Essential Elements of a Landing Page

Essential Elements of a Landing Page

If you already have a website and a solid social media following for your small business, you might be wondering how to convert the traffic into leads. Here is where a landing page comes in! 

What’s a Landing Page?

A landing page captures all the information you need to convert a potential customer into a viable lead. You can use a landing page for a targeted marketing campaign, where you send customers to a specific web page designed for just conversions. Use landing pages with other marketing efforts, such as social media campaigns or email marketing, for best results. 

While landing pages should be at the center of any marketing campaign, they are severely underutilized. Most people rely on the home page to attract and convert potential customers. However, this strategy does not aid in conversions. A good landing page will convert the traffic on your home page into potential leads for your business. 

Since landing pages are critical to your lead-generation efforts, setting them up should be a priority for any business. We will share the essential elements you need in a landing page to set it up for surefire success. Let us get started! 

1. Headline. Like any other marketing campaign, a headline is super important. It determines whether web users stay on the page or leave. You want your headline to be catchy, headstrong, and persuasive. Make sure to include the unique value proposition (UVP) of your product/service and ensure the headline matches with the rest of your copy. A winning headline is the first step towards converting a web visitor into a customer, subscriber, etc. 

2. Body copy. Your copy can either make or break the success of your landing page. Put close attention to all the details to ensure it is selling your product/service in a positive light. Your brand elements should work together to market your business. Use high-quality imagery, videos, clear captions, and readable fonts, and incorporate your brand colours for consistency. 

3. Call-to-action (CTA). A solid landing page will have a clear and visible CTA to persuade web users to take action. Use action-oriented words like ‘Buy Now’ and ‘Subscribe today’ to instill a sense of urgency. The position of your CTA also matters. It should be clear, visible, and surrounded by white space to stand out on a page. Remove all the clutter around your CTA to draw eyes to it and encourage action. 

4. Social proof. If you have driven traffic on your landing page, your web visitors are interested in your offerings. To close the deal, you need social proof to build trust with potential customers. When making a purchase decision, consumers are more likely to be persuaded by unbiased opinions or endorsements from peers. Social proof varies from customer testimonials, celebrity/influencer endorsements, media mentions, online rating systems, certifications, and awards. Having any of this social proof on your landing page will catapult you to the top of your targeted audience choices. 

Related: Why your Website needs Social Proof

5. Social sharing buttons. You can encourage your web visitors to share the landing page by including social sharing buttons or links to social media platforms. It increases engagement and the potential of reaching viable leads, which is a win for your business. 

Related: Grow your Blog Traffic with these Social Media Tips 

6. Lead generation forms. Arguably, lead contact forms are crucial for any landing page. Design lead generation forms to create a positive experience and optimize conversions. Make it easy for potential customers to leave their details by reducing the number of fields they need to fill out to complete the desired action.

Even with a great product or service and a solid marketing strategy, you still need help to drive the traffic into your sales funnel. A well-crafted landing page will bridge this gap and increase your conversion rates.

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