What to Include on a Landing Page (By Industry)
Every landing page needs the same seven core sections. But the content, tone, visual treatment, and ordering of those sections changes dramatically by industry. This is the reference guide — covering SaaS, consulting, healthcare, and e-commerce — for building pages that feel native to the audience, not generic.
Every landing page needs these core sections: a headline that triggers recognition, a credibility signal, a problem statement, a solution, proof that it works, objection handling, and a call to action. But the specific content, tone, visual treatment, and ordering of these sections varies dramatically by industry. A consulting firm landing page should lead with expertise and methodology. A SaaS landing page should lead with the problem and a quick win. A healthcare page must lead with trust and compliance signals. Using the same template across industries is why most landing pages feel generic.
The Seven Sections Every Page Needs
Before going industry-specific, start here. These seven sections form the backbone of every high-converting landing page — regardless of what you sell or who you sell it to. Pages that skip these sections are the ones that underperform.
The seven core landing page sections are: (1) recognition-driven headline, (2) credibility bar, (3) problem amplification, (4) solution presentation, (5) proof and social evidence, (6) objection handling, and (7) a single clear call to action. The order, weight, and style of these sections is what changes by industry.
Recognition-Driven Headline
The headline should make the reader think "that's me" or "that's my problem" within 3 seconds. It's not about describing your product — it's about naming the reader's situation so precisely they feel understood.
Credibility Bar
Logos, ratings, certifications, or user counts — placed immediately after the hero. The credibility bar answers the reader's first unconscious question: "Should I keep reading or leave?" It doesn't need to be impressive. It needs to be relevant to the audience.
Problem Amplification
Name the pain, then quantify the cost of leaving it unresolved. This section earns the right to present a solution by first proving you understand what's broken. Without it, your solution section feels like a pitch instead of an answer.
Solution Presentation
Now — and only now — introduce what you offer. Frame it as the natural response to the problem you just amplified. Lead with the transformation, not the feature list.
Proof & Social Evidence
Testimonials, case studies, metrics, or demonstrations that validate your claims. The proof must mirror the reader's situation: same industry, same role, same company stage. Generic proof is wallpaper.
Objection Handling
Address the real reasons people don't buy: cost, switching difficulty, risk, learning curve, timing. Answer with evidence, not reassurance. Every unaddressed objection compounds silently until the visitor leaves.
Single Clear CTA
One action. Not three options. Not a menu. Match the CTA to your sales model and buyer readiness. The CTA language itself communicates what kind of company you are.
These seven sections are the constants. What changes by industry is the emphasis, ordering, visual language, proof format, and emotional register. A SaaS page and a healthcare page can use the exact same framework — but the execution should look and feel completely different.
B2B SaaS & Software
Lead with the problem. Prove with metrics.
SaaS buyers are problem-aware. They know something hurts — they're looking for whether you understand the specific shape of their pain. The hero section should trigger recognition, not describe your product. "Your team spends 12 hours a week in status meetings" converts. "The all-in-one platform for growing teams" doesn't.
Feature sections should always map to benefits and include integrations — SaaS buyers need to know your tool fits into their existing stack. Social proof should include specific results from companies at the same stage as the target buyer. "Saved our team 10 hours per week" from a VP of Engineering at a 50-person startup matters more than "Great product!" from an unnamed user.
SaaS pages with quantified problem statements in the hero convert 15–25% higher than pages with product-description headlines, because they demonstrate understanding before asking for attention.
CTAs should match the sales model: "Start Free" for product-led growth, "Book a Demo (15 min)" for sales-led, "Talk to Sales" for enterprise. Never offer all three on the same page. The full SaaS framework covers each section in depth.
Professional Services & Consulting
Lead with methodology. Sell judgment, not deliverables.
Consulting buyers aren't purchasing a deliverable — they're purchasing judgment. The hero should establish authority: years of experience, notable clients, frameworks used. The reader's first question isn't "what do you do?" It's "are you the kind of firm I'd trust with this?"
Trust signals carry unusual weight here: certifications, association memberships, published work, speaking credentials. These aren't vanity — they're the consulting buyer's shortcut for evaluating competence before a conversation happens.
Consulting firm landing pages that describe their methodology convert higher than those that list services, because the buyer is purchasing the thinking process, not the output. "We use a three-phase diagnostic framework" outperforms "We offer strategy, execution, and optimization" every time.
Testimonials should emphasize the relationship and the thinking, not just the deliverable. "They challenged our assumptions and found the real problem" is more persuasive than "Great report, delivered on time." The CTA should feel consultative: "Schedule a Conversation" rather than "Buy Now" or "Sign Up."
Healthcare & Healthtech
Lead with trust. Compliance is the hero.
Healthcare pages must establish trust before anything else — and trust in healthcare means compliance. HIPAA, SOC 2, and relevant certifications belong above the fold, not buried in the footer. The reader's first question is "Is this safe?" Everything else comes after.
Light mode, always. Clinical color palette: teal, navy, white. The visual language should feel clean, authoritative, and accessible — never flashy, never dark-mode. Accessibility is non-negotiable: WCAG 2.2 AA minimum, because healthcare audiences include users with vision impairments, cognitive disabilities, and assistive technology requirements.
Healthcare landing pages that place compliance certifications within the first viewport see 30–40% lower bounce rates than pages that bury them in the footer, because trust is the gating factor for every subsequent interaction.
Social proof should include institutional names and clinical outcomes, not just user counts. "Deployed across 14 hospital systems" and "92% patient satisfaction score" carry weight. "Trusted by 500+ companies" does not. CTAs should reduce friction: "Get Your Assessment" or "See How It Works" rather than "Sign Up" — because healthcare buyers are risk-averse and need to see before they commit.
E-commerce & DTC
Lead with transformation. Sell the identity.
DTC buyers aren't purchasing a product — they're purchasing an identity. The page should be visual-forward with product imagery dominating the layout. Lead with the transformation: what life looks like with this product in it, not what the product is made of.
Social proof should be visual: user-generated content, lifestyle photography, review counts with star ratings. Urgency elements — limited stock, time-limited offers — are effective when used honestly. Artificial scarcity destroys trust faster than it creates urgency.
DTC landing pages with lifestyle photography convert 20–30% higher than pages with studio product shots alone, because buyers are purchasing the identity, not the item. Show the product in context. Show the person they want to become.
Mobile optimization is critical — 60%+ of e-commerce traffic is mobile, and the gap is widening. The CTA should be action-oriented: "Shop Now," "Add to Cart," "Get Yours." The buying decision in DTC is faster and more emotional than B2B, so the page structure should be shorter, more visual, and more direct.
The Design Decision Framework
Design choices aren't aesthetic preferences — they're strategic signals that create or destroy trust depending on the audience. This table shows how the same design decisions change across the four primary industries.
| Decision | SaaS | Consulting | Healthcare | DTC |
|---|---|---|---|---|
| Color mode | Dark (technical) | Light + warm | Light + clinical | Brand-forward |
| Typography | Geometric sans | Serif accents | Clean sans-serif | Brand typeface |
| Card style | Glassmorphic | Subtle borders | Solid, minimal | Photo-driven |
| Proof format | Logos + metrics | Relationship quotes | Certifications + outcomes | UGC + reviews |
| CTA language | "Start Free" / "Book Demo" | "Schedule a Conversation" | "See How It Works" | "Shop Now" |
| Emotional register | Innovative | Trustworthy | Clinical + safe | Aspirational |
| Page length | 1,500–2,500 words | 1,200–2,000 words | 1,000–1,800 words | 800–1,200 words |
These patterns come from the highest-converting pages across each category. The insight isn't that one approach is better — it's that the right approach depends entirely on who's reading and what trust signals they need to see. Using SaaS visual language for a healthcare page creates a trust mismatch that kills conversion regardless of how good the copy is.
The same seven sections, adapted to four different audiences, produce four completely different pages. The structure is universal. The execution must be specific. That's the difference between a template and a strategy.
Frequently Asked Questions
Most high-converting pages have 7–10 sections. Fewer feels incomplete. More creates scrolling fatigue. The key is that every section earns its place by moving the reader closer to the action — if a section doesn't do that, cut it.
Yes. A SaaS buyer expects a different visual language than a healthcare buyer. Using a SaaS-style dark mode page for a therapy practice creates a trust mismatch that reduces conversions, regardless of how good the copy is. The design must match the audience's expectations for the category.
Copy drives conversion. Design creates trust. Strategy determines whether either is aimed correctly. In order of impact: strategy, then copy, then design. A strategically sound page with average design will outperform a beautiful page with no strategic foundation — every time.
One page per audience segment, not per feature. If your product serves startups and enterprises, they need different pages with different messaging, proof, and CTAs. The same principle applies across industries — different buyers need different pages.
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