Must-Have Elements of Every Business Landing Page

Landing pages are a must for your website. Whether you create an online product ad, have an event coming up, want to tell people about your latest book, or otherwise have a special offer to promote, landing pages need to be part of your marketing.

Rather than directing your audience to your homepage and asking them to dig around for the content they want, landing pages help direct viewers to the messaging that’s most relevant to them. If they clicked on an ad touting your same-day service, you can direct them to a landing page that features your online booking system. If you created a Facebook post about your upcoming conference, you should link out to your landing page featuring information about speakers and schedule, and with a call to action to purchase tickets.

Landing pages are a critical part of the sales process to support any ad or attempt to drive traffic. And all great landing pages share these  features.

1. A Promise To Solve a Problem

Viewers click on your search ad or social media post because something in the copy resonates with them. They saw that you understand the problem they’re looking to solve, and they want to learn more. The landing page that you drive them to needs to open with a promise to solve that problem.

A great landing page has a main headline, a supporting sub-headline, and a proof statement.

Anyone who runs social media for a business knows that the landscape is constantly shifting. Best practices change on a dime. Staying on top of the latest trends is critical if you want to get noticed.

2. The Hero Element

Once you’ve captured people’s attention with a header that promises to solve their problem, you want to draw them in further. That’s where the hero element comes in. This is typically a visual component—either still image or video—that provides context for your audience. It helps them understand how your service or product will change their lives for the better.

The hero metaphor is two-fold. You want to establish yourself as their hero, someone who’s capable of coming in and solving their problem. But sometimes the hero image is actually of them; it’s a look at how, once their problem is solved, they can go on to do bigger and better things for themselves and those around them.

3. List of Benefits

By now, you’ve drawn your audience in with a bold opening statement and compelling visual. Next up, you want to provide a specific summary of the benefits they’ll get from taking advantage of your headline offer. This is your opportunity to list benefits and features in detail.

The list of benefits should go into detail and addresses many of the concerns a prospect might have – availability, price (so you don’t have to worry about surprise charges on your final bill), providing quality of solving the problem

By providing this level of detail up front, you eliminate any hesitation a prospect might have. And by keeping all of this information on the same landing page, you prevent your audience from having to dig through your website for a separate FAQ page. You’ve given them all of the information they need right here, right now to make their decision.

4. Social Proof

Even with all of that information from you, sometimes prospects want one final layer of reassurance. Of course you think your business is great, but do your existing customers agree?

You could leave your prospect to search for you on Yelp or Google My Business, but that invites them to leave your landing page and opens up the possibility that they might discover one of your competitors and drift over to them. Instead, provide social proof directly on your landing page to keep your audience right where you want them

Social proof on your landing page can come in a number of forms. It can be quotes or testimonials. You can also include likes and shares that are linked up with your social media pages. Or you can show starred ratings that come from external local listings sites like Yelp or Google My Business.

Basically, anything that shows that other people have given your product or service a try and have left happy customers is of value in the social proof stage.

5. One Call to Action

You’ve given it all you’ve got. You drew readers in with a killer headline. Then you created an image that shows how great life could be with your product or service. You gave your audience the inside scoop on exactly what they can expect if they make the purchase. And you’ve proven that other people like what you do.

Now it’s time to go in with the call to action. It’s important that you only create one call to action per landing page. Having multiple buttons and forms asking your audience to do different things is very confusing. And it can scare people off from taking your desired action.

Instead, create one button or a basic form. The appropriate call to action will depend on what you’re asking someone to do. If you’re asking them to do something very simple, like ordering a book, a button can suffice. If you’re offering a free quote or to schedule an appointment, a short form might be the right fit.

By following this simple formula for creating landing pages we can ensure that every ad campaign gets the highest conversion rates possible.

A clean, clear landing page that addresses any questions or issues a prospect might have is the way to convince readers to take the desired action.

Don’t hesitate and contact us for a consultantion – we, at ZephyR Group can give you best results and ensuring your clients receive the right information from a custom made landing page.

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