In this section, provide brief, compelling points that explain what the consumer will gain from your product or service. Make sure to include more detail than the headline, as the headline is where you capture the attention of your users.

Focus on connecting with the consumer’s desires and motivating them to take more significant action, such as submitting a form, making a call, or purchasing a product.

Write from the consumer’s point of view so readers can easily see themselves in the scenario you’re describing.

For example, while technical product features may seem appealing, they often don’t clearly communicate value to the average consumer. Instead, highlight the benefits—what the product or service will do for them. Save technical details for a separate page.

Edit this section thoroughly to ensure it’s as clear and concise as possible. It plays a critical role in driving conversions, so there should be no spelling, grammatical, or syntax errors.

LPP # 2 – Benefits

In this section, provide brief, compelling points that explain what the consumer will gain from your product or service. Make sure to include more detail than the headline, as the headline is where you capture the attention of your users.

Focus on connecting with the consumer’s desires and motivating them to take more significant action, such as submitting a form, making a call, or purchasing a product.

Write from the consumer’s point of view so readers can easily see themselves in the scenario you’re describing.

For example, while technical product features may seem appealing, they often don’t clearly communicate value to the average consumer. Instead, highlight the benefits—what the product or service will do for them. Save technical details for a separate page.

Edit this section thoroughly to ensure it’s as clear and concise as possible. It plays a critical role in driving conversions, so there should be no spelling, grammatical, or syntax errors.

LPP #3 – The Hero Shot

The hero shot is a visual representation of your product, message, or offer that accentuates your headline visually. This should be a photo or video of your product/service, preferably in the context of use.

If that doesn’t apply to you, it could also be a diagram, chart, or large graphic. But whatever it is, the goal of the hero shot remains the same: Capture users’ attention with something visually attention grabbing, and to use that attention to provide context to the product, service, or message being sold.

Top companies will use this space to not just show consumers the “what” of their product, but also why the consumers need it.  For example, Apple will show the latest apps on their flagship models in their hero images, showing not just what (their new product), but the new functions it can perform.

Those functions and features are why every consumer who is browsing their site needs it now. A good hero shot on your landing page can communicate both the what and the why of what you are offering.

LPP #4 – Context of Use

This section gives you another chance to illustrate your product or service in real-life scenarios, so visitors can picture themselves using it. The more naturally you show your offering in action, the easier it is for users to see its value.

Video is often the most effective way to do this. A brief, authentic video can demonstrate how your product works, what makes it better, or how your service solves a problem. Real customers or real demonstrations connect faster than scripted content.

If a video isn’t an option, use graphics that go beyond your hero shot. Show your product or service in motion or highlight the results it delivers. If relevant, a diagram can be used here. Visuals like these help bridge the gap between curiosity and conversion.

Testimonials also provide context. Seeing or hearing real people share their experiences builds trust and helps visitors imagine their own success. Video testimonials are ideal, but written ones with photos still make an impact.

Finally, client lists can be used in this section of your landing page. Well-known names help users make quick associations, and having a volume of clients helps show reach and establish credibility.

LEADERS TIP: Whether through video, photos, or testimonials, keep it real. Authentic visuals outperform perfect ones every time.