With so many opinions on what makes the perfect landing page, it’s easy to get lost in all the noise. Business owners and designers like you often find themselves scratching their heads, seeking the answer to the question, “What are the key components of a landing page?” First of all, it’s crucial to remember that your landing page should be unique to your business. It must reflect your marketing goals, brand identity, products, target audience, and more.
Although there aren’t any one-size-fits-all rules for creating the ultimate landing page, some building blocks can help boost your conversion rates and help you achieve your business goals. In this article, Alpha Efficiency shares our marketing team’s insights on key landing page elements that successful landing pages have in common. We’ll help you understand and show the best design practices for creating a landing page that truly resonates with your business needs and provides a seamless user experience from the moment a web visitor lands. Open your notes, and let’s get started!
Table of Contents:
- Understanding The Purpose Of A Landing Page
- What Are The Key Components of A Landing Page?
- Main Headline That Evokes Desired Emotions And Engaging Sub-Headline
- Attractive Product Images That Capture The Essence Of Your Offering
- A Unique Selling Proposition That Makes You Stand Out From Competitors
- Key Benefits Of Buying Your Product or Service
- Trust Building Elements Showing Previous Clients’ Satisfaction
- A Mid-Page Reinforcement Statement That Supports Your Main Headline
- FAQ Section That Answers All The Potential Questions Visitors May Have
- A Compelling Closing Argument To Seal The Deal
- A Clear Call-To-Action That Lets Visitors Immediately Know Which Action To Take
- An Additional Element To Strengthen Your Landing Page Framework – Lead Capture Forms
- Final Thoughts
Understanding The Purpose Of A Landing Page
Before diving into a landing page’s key components, let’s take a moment to understand its purpose. A landing page is a standalone web page your business designs to achieve a particular marketing goal. This goal can be anything – from capturing leads, announcing a product, and increasing event registrations to immediately selling your services.
It’s the first page your visitors see upon clicking on your advertisement, social media post, or search engine link, so it’s crucial to make a strong first impression. The primary goal of a landing page is to encourage visitors to take a specific action. To accomplish this, you must make it highly focused, easy to navigate, and visually appealing to your target audience.
You might wonder why businesses with websites create standalone landing pages. It’s mainly because it allows them to remove any distractions that might deter visitors from taking the desired action. A landing page contains all the information people need to make a decision. Any element that might draw a visitor’s attention away from the primary goal shouldn’t find its way into your landing page design.
Finding the perfect landing page format can make all the difference in your digital marketing efforts. By understanding its purpose and implementing key components we’ll discuss in the following sections, you can create a landing page layout that captivates visitors and drives conversions. You’ll also minimize the need for a landing page redesign down the road.
What Are The Key Components of A Landing Page?
Now that we understand the purpose of a landing page, it’s time to reveal the answer to the notorious question, “What are the key components of a landing page?”
We’ll discuss eight key landing page elements that work together to create a cohesive, engaging, and persuasive experience for your visitors. Incorporating these components will allow you to turn your landing pages into a potent marketing tool.
Keep in mind that we’ll start from the top of the landing page structure and move toward the bottom. You’ll start noticing that many successful businesses arrange landing page components in this order, with some slight variations. This is not the only correct format, but it’s a good starting point for designers:
Main Headline That Evokes Desired Emotions And Engaging Sub-Headline
Headlines and sub-headlines seem like an obvious place to start answering the question, “What are the key components of a landing page? A main headline is often the first element visitors see when they land on your page, so it’s crucial to make it compelling and emotionally engaging. A powerful landing page headline grabs attention, increases clickthrough rate, sparks curiosity, and naturally connects with the audience’s needs and desires. To create a headline that evokes the desired emotions.
It can be tempting to make your headlines too long and try to tell everything about your product at once. However, it’s best to keep your headlines short, to the point, and easy to understand. You should avoid using jargon or complicated language that might confuse your audience. Focusing on the benefits is a simple trick you can’t go wrong using when trying to make a headline compelling. Also, mind your keyword selection. Make sure to include your focus keyword in the main headline.
And why do you need sub-headlines within your landing page layouts? An engaging sub-headline complements your main headline. It provides additional context or information to entice your visitors further. A sub-headline should support your main headline’s message while offering more details or addressing potential objections. Remember to keep your sub-headlines:
This will help maintain your visitors’ interest and encourage them to explore your landing page further.
Attractive Product Images That Capture The Essence Of Your Offering
Visuals play a crucial role in creating an immersive experience for your visitors. That’s why we’ve included product images as one of the key landing page components. High-quality images showcase your offering’s features and provide a sense of context and experience. They help visitors understand how your product or service can fit into their lives.
We strongly advise investing in custom photography that accurately represents your brand and offering. Using generic stock images can make your landing page feel impersonal and inauthentic. However, while high-quality images are essential, be mindful of the file size to ensure quick loading times. Our web design agency in Chicago advises compressing and optimizing your images to strike a balance between quality and performance.
Also, include multiple angles and close-ups of your products. This provides visitors with a comprehensive view of your product. And close-up shots are a great way to highlight unique features or details that make it special.
A Unique Selling Proposition That Makes You Stand Out From Competitors
In today’s competitive market, it’s essential to differentiate your product or service from the competition. And that’s why you need a unique selling proposition (USP). Simply put, your USP is a concise statement highlighting the primary benefit, feature, or solution your offering provides that sets you apart. It’s the key factor that convinces your potential clients to choose your product or service over others as they move through the marketing funnel.
To craft a compelling USP, it’s essential to follow landing page design best practices, which start with understanding your audience in and out. You need to know what your potential customers need and desire and what problems they want to solve. Also, you can never discover what makes you unique until you analyze your competitors.
A well-defined unique selling proposition makes it difficult for competitors to copy or replicate your offering. This is key to maintaining a competitive edge and establishing a strong market position. Once you find your USP, weave it into the various elements of your landing page, such as:
- Landing page headlines
- Product images
For example, imagine your online fitness coaching service offers personalized meal plans based on clients’ unique dietary needs and preferences. After a thorough analysis, you realize that no one in your area offers such services. You can highlight this USP in your headline, use visuals of customized meal plans, and include testimonials from satisfied clients who have experienced success with your personalized approach.
The proper placement of USP can help reinforce your message and create a consistent, persuasive narrative throughout your landing page structure. It will significantly increase your chances of driving conversions and achieving digital marketing goals.
Key Benefits Of Buying Your Product or Service
Showcasing the key benefits of your product or service on your landing page is crucial to convincing potential clients that your offering is the right choice. People want to know what value your product or service provides before making a purchase decision. They want to know how you can solve their problems or enhance their lives.
Here are some tips that will help you effectively highlight your key benefits:
- Prioritize the most important benefits: Choose the top 3 to 5 benefits that resonate most with your target audience and address their primary pain points. Focus on these benefits to make a more substantial impact on your visitors.
- Make your benefits specific and measurable: Instead of vague statements, provide specific and quantifiable information that demonstrates the value of your offering. For example, instead of saying “Improve your productivity,” state “Increase your productivity by up to 30% with our proven strategies.”
- Use bullet point lists or icons: The key is to present your benefits in a visually appealing and easily digestible format. Bullet points or icons can help break up large blocks of text and make it simpler for visitors to scan and comprehend the information.
Trust Building Elements Showing Previous Clients’ Satisfaction
As consumers are becoming increasingly cautious about online transactions, establishing trust with your visitors is vital to any high-converting landing page. Incorporating trust indicators into your landing page can significantly increase the chances of conversion, as they reassure visitors of the credibility and reliability of your product or service. This is especially important when working on a B2B landing page design, where you need to build trust with multiple stakeholders.
Here are just some of the trust indicators that will help you provide website visitors with social proof of your product’s quality:
- Customer testimonials
- Security certifications
- Case study
- Social media mentions
- Contact information
A Mid-Page Reinforcement Statement That Supports Your Main Headline
As visitors keep scrolling down your landing page, it’s essential to maintain their interest and engagement by periodically reinforcing your core message. A mid-page reinforcement statement serves this purpose by reiterating the main headline or unique selling proposition slightly differently, providing a gentle reminder of the value your offering brings.
Here are some tips that will help you craft an effective reinforcement statement:
- Keep it brief and impactful: Your reinforcement statement should be concise yet powerful enough to remind visitors of your product or service’s primary benefit or feature.
- Vary the language: While your reinforcement statement should echo your main headline or USP, it’s essential to use different phrasing or wording to keep things fresh and engaging.
- Make it visually distinct: To ensure your statement stands out from the rest of the content, use distinct typography, font size, or color that sets it apart and catches the eye of your visitor.
- Align with your overall message: Ensure your mid-page statement is consistent with your landing page’s overall message and theme. This will help reinforce your core message without creating confusion or diluting your key points. Inconsistency is one of the biggest web design mistakes you can make.
FAQ Section That Answers All The Potential Questions Visitors May Have
A well-crafted frequently asked questions (FAQ) section is another key component of a landing page framework. It serves to answer potential questions your visitors may have about your product or service. By addressing pain points and common concerns, an FAQ section can help alleviate doubts and objections, making it easier for visitors to take the desired action. Before making a purchase decision, people want to have different questions answered. For example, they want to know more about available shipping methods, payment options, delivery time, warranty, etc.
Here are some tips for creating a helpful FAQ section on your landing page:
- Identify common questions and concerns: Gather insights from your customer support team, social media, and customer reviews to identify frequently asked questions or shared concerns about your offering. This will ensure your FAQ section is relevant and help you address the pain points of your target audience.
- Group questions logically: Organize your FAQ section by grouping related questions together. This will make it easier for visitors to find the information they’re looking for and navigate through the section.
- Keep answers concise and clear: Provide straightforward, easy-to-understand answers. Avoid using overly technical language or jargon that may confuse your visitors.
- Use a collapsible format: Utilize a collapsible format to present your FAQs, allowing visitors to expand the questions they’re interested in. This keeps your landing page visually clean and prevents information overload.
- Link to additional resources: If a question requires a more in-depth answer, include a link to a blog post, tutorial, or support article that covers the topic in greater detail. This provides visitors with the option to explore further information if needed.
By following the tips above, you can boost your landing page’s credibility and give visitors the information they need to make an informed decision. This, in turn, contributes to a higher conversion rate and a more successful landing page overall.
A Compelling Closing Argument To Seal The Deal
Before presenting your final call to action button, it’s essential to make one last persuasive push that drives home the value of your offering. A compelling closing argument serves as a powerful reminder of your product or service’s benefits, nudging your potential clients toward taking the desired action.
Identify visitors’ concerns or objections and address them head-on in your closing argument. This helps alleviate any lingering doubts and reinforces the decision to take action.
Also, you should aim to create a sense of urgency with your closing statement. You can do this by incorporating time-sensitive offers, limited availability, or exclusive bonuses. This will motivate website visitors to act now rather than procrastinate.
A Clear Call-To-Action That Lets Visitors Immediately Know Which Action To Take
In the context of a landing page framework, one of the most crucial elements is a clear and compelling call-to-action (CTA). Your CTA guides visitors towards taking the desired action, whether it’s signing up for a newsletter, downloading an eBook, or making a purchase decision.
The key is to make your CTA effectively communicate your conversion goals. This way, visitors can know precisely what to do to move forward in your marketing funnel.
Placing your CTA button strategically across the landing page is a bright idea. This ensures that your visitors encounter your CTA at the most opportune moments. For example, you can place it:
- Above the fold (so it becomes visible as soon as the web visitor lands),
- After the key benefits section
- After the closing argument.
And we strongly advise you to focus on a single, primary call to action. As we’ve discussed in the first section of this article, the purpose of your landing page is to drive visitors toward a single conversion goal.
An Additional Element To Strengthen Your Landing Page Framework – Lead Capture Forms
Now that we’ve answered the question “What are the key components of a landing page?” let’s check one landing page elements that can help you further strengthen your framework – the lead capture form. We didn’t list it as “key,” as you won’t find it on every landing page. Instead, you’ll mostly use it when creating lead capture pages.
An effective lead capture form can help you collect essential information from your visitors. This will allow you to build your email list, generate leads, and grow your business.
Let’s check some of the best design practices when it comes to creating a lead capture form on your landing page:
- Limit the number of fields: Lengthy forms can deter visitors from completing the process. You’ll notice better conversion rates by limiting the number of fields in your form to only the most crucial information required for your marketing goals, such as name and email address. Simple forms
- Use clear and concise labels: Ensure that the labels for each field are easy to understand and accurately describe the requested information. This helps your visitors quickly and effortlessly complete the form.
- Prioritize user experience: Online form statistics suggest that 45% of forms are submitted using mobile devices. Design your form with a user-centric approach. Focus on the visual layout, typography, and mobile responsiveness to create a smooth and enjoyable experience for your visitors.
While implementing lead capture forms might increase the time it takes to design a landing page, it’s definitely worth it. Obtaining new leads is crucial for moving your business forward.
Creating a high-converting landing page is no small task. But by focusing on the key components we’ve discussed in this article, you can significantly improve your chances of success. Understanding the key components of a landing page is essential in guiding your visitors toward taking the desired action.
Remember to keep your target audience and marketing goals in mind as you work on your landing pages. This will ensure your content and design choices are tailored to resonate with your potential clients and effectively drive conversions.
If you’re looking for professional assistance in crafting the perfect landing page, we offer you our landing page design services. Our experienced team will work with you to incorporate all the essential landing page elements and best practices covered in this article.
Ready to get started? Feel free to schedule a call today to discuss your needs and explore how our services can support your digital marketing goals. Let’s work together to create a landing page that drives real results for your business.