A landing page is a standalone page that is created specifically for a marketing or advertising campaigns. It’s where your customers/ target audience “land” after they click on a link in an email, or ads from Google, Facebook, Instagram, YouTube, Twitter, or similar places on the world wide web.

Landing pages are designed with a single focus - call to action (CTA). It’s this focus that makes landing pages the best option for increasing the conversion rates of your marketing campaigns and lowering your cost of acquiring a lead or sale. To learn more about what a landing page is before you read the rest of this blog, click HERE.

So now you've had a brief recap on what a landing page is, we've put together the 5 key elements you must add to ensure you have a high converting landing page out there on the internet.

1) A Unique Selling Proposition (USP)

Your unique selling proposition (USP) sets clear expectations for your customers and makes it obvious why you are the company they need. It’s all about your one-of-a-kind brand promise to your customer. Just being in the room isn’t enough to be noticed, you need to stand out. In order to stand out from the crowd, your USP needs to clearly outline who you are, what you have to offer and what you bring to the table that will make your customers live all that much better.

When getting your USP across, you need to get to the point, and quickly, before your customer move on to the next. The trick of a good USP is to break down your offering to its most basic level, describing the specific benefit your customers will get by choosing you, your product and/ or services. Shout it from the rooftops how awesome you are and why working with you/buying your products is exactly what your customers needs in their life!

2) Killer Yet Relevant Imagery

Always add imagery to your landing page. It's a great way to showcase what you're all about and the product/ service you're marketing in the landing page. People enjoy the visual aspect of images, videos and GIFs. one thing to make sure of is that all the images you use on your landing page are high quality and relevant to the topic. There's nothing more unappealing and unwelcoming then images that are low quality and have nothing to do with what your audience are looking for.

Another reason you should be adding images to your landing page is that it breaks up the text  on the page so your audience doesn't become overwhelmed by big bulks of writing to read. Drop off rates increase when there is too much text all in one place - your customers don't want to be reading a full on essay now do they? But again, make sure the images are on topic for each section you use them. Cleverly choose the images that represent what that section of text is covering. Add some colour and fun to your landing pages people!

3) Your Compelling Benefits

So you've told them what your USP is, but what benefits do you bring to the table. Next day delivery? 24/7 customer support? Guaranteed results in a short amount of time? Tell them how working with you or buying your products and services benefits them. The best way to be able to do this, is to put yourself in your customer’s shoes and answer the golden question: “How will this product or service benefit me?"

Yes, you could write a lengthy landing page covering every feature and benefit, but you’ll lose your visitor’s attention quickly - NOT WHAT YOU WANT. You’re better off writing a brief summary of each (with a focus on value), then maybe a few bullet points for clarity. People like bullet points for quick and snappy overviews of key information. 

4) A Strong Call to Action (CTA)

Tell them to take action! But first you need to ask yourself - what is the purpose of this landing page? Is it to buy something, to book in for an event, to subscribe to your newsletter etc? Whatever it is, tell your audience what to do - BUY NOW, BOOK HERE, SUBSCRIBE and so on. Tell them what to do, to get what they want. But only use one CTA on your landing page! Just one call to action used multiple times throughout your landing page is sufficient enough to help improve the conversion rate of the page. It's easy - keep it nice and simple!

For a bit more information about CTAs and how to pick the best ones, we've created the perfect blog that help you through the process. Click HERE to learn more.

5) Inspirational Social Proof

If you’ve ever bought something online, you’ve probably scrolled through thousands of product reviews. That’s what we call social proof, and it’s a powerful tool of persuasion. Social proof goes a long way when it comes to people buying/ working with you. So use past customers quotes and see how your landing page performs after you do. We guarantee it makes all the difference. Have the proof there for why you're the best and showcase other people's experiences with you.

Keep control of your brand narrative by using social proof tactics such as:

• Customer reviews
• Expert testimonials
• The number of customers you've helped
• Awards from reputable organisations