The Anatomy of a Landing Page

By: Marcel

You’ve executed the first part of your campaign perfectly. Your social media posts have generated engagement, and people are clicking through to see your promotion. Where do they land from here? Your perfectly set up landing page, of course!

 

Landing pages have been dominating the landscape for these kinds of purposes, because they allow you to customize the content specifically for people coming in for a particular kind of purpose. The use of landing pages has trickled down from large marketing departments to small businesses, who now use them regularly. With that in mind, here are the 10 key parts of any landing page and how to structure them properly:

  1. The URL

Make the URL short and straightforward, such as yourcompanywebsite.com/spring-promo. That will help with a few things, including:

  1. a) In the age of information theft, people mistrust long URLs made up of strings of characters.
  2. b) If the visitor doesn’t convert then and there, but decides to later, it will be easier for him or her to remember where to find the landing page again.
  1. The Navigation

Good landing pages are a stripped-down version of the website they appear on. Branding should be consistent, but links, buttons, and other things that encourage visitors to go elsewhere should be minimized.

 

Think of the landing pages like this: the only exit you provide (other than clicking the “Back” button, of course) should be the conversion button on the page.

  1. The Image

We’re putting the image first among the assets on the page, because a lot of the time that’s what the visitor’s eye is drawn to first. The image should be inspiring and fit the rest of your branding from the campaign. If you can, avoid stock imagery, or at the very least choose a stock image that doesn’t scream “stock”.

An image of your product or service in use is ideal, because it helps the audience project what it would be like for them to use your product.

  1. The Title

The stakes for the title of your landing page are higher than for the title of a normal blog post—it should be something attention-grabbing and value focused rather than just the name of the product you’re trying to sell.

  1. The Subheading

This gives further explanation of what your product is about and why the audience needs it. The image, title, and subheading may be as far as many visitors get before considering whether to leave your site, so really fine-tune them to make sure they’re inspiring visitors to stick around and read on.

  1. The List of Benefits

This gets the visitor into the meat of your offer and why they should care. Here, be as clear and concise as possible—if you don’t come right out with your offer, people may become suspicious that you’re actually trying to sell them on something else.

When listing aspects of your offer or product, try breaking up the text rather than presenting it in paragraph form. Bulleted lists are good, as are numbered lists if you’re describing a process.

  1. The Testimonials

Research has shown that people really value the input of others. As a matter of fact, 70% of people have reported they will trust a recommendation from someone they don’t even know.

Having some testimonials, particularly from a demographic similar to the one you’re after, can really help to cement the quality of your product in the visitor’s mind.

  1. The Call to Action

The pièce de résistance of the landing page, the call to action is the statement that ideally closes the deal. There are number of call to action tactics you may want to explore, including:

  • Creating urgency
  • Inspiring curiosity
  • Restating the customer’s problem and how your product solves it
  • Giving a special bonus for acting now
  • Stating how many people (preferably a lot) have already acted on the offer
  1. The Button / Submission Form

The call to action and action button should clearly stand out from the rest of the page by utilizingdifferent design features or colors.

If using a form, make it as simple and straightforward as possible. It’s been proven that people don’t like to fill out long forms. Visitors may be more likely to submit their info if you’re clear about exactly what you’ll do with their information (“We never share your into to third parties!”).

  1. The Contact Info

If visitor has a question, it helps to be very clear about how he or she can get in touch with you. Even if they don’t want to reach out, making it well know that you’re available gives the customer confidence that they’re buying a product from a company with good customer service.

How do your landing pages stack up to our advice? If you need help in putting together the landing pages for your next campaign, reach out to us!

 

About Marcel Krawczyk

Marcel has a diverse background in marketing, small business development, computer science, and sales. After starting and running his first business, a general contracting company, he developed a passion for the marketing strategy aspects. He went on to be the marketing director at a startup which he left to begin Little Jack Marketing in 2010.

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