Basics of a Landing Page

Basics of a Landing Page

There are some basics of a landing page that when followed will help you build a website that has the power to convert visitor into tangible sales, as well as generate a strong repeat purchases.

Do you want a website that generates a constant stream of leads?  Do you want your visitors to give you their contact information?  If so, then you need a well designed landing page.

Although there is no single formula to make the perfect landing page, there are some basics that every successful landing page contains.
If you’re creating a landing page from scratch, here are the basic elements your landing page must contain:

  1. The Offer
  2. The Hero Shot
  3. Reason to purchase
  4. Social Proof
  5. Call to Action

Don’t worry if you’re unfamiliar with these terms, we’ll get into it in a jiffy.

1. The Offer

A Landing Page is the page that your visitor is driven to from either from an Internet advertisement, Google search or some sort of offline ad.  They are driven to this page because they are looking for something.  What they are looking for you need to offer right away.  They need to know they are in the right place to get the information they are looking for. 

The offer should be communicated as simply and as clearly as possible on your landing page.

Tip: Break down your core offerings by describing the specific benefits your potential customers will get.

A quick way to generate all the basics of a landing page is to use Click Funnels – Click Here to find out more.

2. The Hero Shot

Basics of a Landing Page Example: Hero Shot
Hero Shot Example

The Hero Shot is a picture of your offer and one of the key basics of a landing page.  If it is a booklet, show the cover.  If it is a giveaway, show a picture.

Remember,  “A picture is worth a thousand words,” so make sure to use this to your advantage. Find a hero shot that best represents your core product offerings, and place it strategically on your landing page.

Remember, your hero shot should be capable of doing all the talking on its own, so it greatly helps if your hero shot could show context of use. The idea is to make your potential customers visualize themselves using your product or service.

3. The Reasons to Purchase

After you crafted an effective headline and gained the attention of your potential customers, you need to provide a more detailed description of your product’s or service’s benefits or features. It needs to translate this into tangible benefits for your customers?

The simplest way to do this is to answer the question: “How will this solve my customers’ problem?”

Doing so will help guide you in creating a strong, hard-hitting reasons why they should take you up on your offer.

Here is a little exercise that you can do to help you with this.  Come up with a benefit, and then try to determine the benefit of the benefit.  Here is an example.  The benefit maybe that you are offering a low risk investment.  The benefit of low risk investments (benefit of the benefit) is that you can sleep at night.
4. Social Proof
As consumers, we make a lot of our purchase decisions based on word of mouth. That is why companies make use of social signals to illustrate that other people have bought and are satisfied with their products. Examples of social proof include customer testimonials, awards from reputable organizations, customer reviews and trust seals to establish security of information.

So many companies leave this out, but there is tremendous value in harping on social proof. Firstly, it helps you builds trust. Secondly, it increases the conversion rate. Lastly, it establishes credibility especially if you’re a new or unknown brand.

5. Basics of a Landing Page the Call-to-action

Now that you have potential buyers spending time on your landing page, it is crucial that you tell them exactly what they should do next.

Your call-to-action (CTA) can come in the form of a button or a click-through page, of which the end goal is conversion. It should stand out and be big and bright, so that potential buyers would not miss it.

Tip: If you’re using buttons, use bold colors such as orange or yellow. You should also complement this with a copy that contains effective buzzwords such as “free”, “new”, “buy” or “download now.”

Following these basics of a landing page will improve your conversion and make your website more effective at generating leads and making sales.