A well-designed landing page is key for converting visitors into leads. But which are its most important elements?
The landing page of a brand is a different page from the official website and has only one purpose: to seduce the user. How? Through an attractive hook.
For example, a user may be browsing a website and decides that he wants to expand on the information. So, the user will click on a call-to action that directs to a landing page. Once there, the page will ask the user for information – such as an email – to access special information.
If something is offered that appeals to the user, he will be more willing to leave his email through a form if this guarantees that he will be able to access more quality content. Finally, the page helps turn users into final customers. That’s why it is so important.
There are certain elements that should not be missing in an efficient landing page. Take a look at them:
1. An attractive header
The first impression is the most important. The header must be impressive enough to be able to hook the user. Therefore, it is preferable that it be short, descriptive and to the point.
2. A unique selling proposition
In addition to an attractive title, or header, a landing page is more efficient if it also includes a persuasive subtitle, a reinforcing phrase, and a closing argument. The important thing is that the user has complete information on what you want to offer them.
3. Image or video showing the product
The phrase “an image is worth a thousand words” is very old and used. However, it is still relevant. According to a study by the Massachusetts Institute of Technology, the human brain is capable of processing complete images in just 13 thousandths of a second. In other words, it processes images 60 thousand times faster than text. It is better to use an original photo, than one from a stock; this is in order to have a good quality and convey the feeling you want to sell.
4. Benefits of the proposal
Thanks to the previous content, you will have the attention of the users and now you must tell them why they should buy your product. The best thing to do at this moment is to list the benefits they will get.
Having the testimonial of an active customer can function as a backup for the information that you as a brand grant. Try to make it a real testimony so that users can relate more to the case.
6. Call to action
Finally, a “call to action” will consolidate the change from visitor to lead. The user will be asked for information and the user will obtain a benefit or product in exchange. In other words, you will become a customer.
Although it is true that there is no exact rule or formula to achieve a 100% efficient landing pages, there are elements that cannot be ignored.
Finally, success lies in the authenticity that each brand can show on the screen. Also, the landing page, although important, is only one step in a brand’s marketing strategy. If you want to know more about the elements to include in an inbound marketing strategy, you can do it here.