Hero image or video

• Set the context as this is the first visual that greets a visitor
• Use a captivating image (with human element) connected to your product or service

Main headline

• Keep it short; relate to what the visitor clicked to arrive at your page
• Describe the key benefit of your product or service – be direct

Supporting copy

• Give the user more information with a subhead/ short paragraph
• Structure it as an extension of the headline or a related secondary message

• Focus on a singular conversion goal to be more effective
• Use only essential form fields to keep it short; include a privacy statement
• Keep the call-to-action button text conversational and benefit-oriented
• Validate your conversion hypothesis by running A/B testing with two CTA variants

• Boost your credibility and influence prospective customers
• Add quotes/ testimonials, video interviews, case studies, customer logos, crowd-sourced reviews
• Ensure the testimonial is authentic, relatable and specific in its description
• Include the actual customer’s name and photograph for the desired impact

• Maintain the visitors’ attention as they scroll down to the middle of your page
• Remind them of the USP, but keep in mind that they’re more informed now

• Arrive at specific (major) benefits of your product or service
• Showcase the features that give you a competitive advantage
• Lead with benefits where possible, supported by associated features