Landing pages, whether you’re aiming to gather leads, increase sales, or accomplish something else, by focusing on a single conversion objective, they do what your website cannot.
Your visitors will be distracted by a plethora of items, services, and deals on your website. Landing pages, on the other hand, keep your audience focused on a single campaign (and hence making them far more likely to convert). Landing pages are the go-to strategy when it comes to rapid wins.
But how can you be certain that your landing page will be successful?
Always keep in mind that your page should only have one conversion objective. What you want to achieve out of your landing page is conversions—leads, clicks, sales, whatever. Be careful to determine the one item you’re looking to achieve from your visitors before designing a landing page and planning technical features like headlines, hero pictures, and buttons.
One conversion objective equals one landing page. Always.
1) Unique Selling Proposition (USP)
What distinguishes you from your competitors? Why should someone select your brand over a competitor?
Your USP establishes clear expectations for your clients and identifies why you are the business of their dreams. It’s not about fancy features, but rather about your customer’s one-of-a-kind brand promise.
In the field of marketing, fighting for the hearts of qualified clients. It’s not enough to just be present in the room to be noticed. To differentiate yourself from the competition, your USP should clearly state who you are and how your service will benefit visitors.
Before your consumer walks on, you should get to the point—and soon. A good USP breaks down your offering to its most basic level, stating the exact advantage your clients will receive as a result of purchasing your product or service.
Let’s look at the three places where your USP should appear:
a) The Headline
The first thing visitors notice is your headline. It must explain what a visitor may expect from your firm and assures them that they’ve arrived at the proper spot. Your title should be succinct, punchy, and most importantly, clear.
Domino’s Pizza has a classic example of a great USP headline: “You receive fresh, hot pizza delivered to your door in 30 minutes or less—or it’s free.”
Haven’t we all sat in pain watching the minutes tick by while waiting for pizza? Knowing that it will be free if you arrive late makes the time worthwhile.
Advice! You and your employer can’t agree on a headline? Maybe it’s not so much about the words as it is about the colour scheme of blue and red. You may use page variations to build various versions of a campaign to test messages or reach out to different target populations.
b) The associated headline
If you want your title to be digestible, it can only tell so much. Adding a supporting headline is the simplest approach to keep it brief and sweet.
There are two methods to employ a supporting headline: As a direct continuation of the headline, when it comes after the main headline (like finishing a sentence) and to strengthen the message by adding a second, more convincing layer to back up the main point.
The takeaway is simple: pay attention to all of your headlines, not just the major ones.
c) The final bone of debate
As your landing page draws to a close, you have one more opportunity to convey the value of your service. Consider it this way: before your guest is ready to commit and spend their happily-ever-after with you, they must confirm that they are making the proper decision.
End your page with some amazing copywriting or a clear call-to-action that closes the loop on your USP storyline to alleviate their fears.
2) The Epic Shot
In the world of landing pages, where attention spans are short, the cliché “a picture is worth a thousand words” is especially true. Your hero shot is a visual depiction of your offer that may assist visitors to comprehend what it is and how it appears.
Take a step back and consider what you’re offering before diving headfirst into the beautiful realm of pictures. What does your picture say about your product, services, and unique selling point?
Together with the language, your graphics must convey a storey. You should consider what is most likely to resonate with your target audience. What emotions does the sight evoke in visitors? What is the connection between that emotion and your solution?
The goal is to elicit empathy from your consumers by asking them to imagine themselves in a situation where they might use your product.
3) Your Advantages & Attributes
The features section adds a bit more insight and answers any remaining queries, while the headline and hero shot to grab your customer’s attention.
It’s ideal to phrase your features in a way that emphasises the value they provide when you’re presenting them. Keep in mind that your features define what your product or service accomplishes, whereas your benefits define the value you’re offering. Try putting yourself in your customer’s position and replying, “How would this product or service help me?” before outlining your benefits.
You could build a novel-length landing page to cover every feature, but you’ll rapidly lose your visitor’s interest. You should provide a quick overview of each (with an emphasis on value), followed by a few bullet points for clarity.
4) Building Social Proof
You’ve undoubtedly frantically browsed through thousands of product reviews if you’ve ever purchased something online (particularly if it was pricey).
That’s what social proof is, and it’s a tremendous persuading technique.
Simply said, social proof is the use of social signals to show that others have purchased, eaten, read, or engaged in what you’re selling. People are more inclined to convert if they perceive that others have done so before them.
The statistics do not lie. According to studies, the average consumer reads at least 10 evaluations before trusting a company and spends about 14 minutes reading customer evaluations before making a choice.
The truth is that if you don’t provide your potential consumers with the correct social cues, they’ll go down a rabbit hole of a Google search and find something irrelevant but convincing—like these hilarious Amazon reviews.
Maintain control of your brand’s narrative by employing social proof strategies such as Customer feedback, count the number of customers you have, trust seals, prestigious organisations’ awards, Expert opinions
5) Call to Action
The objective of your landing page is to achieve your conversion. Your call-to-action (CTA) is the strategy that will help you achieve your goal.
CTAs are often shown as a separate button on a click-through page or as part of a lead generation form. The conventional “CLICK HERE” or “SUBMIT” CTAs are ineffective. Without considering the visitor path, terrible CTAs are developed.
Yes, we’re only discussing a button, but it’s the button. It’s why you spent so much effort designing a landing page in the first place. A good CTA ties back to your USP and expresses exactly what a visitor will get in exchange for clicking.
When you examine some of the top landing pages, you’ll notice that they all have one thing in common: a clear (and frequently witty) call to action.
On your landing page, CTA buttons are undoubtedly the most significant aspect. You can substantially boost the likelihood of conversions by making these buttons stand out. Playing around with colour, typefaces, size, and location are all fast and simple adjustments.