Let's start by identifying the three most common landing pages:

Homepage: Your catch-all for all visitors. Most visitors and customers end up here at some point in the funnel, so it needs to be optimized for conversion.
Persona landing page: A page tailored to a specific persona (audience segment), generally sent via ads or social posts.
Product page: A page that walks through how your product works.

These pages can be structured nearly identically using the following template. Generally, the more you deviate from the template, the more confused the average visitor becomes. Although a homepage might contain some other elements to pitch tangential things (lead magnets, newsletters, etc.).

Think of your landing page from the perspective of a visitor's likelihood to purchase:

<aside> 💡 Purchase Rate = (Desire + Confidence) / (Effort + Confusion)

</aside>

To increase a visitor's purchase rate, increase the visitor's desire and confidence while decreasing their effort and confusion:

Increase desire: Entice visitors with the transformative value your product will provide.
Increase confidence: Make them confident that they’ll successfully get that value.
Decrease labor: Reduce your visitors' effort so they don't get tired or annoyed. Be concise and ensure every word and element is valuable.
Decrease confusion: Don't confuse visitors with obscure or verbose messaging. Ensure every sentence can be easily understood. And make it self-evident which action they should take next (e.g. sign up or purchase). And ensure your action elements (e.g. buttons) are unignorable.

Don’t do something avant-garde with your homepage structure unless you have a good reason.

Here’s the typical landing page structure we'll be using:

Navbar: ****The top of the page — where your logo and navigation links are. Ideally sticky.
Hero: The main section at the top of the page, which includes your header text, subheader text, and captivating imagery.