Unique Selling Proposition (USP)
Your USP is typically delivered via the main headline or subheadline. Here you should announce what makes you different from your competitors and why someone should choose you over another brand. In other words, your USP sets clear expectations of why you are the company of your customers dreams and your one-of-a-kind brand promise. In order to do this, you should get to the point quickly before any potential customer moves on. Make sure you have broken down your USP and specific benefit to the most basic level, and set clear expectations that define why your customers should care about your brand and service. Furthermore, you can add a bit of depth to your USP by adding a body copy. Be careful and make sure it is not a block of text which could discourage the reader.
When there is a short attention span, you need to make sure you catch the reader’s attention quickly. This can be done in the form of a ‘hero shot’. This is generally a visual representation of your offer and what you are selling. The idea of this image is to get the customer to place themselves in a scenario where they are using your product or service, so it can be a powerful tool. This image should always be intentional to support your offer, and placed either close to the top, near the body copy or the headline. Other options alongside your graphic can include:
Quick and Digestible Benefits
Whilst the large graphic and USP will get your customers attention, the digestible benefits are there to provide your customers with a little more detail and answer any queries they may have. Make sure your landing page concisely describes what your product is, because at the end of the day people do not want to have to dig even further about what your product or service is. Provide both features and benefits. So what your product or service is and the value you are providing. Put yourself in the customer’s shoes, and ask yourself what you would like to know if you are seeing this product or service for the first time. One way you can see if your landing page is successful, is to get someone you know to look at your page for 5 seconds, and see what key takeaway points they get. Consider re-working your page if they don’t get the benefits in those 5 seconds.
This could be as simple as using a different font, changing the heading or adjusting the copy.
Word of mouth and reviews are a powerful decision maker. And can even make or break someone’s purchasing decision. Before you have committed to buying a product, do you search through the hundreds of reviews online? People tend to do their research before committing. In fact, 92% of B2B buyers are more likely to purchase a product after reading a trusted review. With this is mind, make sure you ask for online reviews from your current customers and respond to reviews (both positive and negative). Not only this but you can keep control of your brand narrative by using social proof tactics such as:
- Awards from reputable organisations
- Trust seals
Sense of Urgency
Last of all, adding a sense of urgency on the landing page will make people feel like they need to act now, or risk missing out. People always tend to do things in their own time, yet if a sense of urgency is added it will increase the chances of a desired action straight away. This can be done by:
- Offering temporary deals
- A promise of fast results
- Adding a countdown
- Temporary free access
- ‘Coming soon’