6 essentials that make your landing page a conversion magnet.
Unlike web pages, landing pages are unique, highly conversion-oriented, and specific to a defined set of audience. Landing pages are often created to target conversions by customizing a standalone page that is specific to the audience you are intended to running a campaign.
These pages are so focussed that you do not have to include the navigation menus of your website or any other additional junk links. You want to keep the visitor hooked to this page and induce a conversion.
Now, these landing pages can be promoted through different campaigns. Usually, they are made to rank organically for specific keywords. Also, you can run paid advertising through Google ads or plan email campaigns with a validated list of contacts, and run promotions on social media as well.
While landing pages are great marketing collateral to reach your defined audiences, you may also want to have the essentials before you take them in front of the personas.
Let’s take a look at the 6 essentials of a landing page.
- Catchy Headline
The headline is the first hook that determines whether or not the reader finds the page relevant to them. It is very important to keep this headline very crisp, compelling, and highly relevant to the audience you have chosen. You may want to ideally cover – what you are selling, how will it benefit the buyer, and how.
You do not want to get too technical or granular here. The tagline should be on a high-level with just a couple of words conveying the right intent. This is what that determines the immediate scroll in your page.
Keep this simple and clear. Avoid jargons and complex phrases as you don’t want to sound dishonest. The simpler it gets, the honest you sound.
2. Value proposition statement
The next important section is VPS. This is generally a couple of sentences that get across a brief on the offerings. This typically is the expansion of your tagline. You can add some details on the benefits and how your product or solution solves the challenges, in a brief manner.
This section is usually placed on the banner or beneath it. Depending on how creative your landing pages are (design-wise) the placement can change. But, this definitely goes before the main body text of the page.
This content gives a lead into the next section of the page which would typically be the features and benefits.
3. Compelling CTA’s
The very purpose of the landing page is to get some sign-ups. The actionable step that is the starting point to the most desired action is your CTA.
CTA’s are very critical to your pages. It would be a wise choice to keep this simple imstead of trying to get creative. You want the user to either sign up, take a trial, schedule a call or send an email. SO your CTAs can be pretty direct and clear.
Always keep this simple and be very smart with the placement of this button. You may want to place it on the top of your page (on the banner) and at the end of the page in case the visitor made it till there.
You can also have it in any other section where you think would be appropriate. But don’t have too many of them as you are defeating the purpose of it.
4. Body of the landing page
The meat od the landing page is this section. If you have been lucky enough to make your visitor get past the first scroll, this piece gets your user to decide the CTA click.
Here, you may want to include a couple of sections. You can add benefits and features and highlight your product or service here. You may also not want to keep ranting about yourself. Keep it to-the-point and touch upon the customer pain points.
You can check out this interesting article on tips to turn features to benefits by my favorite digital marketer, Henneke.
Depending on the availability of resources, you can also include a testimonial/relevant case study, blog or whitepaper as an additional read.
5. Revitalizing designs
If your content has a role to acquire leads, your designs have an equal role too. A creative and refreshing design is the first impression of your page that gives an impression on the brand, the energy, and the feel.
Have refreshing and engaging designs on your pages, that are crafted carefully inch by inch to ensure that the visitor gets a lasting impact. Designs make your brand memorable and are definitely one of the reasons that contribute to conversions.
6. Search optimization
As we already discussed, landing pages are goal-driven. The very purpose is to drive as many conversions as you can. While you try to accomplish this through a lot of paid campaigns, landing pages have the potential to perform organically as well.
Organic ranking takes a lot of optimization efforts. You may want to understand your buyers, their search intent, study the search volume for crucial keywords. Once you collate data about the customer, you may want to channelize these insights into the optimization efforts.
Write compelling meta descriptions, meta titles, infuse keywords in your content, and plan the URL names that favors quick and relevant crawling.
Anatomy of landing page
Image source credit: Formstack