Designing a competitive landing page that converts well is not an easy task. A landing page has many important elements, that should be kept in mind when designing an interactive Landing page. It depends on interest, intuitions, and the science of psychology that your customers want.
There is not any standard way of creating a good landing page or a one size fits all instructions guide because landing pages have many differentiating factors. It can be as different as their visitors. Every Landing page has a different reader, a different call to action, a different niche, a different product, or a service to promote. There are varieties of intent, purpose, perception, niche, audience, industry, angle, testimonial approach, product, focus, messaging, cost, buy-in, cost, shipping method, and many other factors.
But there are also some common characteristics that you should keep in mind. If you are thinking about creating a landing page, you should keep those Essential Elements in your mind too.
These are the most important essential components of an effective landing page.
- The main headline and a sub-headline
- A unique selling proposition
- The benefits of your offering
- Images or videos showing the context of the use
- Social proof
- A closing argument
- A call to action
1. The Main Headline and Sub-Headline
The landing page’s headline is the very first thing visitors will see. That is why it is essential that it describes very clearly what a user will get from the page. The message should be strong enough to grab the interest of the visitor and keep them on your page. Your straightforward headline should promote understanding, attention, and interest. It needs to accomplish:
– grabbing the visitor’s attention
– informing the visitor what your product or service is all about.
– it should be short, minimum 10 to 20 words preferably
Keep it simple, easily digestible, and succinct. Your headline says so much to your visitors. So, you will also need to add a supporting headline. And it should be relevant to the main headline, following it like a finishing sentence, or can be an additional persuasive message that supports the primary one. This sub-headline needs to be very persuasive and pointed.
An important fact, if your main headline grabs the attention of the visitor on your landing page, then the persuasive sub-headline should convince them to stay. Usually, the subhead line is located directly underneath the main headline and it goes into slightly more detail and depth.
2. UNIQUE SELLING PROPOSITION
This is also an important factor that you have a unique selling proposition. This preposition helps your visitors know what your service or product sets it apart from your competition. This should be communicated on your landing page in a straight way. Describe all the specific benefits for your customers and break down your offering to its most basic level. A good unique selling proposition always allows customers to understand why they should care and sets clear expectations for them.
3. KEY BENEFITS OF YOUR OFFERINGS
The key benefits of your offer follow directly from the unique selling proposition and provide a more detailed description. So, you have to provide more detail to the offer and answer any questions your customers may have, especially the question about what your service or product can do for them. Include a benefits summary bullet points for clarity and also detailed benefit and feature descriptions that extend your bullet point list. The key features describe what your product or service does, and the benefits describe the problem you are solving.
4. IMAGES OR VIDEO SHOWING CONTEXT OF USE
This is the visual representation of your offer and has a role in helping visitors to better understand what your offer is or what it looks like. Showing the context of use rather than telling has a maximum effect. Get your visitors to place themselves in a scenario and empathize with how they are using it. In order to achieve this, you can use photos or videos.
If you are using pictures, they should be large, high-quality, and relevant to your service or product. But, when are you selling a physical product then it is critical to include on your landing page an image of the product. But images will definitely work When you are selling a service, the image should demonstrate the utility of your service and grab the attention of your visitors.
5. SOCIAL PROOF
Nowadays, Social proof can be very persuasive. Your social proof illustrates that other people have bought what you are offering. Visitors are more likely to convert into consumers if they see that others before them have used your offer. Social proof on your landing page by providing a count of the number of signups, by using social signals from public networks, showing awards from reputable organizations, or by using some customer testimonials and customer reviews.
6. CLOSING ARGUMENT
The closing statement is your final chance to communicate the benefit of your offer when your landing page comes to a close. And, this final argument backs up your main value proposition, similar to the reinforcement statement. The closing argument always should be coupled with a call-to-action.
7. CALL TO ACTION
CTA is obvious and straightforward. Generally, people on the internet are looking for quick information, so the easier you make it for them to find and absorb your CTA, the more likely they are to convert.
For example, “Get Your Free Quote!”, “Contact Us Now!” or “Get Started Today” are great examples of CTAs
FINALLY
A landing page is a place where people buy, customers click, and you make revenue. It is the place where your efforts finally come to fruition. The above-mentioned components are essential for designing an effective landing page. You can use these essential elements to create a high-converting and powerful landing page. Once you are done, it is recommended to always keep improving. Apart from them you can also do some testing and modify your landing page in order to get the best results.
INFORMATION SOURCES
https://www.disruptiveadvertising.com/landing-pages/landing-page/
https://learninbound.com/blog/8-essential-components-of-a-successful-landing-page/