Elements of a Successful Landing Page

Once you have caught your visitor’s attention when they get on your website’s landing page, you want them to stay long enough and eventually buy or avail of what you are offering instead of turning away.  A landing page, therefore, is more than just a place to welcome your visitors.

 A landing page, therefore, is more than just a place to welcome your visitors.  This page to which your consumers are redirected when they click on your advertisements in other sites should successfully draw your customers in.

A landing page, therefore, is more than just a place to welcome your visitors. This page to which your consumers are redirected when they click on your advertisements in other sites should successfully draw your customers in.

This page to which your consumers are redirected when they click on your advertisements in other sites should successfully draw your customers in.  What can you do to make your landing page better?  Check out the elements below:

Your USP. Your Unique Selling Proposition is crucial towards letting your visitors know what you are offering and what sets you apart from the others in your line of business.  You can refer to the USP as your brand’s headline text.  It should be composed of the following: the primary headline and the sub header. Here is an example from pinoyexchange.com:

  • Primary headline: Speak Your Mind
  • Sub header: Be part of the discussions

The benefits. As a complement to your headline, you need to have a section that highlights the benefits of your website (not your products or services).  These benefits should address anticipated questions that pertain to what visitors will get by navigating through your website.  Now be careful to not infuse too much text here.  Keep it short and crisp.  It should tell your customers why they should be in your website and browsing through your pages.

The images. There are at least four ways for you to integrate images in your landing page aside from your business photo: by capturing the products or services you offer, by showing visitors diagrams where your products or services are useful, by using charts to display your edge over competition, or by adding a stylized graphic of your offer (percentage of discounts, type of freebie, etc.).

Contextual media. Recently, landing pages have gone more creative by using different types of media to market their products and services.  This essentially makes the pages more relevant to the visitors.  These could be in the form of a photo, a video, or a testimonial, and a client list.  Your goal here is to make your visitors identify with what you are offering by showing real and relatable scenarios.

Examples:

  • Photo: Photo of the Month
  • Video: How to Paint a la Prima

The backups. These are things that will connect you with your visitors not just once but on a more constant basis.  You can use this to your advantage by including an area in your page where your linkages are.  Here are some examples:

  • Follow us on Twitter (insert Twitter account)
  • Like us on Facebook (insert Facebook account)
  • Remind Me (insert options for time and frequency to remind customers of your products or services)
  • Get this for free (insert downloadable brochures)
  • Bookmark this page

Your CTA.  Your Call to Action is the final prompt that lead visitors to take action on your offer. Make sure that your prompt is very visible, is clickable, and makes use of an encouraging language.  Make your message more compelling by offering a freebie.  Example:

  • Be the first to get a free movie to pass to (insert movie)
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Paul Agabin is the Founder and CEO of Wooka Interactive. He is an internet marketer based in the Philippines which deals with varied topics such as local industry news, seo strategies, content marketing, inbound marketing, social media management, website reviews, and the like. You can contact him at 0917-5069839.

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