publishing your landing page

Go through this list before you send traffic to your page:

1. It has a single goal and every button leads to it.
2. The headline is understood in three seconds and says what the visitor gains.
3. The first screen shows the headline, subheadline and button without scrolling.
4. There are three to five benefits written from the visitor’s point of view.
5. It includes at least one testimonial or trust signal.
6. The form only asks for the data you’re going to use.
7. It has no menu or links that take visitors off the page.
8. It looks good and works well on mobile.
9. It includes a legal notice and a privacy policy.
10. You know what happens next: confirmation email and welcome email.

How to tell if your landing page is working

The main metric is the conversion rate: the percentage of visits that do what you’re after.

The 6.6% median is a useful benchmark, but above all compare yourself with yourself.

Test two versions of the headline, the button or the image with an A/B test and keep the one that converts best.

That said, wait until you have a reasonable number of visits before deciding. With just a few dozen, any difference could be pure chance.

And add UTM parameters to the links that lead to the landing page. That way you’ll know which channel brings you the most sign-ups.

Before you design it, be very clear about who your ideal customer is, because all the copy and design should speak to them.

And if you also need to rethink your home page, many of these principles apply there too.

How Mailrelay helps you create your landing page

What if you don’t want to code? With the Mailrelay landing page builder you create your page from a template or from scratch, without touching any code.

You add a subscription form with the fields you need and publish it.

New contacts go straight into the subscriber group you choose.

With an automation you send them the welcome email as soon as they sign up, and you track the landing page’s performance in real time.

Landing pages, their templates, forms and conversion tracking are included in every plan, including the free account, with human support on all of them.

Frequently asked questions about landing page structure

These are the questions we get most often about creating a landing page.

What is the structure of a landing page?

Seven parts, from top to bottom: headline, subheadline, image or video, benefits, social proof, form or button and legal footer. They all revolve around a single goal.

What should a landing page have to be effective?

A single goal, a headline that’s understood in seconds, clear benefits, some kind of trust signal and a visible button. And no menus or distracting links.

How long should a landing page be?

It depends on what you’re offering. For something free and simple, one or two screens are enough.

For an expensive or complex product, a long landing page with objections, testimonials and the button repeated several times is the way to go.

What’s the difference between a landing page and a website?

A website has several sections and goals, with a menu to move around.

A landing page has a single goal and no menu, so the visitor doesn’t get distracted.

What’s a good conversion rate for a landing page?

According to Unbounce, the median across industries is 6.6%, with big differences from one industry to another. What matters is that your landing page improves with every test.

Jose Argudo

CMO at Mailrelay. Writes about email marketing, copywriting and conversion for SMEs and entrepreneurs.

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