The hero section - your only chance to hold attention
You have three seconds. That's how long it takes a visitor to decide whether to stay on the page or close the tab. If the hero section doesn't make it clear what you're offering and why they need it, they won't scroll further.
What should be there: a short headline with a promise of a result or a solution to a problem, one or two sentences of explanation, a call-to-action button, and an image or video showing the product. Not stock office photos, but what the person will actually get.
Bad headline: 'Innovative solutions for your business'. Good headline: 'Warehouse automation in 3 weeks - without stopping operations'. The difference is specificity. The first could be about anything, the second immediately answers 'what do I get'.
Use one button. If there are two or three, people spend time choosing and more often leave without doing anything. The button text should say what happens after the click: not 'Learn more', but 'Get a quote' or 'Request a sample'.
The problem block - why keep reading
This block sits right after the hero and works as an anchor. You list three to five pain points your audience knows well. The person recognises their situation and understands you're talking about their challenge, not abstract benefits.
Frame problems from the client's perspective: not 'companies face inventory tracking difficulties', but 'you spend two days reconciling stock manually'. The more precise the hit, the higher the engagement.
Don't turn this block into fear-mongering. The goal is to show you understand the context, not to create panic. After the list of problems, move straight to the solution - don't drag out the negativity for half a page.
Solution and benefits - what you're offering
Here you explain how your product addresses the problems listed above. Don't list features, talk about results: not 'a system with an inventory module', but 'stock updates automatically, shipping errors down by three times'.
Tie each benefit to a specific problem from the previous block. This creates a logical chain: there was a problem - here's the solution - here's what changes. If a benefit is disconnected from context, it doesn't work.
Numbers help, but only real ones. Don't write 'we'll increase sales by 300%' if you can't back it up. Better to say 'cut order processing time from an hour to 15 minutes' - that's verifiable and clear.
How it works - the mechanics without fluff
People fear complexity. If you don't explain how the process works, they'll assume it's long, expensive and confusing, and leave. This block removes the fear of the unknown.
Break the process into three to five steps. No more. Each step is one sentence and an image or icon. Example: '1. Fill out a brief in 10 minutes. 2. Get a quote and mockup in two days. 3. Approve and we start development'.
Don't overcomplicate. If the real process has 15 stages, show only the key touchpoints with the client. They don't need to know you do code reviews and three rounds of testing internally - that's your business.
Examples and case studies - proof, not bragging
This block only works if it shows real results. Don't write 'helped 500 companies' without specifics. One detailed case study with before-and-after numbers beats ten vague statements.
Case study structure: client challenge, what you did, what result you got. No poetry about 'fruitful collaboration'. If you can name the client and show a screenshot or link - great. If not, describe the industry and challenge so the reader recognises a similar situation.
If you don't have case studies yet, replace this block with 'What's included' and a list of concrete deliverables. That's more honest than inventing projects that don't exist.
FAQ - handling objections
Here you address doubts that stop someone from submitting a lead. Don't write questions for SEO ('What is a landing page?'), answer real objections: 'How much does it cost?', 'How long does it take?', 'What if I don't like the result?'.
Answers should be short and honest. If you can't give an exact price without a brief, say so: 'Cost depends on scope, but a landing page typically starts at X. We'll give you an exact quote after a call'. That's better than dodging the question.
Three to five questions is enough. If there are more than ten, it's not an FAQ, it's an attempt to cover every possible scenario. Keep only the ones that actually come up in conversations with clients.
Lead form - the last step to contact
The form should appear in two places: in the hero section and at the end of the page. The first catches impulse leads, the second catches people who've read everything and made a decision.
Ask for the minimum: name, contact (phone or messenger), comment. Every extra field drops conversion by 10-15%. If you need a lot of information to give a quote, collect it on a call, not in the form.
The submit button should say what happens next: not 'Submit', but 'Get a quote' or 'Book a call'. Below the button, say how quickly you'll respond and in what format: 'We'll call within an hour or message you on Telegram'.
What definitely doesn't belong on a landing page
Navigation menu. A landing page is a single page with linear logic. A menu only distracts and gives people a way to go somewhere else. If someone wants to learn more about your company, put a link to your main site in the footer.
Long company history. Nobody reads three paragraphs about how you started in 2010 and went from freelancing to running a studio. If you need an 'About us' block, limit it to two sentences and a team photo.
Client logos without context. If you just throw 20 logos of well-known brands on the page, it looks like a bought template. Three logos with a short line about what you did for them beats a wall of pictures.
Popups and overlays. They're annoying. If you want to collect contact info, make a proper form on the page, not a window that appears after 10 seconds and covers the text.
How to check if your landing page structure works
Read the page from hero to form and track where the logic breaks down. If there's no connection between blocks, people lose the thread and leave. Each block should answer the question that arose from the previous one.
Show the landing page to three people from your target audience and ask them to explain what you're offering and how much it costs. If they can't answer after viewing it, the structure doesn't work.
Look at the scroll map in your analytics two weeks after launch. If 70% of visitors don't scroll to the form, there's a problem with the structure: either too much text, or blocks in the wrong order, or the hero didn't hook them.
Landing page structure isn't a template, it's logic that leads someone to submit a form. If blocks are in the right order and each answers the question that just arose, conversion grows without tweaking the design. At EFIMOV DEV we build the structure around your goal during the brief stage, before the designer opens Figma. It's cheaper than rebuilding a finished page.
Frequently asked
How much does it cost to build a landing page with the right structure?
At EFIMOV DEV a turnkey landing page starts at 50,000 rubles. Exact price depends on number of blocks, integrations and design. After the brief we prepare an itemised quote so you see what you're paying for.
Can I add blocks that aren't mentioned in this article?
Yes, but only if they solve a specific problem. For example, a cost calculator or an interactive product demo. A block for the sake of a block isn't needed - it only dilutes the structure.
How do I know if my landing page structure isn't working?
Watch behaviour: if visitors leave without scrolling to the form, or scroll quickly without stopping at blocks, the structure isn't holding attention. The scroll map in your analytics will show the problem areas.
Does the structure need to change for different industries?
The basic sequence is the same: problem - solution - proof - action. What changes is the content inside the blocks and the emphasis. For B2B, case studies matter more; for e-commerce, benefits and pricing; for services, the work process.