7 Essential Elements of High-Performing Landing Pages

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So, you’ve got an idea for a new landing page, but you don’t know where to start? Don’t worry; you’re not alone! Building and marketing high-performing landing pages can be tricky. There are so many elements to consider that it can be difficult to know where to start, but if you get the foundations right and apply the following 7 essential elements, your next landing page could be your best one yet!

1) Headline

Use strong headlines that get to the point: Headlines must command attention and capture interest, but don’t write them so long that people feel overwhelmed before they have a chance to read on. The headline is an excellent place to tell people exactly what you want them to do.

 If you want people to sign up for a webinar, use that word in your headline. If you’re looking for sales leads, make sure to ask for them.

 The headline is usually a simple sentence or two. You don’t need to pack it with multiple ideas; let each idea flow from one to another. You’ll want to include who, what, when, where, and why all in your headline so that everything is clear.

2) Lead Image

Don’t worry, you don’t need to have your best landing page on hand to start. But, a high-performing landing page will include a lead image—this is an attention grabber that makes visitors want to click through and learn more about what you’re offering. This can be in the form of an image or even a video (which tends to be more engaging).

 The lead image is a key part of any landing page—it’s what will draw readers in and encourage them to want to learn more. If you don’t have an existing high-performing landing page, start by creating a simple test version that includes a lead image. This way, you can create one quickly and try it out on some real users for free with Unbounce’s A/B testing tool.

3) Value Proposition

What Is It? – The value proposition is one of those marketing terms that everyone tosses around, but few people actually know what it means. Simply put, the value proposition is your company’s promise to its customers. The elements you put on your landing page should be related to what you deliver to them through your product or service. If they don’t recognize themselves on your landing page, they won’t buy from you, no matter how great a deal it may seem.

 When creating a landing page, it’s important to understand what is valuable to your customers. By now, you should have a good idea of how your product or service solves problems for people and how it can be used in unique ways to benefit them. Make sure that all elements on your landing page speak directly to those benefits—people visit pages like these because they want something, so give it to them!

4) Copywriter Tips

The copywriter is your voice to entice customers and convince them to take action. Here are some tips: The first step in creating a landing page is to generate an effective headline that immediately captures your target customer’s attention, while clearly outlining what they will get by clicking through to learn more. Your header image should be eye-catching, include relevant text that describes your product or service, and relates to your headline. It should also explain why people should click through.

 Your next objective is to get readers to convert. But how? Make it easy for customers to take action by making your CTA clear and prominently displayed on your landing page. It should be linked to a specific product or service, not just a general sales page, so customers know exactly what they’re getting when they click through.

5) Form Design

How you organize information on your landing page is crucial. The order in which you display different parts of your offer can have a big impact on how users interact with your page. If possible, avoid using tabs for navigation. Tabs often break up text that could flow from one section to another and force users to move their eyes from one part of the page to another, which distracts them from your core message.

 You also need to be sensitive to how users move around your page. Where they look first, how long they spend looking at different elements, and how far down a page they scroll are all useful pieces of information you can use to design your landing pages for higher conversions. If you do want to use tabs for navigation, make sure that there is enough space between each tab so that it’s clear which tab a user is on.

6) Secondary Headline.

Although the headline is the most dominant copy on the page, it must compete with the photographs for

attention. Remember the headline’s job is to draw the reader’s eye into the story or good copy might be

ignored. To add extra flair, add style. There are different kinds of styles in dress, architecture, and layout.

There are also different styles for your headlines: visual styles. These visual styles can set the mood for your

story.

7) Call To Action (CTA)

On your landing page, you’ll want to include a call to action that encourages visitors to take action. A call to action is simply a request for visitors to perform an action. Your CTA can be asking viewers to subscribe to your email list, download an eBook or other content piece, purchase something from your website, etc. You may also consider including multiple CTAs on one page as you’re trying various marketing strategies and seeing what results in higher conversions for your business.

 Make your CTA prominent on your landing page, as it’s what will ultimately persuade visitors to click through and perform whatever action you’re requesting. Placing your CTA at the top or right side of your page is a good location to start, as they will be easily seen by all visitors. Try changing up where you place your CTA in order to determine which areas get more clicks.

 Make sure your CTA is simple to understand, as visitors are likely not familiar with you or your brand. Be sure to use only one call to action per page, so viewers don’t become confused about what you want them to do. If you want viewers to take multiple actions (for example, subscribe to an email list and purchase a product), then consider creating separate landing pages for each goal.

 When designing your CTA, try different colors and wording to see which combinations get you better results. If you’re trying multiple CTAs on one page, A/B test them against each other so you can see which perform better. Be sure to use strong action verbs in your copy, like Buy Now! or Start Now! to convince visitors to take action.


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