Landing page basics


We all strive to be as successful as possible with our landings, but do you know what are the essential elements of a landing so that it has a higher number of conversions?

There are many types of landing, with infinite variants and infinite objectives. However, they have common elements. Below you can know what those elements and their characteristics.

Landing pages

A header that seduces

The header is the first sentence, the first thing the user will read when entering your landing page. Design your header as a vital part of the essentials of a landing. The header must clearly and bluntly explain the purpose of the landing, the target. It is also important that the message and header are coordinated.

Thus, the title must have a size and a typography according to the rest of the landing. It is placed at the top and should be the first thing that catches the attention of our landing.

You also have to keep a relationship with the keywords you are using, so it is important to contain the keyword you are working with and the user has found you. Otherwise, your rebound rate will be high

Call to action

There are no colors, sizes or types of CTAs that convert more than others. Call to action must be integrated into the landing. You can make it stand out but without being exaggerated.

The call to action is the first in the list of essential elements of a landing. It is the only button through which the user interacts with the brand.

In spite of this, there are certain premises that you must fulfill when creating your call to action:

  • Make the button highlight by color or size but never anything out of the ordinary, for example, stands out with the corporate color.
  • Your location is important. It is true that there are different opinions about where it should be placed. Next to the headline, at the top, where it looks best, etc. Find a place that makes sense in your design.
  • What do you write in your CTA? You must use a word, verb or small phrase that provokes the action. It tells what the user will get if he agrees to click. It is not so important that it is a verb but that it makes sense.


Testimonials encourage persuasion. They are used as a complement to give a push to the user. They try to explain the experience of other buyers in a natural way. It is easier to convert if you see that other users are happy with your purchase.

However, you must do it in a natural way and, obviously, they must be real testimonials. The problem usually is that the users do not believe that they are real experiences, which loses credibility. Another option may be to include brands that have trusted your company with your logos instead of written text.


No matter what the goal of creating a landing page, you always have to convert. There are landing types that increase the success of your campaign because they are more effective and all of them have these elements.


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