Now that we’ve understood what landing pages are and what their objective should be, let’s move on to understanding their anatomy.
The anatomy of a landing page:
Every landing page like almost all pieces of copy has a headline.
The purpose of the headline is to make sure your prospect reads on – you’ve got to capture their attention so that they keep paying attention. I’ve written an entire series of articles on capturing attention. They would make a great read if you haven’t already read them. Also when it comes to landing pages – remember that your headline must have coherence too. The headline is located at the top of your page and should be the first thing your customer reads.
I will give you even more specifics on headlines in the next article, but because this one is focused on anatomy – let’s make sure we cover everything.
Right after the headline comes the:
The Deck copy is optional – some marketers choose not to use it. But it can be instrumental in keeping your prospects attentions sometimes. The purpose of your Deck copy is to elaborate on your headline and substantiate it with a reference to some sort of credibility element.
This normally is the tiny paragraph right under your headline.
Sub-heads are placed at different parts of your landing page – normally a landing page only has 1 or 2 of these. Unlike full blown sales letters – which have many sub-heads. Sub-heads are meant to quickly highlight to someone who is skimming through your page the “essential” features.
Because landing pages don’t have that much content – they don’t need that many sub-heads. But you should have one at least where necessary to highlight something you would want a skimming prospect to know before they choose to quit the page.
Bullets are what make the meat of your landing page – they are a list of all the features and benefits your prospect gets by opting in. They pretty much are what sell your gift/incentive to the prospect so that they decide to opt-in.
All landing pages have a central image or video that takes up a bulk of the landing page space and clearly show what the prospect will be getting for free if they choose to opt-in. Usually people a use a 3D image depicting the cover of a report or a quick video.
Once again this is optional – a lot of landing pages don’t have testimonials but having them can increase response rates – as long as they are good and short. These should be by customers who have read your report/incentive.
Call to Action
The final part of your landing page copy is the call to action – asking your prospect for giving their information to you NOW and taking their incentive. This normally is at the end of a landing page or more commonly on the right side of the bullets and image and headline. It is right before the actual form.
Finally the optin form itself. This is where you ask your prospect to actually enter their information. These optin forms are located right under the call to action. Depending on the format of the landing page, these are normally located at the end of a landing page or on the right side.
And that’s pretty much all there is to the anatomy of a landing page. In the next few articles, as part of this series, I am going to show you cool tricks and methods to get each one of these components right.
That’s all for now. Stay tuned.