Landing Pages

Getting Started with Landing Pages – Know the Functional Blocks



Designing your first few landing pages can be quite overwhelming.

Consider this – how do you decide whether to prioritise product benefits, or product features? Conventional wisdom says that you should prioritise benefits, but does that apply to every product? Does it apply to, say, when you are selling Network Attached Storage (NAS) devices? Taking it a step further, lets say your NAS business has a landing page serving CPC traffic coming from the keywords – “nas armada dual core 20tb”.

Clearly your audience understands what “nas” is, and have narrowed down their search to certain specs as well. This is a niche audience, comfortable with technical jargons, seemingly in advanced stages of the sales funnel. They will compare your product on features with that of your competitors’. This audience is likely looking for a features list and tech specs because they are already conversant with the product and its benefits. Content in layman’s terms may not inspire a level of confidence typically required to impress such an audience.

Heuristics for Selecting Landing Page Functional Blocks?

Thus conventional wisdom may not be applicable at all times. With this seed of doubt in our minds, what’s a good heuristic to decide when to prioritise which?

Assuming that decision is made, should you follow it up with an offer? What goes after that? Customer testimonials? Trust seals?

When you are new to designing landing pages, this can get quickly get overwhelming.

The key to not getting overwhelmed is realising that every landing page is made up of certain, clearly defined functional blocks, and that there exist only a finite number of such blocks.

Moreover you can fit in only a few of these blocks into one landing page.

Here, we are talking about functional blocks (e.g. product benefits, customer testimonials) rather than design elements (e.g. buttons, forms, carousels).

Below is a list of some commonly used functional blocks used in landing pages. When you know that there are only a handful of blocks you can play around with, it should hopefully shake off any analysis paralysis. This list is not in any order of importance.

List of Functional Blocks of Landing Pages

  1. Hero block
    1. Primary benefit and supporting text
    2. CTA
    3. Supporting image
    4. Lead form (optional)
    5. Benefits / features (optional)
  2. Other CTAs
  3. List of benefits
  4. List of features
  5. Customer testimonials or reviews
  6. Trust seals
  7. Social proof
  8. Founder / team details, if they are authoritative influencers
  9. Coverage on media, influential publications
  10. Sharing toolbars and widgets
  11. Reinforcing statements (source)
  12. Closing argument (source)
  13. Offers, free giveaways
  14. Scarcity – (by exclusivity – through status or some such qualifier, by early-bird)
  15. Urgency – time-bound offers
  16. Lead capture forms
  17. Contact details – phone, email, click-to-call etc.
  18. Privacy and terms
  19. Menu and navigation – (popular wisdom is to isolate visitors in the landing page)
  20. Pricing block
  21. Benefit/Feature spotlight – This is more a design-driven section where the entire section is dedicate to a particular benefit or feature.
  22. How it works

Also note that we are talking about visible blocks – invisible page elements such as SEO tags, page loading optimisation, open graph etc. are not discussed.

In the next few articles we shall work on developing some heuristics to decide when to pick which blocks and their priorities.

Please let us know in the comments below if we have missed any functional blocks.

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Building Fathom.