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At TAMSO, Web Design is at the core of what we do, and for good reason too.
For various businesses, the landing page is the initial touchpoint that the users make when they form their first impressions of the brand. Landing pages can draw customers into your funnel, where the long-term relationship with them begins. To do this effectively, you need to know what elements to include and how these can facilitate your goals.
In this article, we will look into the anatomy of a landing page, review what a landing page is, and discuss what elements to include in the optimal structure.
Landing pages are standalone pages built with the purpose of generating leads from a valuable offer. The landing page is usually just one piece in a much larger marketing campaign, which starts with an offer preview. Users may arrive to the landing page after they encounter a promotion via external marketing strategies, such as:
To understand the various elements of a landing page, we’ve attached an example below.
To get users into your funnel, you’ll need to earn their trust. The anatomy of your landing page is crucial for this reason. The elements and content you include will impact how visitors take action.
Here’s what you need to know about landing page anatomy and how to optimise each of the main building blocks:
The Landing Page should convince visitors to act. The header is crucial as it immediately captures the visitor’s attention and sets the tone for the entire landing page. It should include a clear, concise headline that conveys the main value proposition and hooks the audience. Great headers will encourage visitors to stay and explore further, increasing the chances of conversion.
The Hero Section is the first visual element that visitors see and plays a crucial role in making a strong first impression. Compelling hero sections will engage visitors right away, conveying the key message and encouraging them to scroll for more information.
Common elements within the hero section are:
Compelling content is essential to keep visitors engaged and interested. It should be clear, concise, and address the visitors’ needs and pain points. Well-written content helps build trust and guide visitors towards taking the desired action. For these reasons, it helps to consider the following:
To further emphasise the messaging of your value proposition, your website should include relevant images that support the textual content and add visual appeal to the landing page. This will help to illustrate key points and make the content more engaging and easier to understand. Effective imagery can also evoke emotions and connect with the audience on a deeper level, reinforcing the message.
An action-oriented CTA is crucial for guiding visitors towards the desired conversion goal, whether it’s clickthrough, sign up, or purchase. The CTA should be prominently placed, visually distinct, and use strong, persuasive language. A well-designed CTA encourages visitors to take immediate action, increasing conversion rates.
Most brands design their landing pages for conversion. By presenting users with a single action, you increase the likelihood that users fulfil that requested action. To enhance this, the CTA button needs to appear more than once for maximum effect.
Forms are a key element for collecting visitor information, but they need to be intuitive and straightforward to avoid frustration. Only ask for essential information to reduce friction and increase completion rates. An intuitive form enhances user experience and facilitates smooth conversions by making it easy for visitors to provide their details.
That said, not everyone who shows up on your landing page will be ready for convert. For those who fall into this category, the will want to keep scrolling to learn more.
Social Proof, such as testimonials, reviews, or case studies, builds credibility and trust. It shows potential customers that others have had positive experiences with your product or service. Including social proof on a landing page can significantly boost confidence and encourage more visitors to convert.
A well-crafted FAQ section addresses common questions and concerns, providing clarity and reducing hesitation. It helps to overcome objections and ensures visitors have all the information they need to make a decision. An effective FAQ section can enhance trust and move visitors closer to conversion.
The footer serves as the final touchpoint and often includes additional navigation links, contact information, and disclaimers. It can also feature secondary CTAs, social media links, and other relevant resources. A well-designed footer ensures visitors have access to important information and can easily navigate to other parts of the site, contributing to a positive user experience.
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