The Anatomy of a Landing Page
Marketing landing pages are composed of a group of definable elements. These building blocks represent the foundation of most pages and can be used as a guide when defining and creating your content.
The main set of landing pages elements are:
- Unique Selling Proposition (USP). Most obviously presented as the primary headline or title.
- Benefits. What does this product or service do for me as a potential customer.
- Hero shot. The main photo of your product or service.
- Context of use. Supporting photos showing your product/service in use.
- Request for data. On lead gen landing pages, you have a form to extract information in exchange for some type of giveaway.
- Backup or safety net CTA. A secondary call to action can sometimes help capture prospects not ready to convert. An example would be following you on Twitter (keeping them in your sphere of influence). Another (and even better) place to position your backup CTA is on your confirmation or thank-you pages.
- The Call To Action (CTA). The primary conversion goal of your landing page.
Read 7 Elements of a Winning Landing Page for a more detailed exploration of these elements.