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The 7 Important Elements of a Landing page

udience Specific landing pages

magine having the perfect marketing campaign, speaking to the perfect audience who is ready to buy your most expensive car. You’ve done your homework, say all the right things and now they stand in front of you with their wallet in hand.

You can see they’re already daydreaming about their new vehicle.

Then you open your mouth to speak and nothing comes out but a language you don’t understand. In an instant, dark clouds begin to close in the sky as you realize you have no way of communicating with the buyer. You want to ask them what they would like for the interior of their new vehicle, but what comes out may as well be ancient Sumerian.

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That feeling of dread as your perfect client looks at you— first with confusion, then with anger— is exactly how your prospective audience feels when you don’t use an audience specific landing page.

That’s right— one size doesn’t fit all.

Not only do you risk confusing them, but you likely won’t see them again. The elements of a landing page are so important that when you get it wrong, you aren’t just speaking gibberish, but failing to build rapport. You run the risk of becoming that sleazy used car salesman that uses the same pitch on everyone as if you don’t know how else to secure a sale.

You’re inviting them to take their business elsewhere.

Essential Elements

The connection between the marketing campaign and landing page has to be linear. No single element can be missing from your landing page and each one must be established with your specific audience in mind.

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Headline

What catches your attention may not catch mine. That’s why when you segment your audience, you want your headline to zero in on the exact pain point for the audience you are delivering to the landing page. It could be driven by age or vocation, but what’s important is that you speak to them directly as though from inside their head so they are compelled to read on.

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Compelling Content

Just like your headline, you need content that speaks to the reader, building rapport and urging them forward. When you have generic content, your missteps are visible and your language feels blocky, like you don’t know what you’re talking about.

Media - video and imagery

You wouldn’t test drive a truck when you’re selling a luxury vehicle, would you? It’s no different on your landing page. You want appropriate and engaging media that gets your audience excited about what they’re buying.

Trust Indicators

Whether you use social proof like reviews or implicit ones like a privacy policy, trust is important. This is a major purchase and your buyers need to know you aren’t a sketchy company. Remember to use reviews by similar buyers for each landing page though. Just like your content, you need to align the review with what you are selling.

Z

Lead Capture Form

Ask too much and you will spook some buyers, ask too little and you won’t seem trustworthy. Your lead capture form needs to be direct and achieve one purpose, getting the contact information of the buyer. There is another dimension to this however; time. You need to be timely with your follow up, but not too fast to seem needy. It’s a delicate balance that will change depending on the audience viewing the landing page.

Strong Call to Action

It comes down to between two and five words, but if they aren’t perfect, it won’t matter. You need a call to action that is visually appealing and compelling to get that information.

WHY?

Because as much as you’ve enticed the viewer to land on your page, sussing out their contact information is not only an art, but a science. Simply put, no one wants to give out that information. It means you have power over them.

Reduce page clutter

This element comes in two forms. The first is the effective use of white space. Just like you take a deep breath before your sales pitch, you need white space to highlight the other elements.

The second part is not having an exit path. A landing page shouldn’t be conventionally tied to the rest of your website. Your audience comes for a specific reason. Never give an excuse to leave. The “more info” button is the call to action. If they aren’t ready, then they will navigate away and you will need to retarget them with your other marketing.

Look at the Analytics

Everyone does audience specific ads but we’ve realised that connecting them to audience specific landing pages is the what really generates successful conversions.

 

Not using a customized landing page is like selling a Model T in today’s economy. Black, black, and black, doesn’t quite cut it with the new buyer, nor does using the same language and creative content to establish rapport and eventually lead them through the purchase journey.

 

Take a look at your campaigns. Are you using an audience specific approach from start to finish for design and creative? Don’t be one of those dealerships that build it and assume it will run on its own. Review the analytics and understand the heat map so you can adjust the pages to resonate with each audience specifically.                                                                                                   

Thanks for reading! Stay tuned for more content.

Cheers,
Jason Harris

 

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