What is a Landing Page
A landing page is a standalone site specifically designed for lead gen purposes, marketing or advertising campaigns. Majority of email CTA’s and Ads from acquisition campaigns take user to a landing page that is specifically designed for a specific audience, specific message at a specific time. Unlike product pages, landing pages have goals or CTA’s intended for the users to complete.
Landing Page and Website => Differences
Describe the difference between a landing page and a website in a word, it would be the focus. While websites are general and designed for exploring landing pages, prompt visitors with just one clear goal are called to action. Think of a landing page as a one-way street. Visitors from emails, organic, social or PPC ads are directed to a specific CTA as they take in the scenery, like your messaging, testimonials or features customized to that.
Websites are more like roundabouts with multiple links and options that can distract from your offer, visitors can get really stuck exploring a website, not knowing exactly where to go next. Meaning all those emails and pricey ad click-throughs to your offer have a way bigger chance of going to waste.
So not only do landing pages give your visitors a more compelling, focused experience, they give you more control over your campaigns and ad dollars. Start converting more of your traffic with landing pages.
The Anatomy of A Landing Page
Main Headline
The main headline is the best location for your unique selling proposition. It needs to be concise yet conveying the value of your product or service. The main headlines are usually placed on a hero image or simply on a background that uses the main color of the brand. Expert Tip Consider starting your main headline with a powerful verb rather than a noun, and you use words such as get, gain, achieve, etc.
Supporting Statement
The goal of a supporting statement is to solidify the main headline by providing more details on the topic or explaining the offer.
Call to Action on High Converting Landing Pages
The messaging on call to action is a crucial element of the overall story, often considered its “main goal” benefits supported by illustrations and or screenshots. It’s always a good idea to provide a few more examples of how your product or service will impact either business or personal life of your customers. Expert Tip If you are in the technology space, consider accompanying benefits with the most visually appealing screenshots of your product.
Social Proof
Have you ever been to a restaurant when you were the only person having lunch or dinner? How did it feel? Truth is, nobody wants to be among the first clients of any vendor. Everyone prefers investing in a product or service with many customers who are willing to share their success stories.
Closing Statement Plus Illustration Screenshot
Your closing statement reinforces and reiterates your offer and gives your visitors one last reason to convert. It’s truly the definitive chord of your symphony, so you’d better make it loud. Expert Tip In your closing statement, try to focus on the one thing that is unique about your offer. Ask yourself if there was one single reason for your visitors to convert, what would it be? The answer to this question is the ideal candidate for the closing statement.
27 Landing page Best Practices
- Ensure your message matches your ads
- Have a great headline
- Keep it simple
- Keep the action above the fold
- Add a great CTA (call-to-action)
- Include 3 benefits (not features)
- Include a video on your landing page
- Use directional cues to direct the eye
- Show your product or service in action
- Remove navigation and other distractions
- Include (authentic) social proof
- Add testimonials or reviews
- Include a case study
- Don’t use stock images or photography
- Include an eBook or Free White Paper Download
- Include awards & certifications
- Use clear, compelling copy
- Include an empathy section
- Include an eBook or Free White Paper Download
- Keep it fast
- Compare & improve vs. your competition
- Make sure your landing page is mobile optimized
- Design for the right device
- AB Test and update your landing pages
- Include an exit pop-up
- Retargeting marketing with Google or Facebook Ads
- Consider using a template
