Such a tool as Landing Page is already considered a must when promoting a business. This has its own logic, as a landing page, if used correctly, can become a major source of sales. It has many important components, but today we will talk about what the user encounters immediately when he gets to such a site – the first screen.
First screen task
The main purpose of this part of the page is to succinctly and quickly make it clear to the user what kind of site it is and what it offers. If the first screen does not answer these questions, then no one will scroll further on the site.
An exception may be a hot audience that got to the landing page by direct request. Also, for hot traffic, the first screen itself may look different to immediately lead to a sale. For example, it will have an order form or a Buy button.
Despite the fact that the first part of the landing page can consist of different parts, there are elements that are used most often:
– Menu or site navigation (convenient for familiarizing with the section of interest to the user)
– Logo or brand name (can be located on the menu or on the first screen)
– Heading (usually this is the key USP of the company)
– Subtitle (a couple of lines complementing and revealing the USP)
– Picture (this could be a product demo, a photo of a specialist, or another image that complements the offer in the title)
– Target action (order buttons, various forms for filling out, making a call back or making an appointment for a consultation)
– Marketing Tools (this can be a countdown timer, promotional offers, a free service in exchange for contacts, chats or pop-ups, etc.)
Try not to overload your landing page with a ton of elements and extensions. The site will only lose from this, since the user will not understand it and will simply leave. We have selected 5 universal examples that will suit almost any task and will help you make an effective first screen. We did not touch on the menu in them, since this element also has its own characteristics and should be discussed separately.
This is the most common first screen format. It is simple to execute and fulfills its task.
This option is well suited for a specific product or specialist’s services. In the headline, indicate your USP, and instead of the subheading, disclose the value of the proposal by advantages or qualities. In place of the image, we show the product itself or place a photo of a specialist.
It is important here that the video is of good quality and engages the audience from the first seconds. It can fulfill the function of the entire landing page, closing objections or opening a proposal. There is no need to start with a long introduction, then no one will watch the video. Make a short, capacious video that contains key information about your product.
The layout of the screen itself can vary, but as a set of elements, this format is great for most niches. It can also be enhanced with a lead magnet or a discount for filling out a form. And instead of a form, there can be a calculator or an appointment for a consultation.
The visual can be a collage of product photos or an illustration to help reveal the proposal. As a strengthening of the section, a promotion or a time limit of the offer is used.
All elements other than the sentence and its disclosure are completely interchangeable. Another question is the effectiveness of such a landing page. No matter how ideal the format may seem, perhaps a change or a small addition to the first screen will only make it better. Test different approaches to find the best solution.