Elements of a landing page

Every landing page can be a bit different, its design varies depending on many factors. Elements that are included in a landing page can also be influenced by the product or service itself. Usually, this page may contain at least these six elements:

• Headline. Landing pages are for marketing. Therefore, catchy and memorable headlines are crucial. They capture attention, so you should take care of headlines. They are the first thing to be noticed;
• Images and Videos. Who does not like visual content? They capture attention even more, therefore, these elements are a great tactic to attract customers;
• Copies. Engaging copies are very important, too. After reading a headline, a customer will continue reading more. Make sure that your reader will not get bored – make it short. You should shortly present your product’s benefits and value;
• Unique selling proposition. This is a part where you present your product itself. What makes it unique?;
• Validity. You need to prove that your enterprise is legit because nowadays there are so many scams and fakes. Testimonials, reviews, data, and others can help you with this;
• Call to action. A call to action can be a purchase button, sign-up, or registration forms. It encourages users to act, and the purpose of a landing page is to do exactly that. Buttons like “buy now”, “start a free trial” and others are considered CTA (call to action).

Landing page vs. homepage

A landing page can be confused with homepages since some companies do not have websites, only landing pages. Landing pages can be a part of a website, but you do not need websites to have a landing page. A homepage is always a part of a website. A landing page differs from a homepage by its structure and purpose – the landing page is for presenting only one product and encouraging to buy it while the homepage is for presenting the company itself and multiple products. So, it could be said that a landing page is a marketing strategy.

Some people are confusing these terms as they are quite similar. But they are not the same. In short, a theme is a broader concept that covers all the design of a web page. And a template is a design of one web page. Let’s take a look.

Theme

The core of the website’s complete design is called a theme. It covers all the pages and their functionality. Simply put, how a web page will look is going to be determined by a theme. Themes have all the elements of web design, including color palettes, backgrounds, page layouts, typography, headers, footers, sizing, positioning, and others.

Usually, themes have certain layouts with limited customization. But they can be still customized and used for an entire web page. Some other benefits include:

• Affordability. Themes are extremely affordable compared to building a website from scratch. You can even get free themes;
• Easy to use. You do not need to know web design and programming. Usually, it is based on drag & drop;
• A lot of options. There are a lot of options to choose from. Nowadays themes and templates are developed for different kinds of business.

Template

A template does not cover the entire web page. Simply put, it is a single-page layout that is part of a theme. Some themes even involve multiple variations of templates for different elements. If you want to learn about templates more, you can click here.

Theme vs. template: wrapping up

The most visible difference between a theme and a template is the number of pages. Themes are for the entire website while templates are for single-page design. So, when you are purchasing a theme, you will get a template too.

Another difference is that you can use only one theme at a time. But you can use several templates for different pages, for example, one for the blog, and one for the portfolio. To summarize, the features of a theme are:

• It is a whole design;
• It determines typography and functionality;
• You can have only one theme.

The features of a template are:

• It is designed for a single page;
• You can use multiple templates to customize your website;
• You cannot install a template without a theme.