Building a Landing Page

A landing page has five basic elements: First, a unique selling proposition (USP), a “unique” benefit offered by the product or the service (I put unique in quotation marks because companies usually present a benefit without it being unique). The USP is typically communicated through a headline and a subhead line that explain the value and purpose of the product or service. It is also sometimes reinforced in a mid-page statement and a closing argument at the bottom of the page. Second, a hero shot, which is a visual associated with the product or service. Third, a benefit statement that explains how the product or brand helps consumers, typically using bullet points or small paragraphs. Fourth, social proofing such as testimonials, awards, client list, or media logos, and finally, fifth, one link, typically a call to action.

Let’s see these five elements in a recent Shopify landing page (Figure 5.10).

Figure 5.10 Basic Elements of a Landing Page – Shopify Example