An effective sales landing page is essential if you are selling products or services online. The content and elements of a landing page can be the difference between an interested prospect clicking out of your website or continuing on to buy from you.
So, what elements can you add to a landing page to draw in readers and convert them into paying consumers?
How to create an effective sales landing page
This post will share the elements of an effective sales landing page, including the layout and content elements that are most likely to resonate with audiences.
It’s important to note that there is no exact landing page formula that will work for every audience, brand, product or service.
You can start with landing page best practices, but you will need to tweak formulas to find the format that works best for your unique offering and business. To find the perfect formula:
- Get to know your audience so you can create content that speaks directly to their perspective, wants, and needs.
- Use A/B testing tools to try different variations of copy, layout, graphics, and button colors.
- Continue to try new elements and use data to determine which landing page elements perform best.
9 elements of an effective sales landing page
As you build your sales landing page, be prepared to address a combination of these nine elements to drive sales and new orders.
Keep in mind that you will need to try different variations to create the most effective sales landing page.
1. Headlines, subheadings and sections
Formatting is an important part of an effective sales landing page. The layout and design of your page catches attention, draws in readers and highlights the most important parts of the page.
Break your sales page into sections, and use headlines and subheadings to introduce each new concept and call out important details.
2. Reader’s problem
Consumers buy things because they have a need or want.
They have a problem they want to solve.
For example, they might buy a course on resume writing because they are looking for a new job, or they might sign up for a dog food subscription box because they don’t want to go to the pet store each month.
In your sales landing page copy, address the problem the reader has. Call it out in a heading or subheading so the reader recognizes the connection between their problem and your solution.
Once you call out the problem the reader has, present the solution you offer. Tell the reader what you can do or offer to solve their problem or fulfill their need. Introduce your product or service, and make a promise to the reader about how your solution can help them overcome their obstacle or problem.
4. Benefits list
Show the reader exactly how your product or service has the ability to help by showcasing features as benefits. Outline the features of your product or service, and then identify how each feature provides a specific benefit.
For example, if the monthly dog food subscription has an automated monthly reordering feature, the benefit is that you don’t have to remember to order dog food. You’ll never have an empty bowl. The food arrives at your door.
One of the most important elements of a landing page is the call-to-action. A call-to-action is the language you use to tell readers what to do. It’s the direction you give them to take the step toward buying from you.
To help your landing page to drive sales, include a clear call-to-action that tells audiences exactly what they need to do to buy, and limit the number of call-to-actions that are on the page. Try to give the reader only one or two things to do to increase the chances that they will take the most important action.
6. Objections to objections
When customers are considering whether or not they want to make a purchase, they are going to go through a series of objections. Objections are the reasons why they shouldn’t buy.
Help customers overcome their objections by outlining objections to their objections.
Include content that addresses the objections that prospects might have. Give them reasons to move past their hesitations by including information such as an FAQ section and refund/return policy.
7. Trust signals
Another way to help move interested prospects past their objections is by adding trust signals to the landing page. Trust signals are elements of a landing page that make customers feel more comfortable about making their purchase.
Trust signals might include:
- Results: Show customers what happens after using the product or service. These results could be presented as before-and-after photos or numbers that show growth and performance.
- Testimonials: Include quotes and photos of customers expressing their positive experience after using your products or services.
- Social proof: Add any metrics or signals that show the popularity of your brand, product, or service. Highlight your number of customers, members in your community, followers on social media, or subscribers to your list, etc.
- Security badges: Add graphics that show that security is added to your site to ensure that customers can safely share their information and banking information.
8. High-quality graphics
Showing is always more powerful than telling, so use high-quality graphics in addition to copy on your sales landing page. Graphics improve the visual appeal of your page and make it easier for readers to picture what you offer, what it does, and how it helps.
Includes graphics such as:
- Product images
- Photos of happy customers
- Photos of your team
9. White space
Once you incorporate elements into your landing page, go back and add another important one: white space. White space is the padding that fits around content elements on your site. It is what divides up sections of the page.
While it might not seem important, white space can help you break up big blocks of text or visual content and make it easier for audiences to read and scan. When readers are better able to absorb your content, they are more likely to stay engaged and take action.
Now you can create an effective sales landing page
If you are selling products or services online, you need an effective sales landing page that can attract attention, engage and educate readers, and drive conversions.
Use the tips in this post to add the nine elements most likely to drive interest and sales. Then, get more tips for improving your conversion copywriting by reading: How to strategically use copy and visuals on product landing pages.