The Basic Components Of Website Landing Pages – Part 2
When it comes to creating website landing pages, you will not find many step by step guides to help you. The truth is, there isn’t a single successful formula that is proven to work. Instead, all website landing pages have different elements to net conversion.
They have different conversion goals and different purposes. Some website landing pages are created to harvest email addresses while others are created to sell a product or a service. Hence, there is no one size that fits all.
However, there is a common denominator that unites these website landing pages. it is a constant factor present in almost all high quality and high-converting landing pages.
In part 1 of this series, we briefly touched the key components of website landing pages. In this article we will explore each of them in to detail and.
A Captivating Headline
The headline is the first thing the visitor sees and it’s the place you capture the visitor’s interest, attention and understanding. A headline should be very compelling to win the reader’s attention. It should also be self explanatory and at a glance the reader should get an idea of what the website is about.
This example of a landing page for a social skills course immediately makes it clear what visitors get and what problems they solve with this course.
An Explanatory Subheading
The headline is almost always preceded by a persuasive subheading. The subheading should further explain the purpose of the website, product or service. It takes the purpose of the headline a little step further.
While the headline aims to catch the attention and interest of the visitor, the subheading aims to make them stay.
High Quality Images
Images not only add aesthetic value to a web page but they also do a better job of explaining things than plain text. Images should be high quality, large and relevant to the product or service being sold.
Some website landing pages include images that explain the functionality of the product . This is a clever way of explaining the functions and benefits of the product as a complement to the text.
“What is In It For Me?”
The most common way of giving this explanation or value proposition is through a list of benefits, which is often written in bullet points for easy understanding.
The Problem You Are Solving
When it comes to writing top-notch and interesting copy for your landing pages, the one advice you will often come across is: let the visitor know what problem you are solving.
Humans are wired to avoid pain and problems. So when you remind them about the problem they face, they will subconsciously seek a solution to it. Hence, it makes your copy more effective in grabbing visitors’ attention and making them convert.
Good Emotional Triggers
Anything on the page that triggers the emotion of pleasure and joy in the visitor will be effective in grabbing their attention and interest. When writing copy for a website landing page, use words that explain how pleasure and joy are a by-product of the product or service you offer.
For example if you’re selling a weight loss program, you are also selling confidence, relief and joy.
Before converting, a user wants to know whether they can trust you or not. They don’t want to take your word for it – they want proof and evidence. The easiest way to present this social proof is with testimonials.
Make sure to keep the testimonials looking real by including real photos of people and their real names. If you can get testimonials from experts and celebrities, that would be awesome.
One way to prove you are legitimacy is by providing several methods of contact. Include your physical address, phone number, email address and even live chat option. These establish trust on your business and reduce friction in the conversion funnel.
Call To Action
Although it is the most important element on the page, people often go wrong with it. So how exactly do you do it right.
Make sure the CTA is big, prominent and is placed throughout the page at crucial points. The visitor should be able to tell in an instant what they are supposed to do. There should be directional cues that direct visitor’s attention towards the CTA.
There should be no other elements on the page that a user can confuse with the CTA. Furthermore, the copy of the CTA button should be more specific and exciting than something generic like “SUBMIT”.