Landing pages can be a hard nut to crack. There are so many elements to consider, but focusing on a few key aspects can dramatically increase your conversion rates.
People often think the focus is just on creating something that looks visually well-designed. That’s not really it. When it comes to landing pages, ugly ones can actually convert better than seemingly attractive landing pages. In fact, there are full conferences dedicated just to mastering funnels. You don’t have to worry about doing all that, though, because we’ve done it for you.
Here are essential elements to consider when creating a killer landing page for your website.
A headline is something that helps attract, understand, and build interest. It compels a visitor to spend the time to learn more about your offering. Therefore, a headline should be of such a nature that it grabs the attention of a reader and gives preliminary information about the product or service.
In landing page terms, though, a headline should also include a power word: If your headline causes your reader to feel an emotion, they’re more likely to continue reading. The more they read, the higher the likelihood of a conversion.
The next factor in firing up your landing page is persuasive sub-headlines. If a headline attracts a visitor, then a sub-headline should engage them to stay. It must have an element of persuasiveness and offer more in-depth detail compared to the main headline.
Engage the reader. Let them know what itch you’re scratching. Keep them reading. These are the goals of an engaging sub-headline.
Images on Your Landing Pages
Visual content is more appealing than any other component of a landing page. Our brain processes visuals 60,000 times faster than text. Just for this reason alone (and there are others), images appear to be more effective when attracting the attention of a visitor.
The picture you have selected for the landing page should be high-quality and large enough to grab immediate attention. Make sure that the images are relevant and give a true perspective of your offering. If you are selling a physical product, it is essential that your landing page contains an image of said product.
If you are selling a service, the primary purpose of the image should be to grab attention and demonstrate relevance to the visitor. Use of a non-relevant image can be a distraction and lower conversions.
Clear Explanation of Benefits
Your landing page must clearly suggest what you are offering in a way that explains the benefit to the consumer. Facts tell all, but stories and benefits are what converts (and sells). In fact, if a prospect is ambiguous about the product or service that you are offering and how it will benefit them, things won’t go your way. Providing a clear and straightforward explanation of benefits is highly recommended. How will saying yes to your offer benefit them?
Persuasive Call to Action
The most essential element of creating a high-converting landing page is the call-to-action (CTA). Your reader needs to know what to do. The CTA is the basic reason that you have created the landing page. Tell them what to do and how to say yes, and make it persuasive.
You can even make engagement persuasive. Why have them click a button that just says “Submit” when you can have them click a button that says something like, “Yes! Tell Me Everything.” or “Buy Now.”
An Offer of Guarantee
A guarantee is a powerful way to help prospects feel secure about your offer. People simply love guarantees, especially on the internet, when they probably don’t have the ability to see the product or results in person. Guarantees are of several types and forms; select the one that works best for your business. Once you are confident that you are offering a relevant guarantee, add it to your landing pages. The best place for the guarantee is above the CTA.
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