LP Structure Template | The Order and Elements That Drive Conversions

A landing page (LP) can see its conversion rate change dramatically based on nothing more than the order in which you arrange the elements. A good LP is designed so that the visitor's psychology progresses naturally through interest, awareness of the problem, conviction, resolution of anxiety, and action. This article explains a template for LP structure that leads to conversions, together with the design rationale for which order each section goes in and why it sits in that position. It's content you can use as a template when building an LP from scratch.

The basic flow of LP structure

Broadly divided, an LP is made up of three blocks: the first view, the body, and the closing. The role of each is as follows.

• First view: the topmost area visible without scrolling. On first impression it makes visitors feel this is relevant to them, preventing them from leaving

• Body: the main part that stacks up from problem-raising to the solution and trust elements, heightening conviction and desire

• Closing: the concluding part that resolves anxiety and, with a final push, leads to action (conversion)

Within these three blocks, you arrange each section described below along the flow of the visitor's psychology. Because roughly 70% of visitors are said to leave after seeing only the first view, the design of the upper area in particular determines your results.

A structure template that leads to conversions (order and elements)

Arranging the elements that have become standard on high-performing LPs in the order you place them gives the following. This order is a psychological design meant to avoid making visitors feel they were sold to before they were convinced; breaking it becomes a cause of departure.

1. First view (catchphrase + main visual + CTA)

2. Problem-raising and empathy (putting the visitor's issue into words)

3. Presenting the solution (showing that this product/service can solve it)

4. Benefits (concretely conveying the value gained from adopting it)

5. Trust elements (track record, customer testimonials, case studies, authority)

6. FAQ (resolving pre-purchase anxieties and questions)

7. Closing + CTA (presenting an offer and prompting action)

Below, we look at the role and design points of each section in order.

1. First view

This is the section that most determines an LP's success or failure. So that visitors can intuit in an instant that this is a page for them, you arrange the following elements: a catchphrase that conveys the benefit at a glance, a main visual that lets them picture the product or the result, and a badge showing authority such as "No.1" or "satisfaction rate of X%." Placing the first CTA button here, in a position visible without scrolling, keeps you from missing visitors who already have high purchase intent.

2. Problem-raising and empathy

Placed directly below the first view, this is the section that puts into words the issues and worries the visitor currently holds. By speaking for their problem with lines like "Are you struggling with something like this?", you make them feel this LP understands them, and build the foundation for reading further. The point is not to sell the product right away, but first to get alongside the other person's situation.

3. Presenting the solution

After they've empathized with the problem, this is the section that shows "that worry can be solved with this product/service." It bridges the "I want to do something about it" feeling raised in the problem-raising step toward your own proposal. It's natural for the product to first appear as the lead here.

4. Benefits

This is the section that concretely conveys "what good the solution brings to the visitor." Rather than listing functions or specs (features), it's important to translate them into how life or work changes as a result (benefits). Adding numbers or an image of life after use increases persuasiveness.

5. Trust elements

This is the section that dispels the doubt "does it really work?" You place objective material such as adoption track records, customer testimonials, case studies, awards, and media coverage to back up your claims. Because people are easily influenced by others' evaluations, the voices of actual users are especially effective.

6. FAQ (frequently asked questions)

This is the section that resolves the small anxieties and questions remaining just before action. By answering in advance the factors that make people hesitate to buy, such as price, cancellation, support, and delivery time, you remove the departure reason of "there's still something I don't understand." Placing it just before the closing is the standard approach.

7. Closing + CTA

This is the concluding section that prompts action with a final push. You present an offer such as a bonus, a limited period, or a money-back guarantee, and connect the desire you've built up to this point into action. Placing the CTA button in three spots (the first view, the middle of the body, and the end of the closing) is the basic approach, so that visitors who make up their mind at any timing can act without hesitation.

Tips for CTA wording and placement

The CTA button is the element that most directly affects conversion within an LP. For wording, a phrasing that concretely conveys the next action and what will be gained tends to get more clicks than a vague expression like "Contact us here."

• Rather than "Consult now," add words that lower the psychological hurdle, such as "Consult for free"

• Make clear what happens after the action, such as "Start free for 30 days"

• Make the button a highly visible color and size, and give it surrounding whitespace to stand out

Because reactions change with the phrasing even for the same meaning, after publishing it's effective to verify wording and color with A/B testing and keep improving.

Frameworks useful for building structure

When considering the order of sections, using a copywriting framework as an underlay makes design easier. Two representative ones are as follows.

• AIDMA: Attention, Interest, Desire, Memory, Action. It corresponds to a flow of drawing attention in the first view, raising interest and desire through problem-raising and empathy, staying in memory with track records, and leading to action with the CTA

• New PASONA: Problem, Affinity, Solution, Offer, Narrow down, Action. It's a framework that pairs well with a structure that begins with problem-raising

What both have in common is that prompting action before desire has been sufficiently raised makes it look like a hard sell. Not skipping the psychological steps and stacking them up in order is the core of building structure.

Adjusting to the product and traffic source

The structure so far is only a base template. In practice, you adjust the weight and order of each element depending on the product, target, and traffic source. For example, with BtoB products that involve long comparison and consideration, it becomes important to beef up trust elements and the FAQ, and to optimize the form fields. On the other hand, with BtoC products that tend to be bought on impulse, a design that rapidly raises desire with the first view and benefits works well.

Also, the temperature of visitors differs between an LP that traffic arrives at from ads and one arrived at from search. Rather than applying the template as is, designing "to whom, what, and in what order to convey" to fit your own situation is the condition for LP structure that leads to results.

Summary

The structure of an LP that converts is basically an order that follows the flow of psychology: prevent departure with the first view, stack up conviction from problem-raising and empathy through the solution, benefits, and trust elements, resolve anxiety with the FAQ, and lead to action with the closing and CTA. Not breaking this order is the key to producing results while avoiding a hard-sell feel.

Start by building your structure on this template as a base, and adjust the weight of the elements to fit your product and traffic source. After publishing, verifying repeatedly with A/B testing centered on the CTA lets you further refine the precision of your structure.