The landing page footer: what should actually go in it?

A well-built landing page follows a simple rule: one goal, one CTA, no unnecessary exit. Then the footer arrives, and the old habits from company websites creep back in — the full menu gets recreated, the last ten blog posts show up, every social link the company owns gets listed. The footer isn't a neutral space where you "fit whatever's left": it's the last screen seen by a visitor who read the entire page without acting, and what they find there can just as easily push them away as convince them at the last second.

The footer, blind spot of the 1:1 attention ratio

Consultant Oli Gardner popularized the "attention ratio": on a landing page, the number of possible actions divided by the number of conversion goals should trend toward 1:1 — one path, not ten. It's the same logic covered in our article on landing page navigation: every header link is an exit door opened on purpose. The footer rarely gets the same discipline. Because it's treated as a "technical" area rather than a conversion zone, it becomes the refuge for every link that didn't make it into the header — quietly reopening the exact problem the rest of the page worked so hard to close.

What research says about attention at the bottom of the page

An eye-tracking study by Țichindelean, Țichindelean, Cetină and Orzan, published in 2021 in the journal Sustainability, compared visual behavior across five landing pages presenting the same content in different formats: attention concentrated heavily on the first screens and dropped as users scrolled down the page (see the study on Google Scholar). That doesn't mean the footer should be empty: it means every link placed there has less available attention working in its favor, so it needs to earn its place. The concept of "information scent" developed by Pirolli and Card in their foundational paper Information Foraging, published in 1999 in Psychological Review, points the same way: visitors judge the value of a link from its label before ever clicking, and that judgment matters even more when available attention is scarce — precisely the situation of a footer link (see the study on Google Scholar). A "Learn more" link buried in a footer is therefore statistically less likely to be understood — and clicked — than a descriptive label, a point also covered in our article on internal linking between landing pages.

What must legally be in the footer

• Legal notice, terms of sale, and a privacy policy — required under French law as soon as a landing page collects data or sells a product, detailed in our article on legal notices and terms of sale.
• A verifiable way to get in touch — an email address or phone number, even minimal; its absence is an immediate trust red flag for a visitor who's still hesitating.
• Name, address and phone (NAP) for a local business — kept consistent with the Google Business Profile listing, a point covered in our article Google Business Profile or a landing page, especially relevant on a template like Local Agency.
• An unsubscribe or cookie-management link whenever the page uses a consent banner — the footer is the standard place visitors expect to find it.

What can legitimately be added, without reopening the menu

• A small trust signal — a secure-payment badge or a guarantee mention, as long as it's genuine: see our guide on trust badges that actually reassure visitors.
• Links to other offers, if the company runs several landing pages — but with the same caution described in our article on internal linking: footer only, never above the CTA.
• A sitemap link, useful for Googlebot when the site has several landing pages or local variants, as described in our article on multi-city landing pages.
• Copyright and the current year — a small detail, but a landing page whose footer still reads "© 2022" sends an unintended signal of neglect.

What to keep out of a landing page footer

• The full company website menu copied wholesale — Home, About, Blog, Careers: each link is an exit the rest of the page worked to close.
• A list of recent blog posts unrelated to the offer on the page: it diverts the visitor's remaining attention at the exact moment it should be focused on a single decision.
• Uncontrolled outbound links without rel="nofollow" — a partner or a third-party tool mentioned in the footer shouldn't pass link equity without oversight.
• A copy-pasted e-commerce mega-footer, with full columns of category links: the landing page sells a single offer, its footer doesn't need a catalog map.

Should the footer repeat the CTA?

Yes — but always the same CTA already repeated higher on the page, never a new option. A visitor who reaches the footer has read the entire pitch without acting: this is often where the peak-end rule plays out in full, with the final impression weighing disproportionately on the decision. Repeating the main button, with the same label and destination as above, captures that last moment without introducing an extra choice — see also our article on argument order for why what's seen last matters as much as what's seen first.

Checklist before launch

1. Legal notice, terms of sale, and privacy policy present and up to date.
2. A single CTA, identical to the one used elsewhere on the page — no extra navigation option.
3. Every remaining link (badge, trust signal, contact) earns its place with a descriptive label, not a "click here."
4. No full menu, no list of unrelated blog posts.
5. Uncontrolled outbound links set to rel="nofollow", copyright up to date.

Across the 10 LanderKit templates (€89 each, €229 for the full pack), the footer is deliberately kept to the essentials — legal notice, contact, repeated CTA — so it never reopens the door the rest of the page worked to close. From there, it's on you to add your own legal notice and, on a template like Local Agency, NAP details consistent with your Google Business Profile listing.