Anatomy of a Landing Page
How to create a LEAD GENERATION LANDING PAGE
Your landing page should be serving one campaign goal, think about what you want visitors to do; if something on the page does not get them to that desired result, remove it. Every design element you include on your landing page should be in service of one singular campaign goal.
Elements that must be present on your landing pages.
- Unique value proposition.
- The hero shot.
- Benefits.
- Social proof.
- The call to action.
Unique value proposition
Your unique value proposition is where you present your core description of what the page is about. If people can’t determine the purpose of your page from the main headline (and subhead) you’re doing something wrong.
The Hero Shot
The hero shot is the best photograph or graphical image of your product or service, designed to make it stand out as something worth attaining. It should dominate the page, making it immediately clear what the page is about.
Benefits
Your benefits should explain how you are solving a problem that your prospects have.
Social proof
Social proof, the concept being that you are more likely to convert if you see that others before you have, and are glad they did.
The call to action
The call to action should always support your conversion goal, so start by thinking about what you want to achieve with a particular campaign.
