Learn all about the basics of a landing page. What it is and why it’s so essential for every business, including yours. And other core elements of an effective landing page that everyone needs to know.
What Is a Landing Page and Its Importance?
A landing page is a standalone page different from the other pages on your site. That helps to capture your visitor’s information and convert them into potential leads.
Any other website page, i.e., homepage, even with a solid Call to Action (CTA) on it, never counts as a landing page. Moreover, it is also not going to make turnovers. Because a homepage has other purposes to offer, like the descriptions of multiple products and services.
In contrast, landing pages are more likely to convert visitors by keeping your audience steadfast on a specific campaign.
In simple words, putting a landing page on any web page will cause distractions and divert the visitor’s attention. Here’s a layout example of a clear and focused landing page:
Purpose of Designing Landing Pages:
The initial process in building a successful relationship between a company and its customers requires more and more conversion of visitors into leads.
That’s why the sole purpose of a landing page is to convert online visitors into potential buyers.
Core Elements That Make a Good Landing Page
First of all, as we have discussed that the homepage should never be your landing page. You must send the prospective to a page that only displays the offers that you’ve promised. Good landing pages have several things that include:
1. Attractive Headline
The headline should be visible and the user’s attention-grabbing. It cannot be more than twenty words. Use font size and colors that distinguish it from the rest of the content.
2. Explanatory Subheading
A concise copy is enough to explain more about the product that can give a gist of your products/services. It must be creative and compelling to the visitors that make them hooked till the end.
3. Unique Selling Preposition
Give the landing page’s visitors a solid point of differentiation with a unique selling proposition. Explain your service or product in a unique way that sets it apart from the competition.
An excellent unique selling proposition communicates directly with the customers. It makes them understand why they should consider purchasing your product.
4. Key Benefits
Explain the specific key benefits of products/services in a way that breaks down the offer to its most basic level. Include bullet points and feature descriptions for clarity.
Also, answer any questions of your customers, especially what your service or product can do for them.
5. Visual Integration According to Context
Any visual representation; image, or videos can help visitors to understand well about:
- What your product is about and
- How the users could get benefits from using it
Displaying visuals according to the context has a huge impact and is far better than telling the whole story in text. Let your customers visualize a scenario. For this, you can use photos or videos instead of long paragraphs.
Images For Products: If you are selling physical products, use the product images with high resolution.
Images For Services: While selling services, the image should be most relevant. That can grab the attention of visitors and demonstrate to them the outcomes of that particular service.
Videos for Products/Services: Always go for high-quality, bite-sized and self-explanatory videos.
6. Social Proofs and Testimonials:
Another persuasive section displays the social proofs. Using social proof can be an X factor by which you can convert more visitors into consumers.
The visitors want to see the reviews. So here comes the testimonial section. It illustrates that many people have already bought your offers.
How to display social proofs on your landing page?
You can show social proof just by providing the following:
- Total number of prior signups
- Social signals from different networks
- Displaying awards from the organizations
- Last but not least, the customer testimonials and reviews
7. Strong Call To Action:
A call to action or a CTA is the game-changer and leads “on-the-fence” customers to another page. The call to action is very critical as it leads to conversions. It can either make or break the sales.
So, for this reason, the essential considerations for CTA include:
- Where do you place it?
- How do you design?
The content of the call to action should be persuasive. Use different strategies and tactics to make it stand out from the rest. You may place the CTA button directly underneath the image/video section or the testimonial one.
All the above-discussed elements are essential for creating a good and effective landing page. But it doesn’t end here. We always recommend using these elements with their improvised versions. So, keep improving with time to create a high-end landing page. Do some experiments with landing pages to generate more outcomes.
A landing page is a place where people land after clicking, purchase your product or services and you make you generate revenue. It is the place where all your efforts and investments finally pay you.
Any other page of your website can’t navigate your potential buyers effectively. So, every site should make a landing page to convert visitors into leads.
To be continued.