The 5 Essential Elements of Every Landing Page
Whether you’re trying to collect leads, drive sales, or do something else entirely, landing pages do what your website can’t by honing in on one dedicated conversion goal.
Websites distract your visitors with multiple products, services, and offers. In contrast, landing pages keep your audience focused on a specific campaign (and make ’em much more likely to convert). If we’re talking quick-fire tactics that get results, landing pages are it.
But how can you be sure that your landing page is gonna hit the mark?
A Clear Headline
This is where you capture the audience and create a feeling of action. Your headline sets expectations for your customers and delivers a promise.
You have a main headline and sub-headline or subtext to support your main headline. It’s meant to be an extension of the main headline delivering a supporting statement that drives home the goal. At the time I wrote this Nike displayed the sub-headline of “Bring the future to light”.
Your Hero Image or Main Headline
Your hero shot will bring your page to life and create a “feeling” for the viewer. What feeling are you trying to create in your audience? I am helping a client now change their business to be more commercial and multi-family construction. The words on their home page are great but, they build apartments and have an image that looks like a handyman working on someones kitchen cabinets.
Invoke a feeling of who you are.
Here is my clear CTA
…and I’m supporting it by telling you I’d love to talk more with you about your goals, and see how I can help you achieve them.
Features and Benefits
Describe the value you’re providing. One of the best ways to keep your users engaged and excited about what you have in store for them is by framing it all around their needs. When they're feeling like everything has been thought out, then this will be an easy task! Before listing any features or benefits make sure that if someone else could use this product - which includes giving consideration on how much time he/she would need before coming back with other questions-you'll know if something doesn't feel right because there isn’t enough happiness communicated through each point.
Social Proof
Show me why I can trust you. Social proof is the use of social signals to illustrate that other people have bought, consumed or read what you’re offering. The idea is that consumers are more likely convert if they see others before them were glad for their purchase too. Research from BrightLocal confirms this by showing average consumer reads at least 10 reviews when making an online transaction!
A Clear Call To Action (CTA)
Your conversion goal is the purpose of your landing page. Your call-to-action (CTA) should be a compelling offer that makes you achieve this desired outcome and ties back in with what sets us apart from our competitors, which we refer to as "the USP." A great CTA will specifically articulate how visitors can get something for themselves while also providing them an opportunity they might not otherwise have had by simply starting their journey here on our website or app!
