The Must-Have Elements of an Effective Landing Page

Advertising | |By: Anthony Pollino

When you create a landing page for a specific product or service of your brand, you only have a few seconds to make a good impression—just as you do on your full website. And every second counts. Here are a few ways to transform a landing page from ‘meh’ to magnificent.

Consider Your USP (Unique Selling Point)

To create an effective landing page, you have to consider your USP. What makes what you have to offer unique and different? Conveying your USP includes everything from your use of media and messaging and your call-to-action, to how you develop a relationship that is rooted in trust with your potential or existing customer.

Engage Your Audience

The instant someone looks at your landing page; they need to immediately understand what sets you apart from the rest of the competition. You should have a bold presence, while at the same time featuring content that is engaging, easy-to-understand, and quick to read—and that drives the visitor to a greater action.

Your content flow should include:

  • A quick and punchy main headline – “Our company is awesome.”
  • A short supporting headline – “Here’s some clarification on why we’re awesome.”
  • A reinforcement statement further down the page – “Just reminding you that we’re awesome.”
  • A call to action – “Click here to experience our awesomeness.”

Make Use of Appealing Media

Impactful visuals attract attention, so it helps to have compelling media in the form of images or a video on your landing page. Try to avoid stock photography if possible and instead use imagery or videos that are authentic to your brand and business. It’s not always easy to obtain those unique visuals, but the payoff is well worth it. When showing your actual product or service in action, bounce rates reduce and time spent on your landing page increases considerably.

Have a Clear Call-to-Action

Your visitor has to understand what you want them to do after they come to your landing page. You need a call-to-action that is clearly communicated and easy to execute. Also consider the amount of information on your landing page; it may be worth featuring several calls-to-action at strategic intervals.

Build Trust

Consumers need to know your brand is trustworthy before they commit to making a purchase or using your service. This means you need to fulfil several trust indicators if you want to win them over and win their business.

  • Social Proof – Genuine customer testimonials with names and photos are beneficial.
  • Industry Accreditations – If your industry is regulated and/or requires certifications, display the appropriate badges or certificate numbers on your landing page.
  • Third-Party Badges – Using trusted third parties (PayPal, for example) can significantly increase consumer trust.
  • Privacy Policy – Feature a clearly communicated policy on how you’re tracking and managing consumer data.

Getting your brand’s website or landing page on point isn’t always easy on your own. At C-leveled, we have a team of experts waiting to help you authentically convey who you are so visitors are compelled to buy-in to what you’re selling. Give us a shout!

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