A landing page is a standalone web page that a potential buyer lands on after clicking on an advertisement or as a search result. Landing pages are quite often used in marketing, as they differ significantly from standard websites.
The main task of a one-pager is to lead the visitor to a specific target action. Traditional sites are multi-purpose. Such a limitation allows the landing page to be incredibly effective!
Landing pages are an integral part of any insurance leads for seniors online marketing campaign, and this tool is only growing in popularity over time.
To create a selling one-screen landing page, you first need to decide what elements it will consist of.
Descriptor
Selling headline
Call to action
Deadline
Some key advantages
Contact details
Psychological triggers
Let's look at each point in order. As an example, let's take the niche of auto glass repair and replacement and make a landing page step by step.
We will work in the service constructor"Motor", which we will discuss in more detail at the end of the article.
Descriptor
A descriptor is a text element on a landing page that is usually placed in small print in the upper left corner next to the company logo. It doesn't have to be there, but it is very important to have it in the first few seconds of interaction with the landing page. The purpose of a descriptor is to immediately let the user know where they are. In short, a descriptor is a short description of what your company does.
It is compiled according to the formula: [who we are / what we sell + where / for whom] .
Since we took the niche of auto glass repair and replacement as an example, we indicate: “Network of auto glass repair centers in Moscow.”
Descriptor
Headline
The title is the most important element of the landing page. If your offer does not interest the user in the first 3 seconds, then with a probability of 99% he will go to competitors.
Remember, first of all, you are not selling a drill, but a hole in the wall. To write the headline, use the 4U formula:
Usefulness (usefulness or benefit).
Urgency.
Ultra specificity (specificity or ultraspecificity).
Uniqueness.
Let's look at how to correctly compose a title according to 4U using a specific example.
Basic title: " Auto glass repair in Moscow ".
Let's add some usefulness . " Remove chips on the windshield ."
Ultra-specific . We will add value in measurable units or in special nuances of your offer. "We will remove chips on the windshield with restoration of the original appearance of the glass up to 95% ".
Urgency . It is necessary to specify a time reference. " We will remove chips on the windshield in 40 minutes , restoring the original appearance of the glass up to 95% ". The user is completely immersed in the image due to a specific deadline.
Uniqueness . Your difference from competitors, due to which you can make a cool offer. " We will remove chips on the windshield in 40 minutes with restoration of the original appearance of the glass up to 95% in any area of Moscow ."
If the title is too long, part of the sentence can be moved to a subtitle.
For example :
Headline: " We'll remove chips from your windshield in 40 minutes "
Subtitle. " with restoration of the original appearance of glass up to 95% in any area of Moscow "
Headline
An example from our practice : after we reformulated the headline on a landing page for selling eco-friendly homes, the conversion rate increased from 2.47% to 4.67%.