A landing page is a business card of a company, created to describe the product/service and to collect contacts of potential customers interested in your niche. The presence of additional elements on the page leads to a call to action for the potential client

This article is an audit of what a landing page should look like in 2022. Start your audit here

The presence of additional elements on the landing page:

Extra Title:
  • Formatted with tag H2;
  • Contains a call to action or question;


  • The feedback is real;
  • Text reviews or transcribed video reviews do not contain a stop word (quality, by the way);
  • The main idea (TSR, Benefits, description of the result…) of the review is highlighted;
  • Graphically highlighted (background, style, quotation marks out);
  • The review contains a headline with a key benefit;
  • No longer than 6 lines in unexpanded form;
  • Closes a potential customer objection and calls for action;
Structure of the review: 
  • Reason for interest in the product;
  • Key objections;
  • Why made the purchase decision;
  • Results;
  • What can you tell people who have concerns;
Contains information about the author:
  • Company logo;
  • Photo;
  • Position;
  • Contact information;
  • Age;
  • Link to social network profile
  • Precision;
  • If the cost of the service is high, the visual cost reduction:
  • Not 3000 $, but 222 $ per day;
  • Crossing out the “old” price, for example, 7000/3000 $;
  • Highlighting in red;
  • Using odd numbers – 2970 $;
  • Timeline:
  • Definitely up to a specific date (buy before January 10 and save 124$);
  • Bonus is valid for 25 days from the date of receipt (time-limited discount coupon);
  • By number of people (5 seats left);
  • Restricted by number of items (only 10 models at a special price);
  • Bonus for the fastest (first 5 people to sign up…);
  • Melting Discount (price increase every 2 days);
  • Multiple levels of access or multiple levels of service;
  • Different price with a visual downgrade;
  • Availability of the “Golden Toilet” – Super VIP for Super Expensive;
  • Arranged in descending price order from left to right;
  • The best offer is highlighted (font, size color);
  • Place limit or bonus for the fastest;
  • More gifts to the expensive package;
  • Make cheap fare unprofitable;
  • One benefit/bonus in one line;
  • Corresponds to one of the types:
  • Emotional satisfaction;
  • Result;
  • Absolute Guarantee;
  • Personal with signature (satisfaction + result). The Personal Guarantee always includes the person, initials, title, and personal signature.
  • Located under tariffs (bundling), F.A.Q., or reviews;
  • Graphically highlighted (frame, background, or picture);
  • F.A.Q. is always under tariffs;
  • The goal of the F.A.Q. – To close objections;
  • The main point is highlighted.
  • Real;
  • Visually shows the process (necessary to increase the value of the service);
  • Contains images (illustrations) or video confirming the results;
  • The presence of statistics for comparison – “was – became”;
  • The indication of the customer with its data and the place of the case;
  • Contains a review of the client;
  • The length of the video does not exceed 1.5 minutes;
  • Qualitatively and professionally filmed;
  • No auto work;
  • Shows the process of interacting with the product or the result;
  • A title that encourages you to watch the video;
  • Closes a specific objection;
  • Located at the bottom of the signature page, except for the Golden Egg (the main achievement), which is located at the top center of the business card site.
Social Evidence:
  • Publication in the media;
  • Independent research;
  • Feedback from experts in the field;
  • Feedback from celebrities;
  • Certificates/Grants
  • A “Like” or “Share” button with more than 100 likes;
An additional call to action at :
  • Newsletter Subscription;
  • Downloading a presentation, KP, or price list;
  • Request for a consultation;
  • Test drive;
  • Comparison with competitors – in the table to further emphasize the benefits of the offerer;
  • Using bonuses to get a contact (email, phone) of the user;
  • Increasing the value of the product; Using the bonus to tune out the competition;
  • After the purchase to build a long-term relationship (a certificate can be used as an example;
  • Charity (increases the value of the product in the eyes of the customer)
  • Different payment methods;
  • Possibility of credit or installments;
  • Works without prepayment;


Are you looking for new clients? – We are always happy to get to know you and conduct a free audit.
Smart City Enterprise is based in Prague and specializes in 130 countries.

We do all the work ourselves, all you have to do is follow the reporting and the process.

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