There are 5 essential elements that every landing page must have. These are

• Unique Selling Proposition (USP)
• The hero shot
• The benefits of your offering
• Social proof
• A single conversion goal — your Call-To-Action (CTA)

I stumbled across Drifts‘ website and I think they have nailed it when it comes to mixing up the elements above. They have a clear USP (a headline,  a supporting headline, a reinforcement statement and a closing argument). The hero shot (the lady having a conversation with a web user) clearly shows how their software works. I absolutely love the Call-To-Action which only needs 1 field (email) to convert/sign up.

Its a 10 out of 10 for me.

Social proof is just below the fold and has some big names in there such as LeadPages and Vidyard. The site is also secure (https://) which instills trust in prospective users of their software.

Every landing page should have a unique selling proposition, hero shot, benefits, social proof and a single conversion goal as a bare minimum