A few days ago, we were at an event and overheard a group of small business owners talking about landing pages.
“I don’t know,” one said. “I think it’s just a page on your website.”
“I’m not really sure what they’re for,” remarked another.
Always up for helping fellow entrepreneurs, we joined in the conversation. And since there’s a lot of confusion around what a landing page – and isn’t – we’re passing that info along to you. So, without further ado, here’s the skinny on what they are and the 5 must have elements of a landing page that converts.
So What Exactly Is a Landing Page?
A landing page is an independent page on your site that’s separate from the main navigation. Typically, they’re used to generate leads and are accessed by clicking a link on a highly-specific marketing campaign.
They’re different from the main pages on your site because they’re designed with a specific goal in mind – conversion. Your main pages, on the other hand, are geared towards providing visitors with general information about your business and products.
Landing pages are a great way to specifically target a particular segment of your audience and guide them to take a specific action. In this way, landing pages are ideal for quickly converting visitors into qualified leads that you can follow up with later.
5 Must Have Elements of a Landing Page that Converts
Creating a landing page is different from creating other pages on your site. Since a landing page has a singular objective, it needs to be laser focused. You don’t want visitors to get distracted by too much information or not know what action you want them to take.
Fortunately, there are only 5 must have elements of a landing page that converts as many visitors as possible.
1. The Value Proposition: This is a series of statements used throughout your page that clearly explains your offer and its benefits. For best results, keep these statements short, sweet, and to the point, visitor-centric, and solution-focused.
Your landing page value proposition includes a:
- Main Headline: A clear statement that explains how your offer benefits visitors.
- Supporting Subheading: A persuasive statement directly underneath the headline.
- Reinforcing Statement: A second subheading about halfway down the page that reinforces the main headline.
- Closing Argument: A final statement at the end of the page that backs up your main value proposition.
2. Visual Representation of Your Offer: Usually a photo a video, this ‘hero shot’ provides context for your offer and makes your offer stand out as something valuable and worth getting.
3. Benefits and Features: Below your hero shot, list a few key benefits and features of your product or offer. You can add some supporting details, but don’t get too wordy. Keep it brief focused on explaining ‘What’s in it for me’ from a visitor’s perspective.
4. Social Proof: Include evidence that others have taken advantage of your offer and are glad they did. Some examples of social proof you can include on your landing page are testimonials, reviews, number of customers, and awards.
5. Call-To-Action: The final element of successful landing pages is a clear and compelling call-to-action that tells the visitor exactly what you want them to do. For a landing page that’s geared towards converting visitors to leads, it typically includes a simple form with a prominent button that says what will happen when they click it.
So now that you know the 5 must have elements of a landing page that converts, it’s time to create one for your business! Good luck!