Key Elements of a Landing page //

Understanding the anatomy of a page can help you convert visitors into customers.

We’re going break down today the elements that make a successful landing pages. Understanding the elements of a landing page and how they interact will help you create pages that are optimized for conversion and return on advertising spend.

This post will explore each element, explaining their importance and purpose. You’ll be armed with the knowledge and tools to create a landing page that converts.

Let’s start with what a landing page is.

What is a landing-page?

A landing page is a standalone page that’s not connected to a website navigation. It was created to persuade a visitor to take action (sign up, purchase, download etc.). ).

Landing pages are becoming more popular as brands focus on data and personalization. They can deliver high ROI.

Your landing page will consist of the following elements.

1. The Headline and the Sub-headline

The headline is the most important element of your landing page. Most people will not bother reading the rest of your page if you don’t have a compelling headline.

It is important to convey your unique value proposition to your headline. This is what sets you apart from your competitors.

Your launch sequences can help generate leads faster for customers than their current solution. Will you be able to help them generate better-quality leads than their current solution? Is your product more advanced than the current market products? In your headline or subheadline, let people know.

You should also ensure that your headline matches the message. It is the matching of content from an ad with the landing page content so that the message will be reinforced and the prospect will know that it is relevant.

If you are running an advertisement for social media software, be sure to mention “social media” somewhere in your headline. You risk confusing your visitors by directing them to a page with no connection to the ad that they clicked.

The Hootsuite shows you how to create an attractive headline with a benefit-oriented tone that goes well with the social media post.

2. Engaging Media

The human brain can process visuals up 60,000 time faster than text. Your visitors will be more interested in seeing how your product functions than reading about it.

Use a relevant “hero photo” to show them how your service or product would improve their lives. You can also include explainer videos that demonstrate how your product functions, with an emphasis on the user’s benefits. In your video or photograph, you can include actual customer testimonials. You’ll get to enjoy the benefits of social proof while also promoting your product or service. This is exactly what , Podium do on their landing page. They also add more CTAs.

3. Benefit-focused copy that is concise

You’ll be tempted on your landing page to tell prospects about your product’s new and improved features that make it so powerful. While highlighting features of your product is important, you should also emphasize the benefits to users. By focusing on the benefits of the product, you can shift the focus away from the actual product and onto what the customer can get out of it.

The customer-centric approach is more effective and resonates with visitors because it addresses their pain points, needs and desires directly. When you are presenting the reasons why prospects should convert to your site, make sure you focus on benefits rather than features. 110 Landing Examples Can’t Afford 2023

We skim when we read on the internet. Our attention span has shrunk from 8 seconds to just 8. Use bullet points and numbered lists to break up your copy into bite-sized chunks. Do not make your prospects read more than 2 to 3 consecutive sentences.

The Sweetkick landing page highlights the user’s benefits in an easy to read and concise manner.

5. Social Proof

You’ll probably ask your friends and family for recommendations before purchasing a product or subscribing to a service. Even online, this is true.

According to research, 92% of people trust recommendations made by a friend. 70% will even accept a recommendation that comes from someone who they do not know.

What does this mean for your landing pages? You should use social proof to increase the likelihood that people will click on your CTA button. Build SEO Friendly Landing

Visitors will trust you more if you display authority badges, such as awards and logos from well-known businesses.

Lemonade shows us how to make authority badges work for you:

The testimonial is perhaps the strongest social proof. There’s nothing stronger than a customer recommendation when it is used correctly.

Ask for specific quotes, and not generic statements like “They increased our ROI.”

Get the numbers. Get the names, titles and photos of those who will be speaking for your company. You can make them more real to your visitors by displaying more information about them.

This testimonial is a good example.

Or that?

6. A strong call-to-action

You’ve been looking forward to this moment. All the research into powerful synonyms, headline testing and customer interviews were done to achieve one goal: get your visitors clicking that call-to action button.

Your visitors will be drawn to this element. Your CTA button should be visible as soon as your visitors reach your landing page.

It doesn’t necessarily mean that you should use bright colors like red, orange, or yellow just because you believe they are eye-catching. You should use color theories to choose a tone, hue, tint or shade that is different from the rest.

Don’t use boring or overused copy. You can use your UVP as a tool to create something more engaging.

Use something like “Show me step by step” or “Teach me the secrets to better writing.” Use phrases like “Show Me Step by Step” or “Teach Me the Secrets to Better Writing.”

Here’s an call to action from Wanderlog which plays well off its landing page title:

7. Footer minimalist

It shouldn’t look like the footer on your rest of the website. The landing page shouldn’t include a sitemap or links to related blog posts.

Why?

You are drilling a new hole into your landing page with every link that you add.

Use the footer to display only your copyright information and terms of service. This is what our 10 Best Landing Page Practices for 2023 page does.

7. No Exit Links

Landing pages have a singular goal, converting visitors into customers. Other pages of your website may be designed for browsing. Imagine the landing page as an elevator pitch that delivers all the information prospects need about your offer.

Navigation links and headers or footers are not appropriate for your website. They could detract visitors from the goal of conversion.

For instance, the linenbundle page focuses on getting visitors to buy the sheets and improve their sleep. The page has no navigation links, and the CTAs are aimed at the same conversion goal.

8. Contact Information

Your landing page visitors may want to speak to a company representative, especially if the offer is expensive or complex.

Don’t just give them a form to complete. You can add a contact number on your website so that people can call you with any questions.

Here is an example of Travelers which offers visitors the choice to get their quote either digitally or by calling a number.

The conclusion of the article is:

This is the bare bones of a landing page that converts well. The results of different combinations of these elements will vary depending on the business. To perfect yours, you’ll have to test and optimize it constantly.

Start building landing pages today with our 500+ customizable templates and see what works.

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Ted Vrountas
Author: Ted Vrountas

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