The 8 Core Elements Needed for a High Converting Landing Page
For a landing page to convert visitors into customers, it needs to have a few specific elements designed to give value to the reader.
Landing pages are the building blocks of a successful marketing campaign online. If the landing pages don’t convert as expected, the entire campaign will not be ROI positive.
Analyze a few landing pages for different brands and you’ll notice that they share a few core elements.
Effective landing pages must have the elements below:
Unique selling point
Benefits and features
Focused call to action
Unique Selling Point
A brand will only beat the competition if it has a unique selling point. Differentiating your products and services from competitors generally improves the performance of a marketing campaign. An effective landing page will clearly communicate this. Make sure your customers know the benefits they’ll get by using your product or service instead of a competitor’s.
You have to know your customers needs before determining a unique selling point. Amazon managed to dominate the ecommerce industry in its early days by offering free shipping as a unique selling point. An effective unique selling point is one that attracts a lot of attention from the targeted market.
Your customers will understand the most important features of a product that has a unique selling point.
A unique selling point has four main elements used to show customers what your brand is offering on that specific landing page.
A. The main headline(topic)
B. The secondary headline(supporting headline). Used to clarify the main topic that is normally short and concise.
C. Supporting statement.
D. The conclusion.
The main headline
It’s the first thing your readers see on a landing page. Clearly let’s the visitor know what the landing page is about and the value they’ll ulitmately get from it. The messaging should be compelling enough to convince the reader that they have found the right resource.
The secondary headline
While headlines need to be short and concise, supporting headlines provide more information. Supporting headlines should be a direct extension that expounds on the main headline.
Readers often scan pages before determining whether to read them or not. Every heading on your landing page should stand out and attract the attention of readers. Strategize your content creation process by using features and benefits as headings and subheadings on a landing page.
Supporting statements drive home the main message on a landing page. Readers will better understand the concepts or products discussed on a landing page that has well written supporting statements.
The final part of your landing page should be used to communicate the main benefit of the product. Just like the supporting statement, the conclusion expounds on the value proposition. A clear call to action is also included in a conclusion.
Benefits and Features
Clearly explain how the product or service will benefit the customer in this section. You might also add a FAQ section where the most common questions customers have when purchasing the product are answered. The copy should focus directly on the customer’s needs.
The benefits and features section should provide enough information to customers. Every feature should have around three supporting value statements. Edit the section afterwards and remove any unnecessary information. If your brand focuses on inbound marketing strategies, the landing page copy should be benefit based instead of feature based. It should explain the benefits customers will get by using the product which is a better persuasion technique compared to discussing features.
The benefits of your products/services should come first in a landing page. You can then add features if you still feel the need to. Features do help consumers who need more information to make an informed purchasing decision. Benefits explain how the product solves problems for customers while features explain how the product works.
Social proof is necessary for persuasive copy. These are social signals showing that other people consume, purchase, or participate in what you are offering. Consumers are more likely to purchase a product that is popular in the market. Social proof can be testimonials from past customers, specific awards, trust seals, and social recommendations.
CTA (Call to Action)
When creating a landing page, you should have a main conversion goal in mind. This should be made clear through a CTA. A call to action can be either be a single button or an entirely new page tha is part of a lead generation sequence.
The design, messaging, and placement of the call to action makes a huge difference on the conversion rate of a landing page. This is the main point of interaction for readers on the landing page.
Most B2B brands using landing pages mainly for generating leads. They collect information from visitors in exchange for a valuable deliverable like an ebook. A privacy statement is needed when collecting contact information from visitors on a website.
You should now have the basic understanding of what to include in an effective landing page by now. You can quickly create landing pages for different marketing campaigns using the 5 main elements. Try out different layouts for landing pages and use real life data to optimize them for better conversions. A landing page should tell a compelling story that ultimately focuses on a strong CTA.