UNIQUE SELLING PROPOSITION

You need to define a point of differentiation with a unique selling proposition. Explain to your landing page’s visitors what about your service or product sets it apart from your competition. This should be communicated on your landing page in a succinct way. Describe the specific benefit for your customers, break down your offering to its most basic level. A good unique selling proposition allows customers to understand why they should care and sets clear expectations for them.

KEY BENEFITS

The benefits of your offer follow on directly from the unique selling proposition and provide a more detailed description. You have to provide more detail to the offer and answer any questions your customers may have, especially the question about what your service or product can do for them. Include a benefit summary bullet points for clarity and also a detailed benefit and feature descriptions that extend your bullet point list. The features describe what your product or service does, the benefits describe the problem you are solving.

IMAGES OR VIDEO SHOWING CONTEXT OF USE

This is the visual representation of your offer and has the role in helping visitors to better understand what your offer is or what it looks like. Showing context of use rather than telling has a maximum effect. Get your visitors to place themselves in a scenario and empathise how they are using it. In order to achieve this, you can use photos or videos.

If you chose to use pictures, they should be large, high-quality and relevant to your service or product. Especially when you are selling a physical product it is critical to include on your landing page an image of the product. When you are selling a service, the image should demonstrate the utility of your service and grab the attention of your visitors.

SOCIAL PROOF

Social proof can be very persuasive. By using social proof you illustrate that other people have bought what you are offering. Visitors are more likely to convert into consumers if they see that others before them have used your offer. You may use social proof on your landing page by providing a count of the number of signups, by using social signals from public networks, showing awards from reputable organisations, or by using some customer testimonials and customer reviews.

John Smith @johnsmith
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REINFORCEMENT STATEMENT

The reinforcement statement is another page title that sits about halfway down your page and has the purpose of communicating a mid-experience message to your visitors, reinforcing the main headline.

CLOSING ARGUMENT

The closing argument is your final chance to communicate the benefit of your offer, as your landing page comes to a close. This backs up your main value proposition, similar to the reinforcement statement. The closing argument should also be coupled with a call-to-action.

CALL TO ACTION

A call to action can either be a part of a lead gen form or a standalone button on a click-through page. The call to action is an element critical to conversions and for this reason where you place it and how you design it are essential considerations. The call to action should be compelling, exciting, and persuasive. Use contrasting colours and make it stand out. You may locate it directly under an image or underneath the testimonial section.