A landing page is the page a visitor arrives at on your website after clicking an ad (for example, a Google text ad or display ad).
Inexperienced marketers often direct all of their pay per click (PPC) traffic to their homepage, but this can be a big mistake.
Specific landing pages tailored to different offers are essential for providing a quality experience for visitors and driving conversions with a targeted message that matches each user’s need.
Broadly speaking, every good landing page needs the following :
- The USP
- The product description
- Social proof
- Call to action
The Unique Selling Point (USP)
What is it about your product or service that sets it apart from the competition?
You need to communicate this in a succinct way on your landing page.
Try to break down your offering to its most basic level, to describe the specific benefit your customers will get by choosing your product or service.
The Product Description
As your landing page comes to a close, you have one final chance to communicate the benefit of your offering.
Similar to the reinforcement statement, it backs up your main value proposition.
Social proof, also known as informational social influence, is a psychological phenomenon where people assume the actions of others in an attempt to reflect correct behavior for a given situation.
In terms of marketing, this means showing to your potential customers how your existing customers are benefiting from your product.
Human beings are social creatures. People are naturally gravitated towards things that other people are doing, and this is the human aspect which social proof reinforces.
Fear of missing out, otherwise known as FOMO, is an extremely effective motivator.
When people think they might lose out on an opportunity that might not come around again, they’ll be mighty quick to hop on the bandwagon.
The Call To Action (CTA)
Your conversion goal is a term that describes what the purpose of the page is to you. It’s purely a label intended to keep you focused on this page element when designing your page.
Your CTA is critical to conversions as it’s the target of your pages’ conversion goal — in other words, it’s what you want people to interact with on your landing page.
How you design it, where you place it and what it says are all important considerations.
The call to action (CTA) is what you want visitors to do: Shop Now. Sign Up. Try It. Contact Us. See Our Video.
Whatever it is you’ve decided will move people further along your conversion funnel. That’s what you should be asking them, clearly and temptingly, to do.
Don’t distract them with lots of other requests. The best pages accentuate only one CTA.