Each stage of the marketing campaign is dedicated to its own goal
Posted: Wed Jan 29, 2025 5:21 am
You've probably heard that the headline is considered the most important element of any landing page. Marketers sit around the clock to come up with the coveted offer that will help them achieve success.
It is not surprising that this topic is in high demand and causes heated debates. In recent years, many materials have been published on how to correctly compose a page title. All this has formed a somewhat overestimated idea of the role of the title in the Internet community.
The headline is a kind of Durandal of the landing page, the purpose of which is to:
capture the visitor's attention;
match the call to action on the CTA button that brought australia phone number data the person to your page (phrase match between the ad and the landing page);
increase keyword rank;
convince the visitor to read further, that is, to arouse interest;
indicate the essence of the sales proposition, the value of your product;
be a summary of the entire page;
lead to the purchase of your product or any other target action.
In fact, it is quite naive to think that the final result of your work depends on 6-12 words. The goal of the landing page is to convert the visitor, which means that every element of the page, including the title, should serve the general purpose. This includes the subtitle, and all other content, and the subscription form, and the call to action button, and even the order confirmation page.
Think of the elements of your landing page as stages on an assembly line. Each is responsible for their own job, which must be done correctly or the entire process will grind to a halt.
The table below lists the main elements of any landing page and the tasks they perform:
Element Task
Headline Keeps visitors on the page in the first seconds
Subtitle Draws visitors' attention to the main text
Main text Leads to the conversion goal
Social proof Turning Skeptics into Followers
Form Heading Reduces anxiety on the way to performing a target action
Lead form Makes you want to fill it
STA button Makes you want to click on it
Can any element do more than it is supposed to? Of course. But the potential for error is also much higher. While a headline can indeed solve several problems at once, don't let it do all the lead generation work.
The same logic should be followed not only when designing a single landing page, but also the entire system of interaction with your client.
It is not surprising that this topic is in high demand and causes heated debates. In recent years, many materials have been published on how to correctly compose a page title. All this has formed a somewhat overestimated idea of the role of the title in the Internet community.
The headline is a kind of Durandal of the landing page, the purpose of which is to:
capture the visitor's attention;
match the call to action on the CTA button that brought australia phone number data the person to your page (phrase match between the ad and the landing page);
increase keyword rank;
convince the visitor to read further, that is, to arouse interest;
indicate the essence of the sales proposition, the value of your product;
be a summary of the entire page;
lead to the purchase of your product or any other target action.
In fact, it is quite naive to think that the final result of your work depends on 6-12 words. The goal of the landing page is to convert the visitor, which means that every element of the page, including the title, should serve the general purpose. This includes the subtitle, and all other content, and the subscription form, and the call to action button, and even the order confirmation page.
Think of the elements of your landing page as stages on an assembly line. Each is responsible for their own job, which must be done correctly or the entire process will grind to a halt.
The table below lists the main elements of any landing page and the tasks they perform:
Element Task
Headline Keeps visitors on the page in the first seconds
Subtitle Draws visitors' attention to the main text
Main text Leads to the conversion goal
Social proof Turning Skeptics into Followers
Form Heading Reduces anxiety on the way to performing a target action
Lead form Makes you want to fill it
STA button Makes you want to click on it
Can any element do more than it is supposed to? Of course. But the potential for error is also much higher. While a headline can indeed solve several problems at once, don't let it do all the lead generation work.
The same logic should be followed not only when designing a single landing page, but also the entire system of interaction with your client.