Last year more than 90% of the people actively used the internet to search for online products or services. And two-thirds of them would have visited a website to know more about them before doing business.
A website is a digital gateway to connect consumers with your business.
Almost 50% of the visitors drop off if the content given on your landing page is not clear, not well structured and if they couldn’t get the information they are looking for.
Most business owners think building a website is a web designer’s job. But, web designers build a webpage based on the information you gave to them. Thus, you need to know why people visit our website. Then, you need to sit and create a wireframe of your website before you assign a web designer.
According to Donald Miller (author of Marketing Made Simple), a webpage should be built as a cinematic story. It needs to be a success story of how your customer (hero) overcomes a problem (villain) with proper guidance (your website) using a gift ( your product or service).
Thus, each section in your webpage is built to serve a unique purpose and set to follow a pattern of positive scenes followed by negative scenes like a good movie.
Adapting and building a story-based webpage have shown a greater reduction in the bouncing rate and increase in sales.
Here are the 7 must-have sections for a landing page to generate leads
Section 1: The Header
Researchers say a couple/pair should have at least 8 seconds of eye contact to fall in so-called love at first sight. Similarly, you have only 10 seconds to impress the visitors and make them engaged. Therefore, you need to directly throw out answers to the following 3 main questions right at the top of your website under the header section. The questions are,
- What is the product or services you offer?
- How those products would benefit the customer or how do those products satisfy the customer’s need?
- What does the customer need to do to buy those products?
If you come up with a clear message that has the answers to the above questions, then that would become the best header and you have passed the first test by keeping them engaged.
Section 2: The stakes
In the header section, you have given the best introduction about your product to the customer and how useful it would be to solve their problem. However, you haven’t introduced yet what their problem is.
This section is all about describing the customer’s ongoing pain points. By listing some of the customer’s pain points, customers think that we are aware of their needs and helping them in alleviating their pains.
Section 3: The Value Proposition
Now, it’s time to put your customers into the driving seat to see the brighter side of their life. This can be done by adding the value proposition of the product/service you offer.
You should sum up all the features of your product and describe how the customer could benefit from it. This helps them feel secure, think and act like an optimist.
This is the second stage of success, as they start thinking about buying your product.
Section 4: The Guide
In this section, you need to guide the customer by expressing empathy and demonstrating authority to solve their problems.
Now you should elaborate a bit more on how you feel the customer’s pain points and what are the best possible steps you are taking out in resolving it.
To demonstrate authority, you can use Testimonials, Clients’ logos and some statistics showing how much your customer profited by using your product. You can also include awards and other recognitions.
Section 5: The Plan
To make your business successful, it is always wiser to have a Call to Action (CTA) button at the top right end of the webpage and the bottom of each section.
However, it would be good, in some cases, to set up a separate action plan to get the business. This would be helpful if the customer is interested in one specific service that you might offer.
Section 6: The Explanatory Paragraph
Now, we need to think about how to rank your website. We need to include an explanatory paragraph with clear content that should be optimised for search engines.
It should be a short story describing what your customer needs, how we solve their problem and how would they benefit by using your service. While describing it, use SEO keywords and end with the CTA phrase.
Another way to impress your customer and keep them engaged is by having Frequently Asked Questions (FAQ). By providing the solutions to different types of customers’ queries, would help them to think about how efficient you are in understanding and solving their problems and queries.
At this point, the visitor might be fully satisfied with your products or services and may lead to making a successful transaction with you.
Section 7: Junk Drawer
Putting all these topics at the bottom of your webpage has two advantages:
- First, the top page will be neat and clear with more space for the Header section.
- Second, while the visitor scrolls down, they can also scan the in-between contents.
Bonus section: The Video (optional)
Sometimes visitors get bored by reading the contents and by searching the information. In such cases, a short video can be posted ahead of the junk drawer.
The video should sum up the content presented on the webpage, should be less than 5 minutes, and in general, it should be your sales pitch. You can also post the shorter version of your video that you posted on social media with the title and link for the full video.
Bonus section: The Pricing Section (optional)
If you have multiple products or services to offer, then you have a choice to put the cost of each service online. Also, you can have a separate webpage to compare your products to increase the probability of selling them.
Also, if you have an eCommerce website, showcase some of the other accessories that would go with the main product (if you are selling accessories) to increase your sale.
Constructing the wireframe for a landing page by adding most of the sections described above will lead to designing a great landing page that virtually talks with the visitor, builds their trust, elaborates the solution you offer for their needs, and finally helps them decide to buy your product or service.