“Above the fold” is a term for online marketers who capture the newspaper industry to refer to the first content the user sees. In the newspaper, “above the pen” is a real word, but online retailers use it to describe the content in the top 600 pixels or on the landing page.
As it is the first thing your users see on your page, more than just folding – like the good story of the front page – is the key to drawing potential buyers, so you will want to do the above content as many clicks as possible. Let’s take a look at the common content above.
A. Main Heading
A good title or heading (with a hero shot) is like a lighthouse for your potential customers. It Informs them, “Yes, you are at the right place, and here is what you can get …”
Depending on your business, marketing, and what you want people to do with your page, you may want to use different types of topics.
B. Sub Heading
If it is difficult to refer to who, why, and what about your audience in your article, you can expand on things with a supporting topic or subheading. Think of your supporting topic as an opportunity to fill in some important details.
Your topic should always be the most important and compelling argument to take any action you want someone to take. but sometimes the extra details below can be pushy people who really need to change.
C. The Hero Shot
After all, your main and supporting articles may mean just a few words. It can be difficult to get someone to respond emotionally with one or two sentences. That would take hundreds of thousands of words.
Fortunately, for that, we have pictures. In many ways, your shot hero can be just as important as your title. Your hero was shot by the beauty part of your landing page that tells people. “yes, you’re in the right place and you can trust this company” without them even knowing it.
2. Call To Action
CTAs are a great way to promote the content of landing pages. Remember, a CTA needs to be linked to its content and landing page. The more the correlates, the more likely it is that people will change. Post CTAs on site pages with many visits related to the offer and blog posts that support the offer.
If you want to grow your business, its page will quickly make it clear that you have found someone who can help you with that and encourage you to take the next step in making that happen. In addition, the CTA is clear and straightforward. Most people on the Internet are looking for instant information, so if you make it easy for them to find and absorb your CTA, they are more likely to change.
3. Social proof
Unfortunately, many people do not naturally trust marketing materials. Often, many retailers tell a story that puts their offering in the best light possible. After all, retailers are making money by telling people that their product is good. Maybe the offer is as good as you say, but it’s hard to trust a paid person to talk about how good their gift is. On the other hand… real customers?
They will tell you exactly what it is. Because of this, the proof is an easy way to add social evidence to your landing page. Unfortunately, because it is so easy to compile (or even lie), the evidence usually does not carry much weight. Therefore, if you want your evidence to be reliable, you need decent, reliable sources.
4. Show Benefits
When someone starts browsing your landing page, it means you are doing something right. Whether it was your ad, a subtitle, a hero shot or something, people who read your entire landing page basically tell you, “I’m interested. Sell me why I need to change.
” The problem is, most businesses do not know how to communicate with them or what they are selling in ways that are important to their potential customers. Why? Yes, all businesses are fighting against egocentrism. After all, you spend the whole day, every day thinking and improving the product or offer. It is natural to want to talk about all the special things that make your business different! The only problem is, the people on your landing page don’t care.
A good landing page should naturally lead the user to the conclusion that conversion is in their best interest. To do that, yet, you need to know exactly what you want them to do and why they do not want to do it. After that, throughout your landing page, you deal with their complaints and sell them at the price of what they get in exchange for conversions.
Basically, when someone comes to the end of your landing page. you have one last chance to convince them to change (luckily, this is a good place for another CTA). With your closing/confirmation statement, you should summarize everything you cover throughout your landing page. and include any extra sales points that you think could close the agreement.
Honestly, most people won’t read your closing statement/confirmation statement. but for people who make up your entire page, a good conclusion would be the difference between them hitting the back button or switching.
How to drive traffic to a landing page?
Another important question is how to bring traffic to your landing page? You will need to prepare a funnel for your landing page to work. Fortunately, you have many options. Let’s take a look at some of the most common traffic sources on the landing page.
1. Email marketing campaigns
The email marketing campaign is often regarded as the most effective marketing channel out there. due to its high accessibility (and low cost) compared to other platforms. A 2018 study by Radicati Group projects that will have 4.2 billion email users by 2022. That is more than half the world!
Powerful integration of emails and landing pages can be used both to enhance existing relationships with customers. and to discover new ones. After creating a contact list, your carefully crafted email allows you to attract readers with your gift, while the landing page fills in the details and directs visitors to the call to action.
2. Paid Social Traffic
Posting ads on social networking sites such as Facebook, Twitter, Instagram, or LinkedIn is a great way to target individuals. and communities who will be particularly interested in your product, regardless of whether they are currently in the market.
Instead of people looking for “club cheese of the month,. you can advertise for people who have included “appreciate cheese” in their interests list on their Facebook profile. The beauty of it is that you can communicate with customers before they start looking for your product – or before they want it!
Also to providing advanced identification features, each social channel has its own features. Instagram, for example, works well on products and lifestyles with a powerful visual ad. But, B2B advertisers are more formal & prefer to use LinkedIn to reach professionals working in specific areas.
3. Traffic from organic search
The term “organic traffic” means any visitors from a paid source – like the lower half of Google or Bing search results (SERPs). By creating compelling, legitimate content on your website or landing pages, you can ensure that your business appears frequently in related searches. The higher your content, the better.
Calling it “unpaid” is a little misleading, though. It does not mean that there is no time and money invested in the standard. (As long as it is!) There is a whole field of experts dedicated to delivering live traffic from Google as much as possible through careful strategy balance, technical knowledge, and good content creation. That is the use of search engines (SEO) for short.
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