"24 Landing Page Elements You Need to Know"

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Carefully reread the text on the landing page and remove all empty phrases like: "a comprehensive solution to your business problems", "a simple solution to complex problems" or "achieve success with us". These templates do not bring any value, but only clutter the information space of users.

Secret trick
How to filter landing page text: try replacing all adverbs and adjectives with antonyms. If you end up with nonsense, you can safely remove them without losing the meaning.

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For example: "Professional installers will install find your mobile phone numbers database the air conditioner quickly and efficiently." The opposite: "Untrained installers will install the air conditioner slowly and terribly." Sounds funny.

How to fix: "Each specialist has at least 5 years of experience in installing air conditioners, the senior installer completed an internship at the manufacturer's plant. We provide a 1-year warranty on installation and subsequent maintenance."

Prove what you claim
Be careful with the facts. Users will regard any inaccuracy as a lie and manipulation. Figures and promises taken out of thin air will reduce the landing page conversion.

For example:

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Marketing guru Igor Mann and coaching expert Dan Kennedy would envy such guarantees. But they sound implausible.

Here Apple builds its advertising messages on clear evidence, backed by numbers:

Landing page conversion.webp

Landing page conversion.webp

Use photos and videos of the product, reviews from real, not fictitious users, as evidence of your words.

Use only real reviews
Unscrupulous businessmen do not take reviews seriously. They think it is easier to write them themselves or delegate the task to a copywriter. But if users find out that the review is fake, the site's conversion will drop sharply. No one will believe such reviews: "Super store!" and "I recommend everyone to buy from this store, I will definitely come back here again."

The optimal structure of a review: "The nature of the problem. - Why I contacted this company. - How the problem was solved. - Result. - Recommendations."

Good example:

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Satisfied customers are usually willing to leave a review about the company. To make it easier for them to do so, offer a convenient form for this.

Add personalization
It's simple: the more accurately your message matches the specific need of the landing page visitor, the better the response.

See how Get Taxi personalized its sales offer for different segments of the target audience:

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Too much or too little text
The number of characters in the text depends on the offer and market niche. The length of the text is directly proportional to the complexity of the product. In B2B, with a long decision-making cycle, it is necessary to provide for work with objections using photo and video evidence, screenshots, and calculations.