The 5 Essential Elements of a fantastic Landing Page

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Huddle up, marketers! Action star Arnold Schwarzenegger includes a piece of advice for you. (If you’ re not reading this in his voice, you’ re doing it wrong. )

The day is 24 hours. six hours we sleep, which means you have left 18 hours. So don’t ever give me this thing, “ I’m functioning 12 hours so I have no time to exercise and to work out. ”

Ugh. Worst motivational quote ever, Arnie.

As a one-person marketing group (or even with a couple of coworkers), your day is jam-packed. About a minute you’ re responding to a nasty post about your brand on Twitter—the next, you’ re diving into PowerPoint to polish an important deck. All the while, you’ re also expected to create marketing security that brings in new customers.

Time for exercise? To quote Arnie’ s most well-known movie line: fuggedaboutit .

With a lot going on, you need to be sure that—whatever you’ re working on—you get it right the first time. That’ s the reason why we built this list of the must-have elements to get a high-converting landing page .

The Five Essential Elements of the Landing Page 

Whether you’ re trying to gather leads, drive sales, or do something else entirely, landing pages perform what your website can’t by honing in on one dedicated conversion goal .

Websites discompose your visitors with multiple items, services, and offers. In contrast, landing pages keep your audience focused on a specific campaign (and make ’ em more likely to convert). If we are talking quick-fire tactics that will get results, landing pages are it.  

But how can you be sure that your landing page is gonna hit the particular mark?

Here are the five core elements of a high-converting landing page :

  1. Clear unique selling proposition (USP)
  2. Engaging hero shot
  3. Compelling benefits 
  4. Inspirational social proof
  5. Solid call to action (CTA)

Simple, right? We’ll undergo each element in detail, but here’s a handy visible to put the puzzle of the anatomy of a landing page jointly:

Remember: your page ought to only have one conversion objective . Your conversion objective is what you want to get out of your own landing page—leads, clicks, product sales, whatever. Before creating a squeeze page and plotting technical elements like headlines, hero images, and buttons, be sure to identify the one thing you’ re hoping to get from your visitors.

One landing page indicates one conversion goal. At all times.

1 . Your Unique Offering Proposition (USP)

What makes you different from your competitors? Why should someone choose you over another brand?

Your unique selling proposition (USP) sets clear expectations for the customers and pinpoints why you are the company of their dreams. It’s not about elaborate features, but rather your one-of-a-kind brand promise for your customer.  

A useful analogy to consider is The Bachelors, or The Bachelorette. (Yep, we’ re going there. )

A room of hopeful public line up to steal the very center of an attractive host. Each competitor says that they adore puppies, have a stable job, and are ready to settle down and begin a family with “ one. ” Blah, blah, blah .  

The key to making it to the end of the show (the engagement ceremony) is to endure above the rest and prove the promises you’ve made. This is reality TV—if you are lying, Twitter will call a person out.

Back in the advertising world, you’re in a similar position, vying for the heart of eligible customers. Just being in the area isn’ t enough to become noticed. To stand out from the particular crowd, your USP has to clearly outline who you are and exactly how your offer will benefit visitors.

“ CPR certified” is a feature. “ Saving your own life” is a benefit.

How does this look on a landing page?

You should get to the point—and quickly—before your customer moves on. The trick of a good USP is to break down your offering to its most basic degree, describing the specific benefit your clients will get by choosing your product or service.

Imagine a terrible, terrible pick-up line. Something such as: “Are you an angel? ‘ Cause you appear like you just fell out of bliss …” (Oof, facepalm. )

What ultimately makes this opener tank is that it doesn’t fixed any expectations. What level of commitment is being promised or even asked for? A laugh? A few minutes associated with polite conversation? Getting married, having a few kids, and deciding down in Florida? You just don’t know.

Let’s discover the three spots you want to be sure your USP is found:

  • The main headline
  • The supporting headline
  • The closing argument

USP approach #1: The main headline

Your headline is the first thing that people see. It’s critical that it describes what a visitor can get from your company and show visitors they’re in the right place. Ideally, your headline is short, punchy, and—above everything else—clear.  

A classic example of an excellent USP headline comes from Domino’s Pizza: “You get refreshing, hot pizza delivered to your own door in 30 minutes or even less—or it’s free. ”

Haven’t we all watched the minutes tick by within agony while waiting for pizzas? Knowing it’ll be free if it’ s past due suddenly makes the time useful. Heck, I almost hope it’ll be late.  

Codecademy, an online coding understanding platform, also delivers using their headline:

“Go from curious to confident. ” Not only does Codecademy address the emotional condition coding noobs have whenever they land on the page, but they also promise a clear end result. In five simple terms, they explain the full trip a new student will experience with them.

Suggestion! Can’t go along with your boss on a topic? Maybe it’s not even about words but a big argument between a blue plus red color scheme. Page variations allow you to create multiple versions for one campaign to test messages or address different target audiences.

See how these brands—including Codecademy—optimized their campaigns by experimenting with landing page variants.

USP tactic #2: The supporting topic

Your headline can only state so much if it’s to stay digestible. The easiest way to keep it short and sweet is to give a supporting headline.  

A supporting headline can be used in two ways:

  1. As a direct extension of the headline, where it follows the primary headline (like finishing a sentence).
  2. To extend the particular message by applying an additional, persuasive layer to support the primary declaration.

Here’ s a good example from Perfect Keto, a ketogenic snack and supplement producer, for a protein club campaign:

Where the headline empowers visitors with support to take on the particular complicated world of a high-fat-low-carb diet, the supporting subject cuts to the chase. Indeed, they’re delicious. Yes, they are available in different flavors. And we’ll reaffirm it one more time: they are keto-friendly.

But one-size-fits-all is certainly rarely the best approach. Different things work for different people. That’ s why we love exactly how wine subscription service Winc, experimented with headline structures in landing page variants.

The original shows a clear main headline and supporting headline:

Smart Traffic Landing Page Example - Winc

Though the headline doesn’t quite get to the heart of their USP, it’s a beautiful squeeze page (click the image for the whole thing). It also gets kudos for being structurally correct.

Headline? Tick ✔ .
Supporting headline? Tick ✔ .

Now here’s where stuff get interesting in the second variant:

Smart Traffic Landing Page Variant - Winc

Click on the image to find the full landing page variant.

The original supporting headline has become the main headline without new supporting text in its place. It’s much cleaner and also to the point.  

Another thing that Winc does extremely well on both variants? The care they take with the other headings additional down the pages. Even if you quickly skim-read, you know exactly what Winc does and what you’ll obtain with the service.  

The lesson here is easy : Pay attention to every headline on your page, not just the big ones.  

Want to learn more about just how Winc experimented with their headlines? Check out this video and see how to optimize campaigns along with landing page variants:

USP tactic #3: The closing argument

As your landing page comes to a close, you have a single final chance to communicate the benefit of your offering. Think about it this way: before your visitor is ready to commit and live their happily-ever-after with you, they need that final assurance that they’ re making the right shift.  

You can assuage their own concerns by ending your page with some killer copywriting or a clear call-to-action that closes the loop of the USP narrative.  

Just like most things in life, keep it simple—like healthy food delivery service Everyday Harvest:

Short and sweet. Growth.

2 . Your Hero Shot

The adage “a picture is worth a thousand words” is especially true in the brief attention span world of the landing page. Your hero shot is the visual representation of your offer and may help your visitors better determine what it is or what it seems like.  

Before you’ re tempted to deep-dive into the blissful world associated with happy stock photos, have a step back and think about exactly what you’ re selling. What really does the image say about your own product, offer, and USP?  

Cecilia Martinez

Your visuals, together with the copy, need to tell a story. You have to ask yourself what is more likely to speak out loud with your audience. How does the visual make visitors really feel? How does that feeling associate back to your solution?

– Cecilia Martinez, Interactive Style Manager, Unbounce

The idea is to get your clients to empathize and place themselves in a scenario where they’ re using your product. Have a look at this example from natural baby food brand Adore Child Organics:

This landing page (designed by Banan) could quickly have used a visual of the savvy parent satisfied with their particular purchase. Instead, they shift the focus to their real customers—the picky eaters themselves.   This tyke is taking pleasure in a nutritious meal with no airplanes or “ choo-choos” required. Don’ t you want that were your kid?

How about some extra reading through? Love Kid Organics brought in 14 1000 email subscribers with a brilliant campaign focused on social media plus landing pages. Learn how they will built their community.

3. Your Features & Benefits

An effective subject and hero shot get a customer’ s attention, as the features section provides a a bit more detail and answers any kind of remaining questions.

When you’ re introducing your features, it’ s best to frame them in a way that accentuates the benefit they provide. Remember: your features describe what your product or service does, while your own benefits describe the value you’ re providing . Before listing your features, attempt putting yourself in your customer’s shoes and answering: “How will this product or service benefit me?

Sure, you can write a novel-length squeeze page covering every feature, but you’ll lose your visitor’s attention quickly. You’ re better off writing a brief overview of each (with a concentrate on value), then maybe a few bullet points for clearness. You can always circle back to get rid of any bloat or verbose verbiage—y’ know, terms like “ verbose verbiage. ”

TouchBistro, a point of purchase system for restaurants, intelligently turns complicated features into situational benefits. A restaurant manager will easily be able to see how using TouchBistro will make their day-to-day operations easier:

Best Landing Page Examples: TouchBistro

This is just a snapshot of TouchBistro’ s benefits section. Click on the image to see the full thing.

Great example (and one that is a little more B2C-friendly) is Western Rise’s campaign for this type of pants:

By distilling their functions into clear, simple benefits, Western Rise ensures that any visitor will immediately understand why these pants beat out the others. “My Levis aren’t stain-proof. They’re quite uncomfortable, as well as the hems are starting to arena. Holy cow, I need these pants!

4. Your Social Proof

If you’ve ever bought something online (and especially if it had been expensive), you’ve probably obsessively scrolled through thousands of product critiques.  

That’s social proof, and it’s an effective tool of persuasion.

Simply put, interpersonal proof is the use of social signals to illustrate that will other people have bought, consumed, go through, or participated in what you’ re offering. The idea is the fact that people are more likely to convert if they see that others before all of them have (and were glad they did).

The research doesn’t lie. Research from BrightLocal affirmed that the average consumer reads at least 10 reviews before trusting a business , often spending almost 14 minutes reading customer comments before making a decision.  

The fact is that if you don’t supply the right social cues, your would-be customers may just head down a rabbit hole of a Google search and find something irrelevant yet convincing—like these types of downright silly Amazon testimonials.  

Keep control of your brand name narrative by using social evidence tactics like:

  • Customer reviews
  • Count of how many customers you have
  • Trust closes to establish the security of information
  • Awards from trustworthy organizations
  • Expert testimonials

5. Your Call to Action (CTA)

Your conversion goal is the purpose of your landing page. Your call-to-action (CTA) is the tactic that makes your goal a reality.

Generally, CTAs are presented as a stand alone button on a click-through page or as part of a guide gen form. Poor CTAs are the standard “ CLICK ON HERE” or “ POST. ” Terrible CTAs are made without thinking about the visitor trip.  

What does that mean? Have a look at this social media ad from the Seattle Times:

How does the CTA make you feel? Yikes! 🙈

Yes, we’re just talking about a button, but it’s the button . It is the entire reason you spent all of this time creating a landing page. A good CTA connections back to your USP and clearly articulates what a customer will receive in exchange for their click.  

When we looked at some of the best squeeze page examples created by Unbounce clients, they all had one thing within common—a clear (and usually clever) CTA.

Branch Home furniture delivers a masterclass within their CTA copy:

Best Landing Page Examples: Western Rise
Click on the image to find out Branch’ s full landing page variant.

Initially, you might be quick to point out that this landing page shows multiple buttons, each with a different CTA. And, true, having several conversion goal is a strict no-no—but you may use different CTAs as long as they will serve the same goal .

By using CTA duplicate such as “Build My Office” or “Explore Workstation, ” Branch crafts a virtual journey with their would-be clients in the driver’s seat.

Tip! CTA buttons are arguably the most important element on your own landing page. By designing these buttons to stand out, you are able to dramatically increase the chances of conversions. This includes playing with color, fonts, sizing, and placement—all fast and simple fixes.

Have a look at the 7 Principles of Conversion-Centered Design to learn how to optimize CTAs to draw attention in your landing page, plus other nifty design tricks.

But the forms! What about the forms?

Many a lead-gen marketer might argue that getting someone to click on a button is easy, but forms are the real challenge . And they’re not wrong—people are extremely wary about entering their particular personal details.  

Also, if you have to complete a form therefore detailed that it includes from your mother’s maiden title to your cousin Fred’s bloodstream type, it’s just not worthwhile. That’s why we normally recommend keeping forms towards the bare essentials.

Have a look at this particular landing page for Bariatric Eating (designed by Lifestyle Collective):

How’s that for one field in order to rule them all? What’s smart here is that the visitor’ t experience informs the whole process. Instead of data mining, Bariatric Eating asks for minimal input to get the downloadable in their followers’ hands.  

Another example is from Vancouver-based dog boarding service JetPet:

By implementing a step-based form—also known as the breadcrumb technique—JetPet minimizes the perceived effort of completing the shape.

Tip! When you have a long list of questions or insight fields required for your lead-gen form, or if you’re requesting particularly personal answers, it’s a good idea to use the breadcrumb technique. People are more likely to commit to large tasks after committing to a little task—allowing you to ask more questions with the appearance of asking less, and all using a higher conversion rate. Earn, win, and win!

Since it’s so important, let us recap CTA best practices:

  • Avoid generic vocabulary like “ CLICK HERE. ”
  • Only inquire what you need and keep forms short. If you can’t budge upon input fields, break this question into steps using the breadcrumb technique.
  • You can use multiple CTAs as long as they serve one conversion goal.
  • The visitor is the priority. Be clear exactly how clicking on your CTA may benefit them or the actual will receive in return.

Running Out of Time? Hi there, Landing Page Templates!

A number of thousand words in, plus you’re probably getting a bit overwhelmed. “I was told this would save me time . Right now I’ ve gotta design something, I need to remember all the different elements to put on my landing page, I’ ve gotta check what works. Unbounce—it’s just be a whole, big, thing. ” 

Deep breaths, you. It’s about time we talked about templates.  

Templates are the ultimate time-saver when creating high-converting landing webpages on a time-crunch. They’ lso are designed for specific conversion targets and they’ ve got all the essential elements—they’ lso are just waiting for your completing touch. Slap on a logo design, update the copy and visuals, and bam ! You’ve just created an effective landing page. It truly is that easy.  

When you can create landing pages in a few seconds, you’ ve got far more time for other things. You could even squeeze in a workout—or rewatch Close friends on Netflix. Hey, you do you. Simply no judgment here.

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