5 Essential Elements of A Successful Landing Page
A landing page is an essential element of any business website. Whether you're a freelancer trying to attract new clients or a brick-and-mortar business promoting products and services, your landing page is a key part of your online presence.
You can't just throw up a page with your contact information and call it a day. There are specific components to a successful landing page. If you know how to design your page correctly, you'll start to see success in no time.
So how do you get there?
First, you learn the five essential elements of effective landing pages. Read on to find out more!
1. Your Unique Selling Proposition (USP)
What makes you stand out from the rest of the competition? What are you offering? Why should someone trust you?
This is the most important element of an effective landing page. Your Unique Selling Proposition should communicate what's so special about what you're offering. People should know why your product is unique, giving potential customers an incentive to take action.
Most importantly, it has to be succinct. People's attention spans are getting famously shorter, and over half of web visitors only stay on websites for less than fifteen seconds. That's not a lot of time to convince people that they need what you're selling.
Your USP should include a headline, sub-headline, and a reinforcement statement. If you have a longer landing page, you might also want to include a closing argument.
The headline should be catchy enough to grab attention since it's the first thing people will see. It also needs to communicate exactly what they're going to get from the page.
The sub-headline can add more context or more persuasive elements. It's like a one-two punch to hook people in and get their attention.
Finally, the reinforcement statement does just what it sounds like -- reinforces what you've established with your headline, sub-headline, and other website copy.
2. A Valuable Product Or Service
However, all of that won't do you any good if your product or service isn't any good. Unless you can demonstrate some value to the potential customer, they'll leave your site.
Whether your goal is to create a paying customer or just to generate more leads by having people sign up for your email list, your landing page should show why this is a good idea.
To do this, you can use the features/benefits strategy. You want to guide your visitors through how your product will benefit them. This is way more persuasive than just listing off what the features of your product are.
How will your product improve their lives? How will you help?
Instead of just listing off your certifications, say, "My newsletter offers expert tips and advice to help you improve your business' conversion rate." This is specific and helps people understand exactly how working with you could benefit them.
Demonstrating value is an essential element of any successful landing page.
3. A Good Design
Your engaging copy also needs to be housed in a good design. There's nothing that turns people off faster than a poorly designed website.
You could be offering the key to immortality, but if your website doesn't look professional, people aren't going to trust you or your services.
Make sure that your website looks clean and modern. If that's not your area of expertise, feel free to hire someone to design a layout for your website.
When designing, remember your landing page should be free of clutter. There shouldn't be too much that could potentially distract people from what you want them to read. That includes too many links and extra content that doesn't directly relate to your headline.
Both your headline and your call to action (more on that later) should be large, bold, and impossible to miss. You should also make sure that you include images and other forms of visual media. Posts that include images enjoy an engagement rate that is 650% higher than text-only content.
Yep, you read that right -- 650%. Not including images on your landing page is basically equivalent to leaving money on the table.
4. Trust Symbols
So you've written the perfect headline, conveyed the value of your product to customers, and designed an effective, visually pleasing landing page. What else is there to include?
Humans are social creatures. Before we try something new, we always want to know how many other people are using it and what they thought of it. If we can't find other people talking about it and we're already unsure of our purchase decision, we might walk away.
Don't let your potential leads get away. Instead, include trust symbols on your landing page.
Trust symbols can take a few different forms. For many people, that's including testimonials from previous customers who were satisfied with their experience.
Reading positive reviews can increase people’s trust in your business.
If you don't want to go the testimonial route, you can also include any press coverage you may have gotten, especially if you were featured in national news outlets. This helps add legitimacy to your brand.
5. A Call-To-Action
Finally, no successful landing page is complete without a call to action (CTA). A call to action is what starts the process of converting a casual visitor to your page into a lead for your business.
The CTA will vary depending on what your goal is for your landing page. Maybe you want them to sign up for your newsletter, so you include a short form at the bottom where they can input their email address. Or maybe you want them to take part in your services, so you offer them a way to sign up for a free consultation.
Whatever you want people to do after visiting your landing page is your call to action. The CTA should be impossible to miss and ideally in a color that contrasts with the rest of your landing page.
Learn More Essential Elements Of Web Design
Now that you know the five essential elements that go into making effective landing pages, you can start creating a fantastic website for your business.
Need some extra help? Contact our experts and learn how we can help you through the process of creating a stellar web presence. Get started today.