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Landing page is the face of your company on the world wide web; if the user doesn't like it, he will just close the page and forget about you. To prevent this from happening, we suggest exploring the best landing pages. The examples will help you navigate the creation of your own one-page page.
In this article, you will learn:
- What is a landing page
- Who better to entrust its creation
- 13 tips for creating a landing page + good examples
- What should be a landing page for an online store
- Examples of high converting landing pages
What is a landing page
You can find a lot of materials and descriptions of practical examples on the topic of creating landing pages. This topic is really extensive, so it is difficult to collect all the methods and tips in one article, but we did it briefly, describing everything in an accessible language.
Landing page is a one-page site. Its task is to attract the attention of the visitor and induce him to take the action desired by the customer (purchase a product, subscribe to the newsletter, call, leave a request).
If we refer to the original value, landing page translated from English means "landing" or "landing page". Many such resources are widely represented on the Internet.
Three reasons to make a landing page:
- Good motivation. A high-quality landing page encourages the visitor to take the necessary action.
- Creation speed... The landing page is produced quickly enough, and the cost of work in this case is significantly lower than when writing a full-fledged website.
- The possibility of transformation. If necessary, making changes to the landing page will not be difficult.
Three tasks of the landing page:
- Selling a product. For this purpose, stimulating words are used ("buy", "leave a request", "call", "place an order").
- Collection of information. For this, the terms "subscribe", "learn more" are used.
- Spreading software through sales.
Algorithm for making sales using a landing page consists of four stages:
- visitors saw a link to the landing page (for example, 100 people);
- having become interested, made a click and made a transition (for example, 40 people);
- left an application (for example, 10 people);
- purchased a product (for example, two people).
A return of 2% is not a bad result. It cannot, of course, be called a winning one, but in this case there is room for further improvement.
A landing page is necessary for a company in the following cases:
1. Low conversion of the main Internet resource of the company.
If visitors quickly leave the company's website without making a purchase or other necessary actions, this indicates a low conversion rate. At the same time, the enterprise may not have the resources to restart this site or create a new one, the selling capabilities of which will be significantly better.
PP / OP * 100%,
where PP is the number of users who made the target action, OP is the total number of visitors to the resource per day.
For example, in 24 hours your site was visited by 360 people, 18 visitors subscribed. In this case, the conversion will be 5%.
In runet, the average conversion rates of sites fluctuate at the level of 0.5%, while the conversion of landing pages shows from 5 to 10%. This difference demonstrates the clear advantage of the landing page over full-fledged websites.
2. Launching a new product.
In this case, it is necessary to place contextual advertising on the landing page, identical to the banners that will appear among search engine visitors when entering the necessary queries.
3. Solution of a specific problem.
Many marketing tasks can arise at once, so it is inappropriate to change the main site of the company for them. To solve them, a landing page is created.
However, in order for it to truly "work", the following actions must be taken:
However, it is a mistake to think of a landing page as the only communication channel. He is an auxiliary tool. The main actions are carried out with the help of a blog, e-mail marketing, etc. Putting everything on a one-page page is extremely ineffective.
If a visitor wants to find your company using search engines, examples of a constantly updated corporate blog, communication on your pages in social networks will help him understand that the company does not exist on paper. Therefore, it will be easier for him to decide on a call or a request by returning to the one-page.
In simple terms, this is an example of a selling landing page that “works” in conjunction with the company's other marketing resources to enhance the sales force.
Who to entrust the creation of your landing page
Your landing page should have clear instructions
The image above shows a great example of a landing page that does not sell or asks to download, but it is very effective because it provides a concise and accessible form of information that visitors are interested in (in particular, the search for original auto parts).
A laconic design, a clear offer that meets the requirements of a huge number of thematic queries, a clear instruction - this is an example of a high-quality landing page.
Call to action clearly
When a visitor visits the site for the first time, he automatically starts looking for an answer to his question, thanks to which he made the transition to your landing page. The less time is spent searching, the higher the chances of getting that client. The statistics are merciless: 80% of the target audience leave the page in the first 15 seconds. Causes:
- It is impossible to immediately find the information of interest.
It is not for nothing that this material constantly mentions the stimulating words “subscribe”, “order”, “buy”, etc. Such an appeal immediately attracts the attention of the visitor. Someone may find this example funny, but if your landing page has a big red button labeled “buy now”, it can give a great result.
- No specific offer.
Numerous animations, Caps Lock, indistinct page navigation disorient the visitor who cannot find the button responsible for buying or receiving newsletters and wants to get out of this chaos as soon as possible.
To add specificity to the call and make it clear, you need to follow the rules:
- Two rectangular red buttons with a capacious verb in the center, placed at the beginning and at the end of the page.
- Make the text as clear as possible... Any visitor should immediately understand what he will receive as a result of certain actions.
- It is inadmissible to distract from the main thought “rubbish"(Incomprehensible graphics, non-thematic images, third-party banners, etc.).
- The uniqueness of the product is emphasized by the numbers. Leave the synonymous, praising adjectives to your competitors. The visitor should see the mathematically expressed results of the application of your product, especially if there is a comparison with analogs. The red button must always accompany these examples.
- Demonstrate to the client how beneficial your offer is. It is also better to use numbers here.
But don't think of a customer as a newbie to online sales by using obvious advertising gimmicks or using them in abundance. The visitor will find such an offer unnecessarily intrusive and will probably leave your landing page.
Consider relevance
Contextual advertising and landing page must be relevant, that is, their content must meet each other and the expectations of a potential client. Otherwise, a visitor who clicks on a thematic banner and goes to your landing page will not be able to immediately find the information of interest and, most likely, will leave the resource.
It is necessary to efficiently generate a landing page for each traffic channel (social networks, contextual advertising, etc.).
Above is an example of a high-quality landing page using a large number of keys.
Prepare responses to customer objections
Only one in 10 customers purchases a product without hesitation. Most landing page visitors carefully weigh their choice for fear of fraud or product dissatisfaction. Fears may also be based on the customer's desire to keep the purchase secret.
Such fears are natural and unavoidable. Therefore, the text of the landing page should predict them in advance and reassure the client. Add compelling arguments to your content that can finally dispel all doubts:
- Return guarantee. The client must be sure that he will be able to return the product he did not like within a certain period of time.
- Free testing, which gives the customer the opportunity to try the product without prepayment.
A selling example of a landing page is the landing page of a vocal studio offering online singing lessons.
What should be a landing page for an online store (examples)
Any purchase on the Web is necessarily accompanied by the filling out of a large number of registration forms and many iterations associated with confirming an account, etc. These actions take a long time and cannot be avoided. This approach forces some visitors to abandon the purchase.
Landing page does not require registration and account confirmation. After filling in a few lines, the data of the visitor is automatically entered into the client base, while he gets the opportunity to order a "call back".
Do not forget that landing page conversion is often 10 times higher than that of a full-fledged website. The multi-page format of a web resource can confuse a visitor who, at times, forgets about the original purpose of his “visit”.
The one-page site does not allow this, because the information on it is presented extremely clearly and concisely, and the offer itself is laconic and encourages a person to take the necessary actions. When converted to mobile devices, the landing page leads to an increase in sales (growth rates reach 30%).
When a one-page site is equipped with a catalog and full-fledged online store capabilities, it is able to increase sales of one product category. The product is placed on the landing page and sold from there. Or, from a one-page page, the visitor is directed to the catalog on the product page.
If a shopping cart is placed on the landing page, it automatically becomes a store. The client will quickly find out all the information of interest and make a purchase in one click.
Landing page for selling watches
Watches were, are and will be one of the most demanded goods. Depending on the functionality, they can be both a sign of a certain status and perform specific tasks. Such a wide range of opportunities generates huge competition in this niche, and it is extremely difficult to win a leading position here.
A selling landing page is perfect for this purpose. For example, to go to a one-page page, you can use teaser, targeted and contextual advertising, social networks.
For a landing page to set your watch apart from the competition, it must have an original structure, attractive design, and meaningful content. To do this, you must follow the recommendations:
- It is best to use images from your watch store for posting on your landing page. As a rule, stock photos are too "hackneyed", so they will not inspire confidence among visitors. With the help of a picture, you can create a certain mood in the client, so you should think over the idea of the picture in advance.
- If the visitor is not completely sure of his choice, he will add several options to the basket. Most likely, none of them will meet absolutely all wishes, and the purchase will not be completed. Make a choice for the buyer, stylistically highlighting the best option.
- You can post photos of employees or a manager. This "humanization" of the landing page will help increase customer loyalty.
- Any purchase is emotionally charged. Show visitors how people feel about buying a watch and subsequent ownership.
- To increase the loyalty of new customers "work"
Selling sites. What it is? Every second person will say: “Of course, these are landing pages!”. They are one-pages, they are landing pages, they are selling pages.
I will not convince you otherwise, because there is a large grain of truth in these words. Therefore, in this article we will analyze which landing pages can be called the best and why.
Once I started looking for the best selling sites, where to see their examples, ratings and how to evaluate them in principle. After all, initially a one-page site was invented in order to increase the company's sales.
Much has changed recently. Gone are the ones that were relevant before, the sites began to make better, more beautiful, with a lot of animation, pictures and various enticing tricks.
Criteria for evaluation
What is the basis for evaluating? Which ones to take as a basis? How to rank TOP-10 sites? Where to get sites for the competition? All this complicates the situation in creating a real and honest ranking of the best sites.
Plus, we don't know how many sales companies make through these sites. You cannot call them and ask: "What is yours?" or “How many applications are you getting from?”.
I'm sure no one will answer such a question, since either no one thinks or says that this is confidential information.
Aha, dreaming! So I made it easier. I began to search and view ratings and selections of the best landing pages. And you know what?
The rating is, of course, subjective, since we do not have indicators of all pages, and we cannot physically study all Internet sites. We rely on our experience and those sites that we have met in the vastness of the world wide web for 5 years.
WE ARE ALREADY MORE THAN 29,000 people.
TURN ON
TOP 10 one page sites
Do not think of numbering as a distribution of prizes. Since all landing pages have different tasks, which means comparing them with each other is not only unprofessional, but also stupid. So just enjoy the work.
1. Residential complex "Park Flora"
The site is absolutely delightful. It is immediately obvious that a cool designer and top marketer had a hand in it. You look and you want to come and see everything yourself.
Moreover, the site is completely absent, there is no form to fill out, only a phone. And this is correct in their case, although for many it may seem strange.
Residential complex "Park Flora" The only minus we put to the layout designer for the poorly optimized animation and.
The site takes a long time to load, and this can greatly affect the bounce rate. People do not like to wait and will leave him faster than they see the offer.
2. Workshop "Dinero"
This is not a website, but a whole film about one “character” - a wooden wallet. If it cost 1,000-2,000 rubles, then the site would have failed, since there are no obvious ones: offer, description, capture form, etc. But in the Luxur segment everything works differently, and this one-page is proof of this.
The main disadvantage of this site is an attempt, as they say, to sit on two chairs, namely on one page to sell goods both retail and wholesale.
You need to search for dealers on a separate site, since the retail and wholesale buyers have different selection criteria, which means they need to show different images and benefits in a different sequence.
Workshop "Dinero" 3. Vacancies of Alfa-Bank
This red and white bank is our partner. We are the authors of their blog for the customer club.
But their site is not here for "family ties", they really made a good decision to find employees for their company. Moreover, they did it in a completely original way.
Vacancies "Alfa-Bank" The only thing worth telling them (and we will say) is not to take the client away from this site, and to do all the interaction within it. Thus, a person will be more willing to leave a request due to the usual arrangement of elements and a logical chain of actions.
4. Sports corset "Loni-corset"
This site is developed by us, and it’s somehow stupid to rank and not say that we think our sites are awesome.
Moreover, all our sites are at their best, you can see this here ->. But since most of the audience of this page is men, we decided to show the site with girls 🙂
Sports corset "Loni-corset" The site has worked for 4+. The only block we were unable to add was social proof of the sending company.
The customer decided not to show this information. Therefore, we boldly say that the result could have been higher if the buyers saw the warehouse, team, office and others. But it is what it is.
5. Admission of SRO "Gralnik Licensing"
At first glance, this site should make you wonder why it is in the top list. There is nothing special about it: simple design, regular blocks, typical texts.
BUT! Trust me, when you are their target client, you will realize that this is a great site that is completely built for the client. And even a simple one was made for a reason so ordinary.
SRO "Gralnik Licensing" approval Of course, they have room to grow. They have a layout in some blocks, and, by the way, there are 15 of them. They also have incorrect hyphenation, and the main elements are poorly highlighted.
But all these are trifles, because fundamentally everything is done correctly and written from the point of view.
6. Project "Big drying"
Most women (their target audience) have heard of the Crazy Drying project. Their ads are flooding the internet for launch. And it's not surprising when millions are invested in traffic.
But without a good site, you won't be able to get tens of millions of revenue, so their site is also included in our TOP.
Big Drying Project It can be seen that they approached the creation thoroughly, of which only texts are worth. But they still made one big mistake - they didn't make the call button at the very end. This greatly affects the churn of visitors, since they do not see the logical closure of the entire story.
7.
We ourselves use the Bitrix24 customer relationship system. But since our topic is not “”, the site of the Megaplan system has surpassed all expectations.
Through him they conveyed all the main points of their system, after which you understand that this is the best thing for a business.
CRM "MegaPlan"
From our wishes for improvement - add a video review of the system, since all direct competitors have it. And also make more understandable calls, namely, replace the headings (not buttons) with “Start using for free” or something like that.
By the way! If you want to use it as your CRM-system, then I advise you not to forget the promo-code “Megastart”. So you get a 10% discount on your first purchase and 14 days of free use.
8. Bank for entrepreneurs "Tochka"
This landing page from the bank receives an award for its originality. This page is sent to your friends as a referral link.
To enhance the effect, we would add a few more blocks that put pressure on the logic. Now the site is more about emotions, and in some cases this could be the right decision. But we still have a choice of the bank, and emotions alone are indispensable.
Bank for entrepreneurs "Tochka" 9. Equipment of gyms "Goodfit"
An interesting transition of the site from black to white and blue. But besides the original design solution, this landing page uses an excellent game of headlines. Here they are not a lead to the block, but independent elements, after reading which, you can already create a complete picture.
A video presentation on behalf of the CEO is not enough for a complete package. Surely they have him in excellent physical shape.
To all this, it would be great to add numbers to the cases. That is, how much is the room that the client received. This is not critical, but simply desirable, because specifics add persuasiveness and are simply convenient for visitors.
Equipment for gyms "Goodfit" 10. Shopping center "METROPOLIS"
This is by far the coolest shopping mall landing page I've ever seen. The colors are beautifully selected, the main meaning is conveyed, excellent usability is all immediately visible when you switch to this landing page. Therefore, click and explore.
But, I will put in my 5 kopecks anyway. I, of course, understand that this site should be visited by people who are familiar with this center. But besides them, those who see it for the first time will fall on it.
Therefore, it was logical to make a small description (description in a few words about the company), so that the visitor immediately knows where he is and what awaits him there.
Shopping center "METROPOLIS" Why Only Runet Sites
Yes, in my review I mainly concentrated on the very best one-page sites on the Russian Internet, although there are many decent options in the world.
Moreover, the most important thing (and it is also the most amazing), the landing page in the bourgeoisie uses not only small, but even large business.
For example, one of the most famous taxi services in the world, Uber, took the following option as its main site - a multifunctional landing page or, as they say, a multi-page landing page.
This is a site consisting of many landing pages. Almost a multi-page site, but still a landing page.
But I did not post their landing page here on purpose, because they are different. Let everyone say that we repeat everything in the West, but in this case, I think differently.
We Russians are different. We have a different type of thinking, since we live in a different country. For example, the American has almost no fears in his head that the company will take money and dissolve. Since they have everything protected by ten rows, that only one PayPal costs.
Here, in Russia, this fear is in the forefront. Therefore, they have few convincing blocks on their website to trust the company, and we have a lot of them.
I can give dozens more arguments that we will have different best landing pages with them. Therefore, I beg your pardon, but their options will not be here.
Better enjoy our Russian solutions, model our texts and blocks. And on foreign sites, just take good design ideas.
Briefly about the main thing
Now that you have looked through all the applicants, I do not urge you to blindly focus on them, but it is definitely worth looking at the best landing pages for examples.
At the very least, you can get an idea for an interestingly made animation from someone. Or, for example, one of the creators knows their own perfectly and uses it throughout the entire landing page. In general, it is worth studying, drawing conclusions and adopting.
And by the way, if you are looking for ideas for your first landing page, you can try to create it yourself. So you will understand what you need and that it is not as easy as it seems at first glance.
Use, for example, PlatformaLP for this. , Tilda , Bloxy. And only then, we are waiting for you to visit us for joint development.
In this article, we will look at 5 examples of the best landing pages taken from behance.net, recognized by world designers as the most popular website for web design, foreign customers for finding developers and the best for inspiration and new ideas.
Below are the best landing pages that have been selected directly by our web studio. We took the TOP works on the site and chose a landing page with the most effective selling structures, because it is the selling structure that is the main advantage of the landing page.
Ladies and Gentlemen! Meet the coolest and best selling landing pages 2019-2020 according to the popular website behance.net.
Examples of the best landing pages
In order to organize the examples of the best landing pages, we decided to break them down into blocks typical of the selling page. We will consider the USP, product description, benefits and advantages, trust block and CTA on examples of selected landing pages. You will be able to see the design and structure options, gaining valuable information and new ideas.
Unique selling proposition
The first example of a USP for the best landing page of 2020 is a chair sales firm.
The first thing that catches your eye is a photograph of the product. The stylish chair really attracts attention, which is ignited by its unique selling proposition. Note that the USP in this case is non-standard, there are no facts about the company or the benefits of the purchase. But at the same time, a powerful selling text and a high-quality image do their job - they increase the interest of the visitor, which is the principle of the selling structure. It should be said right away that the very advantage of the product is placed on the second and third slides of the first screen.
Each slide contains photos of the product from different angles and a description of it. A very powerful move that motivates the reader to scroll down the page. See more examples of landing pages and get new ideas for your project.
The next example of the best, in our opinion, landing page is the landing page of a company selling honey.
Juicy, bright, interesting. Very cool design of the first screen. At the same time, the unique selling proposition reveals the main advantage - the environmental friendliness of the product. The USP is written in a mild form, but at the same time inspires confidence.
Next Best Landing Page Example
The first screen combined a USP that provides value to a prospect and a short list of short benefits. A very interesting shot of the product, which in the subconscious makes a desire to place an order. Which, in general, offers an effective landing page on the first screen.
The first USP screen contains interesting text, 3 manufacturer benefits, a CTA with a button, and a video to learn more about the company. The screen is decorated with a beautiful photo of the furnished interior, emphasizing the exclusivity of the product.
Another example of a cool landing page
Immediately striking is the absolute unreadability of the text. Why the developers designed the text in white on a white background remains a mystery. But, again, the best ledning is the one that has a well-developed selling structure, and this example of work is one of those. Stylish screen with not very effective barely visible USP. Unfortunately, the photography of the company's services does not give an idea of its activities - a big mistake by the developers.
Want to know more about USP? Read an article with recommendations for creating a USP on the Impulse Design website.
Product description
In the first example, the visitor is given the opportunity to view product variations and choose its type. The block is very user-friendly. All photos from the catalog are placed in the form of sliders, there are buttons for choosing the color of the box and examples of finished works are given. The visitor visually understands what is being offered to him. If he decided to order a product, the "Order" button will help him with this.
The following sample product description for the best selling landing page contains large and colorful photos and categories.
In addition, for the convenience of the visitor, a lead-generating button is provided. She "kills" two birds with one stone. The visitor receives the information he is interested in, and the company receives the client.
The selling structure of the landing page should include user-friendliness. Convenience in everything: making a decision and its implementation, viewing the product. In the case of the following example of product descriptions, the usability is 100% disclosed.
Firstly, the types of products are presented, and secondly, under each type there is a lead-generating button. When you hover the mouse over a chair, the photo changes and the product appears in a different position, which helps the user to understand how the product is used and how it looks.
The following sales ledning contains a complete catalog of the products provided by the company. A separate plus is the beautiful design and color matching of the general theme of the site.
Conciseness is a landing page's best friend. And the following example of the best landing page confirms this.
Stylish and modest, on a white background there is an emphasis on the photo and a small description of the ulugi with a lead-generating button. The rest of the services are made in the form of active links, by clicking on which other photos with descriptions corresponding to the services are opened.
Benefits and advantages on one page
The benefits and advantages of the company for the client are an effective motivation. As a rule, benefits are placed at the beginning of the site to whet the user's interest, and benefits are placed towards the end, pushing the visitor towards the targeted action. Both blocks should contain valuable information, answer questions, suppress the fears of a potential client. Let's take a look at examples of cool landing pages.
Advantages
Both blocks reveal the values of a firm and a specific product. The reader understands where the product can be used, its quality characteristics. As a supplement, the competitive advantages of the company itself were demonstrated.
The next landing page has combined advantages and benefits. By reading and viewing the content, the user is convinced of the professionalism of the manufacturer, which suppresses his main fear - to receive a low-quality product. This trigger demonstrates the best example of a conversion landing page.
In the same block, a chip is introduced that increases the user's confidence in the company - a video that will tell you more about the manufacturer.
The following landing page shows a similar combination of benefits and advantages.
In this case, fears are eliminated. A potential buyer knows that natural honey is a wild rarity. In the case of a one-page page, the naturalness of the product is confirmed by numbers. In addition, the user can obtain information about the product by clicking on the button and contacting representatives of the company.
Another block of advantages is made in a very stylish design and, in general, is quite interesting. The professionalism of the designer is visible, which definitely attracts attention.
It would seem that the advantages can be described with 4 words "Delivery throughout Russia", but the graphic card adds uniqueness to the landing page. In addition, the map itself has a thematic focus, which makes the landing page very cool.
TOP of the best landing pages contains interesting and effective solutions. The next landing has a small block of advantages, which is located immediately below the block with the USP. The block of benefits is designed separately and answers the client's questions of cost, and also strengthens the desire through discounts.
And one more selling landing page that reveals the advantages of the company and the benefits for the client. The principle of the company's operation, which suppresses existing fears, is described as advantages.
Increased desire thanks to a small block of benefits
At the same time, the company demonstrates the benefits for the client not only by using high-quality products during the procedure, but also by hinting that cosmetics are on sale. This is what the button with CTA indicates.
Landing page trust block
A trust block is not a mandatory requirement for a landing page, unlike, for example, a call-to-action block. However, it helps the user decide on the target action. After all, a landing page, based on its specifics, does not provide for a large amount of informational text about the company. Hence, it is better if the trust block is implemented in other ways. Let's see how the TOP landing pages dealt with it.
Option 1. Reviews
It is very practical and convenient to place a block of reviews on the site. A separate plus - photos of real people: not models, not pictures of people, frankly taken from the Internet.
Option 2. Video
Perhaps video is one of the most effective ways to influence a person. Video messages always increase trust due to direct contact with users who have already become customers and convey their emotions "live".
Option 3. Photos
Very often, as an increase in trust, photographs of real specialists who work in the company are posted. In our case, it was decided to post real photos of the salon. Looking at them gives the impression of being elite. And the elite cannot be of low quality. Consequently, the credibility of the company is enhanced.
For sweets. Call to Action (CTA)
The first Landos has a "juicy" CTA, designed in the same style as the site. The desire to place an order is reinforced by a discount.
The only drawback is that the block is placed in the middle of the page. Ideally, another call should have been placed at the very end, instead of adding small buttons that do not immediately catch your eye.
The next call to action contains not only a lead generating button, but also additional benefits for the customer. A very thoughtful appeal.
Rounding out our review is yet another call to action in rich, eye-catching colors.
Let's summarize
As you can see, the selling structure of the selling page is the main and mega-important tool for increasing the conversion of the site. It cannot be said which of the structures shown in the best landing pages will be the most effective. Let's just say one thing: each structure should meet the needs of the target audience as much as possible and maximize the advantage of the company / product / service. Add a stylish and flamboyant design to that and you're sure to get overwhelming landing page conversions. Well, if you are not yet able to create your own selling one-page page, you can always order a landing page from us.
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What should a landing page look like in terms of efficiency? What blocks should it contain and how should these blocks look? After reading the article, you will get answers to these questions and see what the best landing pages look like.
1. Title with USP
The perfect landing page, single-screen or long, always has a catchy headline that:
- immediately lets the visitor know where he is;
- shows him the uniqueness of your proposal.
The title is placed at the top of the landing page, at the user's eye level. Big, bright, intriguing.
The bounce rate depends on the title.
Here are some examples of titles from our company's best landing pages.
2. Descriptor
The descriptor also affects the bounce rate, albeit less so than the title. Usually consists of a logo, company name, slogan, or a few words about services or goods. Placed at the top left or in the middle.
In the event that the landing page has a heading with a USP, the descriptor is made modest - a logo plus a name.
The best landing pages always contain the original descriptor.
3. Block with contact information
Typically located in the upper right corner. A comprehensive contact block contains:
- real phone number;
- email;
- button "Callback".
The call is necessarily used - a request to call.
4. Attractive image
An image means a background - a large picture, on top of which a title, a capture form, and other blocks are placed.
In an ideal landing page, the image corresponds to the theme of the site, is original and interesting. The background color is different from the font color of the title so that they do not merge.
In the screenshots, you see beautiful landing pages with attractive images.
5. Forms of capture
A one-screen landing page contains one capture form, a long one - 2 or 3 forms. The first form is adjacent to the heading - next to it or below it.
The capture form contains columns for entering a name and phone number. A call to action describes additional benefits (gift, discount, additional service) that prompt the visitor to send data immediately.
If there is a promotion on the landing page, the capture form contains a countdown timer.
These are the forms of capture that we equip the best landing pages of our clients.
6. Block with benefits for the client
This block perfectly bypasses the objections of visitors. The block contains 3–8 points.
The block has the following structure: a text describing the benefits and a thematic picture for each item. The arrangement of points is horizontal or vertical. In an ideal block, all paragraphs have the same amount of text, and key sentences are highlighted in color or bold.
7. Customer reviews
The block with reviews is the key one in the landing page.
The landing page must have real testimonials from at least three clients. An ideal option is a scrollable window, such as a slider that can accommodate 5-10 reviews.
Each review:
- contains the name and real photo of the client;
- content with key details that will positively affect landing page conversions.
Here are examples of blocks with reviews on the best landing pages of our studio.
8. Tariffs or service packages
Shoppers love to choose from several alternatives. Therefore, an ideal landing page offers a choice of 2-3 tariffs or packages. It doesn't matter if the landing page sells goods or provides services, the site must have a block with tariffs.
Tariffs should be different from each other and contain detailed information about what is included in them. One of the tariffs is marked as the most popular among customers.
9. Landing Page Examples
This is one of the most important blocks of a landing page. It is by looking at the portfolio or case studies that the visitor decides to take the target action.
A competent portfolio contains only the best works, beautifully designed, does not take up much space. For decoration, it is better to use a slider, with which visitors will scroll through the images.
Having looked at examples of landing pages, the visitor should be convinced of the quality of the product or service.
10. Real contact details in the footer
The final trust trigger is a block with contact information about a company or author in the footer.
In the case of a company, there must be a map with the indicated office location. In the case of the author, all kinds of contacts.
The final capture form is also placed here.
An ideal landing page contains all of the above elements. However, for a landing page to really be effective, all of its blocks must be correctly combined into one composition. And also add meanings, thanks to which visitors take conversion actions on our landing page.
Show all content
“I’ll write a bright selling text for the landing page. 3000 characters for 500 rubles. The term of execution is 2 days. The landing page will sell! ”
How do you like this proposal? Seductive? Perhaps you need to order.
By the way, I didn’t come up with anything, this is a real ad on one popular freelance exchange. A top-rated contractor with a thousand completed orders. After deducting the exchange commission, the author will receive only 400 rubles. Cheap and cheerful.
I will attach a link to the exchange where such offers can be found at the end of the article, and from now on I will try to convince you not to follow it. At least in order to order a bright selling text for a landing page for 500 rubles. Go.
The main thing is not so
It is now fashionable to start developing a landing page by creating a sketch of a page, which can even be interactive, which, of course, is very convenient.
And it seems to be correct. But not everyone understands what a real prototype is.
To understand the situation, let's look at the standard landing page prototype that I found through Yandex Pictures. That is, how the pseudo-guru see him.
Prototype from Yandex It seems that all the necessary rules "" are followed. , high-quality product images, calls to action, time and quantity limitations, there are also reviews. You can give it to development.
True, then you will be asked questions: "catchy headline" - what is it? "Emotional Selling Description" - How's It? “Order at a special price” - do we carry out a special offer every week? Why should there be at least 10 reviews and where to get them from?
Any developer will confidently answer: the location of the blocks is approximate, we can quickly change everything, this is a prototype.
It is important for us to understand one thing: for all its advantages, a prototype is a surrogate. Moreover, a surrogate, which often gives unexpected effects.
To understand the essence of the concept, ask yourself: "What will the user do on your landing page?" Maybe assess the harmony of the arrangement of blocks on the page? Or frantically pressing one of the twenty “Request a call” buttons that the developers have hung on the site according to the principle “to convert”?
Perhaps someone will do just that. But the average user will read. He will try to understand the essence of your proposal in order to decide whether he will become your client or not.
Output:
Creating a landing page prototype without simultaneously filling it with text is more than a dubious idea. You need to start together, or at least with content.
What a proper prototype should look like Landing pages are different
And not only blue or red, but also designed for different tasks (I'm talking about the steps). Therefore, the texts for each case are different.
1. For cold
Landing page for a cold audience A good example of a landing page for a “cold” audience, that is, users who do not know anything about your product or do not have such a problem at all, and it needs to be brought to the desired condition. Maybe a person will not make a purchase right away, but they will definitely remember your offer.
The landing page itself is built in the format of a story by example (there are different options, this is just an example). And there are three stories here, written with life and humor. The very case when the text is at the heart of the whole concept.
Although in fairness I will note: it is also very good here. A great way to stand out from the thousands of training template sites.
Sample structure for a cold audience:
- First screen;
- “Pain” of the audience;
- Product description;
- Its benefits;
- Usage scenario;
- Product details;
- Difference from competitors;
- Reviews;
- Price;
- About company;
- About production;
- About the team;
- Guarantees;
- Block "Question-answer";
- Grand total;
- Contacts.
By the way, I deliberately did not specify the capture forms in the structure, since they are distributed in the landing page by meaning, well, or at will.
2. For warm
Landing page for a warm audience That is, these are people who are aware of the problem and, perhaps, have already heard about your product or company, or have interacted with you.
Here it is important not to procrastinate with "foreplay", but to get down to business immediately and most often start with a demonstration of the advantages.
Moreover, it is important not only to declare declaratively: “We are the best that you had!”, But to prove that you really have the best offer on the market.
In such cases, a specific informational text is perfect, designed to convey the essence of the sentence to the user in an understandable language.
This is especially important if the product or service does not belong to the category of simple, for example, as is the case with banking. The maximum concentration of meaning in each letter and number is important here. And a large amount of "air" does not allow attention to be scattered.
Example of a structure for a warm audience:
- First screen;
- Advantages;
- Catalog / Purchase;
- Description of parts;
- Achievements and awards;
- Work process;
- Briefly about the company;
- Reviews;
- Answers on questions;
- Contacts.
In fact, this landing page is a shortened version of the landing page for cold clients.
3. For hot
Landing page for a hot audience For example, this landing page is for a “hot” audience that already understands the essence of the service. These people just need to clearly show what you offer and how much it costs.
The purpose of the landing page in the example is to “sell emotion”. Therefore, on the first block, the user is greeted with a fast and dynamic video, from which it is immediately clear: an electric scooter is cool!
There is a minimum of text on this site, but every word is relevant. This approach in itself sets one up for making a decision. In addition, if we are talking about a “hot” audience, then the landing page can be made shorter, because the user's need has already been formed.
Example structure for a hot audience:
- The first screen with a “buy” button;
- Description of the benefits;
- Comparison with competitors;
- Result examples;
- Work process;
- Contacts.
Usually, for a hot audience, landing pages are made up of 1-2 screens, since why torment a client who is ready to give money right now.
Types of text
As you might guess, for 500 rubles you are unlikely to write the same heartbreaking story about Petya. And yet, if you find such a silversmith, then do not tell anyone about him and keep him in a black body, so that you don’t think you know what you are.
If the company has additional strong advantages, then it is better to put them out in a separate block after the offer, so as not to overload the first screen.
By the way, there are several working templates to write a good intriguing offer.
2. Headings
The title should be such as to immediately catch the user and indicate the problem that you solve with your product.
If the user does not like the title, then, perhaps, it will scroll a little further, but most likely, it will leave the site. So spend more time on your headline. In addition, headlines are different and each of them has its own purpose.
- Intriguing title
Intriguing headline The main goal here is to create intrigue, to attract the user's attention. Usually some controversial, at first glance, statement is used for this.
Another good option is to press on "pain", that is, to directly state some problem that worries your potential client. True, it is necessary, but this is a topic for a separate article.
An important point: Don't confuse intriguing landing page titles with titles for social media posts, article sites, or. These are two different things. Leave the headlines from the series “How I lost 20 kg in 10 days” for the clickbait masters.
- General heading
General heading Another type of title for a landing page is a summarizing one, that is, a summarizing subtotal, summarizing a block. The simplest example is the heading for the block “Our advantages” or “Question and answer”.
Another classic move is using numbers. And it works for both subheadings and headings. For example, compare:
Headline with a number: “The 7 Habits of Highly Effective People”;
Headline without a number: “The Skills of Highly Effective People”.
3. Subheadings
Subtitle Move on. The headline is just the first step. Important, but we are still far from the final goal. Therefore, the effect of the title needs to be enhanced. And for this, a subtitle that reveals the essence of the sentence is best suited.
And here is an important nuance, the subheading should be shorter than the title. Such a move will not only help to strengthen the headline, but also will not take away the proper attention from it.
And also, remember, I wrote about numbers and I will say this, if you add a number to the subheading, it structures the information, gives specifics, shows the possibility of achieving a big goal in several stages.
Just don't get carried away with numbers, this is a landing page after all, not a blog post “99+ Amazing Photos”. It is important that your offer (price or time to reach the goal with your product) is competitive and realistic.
4. Shootouts
Bullitt As you can see in the example, a bullet (as well as bullet, bullet, list marker) can consist of several elements. This is what distinguishes it from the usual bulleted or numbered list in text format, although the construction logic is largely the same.
So for a regular list, and for a shootout (with some clarifications), the following rules are suitable:
- Agree on the bullet points;
- Strive for the same number of words;
- Do not use more than 5 bullet points;
- Allocate a new line for each element;
- Focus on the benefits
In general, a bullet is a typographical sign for highlighting items in a list. The fact that the text should be structured and easy to read is an axiom that does not require proof.
- Bullet header
Bullet header Like any headline, it should set the user up to read the rest of the bullet. Therefore, it is important to pay more attention to it, otherwise the user will simply scroll further.
- Description of the shootout
Shootout description It is not always used, but if you have come up with a good, “catchy” title, why not add it? Moreover, the text in the description of the shootout should not be much, sometimes just a couple of additional sentences will be enough.
5. Lead to the block
Block lead Sometimes the main idea of a block can be pointed straight ahead, right in the heading. Only, of course, this does not work in all areas.
For example, if we are talking about some complex or expensive product, then the user must be prepared. Lead him into a buying decision by clarifying each thought in sequence. And the liner to the block is very suitable for this.
A small paragraph of text in which you state something, and then proceed to prove this statement, either ask a question and then answer it, or simply explain in more detail the title of the block.
6. Info text
Info text Sometimes on a landing page, you can use just text. No lists, no prettiness, no animation. And here only one condition is important - the text must be good. Without all these individual approaches and flexible prices.
I know these words sound like marketing magic spells to some business owners. And some people are completely sincerely perplexed: “What else to write? Do everyone have such texts? ”. But no. It doesn't work that way, alas.
Therefore, if you have something to tell about your product, and you can do it well and “tasty”, then tell it. Even if you are selling something completely banal, for example, plastic windows.
If you are not sure that the informational text will turn out to be interesting, then it is better to choose some other block. Or at least add some nice accents to the text.
7. Accents
Accents It can be anything: quotes from great people, interesting examples from life, key thoughts. Most often, accents are made in the form of a small graphic block, which distinguishes from the main text by the font or background of the substrate, and sometimes both.
An important point: accents in the text can be used in different ways. Sometimes to highlight the main thing, and sometimes - so that the reader can rest a little. For example, if the text contains a long listing.
WE ARE ALREADY MORE THAN 29,000 people.
TURN ON
Types of text
Now let's move on to the types of text. Naturally, it will not be possible to touch on everything, but I will single out the most common ones. And remember, this is not a landing page structure, and not all of the listed types can be included in it. Much depends on the specific format and type of business.
Another important note: avoid blindly copying ready-made schemes, add at least a little from yourself, otherwise your landing page will dissolve among millions of similar landing pages and it will be very sad. So let's go.
1. Eyeliner = value proposition
Eyeliner It's time to tell you more about your product. It is better to do it briefly, in one or two paragraphs, where you need to mention who this product is for, and how exactly it will help solve the user's problem. Don't go into insignificant details, the time will come for them.
By the way, sometimes the word “eyeliner” is used in describing the structure of the landing page, but this is more of journalistic terminology and it means a kind of brief announcement of the article, answering the questions: “who?”, “What?”, “Where?”, “When? "
In the case of a landing page, it is more correct to use the term “value proposition”, which describes the product in the most favorable light possible.
2. Our advantages
Our advantages It is believed that if a block needs such a descriptive name, then the benefits of the company are so-so.
Of course, this statement has its own logic, but it just so happened that a block with advantages is almost an obligatory attribute of most landing pages on the Russian Internet. Not to say that it was bad, just standard.
So if you show a little imagination and call this block something else, you will only benefit against the general background. Another good option is to post benefits right after the value proposition, without an additional subheading.
And remember that benefits tell the client about benefits, such as making their life easier. Just don't confuse them with features (I'll talk about them later).
3. Features
Features A feature is a characteristic of a product with which a result will be achieved. In fact, no one can handle it better than yourself.
After all, when you created your product, you probably compared it with similar proposals and thought: “And this is how it will work for us”.
Moreover, it is not necessary that we are talking about a revolution in the industry, you can use an already known, but still a good solution, for example, learning in a playful way.
If you don't have a feature, it means that it's time to come up with it! Even in the most prosaic business, you can find something interesting and unusual.
For example, for a cleaning company, it can be a small bouquet of flowers as a gift. For the scent. Just do not forget to clarify whether the person has allergies, otherwise, instead of increasing loyalty, you will get the opposite effect.
4. Figures and facts
Figures and facts People love numbers and facts. Therefore, on most landing pages you have probably seen blocks from the series “10254 satisfied customers”. Sometimes this block is used as a block of advantages, which, in general, is not entirely correct, although it is quite common.
However, in my opinion, it is better to save the facts “for later” and place a block with convincing numbers in the second part of the landing page.
5. Step by step guide
Step by step guide Can be used for even the simplest product. Just remember that what is obvious to you may not be obvious to the user at all.
So draw a roadmap for him. Just describe the action as specifically as possible and use the imperative verbs: “Leave a request for a call back”, “Take the test”, etc.
