Free registration . Common in software services.

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Request for a free audit or consultation. Used in IT, Internet advertising, consulting.


Request for a free catalog or price list. Applies to a wide range of products.

Request for cost calculation. Suitable for find your mobile phone numbers database products with complex configuration or made to individual parameters (kitchen set, wardrobe).

Application for free measurement . This is a classic for the business of installing suspended ceilings, doors, plastic windows.

Sign up for a free first lesson. Works in the field of education: foreign languages, music, dance, martial arts.

Gaining access to information . Used in email marketing. The user leaves an email address and in return receives a free webinar or book.

Additionally, to attract users' attention, landing pages resort to discounts or gifts. This technique gives mixed results: if used incorrectly, it can alienate potential customers.

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"Landing Page Structure: 16 Main Blocks"
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A strong offer does not need a "flavor enhancer." It is valuable in itself. In the consumer's mind, gift-giving is associated with manipulation.

The call to action button (abbreviation CTA) is the very essence of the consumer benefit. It can hook the user with the opportunity to achieve the desired result (as in example 1) or play on a person’s curiosity (as in example 2).

Example 1

Landing page conversion.webp

Example 2

Landing page conversion.webp

Opinions differ on the type of lead form. The choice will depend on the preferences of the target audience. It can be a hidden form, when there is only a CTA button on the page, or an open one. Test both options and see which one works more effectively.

The image below clearly shows how to increase user trust. The form says what will happen after he leaves his contacts.

Landing page conversion.webp

Talk as much as possible about the client, not about yourself.
If you want to increase your landing page conversion, don't focus on how great your company is and what unique products you produce. Instead, tell them what customers will get if they buy from you.

Often on websites you can find sections like "About our company", "Our advantages", "Why choose us", "How we work". The information in them is written to the point, beautifully and without fluff. But what does it give to the consumer? Few people are interested in your certificates and medals.

Try changing the headlines: "Why choose us" to "What you will get". The focus immediately changes from the seller to the buyer. Now you are not bragging, but solving the client's problem.

Use hypnotic words
These words and phrases are believed to influence a person's subconscious, pushing them to make a positive decision. The most popular:

You,

Imagine,

because,

for free,

present.

Just use them wisely. Don't put them in every sentence.

Avoid cliched wording
These are meaningless phrases like "dynamically developing company". The same list contains evaluative adjectives and adverbs that have no factual basis. You will find these words on half of the landing pages:

fast,

qualitatively,

professionally,

reliably,

inexpensive.

All these characteristics are ambiguous. Each person has his own idea of ​​speed, quality, price.

Instead of “fast,” write “we will deliver your order within three business days.” Replace “high-quality” with “our stretch ceilings can withstand a ton of water,” “professionally” with “our specialists studied in Germany,” “reliably” with “no one has yet managed to crack our safes.” Users will decide for themselves how suitable your offers are for them.