Landing pages are the unsung heroes of digital marketing. A well-designed landing page can build trust, communicate value, and drive action in a matter of seconds, making it one of the most powerful tools in your marketing arsenal.
For health and wellness brands, landing pages play an even more critical role. This niche is fiercely competitive, with countless brands vying for attention in a crowded space. Whether you’re promoting skincare, supplements, fitness programs, or mental health solutions, it’s not enough to have a great product—you need a landing page that converts.
So, how do you create a landing page that breaks through the noise? For an optimized landing page, your hero not only has to capture attention but also to drive conversions.
In this blog, we’ll dive into the anatomy of a winning hero and explore proven templates tailored for the health and wellness industry. You’ll learn best practices for creating landing pages that convert, including tips for clear messaging, strong calls-to-action and how to incorporate UGC in your landing page.
Anatomy of a Winning Hero
In a vertical as competitive as health and wellness, where standing out is incredibly challenging, it’s crucial for your landing page to drive action right from the start. Remember, your landing page only has 8 seconds to convert, so you need to be highly effective from the moment a user lands on your page for the first time.
Here are some best practices to create a winning hero:
A clear, benefit-focused headline:
- Make your value proposition immediately obvious.
- Use concise language that highlights the main benefit for the visitor.
- Example: “Transform Your Skin in Just 30 Days”
Lead with benefits, not features:
- Include a short list of your product’s or service’s unique selling points (e.g., all-natural ingredients, clinically proven results).
- Keep it simple and easy to scan.
Keep the design clean
- Use a minimalist design to ensure the key elements—headline, visuals, and CTA—stand out.
- Be direct: Avoid unnecessary clutter that can distract from your message.
Use trust indicators and social proof
- Incorporate elements like star ratings, testimonials, and certifications.
- Add logos of trusted partners or “as seen on” media mentions to build credibility.
- Showcase customer reviews or success stories to demonstrate reliability and effectiveness.
- Use statistics to highlight your popularity, such as “Trusted by Over 50,000 Customers.”
PRO TIP🔥: Trust indicators and social proof are key in Health + Wellness. Why? Because customers are not going to buy if they don’t trust the product works. The more press and social proof you have, the better.
Buyer Decisions Questions (BDQs) Template
Buyer Decision Questions (BDQs) landing pages are a cornerstone of high-converting strategies, especially in health and wellness. Customers are investing in products that impact their health, appearance, or overall well-being, so they need reassurance. By answering key questions upfront, BDQs remove doubts and build the confidence necessary for conversions.
In the health and wellness industry, customers often wonder: Is this product safe? Will it work for me? How is it better than alternatives? A BDQs landing page tackles these concerns head-on. It provides clear, concise answers while integrating social proof, such as testimonials or UGC, to validate claims.
Although this template works for every level of awareness, it’s especially effective for customers who are unsure about purchasing or have too many options in mind. With clear, concise answers and a structured format, BDQs ease their concerns and create a smooth path to conversion.
A great structure for this template is explaining step-by-step how your product works.
Listicle Template
People love lists. They make lists for everything… So what’s better than a list explaining why they should buy something?
This format delivers information in a way that is both engaging and easy to digest, making it ideal for capturing the attention of busy, solution-seeking consumers. By presenting key benefits or reasons in a sequential list, it highlights what makes your product unique and why it’s the perfect solution to their problem.
In health and wellness, customers often need to compare options or understand why a product is worth their time and investment.
One of the most used structures for this template is 3-5 Reasons Why. See how Listicles work in this example.
BONUS: if you include real social proof—like before-and-after images or authentic testimonials—it can help hesitant consumers realize that your product is exactly what they need. 🔥
Sales Questions Template
This template engages users by asking questions that make them reflect on their needs, goals, and challenges. Instead of telling customers what they need, it guides them to realize it for themselves, creating a sense of urgency and personal connection to your brand.
For health and wellness, this approach is especially effective. Customers often face complex choices, like selecting the right supplement or skincare solution. Sales Questions help them navigate these options by asking targeted questions such as, “Do you feel fatigued and need more energy?” or “Is stress holding you back from your goals?” These prompts encourage users to acknowledge their problems and visualize the benefits of solving them.
How to use it? Quizzes can be your best friend. Check out how this brand does it!
Vs Alternatives Template
Now, this template is a game-changer for health and wellness brands.
The “Vs. Alternatives” template is designed to position your product as the absolute best solution to a customer’s problem. This template helps you stand out by directly comparing your offering to traditional solutions, competitors, or even doing nothing at all.
Highlighting why your product is healthier, easier to use, or more affordable gives customers a clear reason to choose you.
Whether you’re comparing your skincare product to harsh chemical treatments or your fitness program to outdated gym memberships, this format shows customers exactly why your solution is superior.
Check out how Jocko Fuel spices up its landing page by using a comparison list.
Press/Testimonials Template
Imagine you’re searching for a weight loss supplement and scrolling through countless websites offering similar products. You’re torn between two options but ultimately choose the one showcasing real before-and-after transformations, glowing customer reviews, and a “Featured in Wellness Today” badge.
See how powerful this can be? That’s exactly how this template works.
Testimonials offer relatable, real-world validation that helps customers envision their own success, while press mentions provide credibility and authority. Together, they build trust and make your product stand out.
Highlighting tangible results and credibility is crucial. Use testimonials that share specific outcomes like, “I lost 10 pounds in just two months!” Pair these with press quotes that establish your brand as trustworthy and respected. Combining personal success stories with authoritative endorsements creates a compelling narrative that resonates with skeptical buyers.
Here’s a practical example. Their hero section has a review from a customer (real experience), they also add press proof by showcasing a badge of Allure.
⭐️Pro Tip: Star ratings are a simple way to show social proof.
BONUS: How UGC can improve your LP
These days, UGC is key for brands. It works amazingly well, not only on ads, but also on landing pages. So how can you implement it?
Incorporating UGC into your landing page is simple and highly effective. Use before-and-after photos to showcase results, like a fitness program helping someone lose weight. Include customer videos sharing personal success stories, such as “This supplement gave me more energy in just two weeks!” These relatable experiences instantly build trust with your audience.
If you’re working with a creator long-term, ask them to do a transformation with your product! This will allow you to showcase real results in a period of time. If you need help to find UGC creators, we can give you a hand.
UGC is especially impactful where proof of effectiveness matters. Seeing real people with real results helps customers feel confident in choosing your product.
Check out this example: they used UGC videos to showcase real experiences + they added reviews from customers. Their landing page is clear and direct, and builds trust for customers who are deciding whether or not to buy.
So, to sum up…
- Use Before/After Transformations
- Include Personal Success Stories
- Incorporate Real-time Use – which will lead to a b/a transformation
- Add How-it-works Videos
Get High-Converting Landing Pages With These Templates Crafted by Growth Experts
From UGC to landing pages, Primer helps create high-converting marketing assets. Trusted by top brands like Jocko Fuel, Seven Cells, Ka’chava and more, we’d love to work with you to grow your revenue, and can partner in whatever way suits you best.
Your Growth Marketing Team: Partnering with Primer means we take care of everything—strategy and planning, creative production, reporting, and optional media buying—to achieve your growth objectives. You focus on your business while we deliver the results.
Creative On-Demand: Access a subscription-based marketing creative platform to request UGC, video ads, images, and landing pages crafted by top marketing creative strategists and designers who understand what drives conversions.
