November 1, 2016 ByCheryl Dykstra
Crafting a captivating and convincing landing page isn’t as
easy as throwing an offer up and driving traffic to it. There are several
different components that go into creating a landing page that speaks to your
audience and drives them to take action.
And while there is an incredible amount of variation among
audience, purpose, intent, product, angle, focus, industry, niche, perception,
buy-in, cost, messaging, value proposition, testimonial approach, shipping method,
and a host of other factors, the components that make up a successful landing
page are often the same.
Here are the basics for a landing page that converts:
□ Killer Headline
A headline is where everything begins — interest, attention, and understanding.
It should be short but catchy enough to grab the reader’s attention, while
informing them about your offer.
□ Persuasive Subheadline
While the headline makes them look; the subheadline makes them stay. Normally
positioned directly under the headline, the subheadline should be persuasive
and take the concept of your headline one step further.
□ Eye-catching Images
The brain processes images 60,000 times faster than text, making your imagery
immediately impactful. Pictures should be large, relevant, and attention
grabbing. Make sure your images are high-quality and try to avoid obvious stock
□ A Benefit-oriented Explanation
The user needs to understand what you’re offering. Explanations are functional,
but functionality should be shifted in favor of the user.
□ Value Proposition or
The value proposition basically answers the user’s question, “What’s in it for
me?” Many landing pages list benefits in a bulleted list.
□ Logical Flow
A logical flow is just as important as the actual content of your landing page.
Start with your explanation, continue with your benefits, include your
testimonials, and end with your CTA. You don’t need to be subtle about your
landing page organization. In fact, if you augment the logical flow with design
flow features, you can improve the visual/cognitive coherence.
□ Solve a Pain Point
Every product or service can help to alleviate pain in some way. If you can
cause the user to think about their pain, they will subconsciously seek relief
from that pain, and therefore be more likely to convert.
A landing page’s testimonials are one of its most important trust signals.
A user wants to know that they can trust the product or service. Use
testimonials from real people and be sure to accompany them with real photos of
□ Methods of Contact
At the most basic level, providing ways to contact you gives users assurance
that you’re a real company. Some of the most persuasive landing pages still
include multiple methods of contacts — a phone number, a physical address, an
email address, and a contact form.
□ A Guarantee
A guarantee, regardless of what it is can give potential customers a sense of
ease about converting on your landing page. If you can’t offer an explicit
product guarantee (e.g., satisfaction, money back, etc.), you can provide a
different type of guarantee: e.g., “100% No Games Guarantee.”
Call to Action (CTA)
Possibly the most important element in your landing page is your CTA. Your CTA
should be a button that is very noticeable in size and contrast. Make your CTA
copy compelling. Don’t use the word “Submit.” Instead use something enticing,
exciting, and persuasive.
One of the best ways to ensure your landing page will be
successful is to start with a proven, high-performing template and then customize them to your business and your audience. Leadpages is a landing page
builder that offers mobile-responsive landing page templates for every industry
that are tested and ranked by the highest converting.
Capturing Leads with
Once you’ve created a landing page using the easy-to-edit
templates, you can connect it with a marketing and sales automation tool such
as Infusionsoft. This type of system allows you to automatically follow up with
every lead you get to ensure you’re making the most of the money spent driving
traffic to your landing pages.
If you’d like to have an experienced partner design your
landing pages, give Sales & Marketing Technologies a call at (407) 682-2222
or use the contact form below.
To learn more about optimizing your landing pages, read our
How to Get More Leads from Your Landing