The UX of a web page is the stage where we structure the page by incorporating all the sections. Here are 6 essential areas for creating a landing page that converts with an effective UX.
1. The Header (Hero Header)
The header is the top part of your web page. It is the most crucial section because if it is not effective, the user will not continue scrolling. Your site's header must therefore contain several key areas:
1.1 A Title
In just a few words, you need to convey the value provided by your product or service.
1.2 A Subtitle
This complements the title by explaining how the value is created or by providing more details about the service or product.
1.3 A Visual Element
Whether it's an image, a video, or an illustration, adding a visual element to your text is essential. It helps illustrate and enhance the added value described in the title. It can also provide more transparency to your visitors, for example by showcasing the product you are selling, thus helping them visualize it. If you offer a service, you can also highlight the experience you provide through a photo, a video, or a testimonial.
1.4 Social Proof
Social proof is a key element to establish trust with your online visitors. It can take various forms such as client logos, certifications, star ratings and the number of customer reviews, one or more key figures, etc.
Whatever form it takes, it is important to use credible social proof.
1.5 A Call to Action
Incorporating a call to action in your header is essential to enhance the user experience by guiding your visitor. This can be achieved through a button to contact, to navigate to a section, to test the product or experience, etc. Don’t hesitate to encourage your users to take action!
2. Features and Benefits Section
It is important to reserve a section on your landing page where you can discuss the various characteristics of your product or service. This area should include two types of content: product features and the benefits provided.
2.1 Features
Highlight the features of your product, detail your service, create a section where you can provide specifics about what you are selling. This area will also allow you to set the tone and integrate your product into a context, trend, or sector: technical, playful, relaxed, professional, precise, etc.
2.2 Benefits
Always remember to emphasize the various advantages that your users will gain by using your solution. Your offer addresses one or more issues, which can sometimes be more or less complex. Describing these benefits is often a way to help people understand your product and envision its use.
3. Social Proof Areas
Social proofs should be present in multiple places on your site. They should be distributed across sections and varied to enhance the feeling of trust regarding the solution you offer. You can vary these sections between
- video testimonials,
- customer reviews,
- feedback,
- ratings,
- awards received,
- organization certifications,
- client logos,
- etc.
To enhance credibility, it can sometimes be wise to use third-party solutions that vouch for the authenticity of this social proof: Google My Business, Trustpilot, Capterra, Verified Reviews, Guest Suite, G2, etc.
4. FAQs
FAQs (frequently asked questions) are quite strategic on a landing page because they often respond to critical questions in the purchasing process. Answers that are essential for the consumer to obtain before proceeding further.
This is also a means to free your teams from numerous inquiries about recurring questions, such as your pricing, return policy, cancellation terms, delivery times, specifics on features, etc.
5. The CTA
Your landing page should contain at least one CTA (Call to Action). This is a zone that stands out more than the other sections and is designed to encourage your visitors to take action. This call-to-action area is often located at the bottom of the page to convert the visitor before they leave the site. It is a very simplified section:
- A title
- An action
6. The Navbar & Footer
The navbar and the footer are two elements that are always present on a website. One at the top and the other at the bottom of every page on the site. They both help to structure the page and navigate easily within the site. They also contain buttons or other call-to-action areas, for example to subscribe to a newsletter.
Finally, these are sections where we can find information about the company such as its logo, access to its social media, its address, legal notices, etc.
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