A high-quality landing page is the most powerful tool in your marketing and sales toolbox. It can validate a startup idea, summon early adopters, boost sales, and breed brand loyalty. Five elements are vital to make the most of the landing page, and we’ll cover them all in this post.
Decide on the Purpose of the Landing Page
The ever-shortening attention span means you have to focus on one big thing instead of cramming every offer you have into a landing page. Ideally, you’ll have designated landing pages for every major segment of your target audience. At the very least, you need separate offers for individual and corporate users. Splitting offers for clients and partners is also a good idea. Luckily, building a single-page layout and filling it with content doesn’t take too much time, so you can raise several landing pages fast.
Formulate a Unique Value Proposition
What is so special about your offer? Why should clients choose your product over the competition? What’s in it for them? These are the questions your UVP (unique value proposition) should answer. It’s not about a list of features or benefits, rather it’s the core value you offer to clients. Ideally, every landing page should come with a designated UVP, tailored to the needs and pains of a particular target audience segment. You don’t have to spell it out in the header, however, design and copy should feed directly into the UVP to make it obvious, even if you don’t state it outright.
Stick with Cohesive Design
Creating a strong brand image is one way to make your company recognizable, and every social media account, website or landing page should invoke the same feeling. You can achieve it through the creative use of fonts, color schemes, layouts, graphics, animation, and photography. While the landing page may stand on its own, it should still look like it belongs within the company ecosystem, whether it’s a startup’s proof of concept or an established company’s bid for higher revenue.
Gain the Clients’ Trust
You can start by showcasing genuine customer reviews or social media posts about your products or services. Adding credibility badges with your partners’ logos is another way to promote trust. Besides, you can showcase the media coverage by providing links to publications about your company. Finally, being open about cookies, user data, and privacy settings through clear and understandable policies and notifications is a must if you want to stay on the visitors’ good side.
Create a Powerful Call to Action
While the rest of the copy and design elements lead visitors to fulfill your goal, the call to action (CTA) is what pushes them over the edge. You can use several iterations sprinkled throughout the landing page. However, using ambiguous terms, like ‘Submit’ or ‘Send’ isn’t in your best interest. Instead, use clear language and specify exactly what the user is supported to do and what they will get in return, be it a demo, a PDF download or a free sample.
Designing a landing page calls for an in-depth understanding of your offer, your target audience, their needs and wants, as well as the ability to stick to brand image and evoke feelings of trust and loyalty. While it’s not an easy task, if you take all five considerations we’ve listed into account, your landing page will have maximum impact and return on investment.