You may have heard about the importance of having a good landing page. In digital marketing, a landing page (also known sometimes as a “lead capture page”) is a standalone web page designed for a specific campaign. Your landing page should have a strong offer and should easily explain why your product or service is valuable.
Landing pages are an essential part of your marketing strategy. While your website contains a lot of information meant to inform and empower website visitors, your landing page focuses on persuading them to take action.
What’s The Difference Between a Homepage and a Landing page?
Both your homepage and your landing page are important parts of your marketing strategy.
As discussed in our previous blog, your homepage is the first opportunity to make a lasting impression. You need to keep users engaged by offering useful information that will help them solve their problems.
The main difference between a homepage and a landing page is that a homepage introduces users to your brand and offers many different links and information, while a landing page focuses on one specific product or service.
In simpler terms, the homepage educates while the landing page persuades.
Now that we’ve broken down the main differences between a homepage and a landing page, let’s look at the key elements of a good landing page:
Above The Fold
Your content above the fold should earn the customer’s attention and easily establish whether or not you can help them.
There are five essential elements that you must include above the fold:
- A title that explains that value you provide
- A subtitle that explains how you’ll create it
- A visual that helps the user visualize it
- A testimonial to make it more convincing
- A call to action that makes it easy to take the next step
There are many ways to write a great title.
If your product is unique, your title should explain what you do as simply as possible.
If your product or service isn’t unique, add a hook to make it more appealing. An easy rule of thumb is to address your customer’s biggest objection in the hook.
Another tactic is to use your niche to your advantage. Show users that you are the solution to their problem.
A subtitle is where you get more specific in introducing your product or service. Explain how it creates value.
The purpose of a visual is to show off your product. If you don’t necessarily have something tangible to show off (if you offer a service, for example), think about how you can use visuals to aid in persuading your audience.
Including a testimonial above the fold instantly adds credibility to your product or service.
Adding a few reviews from happy customers will boost the credibility of your subtitle, proving exactly what you’re trying to convince your audience of.
Call To Action
Show the customers how to take the next step.
It’s easy to turn to things like “Learn More” and “Sign Up” for your CTA, but don’t be afraid to try more compelling phrases.
A good example is seen with the CTA on Prisma’s site. Instead of simply stating “Get Started”, they address their user’s biggest objection: I don’t have the time.
Below The Fold
Now that we’ve gone through all of the essentials to include above the fold, let’s dive into what you’ll need to include below the fold.
The purpose of the content below the fold is to earn the sale.
The five essential elements you must include below the fold are:
- Using features and objections to make the value concrete
- Use more testimonials to inspire action
- Tie up any loose ends by addressing FAQs
- Repeat your call to action
- Make yourself memorable by including a Founder’s note
Features and Objections
Features and objections help you solidify your claims about what you promise above the fold.
For instance, Riverside promises “podcasts that look and sound amazing”. To make this promise concrete, they include recordings and videos to show off what they promise
After this, you want to acknowledge your customer’s biggest objections to your product or service and address it in your own words.
Questions like “Is it simple?”, “Is setup easy?”, “I’m not good at technology” should be addressed and counteracted.
The purpose of testimonials above the fold is to increase credibility, while the purpose of testimonials below the fold is to inspire your customers to take action.
Use real customer feedback to bring your value to life.
With most products or services, there will be features and objections that don’t fit higher up on the page. This is where you can include a brief FAQ section that will answer the customer’s remaining questions and prevent a bounce.
Repeat Call To Action
Instead of using one small button, remind the customer why they’re clicking.
Some companies will include a brief story to emphasize the human element behind their product. People buy from people – including a brief summary of putting yourself in the customer’s position, explaining their problem, providing your solution, and sharing the happy ending may make them more inclined to buy from you.
Hopefully, these tips will get you thinking a little bit harder about what your landing page offers. Remember, the landing page is meant to convert by turning visitors into customers. Make sure your offer is clear immediately.
Need help designing a landing page that converts? Our experts at Sweet Rose Studios will guide you!