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The Anatomy of a Successful Landing Page

Although there is an infinite number of ways to create a landing page, every successful landing page should contain a core group of elements. These building blocks, if you will, should be used as a guide when creating your content.

When it comes to marketing, it might be your natural impulse to want to stand out from the crowd, but that isn’t entirely true in this case. It turns out that most landing pages that have a high conversion rate follow a particular formula for success—but that’s not to say you can’t think out of the box at all.

By understanding the anatomy of a successful landing page, you can find clever ways to optimize that make your brand shine. In this article, we’ll lay out the essentials of a landing page, so you can start smashing your goals.

Building Blocks of a Landing Page

Every landing page is going to be unique in its own way. That being said, there are typically five core elements that every high-converting landing page must have:

  1. A unique selling proposition (USP)
  2. A hero image or video
  3. The benefits of your offering
  4. Review, testimonial, or some form of social proof
  5. A clear conversion goal or call to action (CTA)

1. Your Unique Selling Proposition (USP)

Your unique selling proposition is that secret sauce that sets your brand apart from the competition. Think of it as that special thing that makes your offering a must-have. What is it that makes your product or service different (and better) from everything else on the market? Answer that question, and that’s your USP.

Landing pages need to communicate this proposition in a concise and relatable way so that your visitors immediately understand why they can’t live without your offering. Utilizing a series of page elements, you are able to tell the story of why your brand is one-of-a-kind:

The Main Headline

The main headline can make or break your landing page. It is the very first thing that visitors see so it is crucial that it very clearly describes what a user will gain from your product or service. Make your headline memorable and concise and be crystal clear about your USP so there is no confusion right from the start. 

A Supporting Headline

A subheading is a great way to expound upon your short and sweet headline—but don’t go overboard with the details. Much like the headline, shorter is often better. A supporting headline will either:

  • Act as a direct extension of the headline. While your headline should be powerful enough to stand on its own, the subheader will essentially finish the thought.
  • Or it provides additional value or communicates a secondary persuasive message that relates to your main headline.

A Reinforcing or Closing Statement 

While both are optional, a reinforcing or closing statement may offer another chance to convert. A reinforcing statement usually lives in the middle of your landing page as an opportunity to drive home your USP. A closing statement on the other hand is your mic drop—it’s your last chance to convert, so make it impactful.

2. The Hero Image

We all know the importance of a first impression—and the hero image (or background video if you’re feeling fancy) is your chance to make an unforgettable one. The hero image on your landing page serves as the first visual building block that visitors will see.

The right hero image should Communicate your UPS effectively. For example, if you’re running a tech company, this could be a GIF of your new app running on a sleek smartphone. Or, if you run an accounting firm, it could be an image of your tax experts guiding a real client through the paperwork. Just keep in mind that you want to avoid using cheesy stock imagery. The more genuine your imagery is, the better people will feel connected to your brand.

3. Benefits

If the headline persuades visitors to learn more about your offering, the benefits should seal the deal. The secret here is to be as specific as possible with your benefits while simultaneously describing the features.

Benefits and features may seem similar but a feature is a particular quality of your product or service, while a benefit details a positive impact that the feature provides. For instance, let’s say that you have an alkaline water business. The water you’re selling may feature vitamins and minerals but the fact that it nourishes your body is a benefit. If you’re looking to boost your conversion rate, it’s usually a good idea to lead with benefits but highlight both features and benefits at the same time.

4. Social Proof

The people around us can have a profound impact on our behaviors. Thus, perhaps the most persuasive technique in your toolbox is providing real-life social proof that your product or service delivers. Social proof can look like this:

  • Direct quotes or reviews from clients
  • Case studies (or links to case studies)
  • Video interviews or testimonials
  • Review scores from trusted sites like Yelp, Amazon, or Google

Just remember that when it comes to social proof, you can’t fake it. If people smell something fishy going on, you will likely never be able to earn their trust again. Whenever possible, give users the who, what, when, why, and how of your given customer’s experience. A testimonial is far more effective if your visitors can identify with the person giving it rather than a vague situation or stock photo.

5. Call to Action

Sometimes referred to as your conversion goal, a successful landing page will have one clear objective. To your visitors, this will appear as a call to action, which may be a clickthrough button or perhaps a form for generating leads.

Feel free to get creative here to avoid feeling too “sales-y”. Avoid using boring button text like “click here” and opt for something more specific like “sign up for my free trial”. CTAs are also a great place to try some A/B testing. Small differences can have a major impact so take some time to figure out what kind of language is most effective for your clients.

Get the Landing Page of Your Dreams

Combine these five basic building blocks and you will be well on your way to crafting a highly successful landing page. If you want more guidance, feel free to reach out to the experts at STAUFFER at any time.

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