perfect-landing-page
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ChineseLanding Page Structure
着陆页结构
Build landing pages using this proven 6-section structure. Each section has a specific purpose in the conversion journey.
使用这套经过验证的6板块结构搭建着陆页。每个板块在转化流程中都有特定作用。
The 6 Sections
6大板块
1. Hero Section (Above the Fold)
2. Features & Benefits
3. Additional Social Proof
4. FAQ (Handle Objections)
5. Final Call to Action
6. Footer1. 首屏板块（折叠上方区域）
2. 功能与益处
3. 补充社交证明
4. FAQ（打消顾虑）
5. 最终行动号召（CTA）
6. 页脚1. Hero Section
1. 首屏板块
The most critical section. If this fails, visitors won't scroll further.
这是最关键的板块。如果这个板块效果不佳，访客不会继续向下滚动。
Required Elements
必备元素
| Element | Purpose | Copy Guidance |
|---|---|---|
| Title | Explain the VALUE you provide | Don't just describe what you do—explain what happens when they use it. "Generate more traffic" > "Marketing agency" |
| Subtitle | Explain HOW the value is created | Include the method and optionally WHO it's for. "We building high-converting websites for small businesses" |
| Visual | Help them imagine the outcome | Show product in use, the experience, or the person behind the service |
| Social Proof | Make claims believable | Logos, numbers ("5,000 customers"), years in business |
| CTA | Tell them what to do next | One clear action: "Get Started", "Book a Call", "Buy Now" |
| 元素 | 目的 | 文案撰写指南 |
|---|---|---|
| 标题 | 说明你能提供的价值 | 不要只描述你做什么——要说明用户使用后能获得什么结果。比如“提升流量”比“营销代理”效果更好 |
| 副标题 | 说明价值的实现方式 | 包含实现方法，可选择性标注目标受众。例如：“我们为小企业打造高转化率网站” |
| 视觉内容 | 帮助用户想象使用成果 | 展示产品使用场景、体验效果，或服务提供者的形象 |
| 社交证明 | 增强可信度 | 合作品牌logo、数据（如“5000位客户”）、经营年限 |
| CTA | 告知用户下一步行动 | 一个清晰明确的行动指令：“开始使用”、“预约咨询”、“立即购买” |
Hero Copy Formula
首屏文案公式
Title: [Value/Outcome they get]
Subtitle: [How you deliver it] + [Who it's for]
CTA: [Specific next action]标题: [用户能获得的价值/成果]
副标题: [价值交付方式] + [目标受众]
CTA: [明确的下一步行动]Examples
示例
Stripe:
- Title: "Payment infrastructure for the internet"
- Subtitle: "Millions of companies of all sizes from startups to Fortune 500 use Stripe"
- Visual: Shows analytics dashboard AND customer checkout experience
Service Provider:
- Title: "Double your website conversions in 90 days"
- Subtitle: "Strategic copywriting for B2B SaaS companies"
- Visual: Photo of the person (helps visualize who they're hiring)
- Social Proof: "Work completed for [brand logos]"
Stripe:
- 标题: "互联网支付基础设施"
- 副标题: "从初创公司到财富500强，数百万不同规模的企业都在使用Stripe"
- 视觉内容: 展示数据分析仪表盘和客户结账流程
服务提供商:
- 标题: "90天内让你的网站转化率翻倍"
- 副标题: "为B2B SaaS公司提供策略性文案服务"
- 视觉内容: 服务提供者照片（帮助用户直观了解合作对象）
- 社交证明: "已为[品牌logo列表]提供服务"
2. Features & Benefits
2. 功能与益处
Deliver on the promise made in the hero. Explain HOW it works.
兑现首屏板块做出的承诺，说明产品/服务的工作原理。
Features vs Benefits
功能 vs 益处
| Type | Definition | Example (Tesla) |
|---|---|---|
| Feature | Technical specs, what it has | "200 mph top speed", "120 horsepower" |
| Benefit | What happens when you use it | "Stay connected anywhere", "Immersive sound experience" |
| 类型 | 定义 | 示例（特斯拉） |
|---|---|---|
| 功能 | 技术参数、产品特性 | "最高时速200英里"、"120马力" |
| 益处 | 用户使用后能获得的体验/成果 | "随时随地保持联网"、"沉浸式音效体验" |
The Mario Principle
马里奥原则
The feature is "we have a flower." The benefit is "you can throw fireballs."
Always connect features TO benefits. Don't just list specs—explain what those specs mean for the user.
功能是“我们有一朵花”，益处是“你可以发射火球”。
务必将功能与益处关联起来。不要只罗列参数——要说明这些参数对用户的意义。
Structure Options
结构选项
Short format: 3-4 key benefits with icons
Long format: Detailed feature sections with visuals
短格式: 3-4个核心益处搭配图标
长格式: 带视觉内容的详细功能板块
3. Additional Social Proof
3. 补充社交证明
Reinforce credibility after explaining how it works.
在说明产品/服务工作原理后，进一步增强可信度。
Types
类型
- Logos: Companies you've worked with
- Testimonials: Quotes from customers (with photos/names)
- Numbers: "10,000+ customers", "$2M saved for clients"
- Case studies: Brief success stories
- Press mentions: "As seen in..."
- 品牌Logo: 合作过的企业
- 客户评价: 客户引用（附带照片/姓名）
- 数据: "10000+客户"、"为客户节省200万美元"
- 案例研究: 简短的成功故事
- 媒体报道: "被...报道"
4. FAQ Section
4. FAQ板块
Handle objections before they become reasons not to buy.
在顾虑转化为拒绝购买的理由之前就打消它们。
Purpose
目的
A landing page is a sales presentation without a live salesperson. FAQs predict and answer the questions that would prevent purchase.
着陆页相当于没有现场销售的销售展示。FAQ板块要预判并解答那些可能阻碍用户购买的问题。
Identifying Objections
识别潜在顾虑
Think about why someone might NOT buy:
- Price concerns
- Trust issues
- Technical questions
- Timing doubts
- Comparison to alternatives
思考用户可能拒绝购买的原因：
- 价格顾虑
- 信任问题
- 技术疑问
- 时机顾虑
- 与竞品的对比
Format
格式
markdown
**Q: [Common objection phrased as question]**
A: [Direct answer that addresses the concern]markdown
**问: [常见顾虑转化为的问题]**
答: [直接回应顾虑的答案]5. Final Call to Action
5. 最终行动号召（CTA）
Last chance before they leave. Repeat the CTA.
用户离开前的最后一次引导，重复CTA指令。
Rules
规则
- Never end the page without a clear next step
- Can include a summary of value proposition
- Often includes urgency or a reminder of the benefit
- 页面结尾必须有明确的下一步行动
- 可包含价值主张的总结
- 通常会加入紧迫感或再次强调益处
Format Options
格式选项
[Headline restating value]
[Brief supporting text]
[CTA Button][重申价值的标题]
[简短支持文本]
[CTA按钮]6. Footer
6. 页脚
Organizational element for navigation and legal requirements.
用于导航和合规要求的组织性板块。
Common Elements
常见元素
- Site navigation links
- Newsletter signup
- Social media links
- Legal pages (Privacy, Terms)
- Contact information
- 网站导航链接
- 新闻通讯订阅
- 社交媒体链接
- 合规页面（隐私政策、服务条款）
- 联系信息
Implementation Checklist
实施检查清单
When building a landing page, verify each section:
- [ ] Hero: Title explains VALUE, not just what you do
- [ ] Hero: Subtitle explains HOW and/or WHO
- [ ] Hero: Visual helps them imagine the outcome
- [ ] Hero: Social proof makes claims credible
- [ ] Hero: CTA is clear and specific
- [ ] Features: Connected to benefits, not just specs
- [ ] Social Proof: Specific and verifiable
- [ ] FAQ: Addresses real objections
- [ ] Final CTA: Clear next step before they leave
- [ ] Footer: Navigation and legal requirements搭建着陆页时，逐一验证每个板块：
- [ ] 首屏板块：标题说明价值，而非仅描述业务
- [ ] 首屏板块：副标题说明交付方式和/或目标受众
- [ ] 首屏板块：视觉内容帮助用户想象使用成果
- [ ] 首屏板块：社交证明增强可信度
- [ ] 首屏板块：CTA清晰明确
- [ ] 功能板块：功能与益处关联，而非仅罗列参数
- [ ] 社交证明：具体且可验证
- [ ] FAQ板块：解决真实顾虑
- [ ] 最终CTA：用户离开前有明确的下一步行动
- [ ] 页脚：包含导航和合规内容Quick Reference
快速参考
| Section | Purpose | Key Question to Answer |
|---|---|---|
| Hero | Capture attention, state value | "What's in it for me?" |
| Features/Benefits | Explain how it works | "How does this deliver value?" |
| Social Proof | Build credibility | "Can I trust this?" |
| FAQ | Handle objections | "Why shouldn't I buy?" |
| Final CTA | Drive action | "What do I do next?" |
| Footer | Navigation | "What else is here?" |
| 板块 | 目的 | 核心问题 |
|---|---|---|
| 首屏 | 吸引注意力，传递价值 | "这对我有什么好处？" |
| 功能与益处 | 说明工作原理 | "这如何为我创造价值？" |
| 社交证明 | 建立可信度 | "我能信任这个吗？" |
| FAQ | 打消顾虑 | "我为什么不该买？" |
| 最终CTA | 推动行动 | "我接下来该做什么？" |
| 页脚 | 导航 | "这里还有什么内容？" |