Creating a landing page that converts well is not easy. There are many important factors to consider, all based on psychological science and a good intuition for what your customers want. Keep reading to discover the essential elements of a landing page.
There is no one-size-fits-all method for creating a good landing page because landing pages have many distinguishing features. They can be as different as the visitors that visit them.
Each has a unique visitor, call to action, niche, and product or service to promote.
However, certain elements are a must if your landing page is to be successful. Below are 5 of these important elements of a landing page:
- Compelling headline
- Intriguing hook
- Unique selling proposition
- Benefits of your offer
- Psychological triggers
- Social proof
- Images or videos
- Call to action
We’ll take them one after the other. First…
Table of Contents
1. Craft a Compelling Headline
The headline of your landing page is the first thing visitors will see. Therefore, it should tell what the user will get from the page.
The message should be compelling enough to capture the visitor’s attention and keep them on your page. Your headline should inspire understanding, attention, and interest. It has to…
- Capture the visitors’ attention
- Explain to the visitor what your product or service is about.
- It should be short, preferably just ten words, and never more than twenty. According to Ted Nicholas, the word count sweet spot for a headline is 17 words.
Your headline can only say so much to keep it simple and concise. This means you’ll also need to add a sub-headline. This can be a direct extension of the main headline, like a concluding sentence, or it can be another persuasive message that complements the main one. This sub-heading should be extremely persuasive.
If your main headline captures the visitor’s attention on your landing page, the persuasive subheadline should persuade them to stay. Typically, the subheadline is located directly beneath the main headline and provides slightly more detail and depth.
Learn how to write a compelling headline here.
2. Start With an Intriguing Hook
Hooks are the first sentence of the body of your landing page. It should be compelling enough to tell the reader “This is for you” so that they become more invested in what you have to say.
Now, why are these hooks so important?
Think of them as the first impression you make on your website visitors. Just like meeting someone new, you want to make a good impression, right? A strong hook sets the tone for the rest of the interaction and gets people excited about what you have to offer.
So, how do you write a killer hook?
Well, first things first, keep it simple and snappy. You’ve only got a few seconds to grab someone’s attention, so make every word count. Use language that speaks directly to your audience and taps into their emotions. Are they looking for a solution to a problem? Highlight how your product or service can help.
Next, be specific. Don’t beat around the bush—tell people exactly what they’ll get or what action they should take.
Oh, and don’t forget to inject some personality! Nobody wants to read something dull and robotic. Show off your brand’s unique voice and style to make your hook stand out from the crowd.
3. Differentiate Your Product/Service from the Rest
You must tell your visitors why your product/service is different from the rest through a unique selling proposition.
What differentiates you from your competitors? Why should they choose you over another brand?
Your unique selling proposition (USP) establishes clear expectations for your customers and demonstrates why you are the company of their dreams. It’s not about elaborate features, but rather your unique brand promise to your customer.
Simply being a business is not enough to attract attention. To stand out from the crowd, your USP should clearly state who you are and how your offer will benefit visitors.
A good USP involves breaking down your offering to its most basic level and describing the specific benefit your customers will receive by purchasing your product or service.
4. State the Benefits of Your Offer
To persuade most people, your landing page should include supporting copy in addition to the headline. The key here is to describe specific benefits and features.
What’s the difference between features and benefits? A feature is a specific quality of your product or service, whereas a benefit describes the feature’s positive impact. (Here’s an easy example: that lemonade you’re selling may be ice cold, but the fact that it keeps you cool on a hot day is a plus.)
Some people will say that you should write benefits rather than features. If you want to increase conversions, however, it’s usually a good idea to highlight both features and benefits—but lead with the benefit whenever possible.
5. Add Psychological Triggers
Do you ever feel like you just gotta have something as soon as you see it? That’s where psychological triggers come in on landing pages. They’re like secret codes that make people want to take action.
Why are they a big deal? Well, these triggers tap into how our brains work.
See, humans are wired to respond to certain things, like feeling special or not missing out on a good deal.
That’s where triggers like scarcity (saying there’s only a few left!) or social proof (showing happy customers) come into play. They make people feel like they need to act fast or they’ll miss out.
Using these triggers on a landing page is like turning on a magnet for visitors. They draw people in and make them more likely to do what you want.
So, if you want your landing page to really pack a punch, don’t forget to sprinkle in some of these powerful psychological triggers!
6. Include Social Proof
If you’ve ever bought anything online, you’ve probably spent a lot of time checking out the reviews for the product… especially if that product was expensive.
That is social proof, and it is an effective tool for persuasion.
Simply put, social proof is the use of social signals to demonstrate that others have purchased, consumed, read, or participated in what you are offering. People are more likely to convert if they see that others have already done so (and are happy they did).
The research does not lie. According to BrightLocal, the average consumer reads at least ten reviews before trusting a business, frequently spending nearly 14 minutes reading customer feedback before making a decision.
7. Add Images or Videos
A picture is worth a thousand words. We are in an attention deficit world, therefore it’s good to romance the reader’s senses.
Add some images and videos to your landing page in order to get and keep them glued to your landing page.
Adding images and visuals to your landing page is super important! Why?
Well, think about it: when you visit a website, what catches your eye first? Probably the pictures, right? That’s because our brains love visuals—they help us understand things faster and remember them better.
Images and visuals also help to make your landing page more interesting and engaging.
Instead of just a bunch of words, you can show people what you’re talking about. Whether it’s a product, a service, or even just a happy customer using your stuff, seeing it with their own eyes makes it more real for visitors.
Plus, pictures can help to set the mood and tone of your landing page. Want to make people feel excited? Use bright colors and dynamic images. Going for a more calm and peaceful vibe? Opt for softer tones and serene scenes.
So, if you want to grab people’s attention and keep them interested in what you’re offering, don’t forget to spice up your landing page with some eye-catching images and visuals!
8. Craft a Big, Bold Call to action (CTA)
Now we’ve reached one of the most important elements of a landing page: your call to action. And it’s important because it helps you achieve the goal of your landing page.
Marketers typically display calls to action as standalone buttons. When users click the button, they are directed to a page where they take a specific action.
However, many people don’t put much thought into their CTA buttons, instead using generic text like “Submit” or “Click Here.” The problem is that it does not really motivate people to take action.
What’s the point of putting so much effort into your landing page layout if the most important component is weak?
Instead, a good landing page CTA refers back to your USP and tells the visitors what they will get if they click.
Which is More Important for Landing Pages, Design or Content?
A landing page’s success depends on both its design and content.
While design gives the reader a seamless user experience, content is critical because it communicates the message and value proposition to visitors. This is why balancing design and content is essential. The design should enhance the content, and vice versa.
Design elements should enhance the presentation of content rather than detract from it. They work together to keep the visitor engaged and motivated to take action.
How do Landing Page Elements Differ Between B2B and B2C Businesses?
Landing pages for B2B (business-to-business) and B2C (business-to-consumer) companies have different goals and target audiences.
B2B landing pages frequently emphasize establishing long-term relationships, demonstrating expertise, and providing detailed information. On the other hand, B2C pages may be more transactional, with an emphasis on immediate sales and emotional triggers.
In short, both B2B and B2C landing pages should be customized to meet the specific needs and preferences of their target audiences.
How do the Key Components Change Based on the Goal of the Landing page (e.g., Sales vs. Lead Generation)?
A sales-oriented landing page may highlight product or service benefits and features, pricing details, and testimonials. It should also streamline the checkout process to increase the likelihood of a successful transaction.
A lead generation page, on the other hand, may focus on providing valuable content, such as e-books, white papers, or webinars, in order to entice visitors to share their contact information.
The Role User Psychology Plays in the Landing Page Structure
The role of user psychology is important. Understanding how users think, behave, and make decisions is essential for creating a successful and persuasive user experience.
Incorporating user psychology principles into the structure and design of a landing page can include talking about benefits that resonate emotionally with the target audience, using interactive elements, providing a clear and focused decision-making path, establishing credibility through testimonials, and drawing attention to key elements.
What Makes for a Good Landing Page?
A good landing page connects with its target audience, offers clear value, and directs visitors to the desired action. It combines compelling content, intuitive design, and strategic element arrangement. Neither of these aspects should be overlooked.
Consider regular testing and optimization to ensure your landing page remains effective in the ever-changing digital landscape and adapts to changing user behavior and preferences, as well as serving as a powerful marketing tool that drives your company’s growth.
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Maku Seun is a direct-response marketer and copywriter. He helps brands boost sales through proven direct-response digital marketing strategies, generating over $1.2 million for his clients.