Creating a landing page that is both engaging and effective in converting visitors can be surprisingly difficult, even though it may seem like a straightforward task. Data from nexus-security reveals that a mere 10% of landing pages attract the lion’s share of traffic, a staggering 80%.
Adding the “startup” element to the equation further complicates matters. It’s no secret that 90% of startups often struggle. But don’t despair! With the right approach, we can defy those odds. The sheer volume of dull, unclear, and poorly designed startup landing pages presents an opportunity. By conducting thorough research and putting in the effort to create a high-quality landing page, you can avoid falling into the same traps. To secure your place among the successful few, ensure your startup’s landing page includes these eight essential elements:
1. A Captivating Visual Element
In today’s content-saturated online landscape, a powerful visual hook is paramount. Whether it’s an interactive visual, an autoplaying background video, or an arresting image, this element is crucial for preventing visitors from immediately leaving your page.
The ecommerce apparel startup MeUndies demonstrates this principle effectively in their landing page shown below. In addition to a visually appealing design and persuasive copy, a clear, engaging, and entertaining visual hook immediately captures the visitor’s attention.
The seamless integration of the visual hook with the copy, further amplifying the fun and engaging feel for potential customers, is another noteworthy aspect of this landing page. As a startup, this initial interaction with new visitors might be your sole opportunity to make a lasting impression – ensure your visual hook is strong enough to pique their interest and keep them engaged.
2. A Clear and Inspiring Message
Unfortunately, relying solely on visually appealing elements won’t guarantee customer conversions. Every business needs compelling messaging that clearly conveys its identity, purpose, benefits, and value proposition. For startups, addressing the “who,” “what,” “how,” and “why” is crucial to ensure that new visitors fully grasp your business and offerings. This clarity not only helps retain genuinely interested visitors but also benefits them directly. To achieve this, your copy needs to be not only clear and concise but also infused with a motivational tone that inspires action. Consider the example of Babylist. Despite the minimal copy used, their landing page, shown below, effectively communicates their purpose. While I may not be their target audience, the copy’s action-oriented and motivating tone for potential customers is evident.
Nailing this aspect is particularly crucial for startups. Given that your company is likely unfamiliar to most visitors and lacks the advantage of brand recognition, clearly articulating your value proposition and why it matters is essential for holding their attention.
3. An Emotional Connection
Many landing pages overlook this aspect, to their detriment. Harnessing the power of emotions to drive conversions, when executed effectively, is arguably the most impactful strategy available. HubSpot asserts that “Studies show that people base brand decisions on emotions rather than information, and the emotional impact of ads influences purchase intent more than their content.” Why not leverage this emotional connection on your startup’s landing page? This element is particularly effective for startup marketing because your business is a new entrant. Utilizing emotions to drive conversions is far more potent than relying on bland, outdated, and emotionless tactics. Identify the emotion you want to evoke and design a compelling page around it. Boxgreen, a health-focused snack delivery service based in Singapore, exemplifies this approach. The company strategically chose to highlight its mission of giving back as a core part of its brand identity. Consider this:
Through its “One Box, One Meal” campaign, Boxgreen effectively communicates to potential customers that their purchase not only benefits them with a healthy snack box but also contributes to helping those in need. This thoughtful approach tugs at the heartstrings – and it works!
4. Concise, Appealing, and Clear Copy
We’ve all encountered pages overflowing with text, the purpose of which remains a mystery. Nobody browsing online wants to wade through a wall of text! When you’re in the mindset to make a purchase or convert, reading a lengthy article is the last thing on your mind. That’s why keeping your message concise, engaging, and easily digestible is vital for landing page success. Unlike a typical landing page, your startup’s landing page needs to showcase your strengths with minimal text. Why? Because visitors are unfamiliar with your brand, and overwhelming them with jargon will likely drive them away. Take LearnLux as an example. Before encountering their landing page, I was completely unaware of their existence. However, with just six words, I clearly understood LearnLux’s purpose and offerings. Simple and effective! Strive for this level of ultra-efficient communication to ensure your startup landing page embraces this crucial element.
5. Signals of Trustworthiness
When evaluating a company, I always consider customer testimonials and their list of notable clients; like many others, I seek reassurance before doing business with them. As a startup, you might not have an abundance of testimonials or big-name clients to boast about. Growing pains, right? Don’t fret too much; alternative ways to establish your brand’s credibility exist. Even with a modest social media following, launch a campaign that sparks conversations and encourages sharing! While this might require a small investment (such as offering a “prize” to incentivize participation), the resulting validation can significantly enhance your startup landing page’s conversion rate. Entrepreneur Jayson DeMers emphasizes, “People have grown distrustful of brands and now rely on peer actions more than any other form of validation. Cultivating social proof can dramatically increase trust in your brand, making them considerably more comfortable doing business with you.” I admire Bark’s approach, as shown on their landing page below. Each dog gift box they ship includes an encouragement for customers to share photos of their furry friends using the #dogsofBARK hashtag. These images are then compiled and featured on their landing page. An adorable and effective strategy!
Embrace creative approaches to this tactic, and then reinvest the resulting profits to further enhance your startup landing page’s appeal.
6. A “How It Works” Explanation
As previously discussed, conveying crucial information concisely is key to landing page success. A “how it works” section provides an excellent opportunity to elaborate on your product or service. This section typically appears “below the fold” (after your main headline and call to action) but should maintain a clear and concise writing style with plenty of relevant visuals. This is particularly crucial for startup landing pages, as most visitors will be unfamiliar with your brand. To cultivate their interest, you’ll need to provide additional details, but in an engaging and visually appealing way. The flowchart example from Chewse, shown below, is a great example. Not only does it provide easy-to-understand information, but the inclusion of relevant images makes it effortless for newcomers to grasp the business concept.
7. Consistent Branding
While images of people relaxing on a beach with daiquiris might be effective for a beachfront bar or hotel, they wouldn’t make sense for a software company. Landing on a page that clashes with a company’s branding is never a good experience. Ensuring your landing page’s design aligns with your brand identity is critical. This encompasses colors, fonts, imagery, and tone of voice. Every touchpoint should reinforce your brand identity, making it memorable to visitors. This is especially crucial for startups, as visitors will be encountering your brand for the first time. The example from ManyChat below illustrates this principle well. While a photo of someone dancing at a nightclub might seem appealing, it would be misleading. Instead, they opted for an image that clearly represents their offering: a chat service.
8. An Enticing Offer
Offering a freebie or discount is an effective way to generate interest in your startup. It’s no secret that everyone loves a good deal! Startups can leverage this tactic to accelerate conversions on their landing pages; resisting a great deal is often difficult. Offering something valuable in exchange for contact information is an excellent strategy to encourage immediate conversions. Tuckernuck, a startup retail clothing company, executed this tactic successfully using a pop-up on their landing pages, offering visitors a chance to win a free Barbour Jacket.
Building a Successful Startup Landing Page: Utilizing Key Elements
Marketing a startup is undoubtedly challenging, but by incorporating these elements into your landing page, you’ll be well on your way to achieving conversion success in no time!