So, you have your perfect product that you are going to sell. Of course, you create a landing page to sell it from. You could have the best offer, but if you can’t explain it in a way that’s convincing and easy to understand, your prospect will not become your customer.

There are 5 must-have core elements on any landing page, which can be broken down further into a more detailed list of building blocks:

There are 5 must-have elements on any landing page, that all have sub-categories as follows:

  1. Your Unique Selling Proposition (USP)
    1. The main headline
    2. A supporting headline
    3. A strengthing statement
    4. A closing argument
  2. Picture/video showing how to use or purpose
  3. The benefits of your offering
    1. A bullet point list summary of benefits
    2. Benefit and features in detail
  4. Social proof
    • People buy from people not businesses. More importantly people they trust. So you need to build that trust
  5. One Single Offer – your Call-To-Action (CTA)


1. The Unique Selling Proposition (USP)

What is it about your product or service that sets it apart from the competition? What makes you different? You need to communicate this in a simple and easy to understand way on your landing page. Try to break down your offering to its simplest form, to describe the specific benefit your customers will get by choosing your product/service. Be careful to talk about benefits. Which means answer the question that is on all of their minds: “What’s in it for me?”.

A well written USP sets clear expectations for your customers and allows them to understand why they should want to know more.

The USP can be broken down into 4 page elements, which collectively tell the story of your offering throughout the landing page:

  1. The primary headline
  2. Sub header
  3. The reinforcement statement
  4. The closing headline

1A. The main headline

What is it and what does it do for me? Your headline is the very first thing that people will see and read. Chances are it’s what you will use in your advertising as well. It’s critical that it very clearly describes what a visitor will get and the message is strong enough to let them know they are in the right place.

  • Use odd numbers and negative words
  • Aim for 6 word headlines

1B. The supporting headline

Your headline can only say so much if you want to keep it concise and easy to understand. The best way to keep your headline simple and captivating is to add a supporting headline.

This can be used in two different ways:

  1. As a direct extension of the headline, where it follows the primary headline in such a way that it’s like finishing a sentence.
  2. To extend the message by applying an additional persuasive message to support the primary one.

1C. The strengthening statement

People will scan your page when they are reading it. This makes it critical that any titles you use – such as your main headline and feature/benefit titles – throughout your page stand out to a reader.

The the strengthening statement is another title that you can use to instill the purpose of your page.  It is like a second headline.

1D. The closing headline

As your landing page comes to a close, you have one final chance to communicate the benefit of your offering. Similar to the strengthening statement, it  supports your main value proposition. For a click-through page, it should also have a repeat of your call-to-action.

Note: If it’s a very short page and your headline is visible without scrolling back, this is not necessary.

2. Photo and/or Video

A picture is worth a thousand words is especially true in the world of the landing page and a video is worth even more. visual representation of your offer and can help people to gain a better understanding of what it is or what it looks like. For maximum effect it should show context of use . This means showing rather than telling how it will be used by a customer.

The idea here is to get your customers to picture themselves in a scenario where they are using it.

3. The Benefits

Following on directly from the USP is a more detailed description of your offer’s benefits and features. By crafting an effective headline you gained the attention of your customer, and now you have to provide a little more detail to the offer to answer any questions they may have. Try to focus on answering the question “What will this do for me?”, as this will help you to write copy that speaks directly to your customers questions.

3A. Benefit summary bullet points

It’s important to strike a balance here and not get into so much detail that your landing page feels like it’s full of text. Write a brief one paragraph summary and 3-5 bullet points for clarity. Come back to this section many times and edit the copy to remove any bloated or unnecessary verbiage.

An example of a benefit might be:

Balance Blood Sugar Levels Naturally!

That sounds pretty beneficial, doesn’t it? It really does not contain a benefit. What does that mean to me?

Here’s the real benefit hidden in that headline:

Nobody really wants to balance their blood sugar levels. But anyone in his or her right mind DOES want to avoid the misery of blindness … cold, numb, painful limbs … amputation … and premature death that go along with diabetes.

3B. Detailed benefit and feature descriptions

You want to extend the bullet point descriptions into a more detailed overview of their purpose and benefit. A good way to approach this is to talk about the benefits first, and then if needed, add some feature details below.

The benefits describe the problem you are solving, and the features describe what it does.

4. Social proof

Social proof is a powerful persuasive concept. Simply put it’s the use of social signals to illustrate that other people have bought/consumed/read/participated in, what you are offering. The concept being that you are more likely to convert if you see that others before you have, and were glad they did.

Examples of social proof are:

  • Customer testimonials
  • Social signals – how well received is your offering on public networks?
  • A count of how many customers you have
  • Trust seals to establish security of information
  • Awards from reputable organizations
  • Customer reviews – which are very powerful when prospects are comparison shopping
  • Endorsements from other well-known people in your industry

5. One Single Offer – The Call To Action

What do you want to happen? What is the purpose of the page? It is important to only have one purpose/one ask. This is presented in the form of a Call-To-Action (CTA), which can either be a standalone button on a click-through page, or as part of a lead generation form.

Your CTA is critical to conversions, it’s what you want people to interact with on your landing page. How you design it, where you place it and what it says are all important considerations.  Using strong action words are more effective. Get more information here.

  • Point out everything you are getting for the price – right next to the CTA
  • Make it a great deal – by throwing in extras, rebates, etc.
  • Create a sense of urgency

Your turn: Have you seen a terrible Call to Action?


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