Anatomy of a Sales-Generating Landing Page
In today’s blog, we’ll show you the essential elements to create a sales-generating landing page. We’ll break down its structure, the key components it should include, and a few tips you can apply.
Before we begin, let’s quickly recall that a landing page is a web page designed specifically to convert visitors into leads. Its primary goal is to drive an action from the user, such as filling out a form, making a purchase, calling, downloading something, signing up, sending an email, answering a survey, and so on. Regardless of what you aim to achieve, the most important thing is that your audience, when visiting your page, clearly understands what they need to do for you to achieve your conversion.
To achieve conversions your landing page must be well-structured, focused on a specific goal, and include the necessary elements for users to interact easily.
The headline, along with its description or subtitle, is the first thing your audience will see—and often what determines whether they stay or leave your page. With those few seconds, you must capture their interest and get them to continue browsing your landing page. It’s essential to explain the value and offer clearly.
Don’t forget that the main keywords used in SEO and PPC (Pay-per-click) to drive traffic to your page should be in the headline and throughout the accompanying text.
Another crucial element is the form. The number of fields you ask for will impact how many people fill it out, directly affecting the page’s conversion rate. So, make sure you only ask for the information you need.
What’s the right number? The fewer, the better. The goal is to get the visitor’s contact details. It’s also important to place the form in a visible part of the landing page, where users can see it without needing to scroll. If your landing page is long, consider placing another form at the bottom. And don’t forget your CTA!
Your CTA needs to be creative. Forget the classic “buy” or “accept” and use more imaginative buttons that motivate your visitors to click.
Use audiovisual resources to evoke positive emotions in your visitors. Whether it’s a photo or graphic design/illustration, make sure the visual is high-quality and represents the product or service you’re offering.
Adding audiovisual content to a landing page can be a fantastic resource. However, it’s important to use it correctly and not overdo it. Adding a video or image just because you like it isn’t helpful. It could be counterproductive and create friction, lowering your conversion rate.
If in doubt, ask yourself whether your offer needs audiovisual support to help describe it or make it more tangible. If so, include elements that help achieve this goal.
Numerous studies have shown that photos or videos featuring faces convert much better.
As a general rule, sell the benefits, not the features of your product or service. Summarize your benefits in a bulleted list that allows visitors to understand them quickly. Please ensure these benefits resonate with your audience so you can connect with them emotionally.
Social proof is incredibly persuasive and powerful, helping to build trust with users and increase the page’s conversion rate. This is especially true when the goal of the landing page is to drive a purchase. Share the experiences of other users who have already bought, consumed, read, or participated in what you’re offering.
However, don’t limit yourself to just testimonials. You can also include press mentions, quality seals, certifications, current client logos, etc. Explore all the possibilities!
A good place to include this information is in the footer, as users are accustomed to finding it there.
Remember: Less is more.
Apply this principle to your landing page and observe the results.
Now that we’ve given you a solid idea of what a perfect landing page should look like and what structure it should follow, we hope you’ll apply these tips and start generating as many leads as you desire.
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