The Essential Elements Of An Effective Landing Page

When it comes to marketing and digital sales funnels, nothing is more important than an effective landing page. Nailing this aspect of the sales pipeline is vital for ensuring ongoing success. 

But what elements should you include to convert more people? Let’s take a look. 

Make Your USP Clear

Whatever your unique selling point (USP) is, you should make it as clear as possible on your landing page. It should be a concise statement that you value your target audience. 

Make sure you show your prospective customers why they should choose you. It should be obvious why selecting your services would be superior to going with another provider. 

If possible, try to get the USP into the page’s headline. Talk about what you do, how you deliver services, and why you’re the obvious choice for anyone looking to bust their pain points. 

Make Your Hero Title Count

Next, you’ll want to ensure you have a hero statement or title introducing the landing page. It should be the first thing your audience sees (apart from perhaps an introduction video), setting the mood and the tone. 

Besides the hero shot, you’ll want to add images and showcase the benefits of your products and services. Once you’ve “hooked” your audience, you’ll want to prove you can deliver. Instantly providing benefits is helpful in this scenario, but you can also use testimonials and proofs of concept. 

Don’t make any general statements just to take up space. Be pointed and focused when creating headline-related copy. 

Explain How You Solve Problems

Related to benefits, you’ll also want to explain to your prospects how you solve their problems. Outlining what you do in clear steps can be an excellent way to get them on board with your program. 

Don’t be too pushy. Instead, focus on explanations that get to the heart of the matter. Talk about how you can improve their lives and how easy it is when they choose you

If you can, add bullet points and numbered lists to make your point. If you can break down what you do into a few chunky sections, it can help with readability and prevent users’ eyes from glazing over. 

Add A Video Explainer Or Introduction

You’ll also want to add a video explainer or introductory sequence, especially if you’re a new business or you’re introducing a novel concept. Being able to see you helps build credibility and shows there’s a person behind the firm pulling the strings. 

Companies like All Season Digital who produce a lot of these videos say that branded scenes can help with SEO and build authority. Simply showing your face can put you ahead of 99% of people out there. 

Reduce Distractions

At the same time, you should focus on reducing the number of distractions on your landing pages. Minimizing unnecessary clutter that could divert attention from the main call to action is a priority. 

For example, resist the temptation to add a pretty pattern to your background. While it might look nice in the page editor, it probably won’t help with conversions or sales. 

Likewise, don’t include more than a couple of paragraphs for each point you want to make on the page. Everything you say should be succinct and get to the point immediately instead of waiting around. 

Add Social Proof

You can enhance the effect of a video explainer or introductory video by pairing it with social proof. If you can demonstrate other customers are already enjoying and benefiting from what you sell, prospects are more likely to convert. 

The most effective strategy is to link to independent review sites from yours, touting your existing star rating. If you can do that effectively, people are more likely to choose you over your competitors. 

It also helps if you have a lot of reviews. Consumers will view you as an established business, ready to deal with their problems and address their pain points. 

Include Multiple Strategic Calls-To-Action

Lastly, landing pages should include multiple calls-to-action (CTAs) to get prospects to take the next step. (After all, the purpose of the page is to generate sales). 

What the CTA is will depend on your business model. For some firms, it is a straight sale. The CTA says something like “Shop Now” or “Order Today.” For others, it’s about pushing prospects down the sales funnel. For example, the CTA might implore users to “Download a free copy” or “Start a 7-day trial.”

The CTA buttons should be easy to find (usually in the middle of the page to break up content). Users shouldn’t need to hunt for contact details.