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Important Elements of a Landing Page
Ready to design your first landing page? A landing page's design must be compelling so users will click the link and read the page in its entirety. And when you're designing a landing page, you're not just considering the aesthetics. It should highlight your brand statement to convert readers to customers.
If you're on Showit, making a landing page is easy; you can create a compelling landing page within minutes. But before we get into the design, consider the essential elements to add to your landing page.
What makes a landing page compelling?
A compelling landing page must have an intriguing headine, a friendly, engaging tone, a problem-solving statement, and an attractive design. It should let readers know what your business is all about – who you are, what you do, and how you can solve your clients' problems.
Essentially, your landing page should let viewers know why they should choose your business.
If a landing page isn't catching people's attention, they won't bother clicking the link or reading your offer.
Essential Elements to Add to Your Showit Landing Page
Primary Headline + Supporting Sub-Headline
Your landing page should start with a strong headline that clearly describes what viewers can expect from the landing page and a sub-headline that provides more in-depth information about the offer in a persuasive manner. A primary headline should be:
- Attention-grabbing
- Descriptive
- Focused on a pain point
- Less than 20 words
- Address the reader directly
- Provide a specific solution
The primary Headline is best written with a strong verb that compels action. It has to be compelling to make them stay on your page. The text has to be bold with a straightforward message that tells them what they need to do next without being too pushy.
A sub-headline should be persuasive to convince readers to stick around. It is written directly under the primary Headline in a smaller font. A sub-headline can be a direct extension of the primary Headline or present additional value to the offer.
A Selling Point
What makes your offer unique from all others? What sets your business apart from the competition? Define your selling point in a short, straightforward copy – describe the benefits that your customers will enjoy from your offer. Set clear expectations.
Customers will understand why they should choose your business and not the competition by defining your selling point. When writing the copy, think about the winning quality of the offer. Focus on what makes the selling point unique. The goal is to make customers care about your offer.
Key Benefits
A short list of benefits should be posted under the unique selling point. Describe what your product or service does, what problems it will solve, and answer questions your customers may have. Keep this section short and easy to read. You can also add points to sum up the benefits of the offer. Use a warm, friendly, and conversational tone to keep the content engaging.
Supporting Visual Content
Images and videos can be added to a Showit landing page. A visual representation of your offer shows context. It helps clients visualize what your offer is or what it looks like. Use high-quality but compressed images for faster loading. Choose the photos carefully; they should hold the attention of the readers. The images must be relevant. The same thing can be said for videos. You can share a product or service demo to get readers to stay on your landing page longer.
Customer Reviews or Testimonials
Social proof is a powerful marketing strategy. It will persuade even the wariest client. The goal of adding social proof is to build trust. If readers see all the rave reviews your business received from previous and current clients, they're more likely to convert into customers.
You can use actual customer testimonials to post on your landing page — just be sure to ask for the author's consent. You can also use other forms of social proof, such as:
- Number of signups
- Case studies
- Review scores
- Third-party ratings
- awards from reputable institutions
- Numbers or statistics about your business (number of social media subscribers or follows)
Use icons, company logos (for ratings or awards), and small images to make this section visually appealing.
Closing Statement
The closing statement is set at the bottom of the landing page. It sums up the offer's benefits as the content closes. Your closing statement clearly defines the primary value of your proposal and reinforces the main Headline.
Call to Action (CTA)
A call to action compels a user to complete the desired action – in this case, to accept your proposal. Use a conversational tone when composing the call to action, and keep the form short if there's a form. Add a privacy statement to assure clients that their data is safe.
Try not to use bold “Click Here, “BUY NOW” buttons or generic “Submit” buttons. The CTA should be interesting, compelling, and persuasive. Use contrasting colours to make your CTA stand out, and instead of the usual “Buy Now” button, use longer words like, “I want to get my free copy today” or “Get more followers with this free guide.” Set the CTA directly under an image to make this section more persuasive.
A landing page is profitable, but only when it is designed right. Save your hard work; spend more time developing the right design for a powerful, high-converting landing page. Remember to add all the sections we've outlined above!
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