5 Essentials to a High-Converting Landing Page

There are 5 crucial features that your landing page must include.

Consider where this page will be hosted on the site before choosing the proper components for your landing page. Not every page has the same purpose.If you're optimizing your home page, which is your website's main landing page, for example, you should include items based on your company's value proposition or unique selling proposition.

If you're creating a campaign landing page, which may be on any unique URL, you'll only want to include elements and call-to-action buttons that are relevant to that specific campaign.

Let's have a look at a simple home page that converts well. We'll go through 5 key components that can be utilized to define what your business does, tell an engaging tale, and persuade your visitors to take action.

1. The Hero

People frequently quit web websites between 10-20 seconds, according to Nielsen Norman Group. If you can properly convey your value proposition and connect with the reader, you'll most likely convert them from "first impression" to "scanning the page" for more information.

One of your site's most crucial sections is the hero section. It's here that you'll have the chance to catch your visitor's attention and tell them exactly four things:

What you're doing
Why are you unique?
What are the main advantages?
What should you do first?

This is also the point at which the visitor will most likely convert — or not. This is determined by the visitor's purpose and the effectiveness of your call-to-action. This might involve advising them of specific results they might get from a search or updates they'll get after inputting their email address. You'll miss out on making effective page improvements if you don't have a means for visitors to accomplish a conversion.

2. The section on "how it works"

When people arrive at your landing page, they have just a rudimentary grasp of what your product is and how it operates. You'll need to break down the features even further for these new leads to understand the true worth of your product.

How do you go about doing that?

Demonstrate how the features help to address a problem or deliver a desired benefit.

3. Testimonials (sometimes referred to as "social proof")

On your landing page, one of the most effective methods to tell a story is to include testimonials from real individuals who have benefited from your product. Share their particular scenario, the challenge they faced, and how your solution helped them overcome it. The idea is to encourage your visitors by telling them about your previous clients. Your visitors should be able to relate to these actual people who are sharing real stories.

Lattice's testimonials section is particularly results-driven, with the number of people leaders utilizing Lattice on the right, giving visitors a feeling of their huge scale. They pair this statistic with a remark from a specific target consumer, creating a good balance of power and individuality.

It's worth noting that who you feature is as important...

4. The registration form

You don't have a business if you don't have leads... period.

It's time to ask the visitor to take action and join up after you've established some initial trust with them. (Of course, in a GDPR-compliant manner!)

You can elect to collect information about your visitors early in the customer journey to enter them into a process known as "qualifying." This is where you'll look into the lead's individual characteristics to see if they're a good fit for your company.

You should provide some sort of incentive to the visitor to increase your sign-up conversion rate. What kind of worth can you give away for nothing? Many marketers may use CTA buttons to create "lead magnets" that encourage visitors to sign up for things like a free trial, ebook, checklist, or case study.

5. The pricing section

One of the biggest objections that new leads will have as they near the closing stage of the buying cycle is price. If you are in the SaaS or ecommerce industry, you’ll save yourself a lot of time by handling those objections up-front.

Including a clear, transparent pricing section can help break down the specs for those visitors who are ready to buy. Even if they still have a few lingering questions, you should be able to get a conversion — if you detail exactly what they’re paying for.

Create a procedure for optimization.

When you consider all of the things you could be doing to help your business develop, it turns out that improving your landing page is one of those low-effort, high-impact actions that may pay off in the long run.

It's important to remember that it's not only about the design: a/b testing to improve your copywriting will work in tandem with your section selection to create a valuable, high-converting website.

It's not always about what you say, but rather about how and when you say it. Hopefully, each of these parts will provide you with new ideas for how to improve your messaging, timing, and tone.

Overall, optimization should become a routine for your organization, where you run tests and reposition your products, resources, and brand to meet the needs of your ever-changing market.

Author: Jared Flenter, Writer

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