How to Create a Landing Page Wireframe with Tips from Experts

How to Create a Landing Page Wireframe with Tips from Experts

Last updated on by Stephanie Mialki in Conversion Optimization

A landing page is often one of the first impressions people see of your brand, so it’s important to make it exceptional. A landing page wireframe can help with this by allowing you to visualize the arrangement of page elements before actually building the page.

What is a landing page wireframe?

A wireframe is a basic design layout or skeleton of a landing page to give stakeholders an idea how the page will be structured and what assets are needed to build it.

Rares Cimpean, a Visual Designer for Instapage, explains:

When putting together a landing page wireframe you should focus on the flow, usability, and accessibility of the page, how fast can people get to the information they need, how accessible and recognizable is the CTA, etc. All of these factors are taken into consideration in the wireframing phase.

Here are some wireframe landing page examples, both long and short:

Landing Page Wireframe Example Long

Landing Page Wireframe Example Short

Landing Page Wireframe Short Example

A landing page wireframe template serves several main purposes:

Note: there is no single landing page wireframe design that fits all campaigns. Some landing pages may simply require a headline, bulleted copy, form, and CTA button, while others might need to highlight additional benefits and demonstrate social proof. Sales pages, for example, often require more detailed product descriptions and may need to be longer. (Keep in mind, you can always A/B test a short page vs. long page to see which produces better results.)

No matter what type of page you’re wireframing, our Graphics Design Manager, Rafal Bogdan, expresses the importance of keeping your wireframe very simple at first, so as to not overwhelm the stakeholders involved:

I don't want to focus too deeply on the elements that could be rejected by stakeholders in the next phase. The main idea of a wireframe is to show specific project features on a landing page, and help them understand how those features will behave on the real page.

Once you have your wireframe, it’s time for design to make it shine. Below are the elements typically found on high-converting landing pages.

How to wireframe a landing page

No navigation

Since landing pages are designed for conversion and a single purpose, there should be no navigation links that could distract users from your conversion goal. It’s either convert or leave — no other options.

Many companies have seen substantial changes in their conversion rates after removing their navigation bars:

Comporium Media Services is another brand that understands the need for removing the navigation to maximize conversions. Not even their logo is linked, which keeps visitors on the page and focused on requesting a consultation:

Landing Page Wireframe No Navigation

When following best practices, the only links that should be used are those that boost credibility (e.g. Terms of Use and/or a Privacy Policy), and links that enhance the user experience (such as anchor tags and a click-to-call phone number).

Headline and subheadline

Your headline is one of the most important elements because without a compelling one, visitors won’t be persuaded enough to continue evaluating your offer. Since this is the primary way to deliver your message, it must command attention, be clearly visible as soon as users land on the page, and above the fold.

Your subheadline is used to complement your primary headline, especially if the primary headline is long, or requires additional context (such as a statistic, for example).

The key to writing a good headline is to ensure it conveys your unique value proposition (UVP), or what sets your product or service apart from your competitors.

This Autopilot landing page headline lets companies know that they can “Grow faster” on Autopilot compared to other marketing automation software. The subheadline then complements this idea by describing how they can grow faster:

Landing Page Wireframe Headline

In addition to including your UVP, there are four main types of compelling headlines:

  1. News: Introduce a new solution to prospects
  2. Self-interest: Appeal to prospects’ inherent self-interest<
  3. Quick and easy solution: Appeal to prospects’ desire for quick fixes
  4. Curiosity: Pique visitors’ interest and curiosity, enticing them to read more

You can use one or combine several for an even more powerful headline. The most compelling headlines use two or more.

You can use one or combine several for an even more powerful headline. The most compelling headlines use two or more.


Since it’s easier for people to process visuals than text, engaging media (images, gifs, and video) helps to convey the value of an offer, even more than words can. However, visuals aren’t a one-size-fits-all solution. The type of media you choose for your landing page depends on what you’re offering.

Types of landing page images include:

Take a look at the images iContact uses to show prospects several examples of the business emails they help create:

Landing Page Wireframe Media

In addition to images, several types of landing page videos exist:

If using images, stay away from stock photos unless they convey a realistic situation of your offer and are relevant to the topic. Anything less and you risk decreasing your brand perception and value.

If using images, stay away from stock photos unless they convey a realistic situation of your offer and are relevant to the topic. Anything less and you risk decreasing your brand perception and value.


However tempted you are to tell visitors everything about your offer — don’t. Attention span is only a few seconds at most, so your copy must be succinct and capture people’s attention immediately.

For example, bullet points (marked by iconography, checkmarks, arrows, etc.) is a common way to convey important information, allowing visitors to quickly scan the page, and identify the key takeaways of the offer.

Prospects can quickly learn about Highfive’s video conferencing solution with the help of bold section headers, minimal copy, and bullet points:

Landing Page Wireframe Copy

Social proof

Before converting, people need to trust that your company offers a reliable service. That is where social proof can convince them in a variety of ways:

Looking back at the same Highfive landing page earlier, check out all of the social proof they used to persuade visitors to convert — brand logos, a quoted testimonial, and industry star-ratings:

Landing Page Wireframe Social Proof

Here is another example, this time from Splash Omnimedia that includes all types of social proof — a customer count, brand logos, case study video, and quoted testimonial:

Landing page wireframe Company Logos

By combining all of this proof, you persuade prospects to convert by clicking your CTA button.

Lead capture form

Creating the perfect form isn’t that easy. Not enough form fields and you won’t collect all the information you need; too many fields and you risk scaring potential customers away. The length of your form depends on where your offer lies in the marketing funnel. As a general rule, the higher up, the shorter the form, and vice versa.

Justworks designed this landing page to provide pricing information. Since this is a top-of-the-funnel offer, it makes sense that it only contains three from fields and requests very basic information:

Landing Page Wireframe Short Form

In contrast, Autopilot’s free trial is further down the funnel, so asking for more information is acceptable:

Landing Page Wireframe Long Form


Your CTA button is where the landing page conversion happens, so it must stand out and beg to be clicked. Here are the major aspects to optimize your CTA button:

Landing Page Wireframe CTA Button

Minimal footer

Landing page and website footers are not the same. Landing page footers shouldn’t contain sitemaps, product page links, or social media accounts. Every link you include creates another distraction and an additional way for them to leave your page without converting.

Look at all of these escape routes Infegy provides visitors:

Landing Page Wireframe Footer

If you choose to include a landing page footer, be sure that it only displays up-to-date copyright information, terms of service, and a privacy policy, like Tapstone does:

Landing Page Wireframe Short Footer

White space

White space lets your page breathe so that all elements attract attention and visitors can navigate your page easier. Adding white space also:

Compare the following landing pages from NASM and Acquisio:

Landing Page Wireframe No White Space

Landing Page Wireframe White Space

NASM’s page is crowded and could be overwhelming for some people because it’s difficult to decide where to look first, and how to navigate the page. Acquisio’s page has sufficient white space so it is easier to navigate from top to bottom and offers a better experience overall.

It all starts with a landing page wireframe

Creating a wireframe allows your team to determine the overall page story, see what assets will be needed, and how much copy is required. From there, you can design an optimized landing page with the suggestions above. But to build a personalized, 100% customizable landing page you need a solution that is powerful enough for the job.

With Instapage, marketers can create pixel-perfect pages with our designer-friendly builder, CSS editor, alignment and grouping, hotkeys, and more. Then, use built-in heatmaps to A/B test for even higher conversions and scale your production with Instablocks™. No other solution can compare.

landing page techniques
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