Landing pages are one of the most important aspects of any online and digital marketing campaigns. A lot of amateur websites might ignore the landing pages, but they are the ones that can make or break an online marketing campaign.
In this blog today, we are going to share the 5 elements to create an effective landing page. Before we get into that, let us define a landing page. A lot of people confuse a landing page to be a web page but that is not true.
What defines a landing page?
A landing page can incorporate different page types and objectives. The landing page is NOT the home page. It is the first page (mostly) that a visitor will see when he/she visits your website. It is the destination for most of the advertisements, links present within emails and social media.
A landing page is highly ranked for your brand within the search engine results page. This is why it is the most important aspect of your website. A lot of companies consider the landing page to be more important than the home pages. The reason is, landing pages drive more traffic.
A landing page can inspire a visitor for the following activities:
- Buying products
- Signing up for email lists
- Creating social media conversations and connections
- Download exclusive content like eBooks, videos and more
- Getting access to live events and webinars
- Setting up a free account
- Contacting a sales individual or technical representative
- Obtain product demos and samples
- Get an online estimate
Remember that a landing page ALWAYS pitches something. Even if there is no money involved, the user is asked for “buy-in” with their valuable sources like personal information, time, and contact info. That being said, here are the 6 most important elements for an impeccable landing page.
6 primary elements that complete the landing page
-
The main headline & the supporting headline
The headline of the landing page is the first thing that any visitor will see. Thus, it needs to be very clear and the message should be strong enough to draw the visitors’ attention. The headlines have the power to make a visitor stay on a webpage.
A headline of any landing page should always inform the visitor about your products/services in a concise way. To explain things a bit more than the headlines, you shall need the supporting headline. The supporting headline is placed right under the main headline to ensure consistency in reading.
-
Unique Selling Proposition (USP)
This will be the point of differentiation! What is it that your company/business offers that others don’t? Try to break things down into the most basic level for describing the benefits that your customers will have by choosing your product/service.
A good USP allows the customers/visitors to understand why they should opt for your business. It will ensure transparency and clear expectations. Keep in mind that the landing page should come as a solution to a problem.
A little bit of self-promotion is acceptable but not too much. Visitors want to know what is in it for them. Most of it should be about how it is going to help them.
-
Images or videos defining the context of the use
Images work as a visual representation of what you are offering. It helps the visitors to understand what the offer looks like. Showing the context instead of telling them, has a better effect.
The end goal is to make the users imagine themselves using it. In order to achieve this, you need to use high-quality photos and videos.
When you are selling a product, make sure to use an image of the product on the landing page. If you are offering a service, the image should demonstrate the usability of the service.
-
Social Proof
Including social proof within a landing page illustrates that other people have bought what you are offering. Chances are visitors that will be converted into customers if they see that others have chosen your services before.
You can use the social proof on the landing page by offering a count on the number of signups, by using the social signals from the public networks to date, showing achievements and awards, or using customer testimonials/reviews.
-
Call to action (CTA)
A call to action can be a part of the lead gen form or a standalone button present on the click-through page. The CTA is an important element for conversions. Thus, where you place it, how you design it is essential. The Call To Action needs to be compelling, persuasive, and exciting.
It is a good idea to create a call to action buttons with different colors. Thus, it will stand out among the design of the overall landing page. Make sure to add specific words to CTA buttons. For instance, avoid using, “Submit” or “click here”. Instead, use specific words like “watch our video”.
-
Graphical Design
A strong graphic design carries immense importance, especially when it is important to draw attention. Choose the colors wisely to match up with your company colors. A landing page design should be in sync with the overall website design of your company.
There is no need to fill every inch of your landing page with texts, numbers, or graphics. Leave a breathing room to make it look more attractive. Mix and match with text, images, and videos. Don’t emphasize too much on a single element
A landing page is a place that delivers immense revenue in digital marketing if it is effectively created. Make sure to include the above elements while designing a landing page. Once it is done, do some tests to evaluate and access the ineffective areas.
Are you using all these elements in your landing page design? Share your thoughts with Skyram Technologies here.
For more informative blogs, check our blogs section here.
