{"id":96555,"date":"2021-05-11T07:47:06","date_gmt":"2021-05-11T07:47:06","guid":{"rendered":"https:\/\/mailrelay.com\/blog\/2026\/09\/28\/how-to-create-perfect-landing-page-examples\/"},"modified":"2026-10-31T23:06:28","modified_gmt":"2026-10-31T23:06:28","slug":"how-to-create-perfect-landing-page-examples","status":"publish","type":"post","link":"https:\/\/mailrelay.com\/en\/blog\/2021\/05\/11\/how-to-create-perfect-landing-page-examples\/","title":{"rendered":"Landing page structure: the 7 parts, a template and examples to make it convert"},"content":{"rendered":"\n

What is the structure of a landing page?<\/p>\n\n

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.<\/p>\n\n

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.<\/p>\n\n

That’s why it has no menu or distracting links.<\/p>\n\n

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.<\/p>\n\n\n

Landing page structure: the 7 parts at a glance<\/h2>\n\n

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.<\/p>\n\n

Part<\/th>What to include<\/th>Tip<\/th><\/tr><\/thead>
1. Headline<\/td>The main promise: what the visitor gets<\/td>It should be understood in three seconds<\/td><\/tr>
2. Subheadline<\/td>How they get it or who it’s for<\/td>One or two sentences, no more<\/td><\/tr>
3. Image or video<\/td>The product, the lead magnet or the result<\/td>It should show, not decorate<\/td><\/tr>
4. Benefits<\/td>Three to five specific advantages<\/td>Talk about what they gain, not about features<\/td><\/tr>
5. Social proof<\/td>Testimonials, figures or customer logos<\/td>With a name and photo, better than anonymous<\/td><\/tr>
6. Form or button<\/td>The action you want, with a verb<\/td>Only ask for the data you’re going to use<\/td><\/tr>
7. Footer<\/td>Legal notice, privacy and contact<\/td>No menu or links that take visitors off the page<\/td><\/tr><\/tbody><\/table><\/figure>\n\n
\"Infographic<\/figure>\n\n

What visitors see without scrolling (headline, subheadline, image and button) carries the most weight.<\/p>\n\n

If that first screen doesn’t convince them, they never get to read the rest.<\/p>\n\n

What a landing page is and what it’s for<\/h2>\n\n

A landing page<\/a> is a page created so that the visitor does just one thing.<\/p>\n\n

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.<\/p>\n\n

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.<\/p>\n\n

Landing pages have two main goals. The first is to capture leads that may become future sales. The second is to sell directly.<\/p>\n\n

Take a look at this lead capture example.<\/p>\n\n

Ma\u00efder 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.<\/p>\n

\n
\"landing<\/figure>\n<\/div>\n

Landing page example by Ma\u00efder Tomasena (screenshot from 2021)<\/p>\n\n

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.<\/p>\n

\n
\"Landing<\/figure>\n<\/div>\n

Landing page example by Babbel (screenshot from 2021)<\/p>\n\n

\n

From landing page to email, the perfect combination<\/strong><\/p>\n\n\n\n

Turn your landing page visitors into subscribers and nurture that relationship with Mailrelay’s email marketing.<\/p>\n\n\n\n

\n
Discover Mailrelay<\/a><\/div>\n<\/div>\n<\/div><\/div>\n\n

The 7 parts of a landing page, one by one<\/h2>\n\n

Let’s look at each part more closely, with examples and what to avoid in each one.<\/p>\n\n

1. Headline<\/h3>\n\n

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

eToro is a good example. On the left, a short value proposition, with a subheadline that explains what sets their product apart.<\/p>\n\n

It uses numbers, which grab attention. And on the right it shows customer logos to build trust.<\/p>\n

\n
\"Landing<\/figure>\n<\/div>\n

Landing page example by eToro (screenshot from 2021)<\/p>\n\n

2. Subheadline<\/h3>\n\n

The subheadline completes the headline’s promise.<\/strong> It explains how you deliver it or who it’s for, in one or two sentences.<\/p>\n\n

It also helps with SEO if you want the landing page to rank on Google.<\/p>\n\n

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.<\/p>\n

\n
\"Landing<\/figure>\n<\/div>\n

Landing page example by Aplazame (screenshot from 2021)<\/p>\n\n

3. Image or video<\/h3>\n\n

The image has to show what you’re offering.<\/strong> If you’re giving away a guide, show the cover.<\/p>\n\n

If you sell a product, show it in use. If it’s a service, show the result.<\/p>\n\n

Avoid generic stock photos.<\/p>\n\n

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.<\/p>\n\n

4. Benefits<\/h3>\n\n

Benefits answer the question “what’s in it for me?”.<\/strong> Choose three to five and write them from the visitor’s point of view.<\/p>\n\n

“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.<\/p>\n\n

5. Social proof<\/h3>\n\n

Social proof removes fears.<\/strong> Customer testimonials, number of users, ratings or logos of companies that already trust you.<\/p>\n\n

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

6. Form or button<\/h3>\n\n

This is the moment of truth: here you find out whether the landing page achieves its goal.<\/strong> Keep these recommendations in mind:<\/p>\n\n

Element<\/th>Recommendation<\/th><\/tr><\/thead>
Button text<\/td>Short, clear and with an action verb: “Download the guide”, “Book your spot”<\/td><\/tr>
Microcopy<\/td>A line under the button that explains what happens next: “We’ll send it to you right away”<\/td><\/tr>
Form fields<\/td>Only the ones you’re going to use: the email address and, at most, the name<\/td><\/tr>
Number of buttons<\/td>One on a short landing page. On a long one, the same button repeated about three times<\/td><\/tr>
Goal<\/td>All buttons lead to the same action, never to different actions<\/td><\/tr><\/tbody><\/table><\/figure>\n\n

This example by \u00c1lex Fern\u00e1ndez meets the first three: a clear button, an action verb and a sentence that explains what you’ll get.<\/p>\n

\n
\"Landing<\/figure>\n<\/div>\n

Landing page example by \u00c1lex Fern\u00e1ndez (screenshot from 2021)<\/p>\n\n

Lookiero includes two buttons that are very clear in both copy and design, and both lead to the same place.<\/p>\n

\n
\"Landing<\/figure>\n<\/div>\n

Landing page example by Lookiero (screenshot from 2021)<\/p>\n\n

You can find out more about how to write the button in the glossary entry on call to action or CTA<\/a>.<\/p>\n\n

7. Footer<\/h3>\n\n

The footer builds trust and keeps you within the law.<\/strong> Include the legal notice, the privacy policy and a way to get in touch.<\/p>\n\n

If you ask for personal data, the GDPR requires you to state who processes it and for what purpose.<\/p>\n\n

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.<\/p>\n\n

\n

Capture leads directly from your landing page<\/strong><\/p>\n\n\n\n

Connect your forms to Mailrelay and grow your subscriber list automatically.<\/p>\n\n\n\n

\n
Get started with Mailrelay<\/a><\/div>\n<\/div>\n<\/div><\/div>\n\n

Short or long landing page: how long should it be?<\/h2>\n\n

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.<\/p>\n\n

What you offer<\/th>Recommended length<\/th>Example<\/th><\/tr><\/thead>
Something free and easy to understand (guide, template, discount)<\/td>Short: one or two screens<\/td>Lead magnet download<\/td><\/tr>
An inexpensive, well-known product<\/td>Medium<\/td>A simple monthly subscription<\/td><\/tr>
An expensive product or a complex service<\/td>Long, with objections and testimonials<\/td>A training course or consulting service<\/td><\/tr><\/tbody><\/table><\/figure>\n\n

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:<\/p>\n

\n
\"Landing<\/figure>\n<\/div>\n

Landing page example by Itserra (screenshot from 2021)<\/p>\n\n

And one of a long landing page: the sales page for a training course by Vilma N\u00fa\u00f1ez and Ma\u00efder Tomasena.<\/p>\n\n

Since it’s a new, high-priced product, it gives a lot of detail about what it offers.<\/p>\n

\n
\"Landing<\/figure>\n<\/div>\n

Landing page example by Escuela de Copywriting (screenshot from 2021)<\/p>\n\n

On long landing pages, repeat the button about three times throughout the page.<\/p>\n\n

That way, visitors who have already decided don’t have to scroll all the way to the end.<\/p>\n\n

Copy template for your landing page<\/h2>\n\n

This template works for a lead capture landing page with a lead magnet. Replace the text in square brackets and you have the basics.<\/p>\n\n

\n\n

Headline:<\/strong> [Get this result] without [this common problem]<\/p>\n\n\n\n

Subheadline:<\/strong> Download [resource name] for free and discover [what they’ll learn] in [time].<\/p>\n\n\n\n

Benefits:<\/strong> You’ll learn how to [benefit 1]. You’ll avoid [common mistake]. You’ll have [specific result] ready to use.<\/p>\n\n\n\n

Social proof:<\/strong> “[Short customer testimonial]”. [Name], [job title or company].<\/p>\n\n\n\n

Button:<\/strong> I want my free [resource]<\/p>\n\n\n\n

Microcopy:<\/strong> We’ll send it to you right away. No spam: you can unsubscribe whenever you like.<\/p>\n\n<\/blockquote>\n\n

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.<\/p>\n\n

Copywriting formulas for the body of the landing page<\/h2>\n\n

Formulas are a help, not a requirement. But for sales pages, these two work very well.<\/p>\n\n

AIDA formula: attention, interest, desire and action<\/h3>\n\n

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

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”.<\/p>\n

\n
\"Landing<\/figure>\n<\/div>\n

Landing page example by Escuela de Nuevos Negocios (screenshot from 2021)<\/p>\n\n

PASTOR formula: problem, amplify, solution, testimonials, offer and response<\/h3>\n\n

This example is from nutritionist May Mor\u00f3n. It has every element of the formula, though not in the same order.<\/p>\n\n

It starts with the solution, describes the problem and amplifies its consequences. Then it explains how she helps, invites action and ends with testimonials.<\/p>\n

\n
\"Landing<\/figure>\n<\/div>\n

Landing page example by May Mor\u00f3n (screenshot from 2021)<\/p>\n\n

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.<\/p>\n\n

Structure by landing page goal<\/h2>\n\n

Not every landing page needs the same parts. This table helps you decide what’s a must depending on what you’re after.<\/p>\n\n

Goal<\/th>Must have<\/th>You can skip<\/th><\/tr><\/thead>
Capturing subscribers with a lead magnet<\/td>Headline, image of the resource, 3 benefits, short form<\/td>Objections block<\/td><\/tr>
Registration for a webinar or event<\/td>Date and time, speaker, what they’ll learn, form<\/td>Long testimonials<\/td><\/tr>
Selling a product<\/td>Benefits, price, social proof, guarantee, objections<\/td>Nothing: the more complete, the better<\/td><\/tr>
Ad campaign<\/td>The same message as the ad in the headline, a visible button<\/td>Menu and external links<\/td><\/tr><\/tbody><\/table><\/figure>\n\n

Your landing page on mobile<\/h2>\n\n

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

And the median conversion rate is 6.6%.<\/p>\n\n

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.<\/p>\n\n

If you have to zoom in to read, something’s wrong.<\/p>\n\n

\"Infographic<\/figure>\n\n

Checklist before publishing your landing page<\/h2>\n\n

Go through this list before you send traffic to your page:<\/p>\n\n

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

    How to tell if your landing page is working<\/h2>\n\n

    The main metric is the conversion rate<\/a>: the percentage of visits that do what you’re after.<\/p>\n\n

    The 6.6% median is a useful benchmark, but above all compare yourself with yourself.<\/p>\n\n

    Test two versions of the headline, the button or the image with an A\/B test<\/a> and keep the one that converts best.<\/p>\n\n

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

    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.<\/p>\n\n

    Before you design it, be very clear about who your ideal customer<\/a> is, because all the copy and design should speak to them.<\/p>\n\n

    And if you also need to rethink your home page<\/a>, many of these principles apply there too.<\/p>\n\n

    How Mailrelay helps you create your landing page<\/h2>\n\n

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

    You add a subscription form with the fields you need and publish it.<\/p>\n\n

    New contacts go straight into the subscriber group you choose.<\/p>\n\n

    With an automation you send them the welcome email<\/a> as soon as they sign up, and you track the landing page’s performance in real time.<\/p>\n\n

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

    \n

    Turn every visit into an opportunity<\/strong><\/p>\n\n\n\n

    Design the whole flow, from landing page to welcome email, with Mailrelay.<\/p>\n\n\n\n

    \n
    Try Mailrelay for free<\/a><\/div>\n<\/div>\n<\/div><\/div>\n\n

    Frequently asked questions about landing page structure<\/h2>\n\n

    These are the questions we get most often about creating a landing page.<\/p>\n\n

    What is the structure of a landing page?<\/h3>\n\n

    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.<\/p>\n\n

    What should a landing page have to be effective?<\/h3>\n\n

    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.<\/p>\n\n

    How long should a landing page be?<\/h3>\n\n

    It depends on what you’re offering. For something free and simple, one or two screens are enough.<\/p>\n\n

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

    What’s the difference between a landing page and a website?<\/h3>\n\n

    A website has several sections and goals, with a menu to move around.<\/p>\n\n

    A landing page has a single goal and no menu, so the visitor doesn’t get distracted.<\/p>\n\n

    What’s a good conversion rate for a landing page?<\/h3>\n\n

    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.<\/p>\n\n

    \n

    Further reading<\/h2>\n\n\n\n

    Create your landing pages with Mailrelay<\/a><\/strong>How to build a simple landing page to capture subscribers.<\/p>\n\n\n\n

    How to write your subscription form<\/a><\/strong>What to write on your form so more visitors subscribe.<\/p>\n\n\n\n

    20 lead magnet ideas to get subscribers<\/a><\/strong>What to offer in exchange for an email address depending on your business, and how to deliver it.<\/p>\n\n\n\n

    Tips for creating the perfect popup for your website<\/a><\/strong>When and how to show a popup to capture contacts without being annoying.<\/p>\n<\/div><\/div>\n\n

    \n
    \n
    \n
    \"Jose<\/a><\/figure>\n<\/div>\n\n\n\n
    \n

    Jose Argudo<\/strong><\/p>\n\n\n\n

    CMO at Mailrelay. Writes about email marketing, copywriting and conversion for SMEs and entrepreneurs.<\/p>\n\n\n\n

    More articles by Jose<\/a> \u00b7 LinkedIn<\/a><\/p>\n<\/div>\n<\/div>\n<\/div><\/div>\n","protected":false},"excerpt":{"rendered":"

    What to put in each part, from top to bottom, with a template to copy and a checklist before you publish<\/p>\n","protected":false},"author":124,"featured_media":111571,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","footnotes":""},"categories":[865,581],"tags":[],"class_list":["post-96555","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ecommerce-sales-and-customer-experience","category-marketing-2"],"yoast_head":"\nLanding page structure: parts and examples<\/title>\n<meta name=\"description\" content=\"Landing page structure in 7 parts, from top to bottom, with a copy template you can reuse, real examples and a checklist before you publish.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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