Essential Elements of a Great Landing Page

So you want to start a Social Media Campaign? Great! You have designed the ad and decided where to run it. The next question is: How do you track its effectiveness? The answer: by using a landing page.

A landing page is designed to capture traffic from an online ad. It is an essential piece of any online advertising campaign that allows you to determine your ad’s effectiveness by measuring the traffic to the page in the form of hits.

The following 6 landing page elements will help you construct your page to explain why your product is just what your audience needs:

·         Main headline – your unique selling proposition

Your unique selling proposition (USP) is the hook, or starting point, of a marketing campaign and revolves around what makes you different. You’ll want to include it in your ad so that it reinforces that the visitor has come to the right place. The USP tells them how your product or service is different from everyone else’s. The message must be communicated quickly, effectively, and with something memorable, if possible. Think about the courier service that said this: "When it absolutely, positively, has to be there overnight." Was there any doubt in a client’s mind why they needed that service?

·         Supporting headline – a reinforcement statement

Your supporting headline provides clarification, should be very short and to the point. The courier service might’ve followed up their USP with “Never Miss a Deadline”. This clarifies the USP and removes any doubts a potential client might have. It is a direct extension of the headline and finishes the thought.

·         Benefits of your product – a bullet point list of benefits

The list of benefits extends the message by applying an additional persuasive message to support your headlines. It offers a detailed description of the benefits and features of your offer and it’s bulleted form makes it easy for visitors to scan your page for important points.

·         Our tracking system lets you watch your package’s progress

·         Our tracking system means you can give your customers accurate delivery forecasts

·         Closing argument

The closing argument will be at the end of your landing page. It gives you one final chance to share your benefits. It backs up your main value proposition with a final thought and encourages visitors to click-through. It should be near your call-to-action.

·         Hero shot - great image

The hero shot is the visual of your product - sometimes it’s a static image, sometimes it’s a video, sometimes it’s a sample of the product (in the case of a content-based product). Whatever form you give it, it offers another way to clarify visitors’ understanding of what your product is. The old adage bears repeating - a picture is worth a thousand words – and the hero shot provides visual stimulus on the landing page to show, rather than just tell, your visitor why they should respond to your Call to Action.

·         Call to action (CTA)

Your CTA is critical to conversion. It’s what you want people to do on your landing page and it is the target of your pages’ conversion goal. How you design it, where you place it, and what it says are all important considerations.

These are the main pieces of a landing page. Design a campaign, try a landing page, watch the analytics and tweak as needed. Watching and tweaking are very important parts of the process to get the campaign to perform as you want it. With careful consideration and modifications, your landing page can boost your campaign results beyond your expectations.

Debi Lamb-Burrows
Penguin Suits
www.penguinsuits.com
830.816.8238