Firstly, to understand in a deep way the importance of a Landing Page, we need to know: What it is? What does it? And why is so important?
What it is?
A Landing Page is a page within a website.
What does it?
It is developed with the sole purpose of converting visitors into leads or sales prospects through a specific offer. It usually has a simpler design with few links and basic information about the offer, as well as a form for conversion.
Why is so important?
The answer is simple, it gives results, that is, simple mathematics!
Well-made landing pages allow you to have a much higher conversion rate than a normal website. It is common to see cases where, thanks to these pages, the conversion rate is increased by 5 or 10 times.
- What is a conversion rate?
It is an important metric of any website, and this is the formula for calculating that rate:
Conversion rate of a page = Number of page conversions/Number of page visitors.
To create a competitive landing page that converts well is not an easy task! There are many essential elements to keep in mind, based on the science of psychology, and a good intuition of what your customers want.
The landing pages have many differentiating factors, they can be as different as their visitors. All these because each brand has a different reader, a different call to action, a different niche, a different product or service to promote.
What should a Landing Page have?
There are some common characteristics that you should keep in mind. By reviewing them, you can create your own landing page and success.
These are the essential components of an effective landing page:
- A main headline and a supporting headline
- A unique selling propositions
- The benefits of your offering
- Images or video showing context of use
- Social proof
- A reinforcement statements
- A closing argument
- A call to action
- Main Headline & Supporting Headline
The headline is the very first thing visitors will see. For this reason, it is essential that it describes very clearly what a user will get from the page. It needs to accomplish:
- Grabbing the visitor’s attention.
- Informing the visitor what your product or service is all about.
- It should be short, preferably only ten words and never more than twenty.
Also, keep in mind, in order to keep it easily digestible, your headline can only say so much and be long. For this reason, you’ll also need to add a supporting headline. This can be a direct extension of the main headline, following it like a finishing sentence, or can be an additional persuasive message that supports the primary one.
The main idea of your main headline is that grabs the attention of the visitor on your landing page, then the persuasive sub-headline should convince them to stay. Usually, the persuasive subhead line is located directly underneath the main headline, and it goes into slightly more detail and depth.
- Unique Selling Proposition
A good unique selling proposition allows customers to understand why they should care and sets clear expectations for them. Explain to your landing page’s visitors what about your service or product sets it apart from your competition. Describe the specific benefit for your customers, break down you are offering to its most basic level.
- Key Benefits
The benefits of your offer follow on directly from the value proposition. 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 benefit summary bullet points for clarity and also a detailed benefit and feature descriptions that extend your bullet point list.
- Images or Video Showing Context of Use
The visual representation it has the role in helping visitors to better understand what your offer is or what it looks like. Get your visitors to place themselves in a scenario and empathize how they are using it. If you chose to use pictures, they should be large, high-quality and relevant to your service or product.
Note: When you are selling a service, the image should demonstrate the utility of your service and grab the attention of your visitors.
- Social Proof
By using social proof, you illustrate that other people have bought what you are offering. Visitors are more likely to convert into consumers if they feel safe and see that others before them have used your offer. You may use social proof on your landing page by providing a count of the number of signups, showing awards from reputable organizations, or by using some customer testimonials and customer reviews.
- Reinforcement Statement
It is another page title that sits about halfway down your page and has the purpose of communicating a mid-experience message to your visitors, reinforcing the main headline.
- Closing Argument
It is your final chance to communicate the benefit of your offer, as your landing page comes to a close. This backs up your main value proposition, similar to the reinforcement statement. The closing argument should also be coupled with a call-to-action.
- Call to Action
The call to action is an element critical to conversions, and for this reason where you place it and how you design it are essential considerations. The call to action should be compelling, exciting, and persuasive. Use contrasting colors and make it stand out. You may locate it directly under an image or underneath the testimonial section.
Once you are done, it is recommended to always keep improving. Do some testing and modify your landing page in order to get the best results.