Block on how we work for the landing page. Landing page structure

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Landing page or landing page performs only one task - for example, filling out an application, purchasing a specific product to which the page or call is dedicated. If the landing page is executed correctly, then an online store or some small project will increase its sales several times, and it’s all about simple limitation the user, either he buys, or he leaves, but the owner is required to push him to buy, and not to leave.

Naturally, there is no one correct and ideal solution for landing page design, which is due to the individuality of each client, and rules that work well with one product may simply fail in another area. But it also happens that a system that brought many clients yesterday completely fails to work today. For this reason, there is no magic solution to the problem of attracting clients, but there are rules that will help you start and constantly develop your own options, which, when experimented, can help increase sales of an online store or other project.

At the right approach one landing page will attract more customers than a large website crammed with a huge amount articles and goods. However, you should not rush into action and clear your site of information; such pages will help attract visitors from search engines, and then redirect them to the landing page, so as to bring it to the first positions search queries not just difficult, but practically impossible.

There are 15 blocks of information that must be present on the landing page, and besides, they must be correctly designed and correctly located, only after that should you direct traffic to the landing page and wait for customers to contact you. However, remember to experiment, make changes and look for positive results.

Structure of a selling landing page

1. A headline that should hook the client.

This is the most important element of the landing page. If it is done incorrectly or not installed at all, then the whole idea is simply pointless. It is usually written in the style of “unique trade offer"or "biggest discounts".

2. Correct contact information.

Here you should pay attention not just to setting the real phone number, but to the number itself. For example, if the number is toll-free, that is, 8800, then the chances that customers will contact you are very high compared to a regular number. There is also one very a good thing– ordering a call, when the client is asked to indicate his phone number and a convenient time for him, after which from your company to set time you should call the client. This method has a huge chance of increasing the number of sales, because many customers look at purchases after hours, and besides, it’s easier for them to receive a call from you rather than spend their money on calls.

3. Clear title and explanation in the subtitle.

These two sentences are a way to warm up the customer and should briefly but clearly state the reasons why buying from your company is better than the competition.
Some companies resort to a little trick, giving the client something for free, for example “5 freestyle video lessons for free”, after which they continue to work with him and upsell the rest. Naturally, there are losses here. you lose by providing the client with 5 lessons completely free of charge, but after that it is possible to “put the squeeze” on the visitor and sell the rest of the product.

4. Real benefits for the client.

Here the situation may seem a little strange - the client himself must find the benefit, but he must think so. Conduct a survey in your area, then, based on the results, look at the main problems of clients and, when visitors subscribe, post written articles on problematic topics. The client, having seen and read this, will understand what is bothering him and why he needs your product, and will also create benefit for himself and trust in the seller.

5. Home button.

The main emphasis should be on the button that is responsible for some action, for example, making a call or ordering a service, but remember that it should attract attention, but not be too flashy; the client must undergo training before performing the intended action.

6. Reflection of the product in a picture or video.

A picture or video allows you to increase the percentage of completion of the client preparation stage. The system is such that a video clip or, at least, a picture should reflect the client’s problem, which will push him to purchase the product, and there, of course, you need to express how the product will solve the client’s problem.

7. Visitor call to action.

IN in this case simplicity is the key to success. No matter how sad it is, a simple “click on the button and get 5 lessons for free” works better than beautiful description in the form: “Don’t know how? You don't know how, but you want to learn! It’s time to act and we will help you with this!”, or something similar. Make the appeal brief, write what the person should do, and that’s it. This will work better than the beauty and verbosity of the sentence.

8. Reviews about you.

Reviews allow the client to get to know your company in more detail. Show how well they treat you, how much they love your product, and they will develop trust in both the product and the company itself.

9. Guarantees!

Create a guarantee block where you indicate that the client will not lose anything or will receive something from above, for example free shipping, or talk about absolutely new technology. However, you should not limit yourself to simply the phrase “ free shipping” or “new technologies”, expand your offer, put the “more details” button, but under no circumstances send the client to another page, let the explanation open on the same page as a hidden addition.

10. Get rid of water

You must arrange the above in such a way that the client sees it all as soon as he gets to your page. After that he will study, otherwise he will just leave. If, nevertheless, he scrolled down the page, then in this case he should see even more significant statements about the need for this product.

11. Timer for limiting time per action.

He must see that time is inexorably running away and he is losing time to think. Show it, set a countdown timer for a promotion or for receiving a gift.

12. Confirmation of the veracity of the offer.

If possible, you need to indicate well-known partners or at least the number of users who have already purchased the product from you, but you don’t need to lie a lot, don’t cheat, for example, “222,000 customers have already purchased this product,” it’s better to show the truth, for example, “423 customers have purchased We have a laptop."

13. Now we come to the bottom of the page - the footer.

Here you need to once again show the client that you are real and not a scam, indicate various contacts, addresses, OGRN and other information, show copies of diplomas and certificates and the like, let the client know that your company is real.

14. Logo.

A logo can help if your company has already achieved some results in the market and some visitors may recognize you. However, remember that you should not have a menu in the site header. Again, I repeat, but the user should remain on one page, period.

15. Consultation.

If the client has the opportunity to communicate with a representative, ask a question and find out what interests him not from the text, but from communication with real person, then that's just great. Yes, the client will communicate through correspondence, but he will be talking with a real person, and this already gives you a big plus. If you do not have the opportunity to install a permanent employee to communicate over the network, then it is possible to install a block with answers to frequently asked questions, but naturally the effect is not as good as from real communication, but still. Of course, to compose such answers you will have to think about the questions, make a list of frequently asked questions, think through short and competent answers, but this is also a big plus, due to the fact that many refuse an application because of questions, and call and ask them either I'm lazy or I just don't have time.

Having thought through everything to the smallest detail and created one landing page, you should start experimenting, doing something new, changing and developing, because all clients are unique, and you are required to create a page that can satisfy the desires of, if not the entire flow, then at least his parts. And finally, watch the video about what a selling landing page should be like:

If you came to this article, it means you have two goals:

Learn more about the landing page structure;
Find a “blueprint” for the ideal landing page.

We hasten to disappoint you by saying that ideal structure For landing page does not exist in nature. No matter how many different articles you have read in search of an answer to your question, remember that the ideal structure simply does not exist. And all because Landing page structure is the work of marketers, which study a specific business, niche, goods/services, target audience, seasonality, competition and many other criteria, from which the sequence of elements of a one-page website is built. Therefore, each landing page is individual. Therefore, we will not help you with this.

But if you want to learn more about the structure of a selling landing page and are not afraid of large but very interesting articles, then we have prepared valuable information for you. This article will teach you how to create a selling Landing page structure, reveal its principle, features and rules. Ready? Go!

What is the Landing page structure? These are developed and logically structured blocks that, in the form of a kind of story, lead the visitor to the target action. Of course, no one can tell you exactly which block should be placed after which from a logical point of view. Let us remind you that this is all individual. But specialists, including, use it as an effective assistant marketing strategy AIDA.

The correct landing page structure according to the AIDA strategy

AIDA is an acronym for in English, which contains four simple words:

A (attention) - attention:

I (interest) - interest;

D (desire) - desire;

A (action) - action.

Simply put, this is a model of a selling concept invented back in 1986 by a marketer. It is used in all advertising campaigns, and landing is no exception. The goal of the strategy is to attract the visitor’s attention, hold him and push him to action, thereby creating an effective landing page.

Before you begin, you need to determine your target audience. It is she who, first of all, dictates her own rules and will tell you in what sequence to place the landing blocks. To more clearly imagine the portrait of a potential buyer, find solutions to the following questions:

Purpose of visiting the capture landing page;
Purpose of purchase;
Basic and additional decision-making factors;
Possible objections;
Your benefits.

Once the answers are put together, an understanding of the AIDA concept will emerge. Next, it is very important to correctly formulate your idea, which sales copywriting will help with. 90% of success depends on the semantic load of sentences, headings, their value and motivation. If the headlines or structure of the selling text for the landing page are not catchy or motivating, do not expect good results.

Landing page structure using three real examples

Let's move from words to action. To understand the structure of a selling landing page, we took as a basis 3 landing pages developed according to the AIDA strategy.

Example 1. Development of a landing page for the construction and design of houses and cottages

Target audience: men and women aged 30-60 years.

Goal: get a house project/build a premium quality house, get help in choosing materials, find out the cost of construction.

Fears: Getting involved with a new company, an unprofessional or an unscrupulous contractor who will deceive you in cost calculations will not be recommended the best option, will make mistakes in their work. Losing money.

The first ATTENTION block should attract the visitor's attention. To do this, the selling landing page must contain:

Company name and logo;
The first headline, also known as the unique selling proposition;
The second heading, a logical continuation of the first;
Any clues that may attract the visitor’s attention and become interested in the offer/company.

A visitor enters the site and from the first sentence understands what is being offered to him, in this case, what advantage he receives ( short term work and long warranty). In this example, a lead generation form is immediately placed on the right side. It was developed for two reasons:

Hook for the visitor as a discount;
The ability to place an order to a client who is already ready to cooperate.

After reading the title, the visitor has a question: “Why?” Why should I cooperate with this company? If the title and first block make you want to scroll down the site, congratulations, you are on the right track. After all, the next block is “interest”.

"INTEREST"

It is very, very important that a person becomes interested in looking at the information further. If attention is captured, you should prove to the potential client that your company is the best option for him. And give the facts. Facts are perceived better if they are presented in numbers. This is not a mandatory requirement, but specificity always helps.

Now is the time to think about additional factors that can strengthen the visitor’s interest and lead them to the next step - desire. For this, videos or photos can come to the rescue. In our case, this is a range of services. Pay attention to the meaning that the subtitle carries. It contains reinforcing words: “obliged”, “happy”. This is a great move that we advise you to take advantage of.

At this stage, the reader, “heated” with interest, may already be ready to make a final decision and take specific actions. At this stage there should always be a call to action and a button. In our case, the lead generating button is “Get a consultation.”

If everything is done correctly, then you have an ace in your pocket. The visitor will definitely move on to the next step.

"DESIRE"

We invite the visitor to look at photos of the work performed by the company. It is important that the photographs are unique (in no case taken from the Internet!). A person who has already learned about the advantages of a company will want to look at its capabilities.

We kindle desire with benefits and advantages. It is very important here to find the key value, to understand what one really wants to get. potential client. We find the answer and show it to him.

"ACTION"

The last step to fast conversion is a call to action and an order form.

A good landing page should contain a trust block. This could be a video message from a company manager or specialist to a visitor, quality certificates, diplomas, etc. In our case it is real photo company specialist.

Example 2. High-converting landing page structure for an HR company

Audience: executives or HR managers, men and women aged 25 to 65 years old, needing to find employees

the applicant does not want to work in the company
the applicant will not like the working conditions
Finding an employee will take a lot of time
high cost of services
the recruiting agency will not select the one you need

"ATTENTION"

The first block in the landing page structure begins with attracting attention. We attract attention with USP + photographs of potential personnel - they attract attention and increase interest.

In the first block everything is revealed key benefits. A visitor who reads this information understands the essence of the offer, as well as the main benefits of cooperation with a recruiting company. An additional heading explains the complete range of services.

Look more examples offer in an article with recommendations on how to write an offer correctly