Whether you are trying to collect leads, drive sales or do something else, landing pages do what your website can’t by honing in one dedicated conversion goal.
Websites distract your visitors with multiple products, services and offers. In contract, landing pages keep your audience focused on a specific campaign.
But how can you be sure that your landing page is gonna hit the mark?
Here are the five core elements of a high-converting landing page:
1. Your Unique Selling proposition (UPS)
What makes you different from your competitors? Why should someone choose you over another brand? USP sets clear expectations for your customers and pinpoints why you are the company of their dreams.
Three spots you wanna be sure your USP shows up:
● The main headline
● The supporting headline
● The closing argument
2. Your Hero Shot
The adage “a picture is worth a thousand words” is especially true in the short attention span worlds of the landing page. Your hero short is the visual representation of your offer and can help your visitors better understand what it is or what it looks like.
3. Your features & benefits
An effective headline and hero shot get your customers attention while the feature section provides a little more detail and answers any remaining questions.
When you are introducing your features, its best to frame them in a way that accentuates the benefit they deliver.
4. Your Social Proof
If you have ever bought something online you have probably obsessively scrolled through thousands of product reviews.
That’s social proof and it’s a powerful tool of persuasion.
Keep control of your brand narrative by using social proof tactics like:
● Customer reviews
● Count of how many customers you have
● Trust seals to establish the security of information
● Awards from reputable organizations
● Expert testimonials
5. Your Call to Action (CTA)
Your conversion goal is the purpose of your landing page. Your CTA is the tactic that makes your goal a reality.
CTAs are presented as a standalone button on a clink-through page or as part of a lead gen form. Poor CTAs are the standard “CLICK HERE” or “SUBMIT”. Terrible CTAs are created without thinking about the visitor journey.