What Should Be on Your Landing Page? 6 Things It Might Be Missing

Yusuf Kapoor
Hire Yusuf

Do you often find yourself wondering what should be on your landing page? With so many differing opinions online, it can get a bit overwhelming.

But, whether you’re a small digital marketing agency, or a large established one, landing pages remain an indispensable part of your online marketing strategy.

Why? Well, to start, lead generation through high-quality landing pages cost less than pay-per-click (PPC) marketing. Since content creation is becoming more necessary for companies, they can use that avenue to link to their landing pages.

While PPC has its place, there are other means which can bring in a higher ROI. At times, traffic from organic search engines is seven times more likely to convert than visitors who click through a PPC ad. Directing visitors to landing pages from an article, blog post, or YouTube video can be just as effective at generating quality leads.

A landing page’s sole purpose is an exchange of value. You offer something of value upfront to your visitors in exchange for their information, such as an email address.

Prospects are hungry for solutions. A sneak peek into what your company can do for them is a great way to capture their interest.

This makes for a great start to a business relationship. You’re already seen as a company that delivers value upfront and can offer even more down the road.

So what should be on your landing page? Well, there isn’t really one right answer to that question.

What Makes a Great Landing Page

There are necessary elements that go into a successful, high-converting landing page. Some are well-known, while others usually fly under the radar and get completely overlooked.

The finer details are what separates great landing pages from average landing pages.

And considering that your landing page is like the front door of your store, you’d want to make sure that it’s optimized to convert as many prospective clients into buyers as possible.

As a successful digital marketing agency, I’m sure you have a general idea of what should be on your landing page. Some key components you may already have on your landing page might include:

  1. Headline

  2. Offer

  3. Lead capture/conversion form

  4. Visual aids (images, videos, infographic, etc.)

  5. Social proof

  6. Call-to-action

That’s a solid start, but the problem is, everyone’s following that same basic structure.

And while there’s nothing wrong with that, our goal is to help you turn your landing pages from average to dynamite. Because only those pages stand a chance to convert.

So, is there anything else that can make sure you stand out from the rest of the competition?

Yes, there is. And I’m going to share with you six overlooked points of what should be on your landing page. And I'll add some things that you might be missing.

What Should Be on Your Landing Page ... Isn’t Actually on Your Landing Page

What? You're missing what should be on your landing page? You're probably thinking, "That doesn’t make any sense!"

What you're missing is what happens before you even start to create your landing page.

Research. Research. Research.

I can’t emphasize it enough. Or can I? Too many businesses overlook this step. How can any landing page be effective in converting leads if those leads aren’t even your ideal target audience? That’s like trying to convince a die-hard vegan of the benefits of dairy in a wholesome diet. How would that play out?

In order to create a high-converting landing page, it needs to target your specific ideal customer. You may think researching demographics may be enough to give you a basic understanding and way of connecting with them. But, to be frank, that’s just scratching the surface.

In order for your message to resonate with your customers - enough to make them care and take action - your research needs to go far beyond just demographics.

You should know your target customer inside and out. A few questions you could investigate:

  • What are their biggest dreams and fears?

  • Who do they look up to?

  • What kind of purchases do they make?

  • What awareness level are they at in the buyer’s journey?

When you can tap into the depths of your prospects’ minds in this way, it’ll be game-changing for your business.

Turning On Do-Not-Disturb Mode

No, I'm not talking about turning on the Do Not Disturb mode on your smartphone.

Let me explain. Have you ever been to a casino? Better yet, have you been to the mecca of casinos, Las Vegas? Have you ever wondered why there are no clocks or windows anywhere to be seen? Strange, isn't it?

There’s one simple reason. Hyperfocus.

Why would a casino - whose survival depends on you emptying your pockets - facilitate time management and moderation? That just sounds so laughable to think about, doesn’t it?

Having no clocks or windows around - by which you can reference time - encourages a distraction-free, endless enjoyment. You end up losing track of time, slipping into a timeless, endless money pit...and casinos couldn’t be happier! Pretty clever, right?

Similarly, you don’t want to distract your prospects from crossing the finish line and go past the CTA. Anything that comes in the middle of that journey is a distraction and needs to be removed.

You can use tools like Hotjar to analyze your visitors’ website navigation behavior and seal any gaps. Where are visitors spending the most time? Where do their eyes land and where does their mouse click?

Instead of asking, “What should be on your landing page?" sometimes you have to ask yourself, “What shouldn’t be on your landing page?" To do this well, remove things like top and sidebar navigation, headers, footers, and unnecessary links.

This will enhance the “Do Not Disturb” mode in your visitors and increase the likelihood of conversion.

But not everything has to go. There is a very important set of links you might be forgetting to keep on your landing pages.

Embedded Share Links

One of the most effective and time-tested marketing tools is word of mouth.

Jamie Turner, author, speaker, and CEO of 60 Second Marketer said, “Word of mouth will never go out of style. It is, and will remain, the #1 way people make choices about brands.”

Your customers are your best salespeople because they’re the ones who will promote your brand - free of charge.

People love to share everything about themselves with their connections and peers. Sharing gives people a sense of value, connection, and self-worth. That’s why social proof is so effective in marketing.

So, with that said, what should be on your landing page, without question?

Share links. These enable your customers to share your landing page with their connections. Sometimes the best customers come not from your costly paid advertising, but from the humble referral.

This is such an easy strategy to implement and can reap tons of rewards. So don’t forget to include this on your landing page.

Curb Doubt and Inaction with Click Triggers

Click triggers, conversion boosters... whatever the name is, the idea stays the same.

So, you’ve applied all the components of what should be on your landing page. But, how come there’s still resistance? That’s what click triggers are for. Their purpose is to remove any last bit of doubt in the readers’ mind. Usually, there’s something that may be preventing visitors from clicking on that CTA.

Whether hesitations come from price, the uncertainty of quality, privacy concerns, or anything else, be sure to address those in your click triggers. It's like handling objections proactively.

Positioned close to your CTA, click triggers give your readers peace of mind and act like a safety net. These are also very easy to implement on your landing page. Include things like:

  • Money-back guarantees

  • Easy unsubscribe

  • Social proof

  • Testimonials

  • Privacy policy

Anything creative you can think of to help ease your readers’ worries from taking the next step will work.

Magnetic Visual Design

Our eyes naturally go where they’re attracted. Your landing page must be beautifully designed and thoughtfully laid out.

Too often, a brilliant product or service gets brushed under the rug because of its poor design layout. And when it comes to first impressions, falling short here can sink a dagger into your metaphorical chest.

So, when working on the design elements of your landing page, keep in mind these few key concepts:

  • Theme

  • Images/video

  • Colors

  • Placement

  • Fonts

Too many words and not enough visuals can wash out your landing page. Similarly, misuse of color and fonts can be a big turn off, making your landing page an eye-sore to navigate.

Your readers don’t have the patience to sift through the noise and find your message. If it isn’t crystal clear like the time on your watch, your readers are going to bounce - fast.

Keep the design simple and clear. And then let your copy do the rest.

Having Compelling, Mind-Reading Copy

There’s nothing worse than a well-designed landing page, top-notch images, and a killer product or service… all to be underwhelmed by the presence of mediocre copy.

For some reason, many business owners are under the impression that the text on their landing pages isn’t as important. That somehow, they deserve less attention and optimization than the visuals and design.

That’s an unfortunate mistake, which may be costing you big time. Remember the key components of your landing page that we discussed in the first few paragraphs? Well, every single one of those components (besides visual aids) falls under copy!

So what should be on your landing page? The headline, offer, lead capture form, social proof, and CTA are all part of that copy. Compelling copy is one of the most essential elements of your company’s marketing. It must be clear, concise and ignite a burning desire in your prospects to take your desired action.

Without it, you might as well be talking to a blank screen.

Leo Burnett, advertising and marketing legend once said, “Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.”


Crafting a killer landing page isn’t easy work. It takes time and a lot of diligent pre-planning if you want to get it right. But when you do get it right it's going to pay off in full.

So what should be on your landing page? Using the simple keys shared in this article will give you a head start over your competitors.

But if you’d like to get the most out of your landing pages, it might be wise to invest in a copywriter. Copywriters specialize in creating amazing mind-reading landing pages that attract and convert prospects.

If you're looking for a copywriter who can write magnetic landing pages, you can hire a copywriter today.

Tags:  landing page
Yusuf Kapoor

Yusuf Kapoor is a certified copywriter / content writer from Toronto, Ontario. He uses his writing to artfully transition cold traffic into loyal action-taking customers for his clients.His passion for writing engaging copy and connecting with his audience is what fuels him. Yusuf uses his skills in email marketing, funnels and profitable Facebook ad copy to help businesses scale.

Hire Yusuf

Ready to find the top Copywriters?

Get Started