Landing Page Structure

1. Your Unique Selling Proposition (USP)

Your Unique Selling Proposition, or USP, is what sets your product or service apart from the competition. It answers the fundamental question, "What makes this offer special?" Instead of solely focusing on being "unique," consider how you can present your offering as distinct and superior to others.

When crafting your USP, it's crucial to concisely communicate it on landing pages so that customers can understand why your goods or services are compelling. Several page elements play a role in conveying the story of why your offering stands out:

1a. The main headline:
The headline is the first thing visitors see, and it should clearly express the benefits customers will gain from your product or service. Avoid unnecessary complexity and be straightforward about your USP.

1b. A supporting headline:
In some cases, a subheading can be used to provide additional information that complements the main headline. It should be concise, just like the main headline.

1c. A reinforcing statement (optional):
For longer landing pages, consider reinforcing your USP in the middle to remind readers of its value. Emphasize what your readers have learned since arriving at the page and how your USP stands out.

1d. A closing statement (optional):
A concluding statement reinforces your USP and gives visitors a final push to convert. Make it impactful, as this is your opportunity to shine and solidify the narrative about your offer. It can add urgency or remind visitors of their original purpose for visiting the page.



2. The Hero Image:
The hero image is a visually appealing graphic element positioned close to the top of the landing page. It should ideally depict the use scenario of your product or service. The image should evoke emotions and relate to your brand, avoiding stock photos that may come across as insincere.



3. Benefits:
Beyond the headline, your landing page should include specific benefits in addition to features. Benefits describe the advantageous effects that a product or service feature has, while features are specific attributes. Balancing both features and benefits can increase conversions, with an emphasis on starting with the benefits when possible.



4. Social Proof:
Social proof plays a vital role in influencing decisions. It can take the form of customer quotes, case studies, video testimonials, logos of customer companies, or review scores from reputable sites. Social proof builds trust, but it must be genuine and specific to be effective.



5. A Conversion Goal (Your Call to Action):
The landing page should have a clear conversion goal, which is usually presented as a Call to Action (CTA). The CTA should be designed to stand out and be compelling, using conversational language to describe what visitors will gain from clicking it. Privacy statements and brief forms are recommended for lead generation pages to ensure data security and compliance.



6. Placement and Content:
Ensure that important elements like the CTA and key information are placed above the fold, so visitors can see them without scrolling. Regularly conduct A/B testing to improve the conversion rate of your landing pages, making slight adjustments to language, images, and CTAs. Use relevant images and videos that relate to your copy to engage users further. Limit the number of external links to avoid distractions on the landing page.



7. Color Scheme:
Choose colours that suit your brand and the tone of your landing page. Colours can influence viewers' behaviour and contribute to the overall aesthetics of the page.

Remember these essential components when creating effective landing pages and tailor them to suit your specific product or service offering.







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