The illustration above defines the main difference between a landing page, and a homepage. One is meant to show you updates on the website in a neat manner and the other is meant to convert you to start a free trial.
Let’s dive a little deep and understand what are the main differences between the two.
Landing pages are a quintessential part of online marketing.
There’s absolutely nothing that deserves more attention from you when converting more people into customers.
But what is a landing page exactly?
A landing page is basically a web page optimized for converting targeted traffic into leads and sales.
Take a look at any SaaS tool, such as MailChimp. The very homepage you “land” on the MailChimp website is an example of a landing page.
Notice the big, short headline, small intro to the product, and the call to action (CTA) button that says Pick a Plan. This is called the Above-the-fold section since it is situated at the top of the landing page, requires no scrolling, and is visible immediately.
The visible content only after you scroll down through the Above-the-fold section and is not immediately visible is called below-the-fold.
You should realize that any webpage cannot be called a landing page. For example, you may have blog posts on your websites.
These blog posts also attract visitors from search engines and other sources. But these posts pages are not classified as landing pages. These are called content pages.
Since blog posts are informational and don’t convert visitors into subscribers, leads, or sales, they cannot confuse landing pages.
The sole purpose of a landing page is conversion. Whether is product sales, a webinar registration, a marketing pipeline lead, or a subscription.
Most web pages are not built with a particular goal in mind. But a landing page is built to persuade visitors to accomplish ONE GOAL. This goal is called CTA or a call-to-action.
The CTA is commonly a button with a persuasive, attractive, and encouraging message which attracts visitors’ attention to the goal. Without a CTA, a landing page is null.
3 Most Important Elements of a Landing Page
Multiple elements make a landing page effective. But three crucial elements make a high-converting landing page.
1. The Headline
The make-or-break factor of a landing page in the above-the-fold section is the Headline.
When someone clicks through your ads and lands on your landing page, the first your visitor will see is the headline.
That’s why the headline is the single biggest factor of a landing page’s success. It decides whether you retail or lose the visitor.
Here are three traits of a headline present in a high-converting landing page:
- Short & Simple
Your pages must have a short and introductive headline. This should convey the image of your product and its usefulness to the visitors at a glance.
A headline should also contain some persuasive and provoking elements to attract potential customers, such as urgency or geo-location. But that’s a topic for another article because it would need many words to explain everything in detail.
However, you get the gist of a high-performing headline.
The main objective is for visitors to stay on the landing page and, most importantly, scroll down to the second stage, which is called Opening.
2. The Opening & Offer
The next stage element of a landing page is The Opening. This part is where you introduce your product/service.
Whatever your CTA is, the opening is used to describe precisely what the product/service is.
You must provide as much detail as possible in the opening. This stage will decide if the buyer is ideal or not.
More than 70% of people who read your opening will not scroll down if the description is unclear. So make sure you provide an in-depth explanation regarding everything.
Think of the opening as an introduction and feature list. Where you show how the product/service works and who it is for. Then provide a list of features.
I prefer displaying the features and benefits in a bullet point list or, better, in a content box.
Your opening should be powerful. It should convey the values of your company, your product, and you as a seller. People should be able to understand how your brand and product differ from your competitors.
Then comes the offer.
The offer is a little different from the opening.
The offer is where you present the price and plans for your product and service.
This is where you display how much your product/service is worth and the different plans.
Alongside the pricing, the offer should also include the exact benefits the customer is getting. When you write an offer, make sure you use a persuasive tone. Don’t be afraid to show your product’s most important perk as a big advantage over your audience.
By all means, justify why the customer should pay the price you are asking.
You should be extremely careful about how you present the offer and the price you’re asking for. Don’t promise something you can fulfill. And don’t overrate your product by asking for an insanely high price.
Pro Tip: The offer section is where you should make a promise. A promise you aim to fulfill with your product and service. This promise will help you gain the trust of visitors. Write about what the product will help your customers achieve and show that you stand by it.
3. The Closing/CTA
The most important part of a landing page in the below-the-fold section is the closing section.
This is where you place the CTA and try your best to close the deal.
Closing is the exact moment when a prospect becomes a customer, i.e., makes a purchase. If you’re able to close customers, you are good at sales.
Typically, a closing section on a landing page is right after the pricing and offer. This ensures that the customer is aware of the product, its features, and the price. These three are the deciding factor which will help the customer to decide whether he/she NEED the product or not.
Most people don’t know what they NEED. They brow through products because they WANT to purchase the pressure of peers, FOMO, or repulsive buying.
As a marketer, it’s your duty to help people understand what they NEED and prove that your product is exactly what they should be buying to fulfill that need.
The closing section is where you go full-salesman mode and laydown every reason why the product should be purchased right now.
Your sole focus should be to make your visitors realize that it’s better to buy your product/service before leaving since they landed on your page.
You can do so by implementing scarcity marketing, urgency marketing, or FOMO marketing tactics. We’ll publish a detailed guide on all three of these topics as well.
Right after the closing section, you must place a CTA. It’s a MUST because most landing pages misplace the CTA, and it never turns out good.
When you’ve successfully conveyed your message, product features, pricing, and closing message, it’s time for the prospect to decide.
And the CTA should be there to help prospects make a clear decision.
Like I said before, CTA should be persuasive, and its button color should be in contrast to the landing page color scheme.
You can add a few testimonials before or after the CTA, as I’ve seen testimonials have a significant impact on the landing page’s authority and your brand in general.
A landing page is a tool for marketers to convert cold prospects and casual visitors into leads and customers. It’s a powerful tool, and there is no alternative to it.
You can replace many segments of a marketing funnel, but landing pages remain prominent.
Whether you need to generate more visitors to a particular page, capture more leads, increase CTR on a link, or boost your product/service sales. Landing pages come in handy in all situations.
If you’ve any questions regarding landing pages, ask them in the comments below. You would also like to read our guide on the best landing page builders for beginners.
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