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5 Keys to Developing a High-Performance Landing Page

Marketing Strategy23 April 2019
5 keys to developing a high-performance landing page

As digital marketing experts, we understand how developing a high-performance landing page can make a huge impact on lead generation and can be the difference between a successful inbound marketing strategy and an unsuccessful one. If you are thinking about building a landing page for your next campaign, follow this list of 5 keys to developing a high-performance landing page to ensure that you have everything you need for a successful campaign.

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What is a Landing Page?

In most cases, landing pages are standalone webpages that have been specifically created for the purpose of a marketing or advertising campaign. Compared to other website pages, landing pages are designed with a single-focused objective, known as a call-to-action, and are often used as part of a larger paid advertising campaign.

5 Essentials of a High-Performance Landing Page

Five essential elements that all high-performance landing pages should have include:

1. Unique Selling Proposition

The starting point of any good marketing campaign revolves around defining a unique selling proposition and how your product is different from competitors’. Communicating this proposition in a succinct way by breaking down the offering to its most basic level—the benefit it offers customers—will help customers choose your product or service.
The unique selling proposition can be broken down into four different page elements:

  • The main headline—Since this is the first thing people will see and read, it is important that it clearly describes what the visitor will get from the page.
  • Supporting headlines—Adding a supporting headline can extend the message of the main headline by adding another persuasive message to the primary one.
  • Reinforcement statement—This is a headline that sits about halfway down the page and serves to add a mid-experience message that ties back into the main headline.
  • Closing argument—Longer landing pages can benefit from using a closing argument that ties back to the main value proposition, as this is your final chance to communicate the benefit of the offering.

2. Benefits of the Offering

While the unique sales proposition offers an effective headline for gaining the attention of potential customers, providing a little more detail about the offering can help answer any questions your customers might have. Writing a brief paragraph, followed by three to five bullet points, about the benefits your product or service offers can help provide more information to customers without adding too much text content to the landing page.

In order to support your brief benefit statements, you can extend bullet point descriptions into a more detailed overview of their purpose and benefit. Consider expanding on the benefits first and then adding in some feature details below, if needed.

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3. Images or Video Content

Using images or video content on a landing page can be a great way to show the visual representation of the offer, providing people with a better understanding of what it is or what it looks like. The most compelling images or videos will show the context of the product or the service, so that customers can empathize and place themselves in the scenario in which the product or service is being used.

4. Social Proof

Social proof, such as positive reviews, testimonials, and positive quotes from customers, can be used to illustrate that other people have purchased what you are selling and are happy with the product or service. Including examples of social proof on a landing page will show potential customers that you can be trusted to deliver quality products and services.

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5. Clear and Compelling Call-to-Action

The most important element that every high-performance landing page has is a clear and compelling call-to-action (CTA). When creating a strong CTA, make sure to focus on using powerful language that will compel the visitor to complete the action that you are requesting, such as clicking on a button or calling your store. You should also consider using bold, contrasting colours to make the button that you want people to click on stand out from the rest of the page content.

While there is no set place on the landing page where the CTA has to appear, try to place it where it makes the most sense. Think about how visitors will view the page and where the user’s eye will go to determine the best location for your call-to-action. If you are still unsure, consider doing some A/B testing to find the ideal spot on the page.

Creating a high-performance landing page can help increase overall conversions, turning visitors into paying customers. To learn more about the 5 keys to developing a high-performance landing page, get in touch with our expert team today.

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