Landing Page Anatomy: The 7 Elements That Convert

Hey everyone,

Welcome back for another bite to chew on. 

Ankit here (Chief Brand Officer for Obvi). 

Want to know exactly what separates winning landing pages from losers?

After designing hundreds of pages at Obvi, I've found it comes down to 7 main elements. 

There are so many things to consider when designing an LP, but I find these components determine whether a page converts or crashes.

Today, I'm breaking down each one using our recent Collagen Greens LP as an example.

Let’s get to it. 

On the Menu:

• The Foundation (Elements 1-3)

• The Conversion Engine (Elements 4-5)

• The Trust Stack (Elements 6-7)

For years, DTC brands have been laser-focused on performance marketing, aiming for quick, short-term wins. 

But the landscape is shifting. With rising costs, platform volatility, and evolving consumer behavior, brands are realizing they can’t rely on it alone to deliver results. 

That’s why Tatari and Marketing Brew teamed up to survey 200+ marketing leaders and distinguish reality from hype—revealing what’s actually driving growth in 2025.

The result? The 2025 Advertising & Marketing Report—a deep dive into the strategies, top priorities, challenges, budget shifts, and emerging trends shaping the industry. Here’s what stood out:

• Marketers are diversifying their mix—and leaning into an overlooked acquisition channel.

• Teams are scaling budgets to maximize ROAS.

• Emerging channels like CTV, podcasts, + TikTok Shop are transforming the game.

• Brands are embracing AI innovations to optimize campaigns and automate decision-making.

If you’re looking to drive sustainable growth and stretch your budget further, this report is a must-read. Get the full insights here.

The Foundation: First Impressions Matter

We’ll start with the 3 elements that make or break a page in the first 5 seconds…

1. Hero Section Psychology

Look at our Collagen Greens hero section. We kick off the journey with an emotional hook: Better Greens → Better Gut → Better Glow

Each step connects the product to transformation. 

But what really makes it work is how we layer the messaging:

• Start with the end benefit ("Better Glow")

• Add social proof ("Thousands of Happy Guts!")

• Include a unique differentiator ("The Only Greens Supplement with 5 Types of Collagen")

• Finish with urgency ("Limited Stock")

Quick tip: As mentioned, Your hero section needs to pass the "5-second test." 

Show it to someone for 5 seconds, then ask what the product does and why it's different. If they can't answer both questions, keep iterating.

2. Benefit Layering

I have a saying when it comes to messaging on LPs: "Stuff benefits down their throats." 

Not subtle, I know. But it’s effective. 

Here's how we do it on the Collagen Greens page → Pair a big, bold product shot with quick-scan benefit pills:

• Digestion

• Bloating

• Immunity

• Gut Health

• Skin & Hair

• Mood

Then we expand each one with icons and emojis. Why? Because different customers need different levels of detail. Some will buy on the quick promise. Others need the science.

Quick Tip: Create a benefit hierarchy. List your top 3-5 benefits, then create three versions of each:

1. Headline version (5 words max)

2. Detailed version (2-3 sentences)

3. Technical version (for the researchers)

3. Lifestyle Integration

At this point we do something that might seem counterintuitive - we follow our feature/benefits list with a lifestyle section.

Why? Look at that lifestyle shot. 

At first glance, it's just a woman with our product in her kitchen. But every element is intentional:

• Clean, minimal kitchen setting (aspiration)

• Fresh strawberries for flavor context

• "0g SUGAR" callout 

• Flavor highlight (STRAWBERRY LYCHEE)

• Obvi water bottle showing daily use

• Clean, scannable sections with plenty of white space

But what makes this section really work is what comes after the image. We immediately list 3 three core benefits with dedicated icons and detailed explanations:

1. Gut Health & Bloating Control

2. Immune System Support

3. Hair, Skin, & Nail Support

The goal here is to place the product and the transformations we promise “in situ”, so it feels like something the person can easily picture themselves using. 

Quick Tip:  When creating lifestyle sections, make sure every element serves a purpose. That kitchen scene isn't just showing our product - it's communicating a lifestyle our customers aspire to while subtly addressing common objections (sugar content, taste, ease of use).

The Conversion Engine: Making The Sale

Okay, so you’ve made a good impression with your hero section and “above the fold” content. Now it’s time to start trying to convert the user from shopper to buyer. 

4. Strategic Comparison

Our comparison table does more than list features. It tells a story, connecting features to benefits and positioning our product as the clear solution: 

• "Beauty Blend" ✓

• "Fiber Probiotic Blend" ✓

• "Antioxidant Blend" ✓

• "Leading Competitor" ✗

Notice we don't name names here. Let the gaps tell the story. 

We also put a key differentiator as the headline at the top of the page (5 Types of collagen), where it'll get the most attention.

Quick tip: Before creating your comparison, search "[Your Product] vs" on Google, or sort through user reviews/organic social post comments. See what comparisons people are making. 

Those are the features you need to address.

5. Multiple-Touchpoint CTAs

We use "THANK YOUR GUT" instead of "Buy Now" because it connects to the product benefit. But placement matters more than text.

Look at where we put CTAs on the Collagen Greens page:

• After the hero (for quick deciders)

• After benefits (for feature researchers)

• After social proof (for validation seekers)

• After comparison (for comparison shoppers)

Quick tip: Map your customer's scroll patterns. Add CTAs where their questions have just been answered, not just at arbitrary intervals.

The Trust Stack: Closing The Deal

You’ve communicated your key benefits and differentiators. Now to add elements that build trust and confidence. 

6. Strategic Social Proof

Our "From Gut to Glow" testimonial section includes rich social proof:

• Full names and photos

• Specific results ("reduced bloating in 2 weeks")

• Different use cases

• Star ratings

But placement is key - it appears right after benefits when customers are thinking "sounds good, but does it work?"

Quick tip: Group testimonials by customer type or problem solved. Let prospects find stories from people like them. And don’t choose super generic reviews like “Love this product!” That doesn’t tell anyone anything. 

7. Friction Removal

We also show exactly how to use the product → 

• Simple mixing instructions

• Multiple use suggestions

• (another) Zero sugar callout

• Money-back guarantee

Each element answers a potential objection. This section is designed to turn the product into a no-brainer: “Here’s how to use it, here’s how easy it is, and here’s why it’s no risk.”

Quick tip: List every question customers ask support about using your product. Make sure your page answers each one before they need to ask.

Sum it up

Your landing page isn't just a digital flyer or brochure anymore. It's a conversation with someone who's likely interested but skeptical.

To convert that person, your LP needs to:

• Quickly communicate what your product is and what it does

• Answer common questions and objections

• Get “the click” by building trust and confidence 

Sounds simple. And if you use this 7-part framework, it kind of is. 

Best,

Ron, Ash, and Ankit