A landing page is an important aspect of a brand’s website. It can convert visitors to customers, leave them as visitors, or turn them off completely. As such, much effort should be put into building a landing page to ensure one creates a powerful one. That’s not as easy as it sounds; creating a landing page that trumps the competition is not easy.
While there is no standard principle or rule for creating a landing page, there are certain elements it should have. If you want people to buy Bitcoin with credit card, for instance, there should be a call-to-action button on your landing page. That said, below are the top five essential elements of a good landing page.
-
A Compelling Headline
The first thing visitors will see when they visit your landing page is the headline. Therefore, you want to ensure your headline describes what visitors or users will get very clearly. The goal is to create a strong message that will hold visitors’ attention and keep them interested. In essence, your headline should grab a visitor’s attention, inform them of your services, and be short.
To ensure your headline hits its mark, it can only say so much, which is why you need a supporting headline. The supporting headline must be persuasive and should finish the work the main headline started. In other words, if your main headline gets visitors interested in your product, the supporting headline should convince them to buy.
-
Your Imagery
The pictures and aesthetics visitors meet on your landing page matter, probably more than they should. Therefore, ensure your landing page is lively, featuring attractive media and imagery that depict your offering – or at least relevant. More so, you can further engage your visitors by breaking up the page’s text using imagery and media.
However, before you choose your landing page design and imagery, you should consider your target demographic. The goal is to choose what is appropriate for your audience and what reflects their interest. This can include illustrations, videos, photos, and graphics, depending on your offerings and goals.
-
The Landing Page Copy
You already know you must create a copy for your landing page, but you may not know how important it is. The notion that words are powerful is literally expressed when it comes to crafting a landing page copy.
In other words, it is important that you choose your words carefully; your text should align with your brand’s voice tone. That is, your landing page copy should be directed at your target audience, stating clearly what you are offering.
A good landing page copy should clearly outline your products and services’ benefits and what value they will add. You’ve attracted them with a compelling headline; your copy will drive the message home and encourage them to take action. Whether you’re a trader in the cryptocurrency market or you’re into fashion, your copy should be persuasive, well-written, and actionable.
-
Your Selling Proposition
At this point, you are telling readers what distinguishes you from others with the same offerings. That is, you must define a differentiation point using a unique selling proposition (USP), telling visitors what differentiates you from the competition. You should communicate this unique selling proposition succinctly, describing the specific benefits your customers should expect.
Additionally, it is important that you break down this selling proposition to the most basic level. A powerful USP helps customers understand why they should be interested in your offers and what to expect.
-
CTA or Call-to-Action
The last element on this list is the call-to-action button or CTA, which is what it all boils down to. You can include this as an instrument in generating leads or as a standalone icon on your landing page. From the headline to the page design and the selling proposition, all you’ve done is for people to click this button.
Therefore, your landing page’s call-to-action button should stand out so that visitors will know where to go to take action. As such, endeavor to use actionable words such as ‘download now,’ ‘buy now,’ ‘start free trial,’ and so on. If you’re using forms, be sure to keep it short and straightforward; only request essential information.
Conclusion
There you have it; five landing page tips to help you convert visitors to loyal, recurring customers. As a last tip: be willing to invest money and time to make your landing page a powerful one. That includes hiring a professional copywriter if you know copywriting is not your forte.