An effective landing page can help you perfect your ‘great first impression’ with prospective customers. With all important elements or building-blocks placed in the right locations within the page, a well-thought-out landing page can better your chance at turning prospects into leads.
Eventually, some of the captured leads are converted into customers. The first-time customers will choose your brand time and again if they are satisfied with the quality of your products/services and customer service.
Thus, the chances of a business gaining one-time or repeat customers hinge on the digital marketing team crafting a landing page that really stands-out and converts!
Here in this post, we will discuss the seven most important elements that can make a landing page standout.
The Unique Selling Proposition (USP)
On a landing page, the USP is generally delivered by the main headline, supporting headline, reinforced statements throughout the copy, and the closing statement. It isn’t found on one single spot within the landing page.
- The Main Headline: It is the first thing that visitors will read. Keep your headline punchy and don’t beat around the bush or sprinkle some poetic phrases – be direct about your USP.
- Supporting Headline: Since the main headline is typically short, you can add some more info in your supporting headline to make the message more persuasive.
- Reinforcing Statements: Remind visitors of your USP by adding relevant statements, arguments, and questions within the content on your landing page.
- Closing Statement: Back up your USP, create a sense of urgency, and persuade prospects to take action.
Your USP is how your product, service, or brand stands out from the competition by convincingly answering why prospects should fill in a lead form or buy from you and not somebody else.
You need to know your target audience, research your competition, and think of ways you can differentiate yourself from them. Let an expert who can do quality copywriting create a winning copy based on your inputs.
The Hero Shot – Grab their Attention
‘The Hero Shot’ should ideally be a visual representation of what’s on offer. It’s an opening image or background video that shows the context of use can go a long way in establishing a great first impression.
It’d be the first visual that visitors see on your landing page.
For instance, if you sell desk exercise equipment for busy professionals, your landing page’s ‘Hero Shot’ can have a tall, broad, and fit-looking man in corporate attire using your equipment in an office environment.
If you get this element right, you can get more of your visitors to go through the rest of the content on a landing page. The Hero Shot should evoke emotions. Avoid using common stock images.
The Benefits – More Persuasion
Your landing page should describe specific benefits that prospects can avail of if they convert on your offer. It’s a good idea to list some features too.
Consider the statement – Stay healthy with a compact, desk exercise machine that weighs just 4 kilograms!
Here, the benefit is to ‘stay healthy’ and the features include ‘compact in size’ and ‘light-weight.’
Benefits and features, either shown in an easy to understand list format or sprinkled within the content can go a long way in increasing the persuasive power of a landing page.
It is a good practice to start talking about the benefits first and then explain the features. The benefits essentially describe the problem that you solve or the need that you fulfill; the features describe what your product does.
Social Proof – Positive Peer Pressure
Psychology plays an important role in all forms of marketing. Digital marketing is no different. Social proof is a popular psychological phenomenon where people take the actions or behaviors of others into account in order to determine what they should do in a particular situation.
It is the subtle influence that people around you have on the decisions you make. Social proof is the reason why people buy products their neighbors admire or watch movies that have a high IMDB rating. This is the reason why organizations allocate hefty budgets for online reputation management these days.
On a landing page, social proof can take numerous forms such as:
- A recommendation or direct quotes from satisfied customers
- Video interviews of customers
- Review scores from trusted sources such as Yelp, Google, Yellowpages, TripAdvisor, Better Business Bureau, Amazon Customer Reviews, Foursquare, etc.
- Highlights of relevant case studies (with links to case studies, if required)
- Statistical proof on how your product or service solves a problem
- Authority badges that include awards from industry associations, client logos, etc.
- Third-party seals (most recognizable logos of services such as PayPal, VeriSign, McAfee, Norton, TRUSTe, etc.) to convince visitors that your website is safe and can be trusted
- Celebrity endorsement or expert’s stamp of approval
- Links to positive press coverage
Prospective customers should be able to trust your brand before they decide to convert on your offer.
As ‘positive peer pressure,’ social proof is the best way to justify your pitch on the landing page and inspire prospects to follow your call-to-action.
A Conversion Goal – Strong Call to Action (CTA)
The CTA should stand out above all else on a landing page. However, the CTA button should gel well with the overall design theme and copy.
There should be no confusion about where a visitor is supposed to click if s/he wants to signup, enroll, or buy something. This landing page for Lyft is a great example of a clear CTA.
Here are some tips to optimize the CTA on your landing page.
- The CTA button shouldn’t be placed prematurely on the landing page or you will run the risk of little to no conversions.
- Use white space to get the positioning right; isolate the CTA button to draw more attention towards it.
- The CTA should ideally be after an offer has been introduced and explained.
- Do not make the CTA button too small
- Avoid boring and overused words such as ‘Subscribe,’ ‘Buy Now,’ ‘Get Your Free Copy,’ ‘Sign Up,’ or ‘Download.’ You need to be specific. Use compelling words that inspire visitors to willingly click on the CTA button.
Regardless of how well you optimize various elements on a landing page, make sure to conduct A/B testing. Landing pages that register high conversion rates aren’t created at one go. Digital marketers continue optimizing various elements based on the results they get.
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