Essential Elements of a Successful Landing Page
All sales begin with potential customers becoming aware of their needs, and end with them making a decision and a purchase. We call it the “sales funnel”, and the internet offers vast opportunities to gather leads, nudge them down the funnel, and eventually convert them into sales.
At the top of the funnel, the objective is to attract the attention of prospective customers and begin to form a relationship with them. To do that, you must build a landing page for your website and structure it correctly in order to maximize its potential.
A successful landing page will incorporate the following five elements.
Compelling Video with Opt-in Form at the Top
The attention span of the typical internet user is notoriously short, so your landing page must grab attention right away. Video content accomplishes this goal by offering a fast, convenient introduction to your website. Within a few seconds, a compelling piece of video content reaches out to the potential customer, makes a connection, and demonstrates understanding of their needs.
Ask yourself, what is the typical lead looking for? Why do they come to my website? Provide for their needs and you will gain their attention.
Add an opt-in form so that you can gather their contact information. Now the ball is in your court, and you can reach out to strong prospects who have already demonstrated interest in your products.
Clear and Strong Call to Action
Many internet users get mired in the vast amount of information offered online, and don’t know what to do next. A clear and strong call to action informs them of the necessary steps. Instruct them to fill out the contact form, and you’ll be surprised at just how effective this tactic is!
Tell the Visitor What’s in It for Them
How often do you do something just because someone tells you to? Most of us want to know, “what’s in it for me?” Your leads are no different. Your landing page should tell them, very clearly, what they can expect in exchange for their participation. Do this by crafting a clear, powerful headline that informs visitors, within a few words, what they can expect from you.
Sub-headlines should be similarly crafted. Each one should clearly detail what the visitor can expect from that section of your content.
Finally, wrap it up with a strong closing argument. Visitors should conclude their experience on your web page, fully comprehending what you offer and feeling confident that you can provide solutions.
A Strong Offer that Solves a Problem or Provides a Solution
Most of your leads arrive at your landing page because they are looking for answers to a question or solutions to a problem. Your offer should address those concerns. Take some time to research your target demographic, asking about their concerns and the problems they face. What ultimately brings them to your website? And how can you help?
Testimonials provide a powerful, digital equivalent of “word of mouth” advertising. They will present you as the answer to your website visitors’ concerns, and demonstrate that they, too, can be satisfied by your expertise and guidance.
Want to know more? Contact us, and we’ll be happy to explain each of these landing page components in more detail. Once we put them all together, you will enjoy a powerful online sales funnel that scoops up more leads than ever before.