A landing page has one job: turn visitors into customers. Every section, every headline, every button either moves people toward that goal or gets in the way.
This guide breaks down the anatomy of a high-converting landing page section by section. You'll learn what each part does, why it matters for conversions, and how to build it in Prototyper. No fluff, just the structure that works.
The anatomy of a landing page that converts
High-converting landing pages share a common structure. Not because designers copy each other, but because certain patterns have proven to work through thousands of A/B tests.
Here's the flow, from top to bottom:
- Navigation bar
- Hero section
- Social proof (logos)
- Benefits
- How it works
- Pricing
- Testimonials
- FAQ
- Final CTA
- Footer
Each section has a job. Skip a section, and you leave questions unanswered. Put sections in the wrong order, and you lose momentum. Let's break down each one.
Navigation bar
The nav bar seems basic, but small details matter here.
What it does: Provides orientation and quick access to key sections without leaving the page.
Best practices:
- Make it sticky. Visitors should always be able to jump to sections, even after scrolling.
- Keep links minimal. Services, How It Works, Testimonials, Pricing, FAQ, and a CTA button.
- Put the CTA button on the right. It should stand out with a contrasting color.
- Logo on the left. This is standard and visitors expect it.
Common mistake: Cluttering the nav with too many options. A landing page is not your full site. Five to six links maximum.
Prototyper prompt: "Design a sticky navigation bar with logo on left, five text links centered, and a primary CTA button on the right. Dark background, white text."
The landing page hero section
The hero is your first impression on any landing page. Most visitors decide whether to stay or leave within seconds of seeing it.
What it does: Communicates your value proposition instantly and creates enough interest to keep scrolling.
The essential elements:
Social proof badge: A small indicator at the top showing traction. "1000+ active users" or "Trusted by 500 teams" works well. This builds immediate credibility before visitors even read your headline.
Headline: State the problem you solve or the outcome you deliver. Be specific. "The first AI finetuned on world-class product interfaces" tells me exactly what I'm getting. "Make better designs faster" tells me nothing.
Subheadline: One or two sentences expanding on the headline. Add context, specify the audience, or mention a key differentiator.
Primary CTA: The main action you want visitors to take. "Start for free" or "Try it now" work because they're low commitment.
Secondary CTA: An alternative for visitors who aren't ready to commit. "Watch demo" or "See how it works" captures people who need more information first.
Product visual: A screenshot, video, or animated demo of your product on the right side. Visitors want to see what they're signing up for. An abstract illustration doesn't cut it.
Prototyper prompt: "Design a hero section with: small social proof badge at top left showing user count, large headline, two-line subheadline below, primary and secondary CTA buttons side by side, and a product screenshot on the right taking up 40% of the width."
Social proof section (logos)
Right after the hero, show who trusts you.
What it does: Reduces perceived risk by associating your product with recognized brands.
Best practices:
- Display 6-10 logos in a single row
- Use grayscale versions so logos don't clash with your design
- Add a label: "Trusted by employees at:" or "Used by teams at:"
- Include a mix of recognizable names if possible
Why it works: Visitors think "If Google/Stripe/Netflix uses this, it can't be that risky." This mental shortcut happens subconsciously and fast.
Prototyper prompt: "Design a logo bar with the text 'Trusted by employees at:' followed by 8 grayscale company logo placeholders in a single horizontal row. Subtle background."
Landing page benefits section
Now that you have their attention, explain what's in it for them.
What it does: Answers "Why should I care?" by translating features into outcomes.
The key shift: Focus on how your product helps users, not what features it has. "Save 10 hours per week on design reviews" beats "Real-time collaboration tools."
Best layout: A bento grid with 6 benefit cards works well. Three cards per row, two rows. Each card gets an icon, a short headline, and one or two sentences of explanation.
Writing tips:
- Start each headline with a verb or outcome
- Be specific with numbers when possible
- Address the user directly ("you" not "users")
Prototyper prompt: "Design a benefits section with the heading 'Why teams choose us' and a 3x2 grid of benefit cards. Each card has an icon, bold headline, and two lines of description text. Use subtle card backgrounds."
How it works section
Complex products need this section. Simple products can sometimes skip it.
What it does: Reduces friction by showing the path from signup to success is short and clear.
Best format: Three steps. More than three steps and it looks complicated. Fewer than three and it seems incomplete.
Structure each step:
- Step number (1, 2, 3)
- Short action headline ("Connect your tools")
- One sentence explaining what happens
- Optional: small visual or icon
The psychology: Visitors are imagining themselves using your product. Make that imagination easy. Clear steps help them picture the process.
Prototyper prompt: "Design a 'How it works' section with three horizontally arranged steps. Each step has a number, headline, description, and icon. Connect the steps with a subtle line or arrow."
Landing page pricing section
Don't hide your pricing. Visitors who can't find prices assume they can't afford it and leave.
What it does: Helps visitors self-select into the right plan and see the value at each tier.
Best practices:
- Three tiers is the sweet spot. Starter, Pro, Enterprise.
- Highlight the middle tier as "Most Popular." This anchors attention and suggests social proof.
- Show prices clearly. Monthly with an annual discount toggle is standard.
- Put a CTA button on every plan. Not just the middle one.
- List features with checkmarks. Show what's included at each level.
- Don't hide anything. Hidden fees or unclear limits kill trust.
The decoy effect: The middle tier looks like the best value when flanked by a cheap-but-limited option and an expensive-but-overkill option. Design with this in mind.
Prototyper prompt: "Design a pricing section with three plan cards side by side. Middle card is slightly elevated with a 'Most Popular' badge. Each card shows plan name, price per month, feature list with checkmarks, and a CTA button. Include a monthly/annual toggle above the cards."
Testimonials section
Place testimonials near pricing. People want reassurance right before they decide to pay.
What it does: Provides peer validation from people who've already made the decision.
Best practices:
- Use real names and photos. Stock photos kill credibility.
- Include job titles or company names for context.
- Show star ratings if you have them.
- Feature 3-4 testimonials. One feels cherry-picked. Ten feels like you're trying too hard.
- Quote specific outcomes when possible. "Cut our design time by 40%" beats "Great product!"
Prototyper prompt: "Design a testimonials section with the heading 'Loved by people worldwide' and a row of four testimonial cards. Each card has a user photo, name, title, star rating, and a short quote."
FAQ section
By this point, visitors have questions. Answer them before they have to ask.
What it does: Removes final objections that might prevent conversion.
What to include:
- Cancellation policy (people want to know they can leave)
- Refund policy
- What happens after the trial ends
- Data security or privacy questions
- Integration or compatibility questions
- The most common support questions you actually receive
Format: Expandable accordion with 4-6 questions. Don't overload it.
Prototyper prompt: "Design an FAQ section with the heading 'Frequently Asked Questions' and an accordion list of 5 expandable questions. Clean, minimal styling."
Final CTA section
Before the footer, give visitors one more chance to convert.
What it does: Catches visitors who scrolled the whole page and are now convinced but need a final nudge.
Best practices:
- Make it visually distinct. Different background color, larger padding.
- Repeat your core value proposition in the headline.
- Single CTA button, no distractions.
- This is your last chance before they leave. Make it count.
Prototyper prompt: "Design a bold CTA section with a contrasting background color. Centered headline, short subheadline, and a large primary CTA button. High visual contrast from surrounding sections."
Footer
The footer handles logistics and provides links for visitors who want to dig deeper.
What it does: Builds trust through transparency and provides required legal links.
Include:
- Logo
- Main navigation links
- Legal links (Privacy Policy, Terms of Service)
- Newsletter signup
- Social media icons
- Copyright notice
Keep it organized: Use columns to group related links. Logo and newsletter on left, navigation in middle, legal and social on right.
Prototyper prompt: "Design a footer with four columns: logo and company description in the first column, navigation links in the second, legal links in the third, and newsletter signup with social icons in the fourth."
Building your landing page step by step
Here's the complete landing page section order with the job each section does:
| Section | Job |
|---|---|
| Nav bar | Orientation and persistent access |
| Hero | Hook attention, state value proposition |
| Logo bar | Build trust through association |
| Benefits | Explain what's in it for them |
| How it works | Show the path is simple |
| Pricing | Let them self-select a plan |
| Testimonials | Provide peer validation |
| FAQ | Remove final objections |
| Final CTA | Capture convinced visitors |
| Footer | Handle logistics and legal |
Each section answers a question visitors have:
- Who is this? (Hero)
- Can I trust them? (Logos, testimonials)
- What do I get? (Benefits)
- Is it hard to use? (How it works)
- What does it cost? (Pricing)
- What if I have problems? (FAQ)
- What do I do now? (CTAs)
When you build your landing page in Prototyper, generate each section separately. Get the landing page structure right first. Then refine the copy and visuals. A clear landing page structure with okay copy will outperform a confusing structure with great copy.
This landing page pattern works. Use it for your next high-converting landing page.