Before users go through your flow, you may first need to convince them of your product, service or company. A landing page offers you the opportunity to do just that with trust elements such as benefits, reviews and logos.

Compared to a homepage, a landing page pursues a specific goal and offers fewer navigation options, as the focus is on the offer or application. The content of the page is specifically designed for conversion.

In this article, you will learn how a landing page is structured, including which trust elements should not be missing, Call to Actions, and valuable insights into Lead Generation and Social Recruiting use cases.

Every landing page starts with a so-called hero section, which is the top area that visitors see first as soon as the flow is opened and before users scroll.

This area usually contains a Headline and sub-headline. You will also find a so-called hero shot here, i.e. a visual representation of your offer in the form of an Image or Video.

What should not be missing under any circumstances is a clear CTA (call to action), e.g. in the form of a Button, to encourage users to click and convert.

Call to actions are not only important in the hero section, visitors should also be given the opportunity to click through at any time throughout the landing page. Therefore, we recommend including a CTA after each section on the page so that a button is always in view.

To encourage leads and applicants to input their data seamlessly, it's crucial to highlight the perks and advantages of the offer.

To visualize offers, we recommend our List block. This allows you to use icons or emojis to create a list of important points that you can expand on with explanatory text. Our Checklist block can also be used to provide a quick overview of benefits.

If you want to use coherent text, we suggest implementing the Text block to highlight certain words in italics, bold or other colors. Be mindful that the text is not too long. The Accordion block is another great tool that helps provide more information without having to display the entire text, e.g. an FAQ section with wordy responses hidden.

Our Photo carousel block allows you to present several photos at once in a picture gallery, which can be set automatically or by the user.

Building trust is one of the highest priorities for a successful landing page. Reviews from other customers or social proof are an effective ways to gain the trust of leads and/or applicants.

Incorporating personal elements such as logos, certificates, or seals can significantly boost engagement and increase conversions. We recommend using our Logo bar block for this.

In lead generation, it makes sense to build separate landing pages for certain products or seasonal services in order to display the relevant information.

We recommend working with one or more CTA buttons on the landing page that are clearly visible. As a best practice, we do not encourage asking questions on the landing page, as questions can get lost among if you have many elements on the page.

Subsequently, you can include content detailing the product or service offered along with the distinctive benefits. Take the opportunity to reintroduce your company at this stage.

Establishing trust is a very important aspect of generating new leads, including logos of current client collaborations or showcasing reviews and ratings are indispensable elements that should not be overlooked.

In social recruiting, 80% of flows have a landing page in front of them to provide information about the company or the position(s) to be filled. Some social recruiting flows even have screens that provide additional information to potential applicants depending on the selections made. It is important to make the application a seamless experience and showcase why the person should apply.

In the hero section, the most important facts should be clearly outlined, such as the position, start date, and location. In addition to the company logo, you should include a hero shot, such as a photo of the team. Use a clear CTA to encourage applicants to take the next step in the application process. You can use a button or a simple image selection for this.

As you scroll down the landing page, make sure to introduce the company and provide context on the vision or mission of your organization. The benefits for applicants can be presented visually in a list format with a brief description to help provide further context. The Checklist block can also be used to present the tasks and activities involved.

Include a personal touch on your landing page by incorporating photos and videos showcasing your team, workplace, and day-to-day activities. For example, you can incorporate photos of team members and include their testimonials. Try to avoid stock photos in general, otherwise the authenticity can be lost.

In addition to recommendations from employees, accolades, such as the Glassdoor company award, can help inspire further trust and curiosity among applicants looking for their next career move.

In conclusion, building effective landing pages can persuade users of a product, service, or company before they engage with the flow. Keep in mind the critical components of a landing page, including the hero section with a clear call to action, strategically placed CTAs throughout the page, and the importance of visually highlighting the benefits of the offer.

It is essential that you build trust through social proof, incorporating reviews, logos, and other personal elements. Be aware of the continuous need for visible CTAs after each section on the landing page to facilitate user interaction and initiate the process seamlessly.

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