The only 6 elements you need to create a high converting landing page!
After your visitors land on your landing page, you only have a few seconds to make them stay and listen to your offer. If you don’t have the right triggers, they’ll be gone forever!
Your landing page is your Arena, where you pitch your product or service to your future customers. And you should structure it with best practices in mind in order to sell your product or service.
After all, it’s the moment of truth and where your hard work pays off. In this post, we'll share with you the 6 essential elements that you'll need to build the perfect landing page to sell your offer. Let's Go...
What is a landing page?
A landing page is a web page a visitor lands on for a clear purpose.
Landing pages are designed with a single focus or a goal, also known as a call to action (or CTA, for short) which is mostly converting visitors into leads, through forms that ask visitors for their contact information in exchange for an offer such as an ebook, demo, trial, consultation, etc.
Your Landing page Goal!
Before we cover your landing page essentials, you need to figure out what you are trying to achieve with your landing page in the first place. The first step in building a successful landing page is defining your purpose or end goal. In other words, get clear on your desired outcome...
A landing page with a direct, clear goal will address any concerns the reader might have and nudge them to complete the desired action.
An aimless landing page will cause visitors to lose interest, get confused, and bounce off the site without performing the desired action.
Here are a few examples of goals you might consider for your landing page:
- Sign up for a webinar
- Register for a free trial
- Download a whitepaper
- Download a coupon
- Fill out a survey
- Subscribe to a service
You will notice all these goals have one thing in common, they encourage the visitor to give information about themselves, most often in the form of an email address.
Landing page structure:
Most landing pages follow a very similar structure and a standard format which has proven to work many times! It has 6 essential elements that together make a complete landing page:
- Headline that captures the visitor's attention
- Image that's relevant to the offer
- Copy that clearly states what the visitor will get in exchange for his contact details.
- Lead form that sits above the fold
- CTA (Call To Action) that is strong, clear, and pushes the visitor to take the desired action
- Social proof
Let's go through them one by one:
1. Headline
Your prospects need to know what’s in it for them within seconds of arriving. Your headline is the first thing they’ll read, and it should clearly and concisely communicate the value of your offer.
Do your buyers like witty, punchy, or clear and informative headlines? Maybe different languages will work better to convert different types of prospects.
A/B test your headlines to find out what makes your visitors convert into leads ;-)
2. Image
The image on your landing page is one of the first things people see, and since people process visuals far quicker than they do text, it sets the tone for their entire experience.
it should represent your target audience. The purpose of your image is to convey a feeling — it should illustrate how your visitor will feel once they receive your offer. Certain images may work better than others, so you should always split test your options.
3. Copy
The copy on your landing page should be concise and easy to understand. Explain what the offer is and what they need to do to get it. Your content should explain benefits instead of features, address pain points that visitors have, and answer frequently asked questions.
4. Form
The lead capture form allows you to gather information about your audience. In most cases, this is an email address, but it might also be a phone number.
As a rule of thumb, only ask for information that you need, but you might ask for additional information that makes sense for your offer, such as their role at work, the number of children they have, or what pets they have.
in your lead capture form? Here are a few best practices to follow:
- Only ask for information you really need. Making the form too long will decrease user interaction.
- Make the form easy to fill out. If certain fields have required elements, make sure to tell your visitors what those requirements are!
- Be clear about how the information will be used and follow privacy laws. (Make sure you are familiar with Global Privacy Laws and especially GDPR.)
5. CTA (Call To Action)
When visitors land on your landing page, you want them to quickly understand the purpose of your page. Your landing page should have one, clear purpose called the CTA (call to action).
A strong CTA should:
- Use clear, easy to understand language.
- Use the active voice.
- Tell them what the next step is, for example: “To get X, fill out the form below.” or “To sign up, enter your email below.”
Make readers figure out what you want them to do next.
6. Social Proof
Although we deliver results, a lot of our clients' purchasing decisions have more to do with the relationships that they have with our sales team, and less to do with our services, surprised!
Well you shouldn't be, because familiarity is the basis for trust at a chemical, physiological level in the brain! That's why people do business with people they know, like and trust. Relationships and authentic connections build trust, therefore drive business.
Social proof is a shortcut to building an instant trust bond between you and your prospects.
Here are a few ways to build social proof on your landing page:
- Include written customer reviews on your landing page.
- Share links to case studies related to the offer.
- Share brands you have worked with or collaborated with, preferably recognizable brands.
Conclusion
Your landing page is the first thing any visitor who comes to your website sees and experiences. That’s why great landing page structure is so important. It’s every visitor’s first impression of your website, and possibly their first impression of your business as a whole.
Follow the 6 landing page essentials that we shared above to ensure your landing page accurately represents your business and makes your leads want to become your customers ;-)
As we wrap up this article, here are few hand-picked items for you to improve your landing pages–