This blueprint is Zyner’s approach to building conversion-focused, high-impact landing pages.
It serves two purposes:
For Zyner team: A step-by-step structure to ensure consistency, quality, and clarity in every landing page we design.
For our clients: A transparent strategy document that shows how and why we structure landing pages for maximum results.
1. Navigation Bar
Purpose:
Gives first impression of professionalism.
Provides orientation + quick access to key areas.
Houses the primary CTA (so users always have an action available).
Content Guidelines:
Logo (always visible, preferably top-left).
Main links (3–5 max; avoid clutter).
Clear CTA (e.g., Book a Call, Start Free Trial, Get Started).
Why it matters:
If missing, users may feel lost or lack an immediate path to action.
Tips:
Keep it sticky for easy access.
Use high-contrast CTA styling.
2. Hero Section (Above the Fold)
Purpose:
Defines what the product is + why it matters in 5 seconds.
Sets the first conversion hook.
Content Guidelines:
Eyebrow: 3-4 words. A clear statement (Backed by Y Combinator)
Heading: 4–8 words. Benefit-driven, simple, clear USP.
Subheading: 20–50 words. Expands the promise in plain language.
USP: ****3-4 words. A clear promise (14-day money-back guarantee)
CTA: Action-oriented (Start Now, Get Demo, Book Call).
Visual: Product mockup, demo video, or illustration.
Why it matters:
Weak hero = users bounce. This is the “make-or-break” section.
Tips:
Avoid jargon.
Write as if you’re talking to an investor with 5 seconds of attention.
3. Social Proof (Logos / Trust Badges)
Purpose:
Instantly builds credibility.
Reduces hesitation by showing validation.
Content Guidelines:
Client logos, press mentions, or “trusted by” badges.
Why it matters:
Without proof, even great claims may feel untrustworthy.
4. The Old Way vs. The New Way
Purpose:
Creates contrast: the pain without the product vs. the relief with it.
Frames the product as the obvious solution.
Content Guidelines:
Heading + subheading.
List pain points (“slow, expensive, confusing”).
Show new way / solution (“fast, affordable, simple”).
Optional: Add a clear CTA below the section so it won’t lead to a dead end.
Tips:
Visual comparison (side-by-side blocks, icons, illustrations) works best.
5. Benefits Section
Purpose:
Highlights outcomes users will actually feel.
Content Guidelines:
3–6 core benefits.
Write in user-focused language: “Save time,” “Boost sales,” “Reduce costs.”
Tips:
Avoid feature dumps here — focus on transformation.
6. How It Works
Purpose:
Simplifies the product into 3–4 digestible steps.
Reduces friction by showing how easy adoption is.
Content Guidelines:
Step 1, Step 2, Step 3…
Each with a short description + icon/visual.
A clear CTA below the section so it won’t lead to a dead end.
Why it matters:
Complexity kills conversions. This makes the product feel approachable.
7. Pricing (Optional, if relevant)
Purpose:
Sets expectations clearly.
Filters serious prospects.
Content Guidelines:
Simple pricing tiers.
Highlight most popular/recommended plan.
Reinforce with guarantees (e.g., 14-day money-back guarantee).
Tips:
Keep table clean. No more than 3–4 plans.
8. Testimonials / Case Studies
Purpose:
Builds trust through real customer voices.
Reinforces results promised in hero section.
Content Guidelines:
Video or written testimonials with the client name, company name and logo.
Case studies with measurable results and clear client information and goals.
Client logos.
Why it matters:
Without proof, claims = marketing fluff.
9. FAQ
Purpose:
Handles last-minute objections.
Reduces support inquiries.
Content Guidelines:
5–7 most common questions.
Short, clear answers with action links.
A clear CTA below the section so it won’t lead to a dead end.
Tips:
Phrase questions as users would actually ask them.
10. Final CTA (High-Impact)
Purpose:
Reinforces the action at the peak of user interest.
Content Guidelines:
A clear heading and a sub heading statement with a graphic/ illustration.
Short, bold, action-driven CTA. (Button/ Subscription form)
Example: “Start Free Trial Today”, “Book Your Demo Now.”,”Subscribe now”
Tips:
Use high contrast.
Place directly before footer.
11. Footer
Purpose:
Provides closure and additional resources.
Shows credibility with policies & contact info.
Content Guidelines:
Logo.
All links to be categorized and placed (About, Pricing, Blog, etc.).
Linked contact info.
Linked social media icons
Privacy Policy / Terms and conditions links
🏆 Golden nuggets!
Copywriting Guidelines
Clarity over cleverness: Always choose simple, benefit-driven language.
Action-oriented: Every section should push the user closer to taking action.
Consistency: Voice should match the brand (startup-y, confident, approachable).
Scannability: Use short paragraphs, bullet points, and headings.
Why This Structure Works
✅ Guides users logically from awareness → trust → desire → action.
✅ Balances emotion (benefits, pain/solution) with logic (features, pricing).
✅ Builds trust with proof + testimonials.
✅ Reduces friction with clear structure and CTAs at every stage.
Next Steps for Team
When creating a new landing page:
Follow this structure as the default template.
Adapt/remove sections only if client goals demand it.