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The main purpose of every landing page is to generate leads. To maximize the number of leads generated by the landing page, the page must be constructed in the right way, an attractive and intriguing way, which will make the visitors want to know more. There are 7 basic components at the foundation of every successful landing page. Those components are the ingredients of an online marketing campaign, the base on which the marketing concept of the product or serviced you are promoting, is built upon. 

  1. Unique Selling Proposition – a successful proposition, explains to the visitors exactly what they should expect and why they should stay in the page and check out more details. What exactly in the product or service separates it from others? What are you offering that your competitors don’t? The proposition embodies the specific advantage received by the client from using the product or service, in one short and catchy sentence.  One good example of a selling proposition is a certain Pizza company's slogan: "New York Pizza delivers fresh delicious hot Pizzas – fast delivery is guaranteed – up to 30 minutes max!" – short and right on the mark. When building a well constructed landing page, the proposition will be introduced through the main title, and elaborated in the secondary title if needed.
  2. Benefits - in this part you should answer the question: what does the product do for me?" using a short paragraph containing 3-5 bullets for clarification. This is the place to discuss the need for the product and its advantages. It is important to cut back on the wording. If needed, go over it again, and take out unnecessary information.
  3. Illustrative picture – it is said that one picture is worth a thousand words, and rightfully so. This is the main picture, a visual representation of the unique selling proposition. This part helps the visitor understand "what is it?" and "what does it look like?" There are 4 ways to visually represent your proposition:
    • A picture of the product or service being used
    • A diagram illustrating how the product helps solve a particular problem (such as a series of steps)
    • A price comparison table including competitors' prices
    • A prominent graphics that displays the proposition numerically (things like: 20% discount, free of charge and so on)
  4. The usage context – here the purpose is to show the product or service being used in real life situations. For instance, we can show a swiss knife in different uses, or a vacuum cleaner in action. Here too, there are 4 ways to show the context: 
    • A picture of the product or service being used 
    • A video of the product or service being used 
    • Satisfied customers' comments (real ones) 
    • A list of well known, established or branded clients – which adds prestige to your product
  5. Information request – as previously mentioned, the main purpose of a landing page is to generate leads. The best way to do so is by requesting a name and Email address, in return to a small gift or discount. The request needs to be a short non-tedious one, accompanied by a privacy policy.
  6. A backup plan – not all visitors will be quick to enter their details or purchase the product. It is important to keep other options open with the visitors, such as asking them to join in as friends in facebook, suggesting to send a reminder in a day, a week or another specific date (be sure to include a statement assuring the visitor will not be reminded prior to that date), attaching a link for downloading a brochure without having to enter details, or an "add to favorite" option, which is very important in cases of landing pages that are not linked to a home site.
  7. A call-to-action – this is the last and most important part. It is a big and striking graphic, appearing on a button or a link, stating clearly what would happen when clicked on. The click will take the visitors to the main site's page, where they can proceed with the purchase. A simple "Submit" or "Click Here" is not good enough to attract a visitor. A better example would be: "Get a 20% Spa discount coupon now!"

These seven components act as the bases of a marketing campaign and the foundation for a landing page that will attract visitors and generate leads and purchases. They can be organized in different places throughout the page, but should be displayed in a way that tells a consecutive story strongly emphasizing a call-to-action.   

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