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Also known as the value proposition, this is where you present your core description of what the page is about.
Your USP is a high-level term for a collection of statements that you use to explain what your offering is. As a direct extension of the headline, where it follows the primary headline in such a way that it’s like finishing a sentence. To extend the message by applying an additional persuasive message to support the primary one.
If people can’t determine the purpose of your page from the main headline (and subhead) you’re doing something wrong. As your landing page comes to a close, you have one final chance to communicate the benefit of your offering. It’s common practice on long landing pages, to repeat your call-to-action in several places.
This is where you present test subjects (people) with your landing page for 5 seconds, then hide it from view.
You will learn all about how to write effective headlines in part 5 of the course on landing page copywriting. The hero shot is the best photograph or graphical image of your product or service, designed to make it stand out as something worth attaining. Notice how the main headline, supporting headline and hero shot combine together to show exactly what the page is about.
Your hero shot should dominate the page, making it immediately clear what the page is about. People are more likely to understand your product or service if you can demonstrate it in action. Following the other elements on your page, you should by now have the attention of your visitor.
Your benefit statements should attach directly to the pain felt by people seeking out what you are offering.
To support your brief benefit statements you want to extend the bullet point descriptions into a more detailed overview of their purpose and benefit. The important point to remember here is that you need to communicate the benefit of your offering first. You often want to include imagery here that shows how each feature will look when being used, such as screenshots, where applicable. To a visitor, this is presented in the form of a Call-To-Action (CTA), which can either be a standalone button on a click-through page, or as part of a lead gen form.
Your CTA is critical to conversions as it’s the target of your pages’ conversion goal – in other words, it’s what you want people to interact with on your landing page. On your landing pages, the call-to-action represents the tipping point between bounce and conversion.
Both these elements have direct impact on conversions; however, they play two different roles in the conversion scenario.
Button design is a visual cue that helps attract prospects’ attention to the call-to-action. Often, the best way to understand the design of CTAs is to look at examples for inspiration. A simple guiding principle for CTAs is that the copy (text) on your button, should describe exactly what will happen when it’s clicked.
There are lots of incentives you can give away to prospects in exchange for their personal data. A fair exchange for a newsletter registration would be an email address and perhaps a first name.
Always try to balance the “size of the prize” (what you are giving away) with the level of information you are asking a prospect to provide.
Your confirmation page is the first thing a new customer or lead sees after they have completed your conversion goal. For a click-through landing page, the confirmation page is encountered further down the sales funnel, often after the prospect has become a customer by purchasing something from you. The opportunity for more subtle follow-up marketing: keeping people within the sphere of marketing influence if they follow or share on social media. If you completed “Landing Page 101” you should already have a free account to build your pages.
Watch this video to see how to build a landing page from a blank canvas, adding each page element to create a fully designed landing page. Using a dedicated landing page for an email marketing list can lift conversion rates up to 50%. Better yet, a landing page per list, or per campaign, gives you the power to maximize the effectiveness of each individual funnel.
Perhaps best of all, dedicated email landing pages allow you to use all of the great conversion optimization techniques that usually apply to your landing pages, so you can use the same tactics in relation to email marketing. Over the last 12 months, there seems to have been a big lift in the number of online businesses using dedicated landing pages to drive an increased number of leads into their email marketing funnels.
If you have a B2B software company then this example from HubSpot is one of the purest you’ll find. Each of the above examples employs a number of tricks that you must use if you are setting up a landing page dedicated to collecting leads for your email marketing. The Unbounce example above uses arrows to further highlight its already obvious call-to-action (CTA).
Having a big, colorful button is a no-brainer and a standard landing page optimisation strategy, so make sure you do it, too! A key benefit of using a landing page over a simple subscribe form in your footer or sidebar is that you can really sell your email marketing campaigns.
Write copy that addresses the key why of your marketing list and answers customers’ key questions or doubts about why they should subscribe. You don’t have to make it long, the AWeber example above does a great job with seven clear points and great copy as to why you should subscribe to its blog newsletter.
Social proof shows visitors that they need to subscribe; otherwise, they’ll miss out on what the crowd is getting!
Both of these tactics are great as they help you drive otherwise “dead” traffic (traffic that may not convert to your primary call-to-action) into potential subscribers that you can then educate, earn their trust and convert into customers! Any time you do a webinar, share a slideshow, use social media, or even just send emails with a signature, you can easily drive customers to one of your dedicated landing pages (preferably the most targeted one) and get extra subscribers without additional effort.
Having the right landing page for the right content will also dramatically increase your conversions.
This guide will give you the knowledge you need to set up at least one dedicated landing page for an email marketing list.
For even more detailed tips on this tactic, you should check out parts 1 and 2 of Vero’s guide to using landing pages in conjunction with educational content to maximize the number of leads that turn into paying customers. Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. MarTech: The Marketing Tech Conference is for marketers responsible for selecting marketing technologies and developing marketing technologists. SMX Advanced, the only conference designed for experienced search marketers, returns to Seattle June 22-23. Landing pages are one the most important aspects of your online marketing strategy because they landing page pictureare the first impression of your website that your new visitors will get.
Landing pages are a must for lead generation because these pages have one main purpose: converting visitors into leads. The layout of the landing page is also a very important to boost the conversion of your page. If you haven’t learned about keywords and keyword match types, as well as bidding and other factors that determine your ad placement, please read our Google AdWords Getting Started article. Inspiration for your ads can come from Tweets that have been successful, from testimonials from customers, or from blog posts that created a stir.
You’re not going to spend all this time choosing keywords and organizing campaigns only to send people to your home page when they click on an ad – right? When used with Google AdWords, a landing page must also be obviously relevant to the keywords and ad that lead the visitor to the landing page. As co-owner and chief inbound marketing consultant at Scalable Social Media, Alisa Meredith spends a lot of time keeping up with online marketing trends for the benefit of our customers. Norwegian Cruise Line are continuing their fabulous Free at Sea promotion with exciting packages just for you. Running aboard a cruise ship during a zombie apocalypse may sound like a good idea, but passengers sailing with Norwegian Cruise Line may be in for a bit of a fright.
The Walker Stalker series of zombie and horror conventions that have been held in cities such as Chicago and London will be coming to Norwegian Pearl for the special three day sailing.

The list of Celebrities from the series set to join guests currently includes: Norman Reedus, Chandler Riggs, Emily Kinney, Sonequa Martin-Green, Chad L. The anticipation for Norwegian cruise lines’ first ever breakaway-plus class vessel has been taken up a notch in the last couple of weeks as building work began on Norwegian Escape.
Norwegian have also announced that this ground-breaking new ship will include a number of features which passengers sailing on the Norwegian Breakaway and Norwegian Getaway have fallen in love with. Cruisers have been raving about The Waterfront boardwalk and have really taken to the way that it brings them closer to the sea and offers an interesting way to discover the various public spaces on board.
Whilst many successful venues from Breakaway and Getaway, such as Cagney’s Steak House, La Cucina and Moderno Churasscaria, will make an appearance on Escape; Norwegian have promised some exciting new venues too. As you may have already read, Norwegian Epic is going to become "our" ship year-round soon.
Norwegian Epic continues to wow guests - she's in a class of her own in terms of entertainment & facilities and now you'll have the opportunity to experience this ground-breaking cruise ship year-round! Norwegian Epic will offer 10-night Canary Islands & Morocco itineraries from Barcelona starting November 29, 2015. Guests looking to celebrate Christmas 2015 on board Norwegian Epic can do so on a 9-night Canary Islands & Morocco itinerary which will be offered on December 19, 2015. Guests looking to cruise to the Western Mediterranean in the winter on Norwegian Epic can cruise on their choice of 6-, 10-, 11-, and 12-night itineraries. Guests looking to cruise through the New Year can set sail on December 28, 2015, from Barcelona on a 6-night cruise. NCL Freestyle Cruising® offers the most flexible, customisable and fun holidays at sea aboard 11 luxurious, contemporary ships in Europe, Caribbean, Hawaii, Alaska and America. With NCL cruises, from the moment you board their ships, you’re free to play when you want, wear what you want and dine when you like with who you like. Whether you’re planning a romantic cruise for two, a big family reunion, or a get together with friends , we’ll accommodate you in style. Having spent a night onboard Norwegian Breakaway in April 2013, I was intrigued to see what changes had been made to her sister Norwegian Getaway, the second of 4 ‘Breakaway Class’ ships. We spent a night onboard the brand new NCL ship Norwegian Breakaway in Southampton, before she set off on her transatlantic crossing to her new home port of New York. Guests travelling with Disney Cruise Line this summer will be greeted by their favourite characters from the popular Disney film, Frozen. Highlights will include: a spectacular deck party, a new production number in Disney Dreams, character meet and greets, storybook adventures ashore and a new themed bar on the Disney-owned Caribbean island, Castaway Cay. On board select Disney Magic and Disney Wonder sailings to Europe and Alaska, the ship will be turned into a scene direct from Frozen for a fantastic deck party. Debuting at sea, the Walt Disney Theatre will bring a brand new and original production on board the Disney Magic.
Other new features include Anna & Elsa’s boutique, where aspiring princesses sailing on board Disney Magic will be able to receive a very special fairy tale makeover, inspired by Anna and Elsa.
The force is strong with Disney Cruise Line and fans of the Star Wars franchise will be excited to hear about new themed on board features. For the young padawans inspired by the Star Wars series, there will be a newly themed area of the Disney Oceaneer's Club which is open for children aged three to 12.
After climbing off the Millennium Falcon, young Jedi hopefuls will be able to learn lightsaber moves from a Jedi Master before applying their skills against the evil Darth Vader. The Disney Infinity interactive space will provide even more fun for children with the Disney Infinity Toy Box area. Kids will able to transform into aspiring princesses and knights in the Bibbibi Bobbidi Boutique, with a little help from a fairy godmother in training. It’s not just children who get to enjoy new on board features, as parents will have an area to themselves on Deck 13. Disney Dream’s dry dock will take place in the Bahamas from 4th – 24th October, before her debut sailing on October 26th. Join Darth Vader, Chewbacca, Boba Fett, Storm troopers and other characters from the Star Wars Universe on board eight Disney Fantasy sailings in 2016. Disney Cruise Line guests can meet and greet several characters from the Star Wars saga as they make their first appearances on a Disney Cruise Line ship. There will also be exclusive screenings of the Star Wars films and the new Disney XD animated series, Star Wars Rebels. Families can enjoy a range of Star Wars trivia games that cover fun facts from the films and television series and there will be a wide range of Star Wars themed arts, crafts, games and activities in the youth clubs. For the adults, there will be a Star Wars theme in the night club which will be decorated like a Mos Eisley cantina scene and many Star Wars themed cocktails will be served. If that’s not enough, there will be a Star Wars Deck Party with fireworks, music, dancing, games and the chance for guests to join Star Wars characters in a show celebrating the saga. In Summer 2015 Disney Cruise Line will be visiting the lands that inspired their hit movie 'Frozen' for the first time. Plus, there are also all new itineraries to the Baltic regions, visiting Denmark and Russia with departures from Dover. With decks of sun-drenched Disney magic that you won’t find anywhere else, Disney Cruises set every family member on course for spectacular Disney entertainment and unrivalled relaxation. Sailors of all ages can unwind together as a family or separately in their own dedicated areas, each designed exclusively just for adults or kids, while enjoying a vast array of clubs and activities only available on a Disney cruise.
Even the names of the ships you will be sailing on give off the air that something enchanting is waiting for you around every corner. This was the first cruise from Galveston by Disney and cruised to Grand Cayman, Costa Maya and Cozumel, a good balance with three sea days.
Today we’re going to take a look at the different landing page elements that go together to build your pages. It’s critical that it very clearly describes what a visitor will get from the page (its goal) and that the message match is strong enough to show the visitor that they are in the right place. An example (for a dishwasher) being “Saves you hours every week by cleaning your dishes for you”.
Ask yourself “What do my potential customers need?”, then write down one sentence solutions to those needs.
A good way to approach this is to expand upon the benefits first, and then if needed, add some feature details below. Then, and only then, do you start to add features – which are typically directed towards those who require more detail in order to make a decision. It’s purely a label intended to keep you focused on this page element when designing your page. When you ask someone to do something online, they have to go through your call-to-action in order to do it – regardless of whether you’re asking them to download a PDF, fill out a form, buy a product, or even just click through to another page. This classic post from Smashing Magazine has a large collection of call-to-action examples. Examples of this would include: “Get my free ebook now”, “Take the 5 minute tour”, “Start my 30-day free trial”. The important lesson for lead gen is to strike a balance between what you are giving away, and what you are asking for in return. In this instance, asking for a phone number and the size of your company would create an imbalance that could hurt your conversion rates.
There is a fine line between being too greedy and not asking for enough to satisfy your marketing needs. For a lead generation landing page your prospect submitted your form turning them into a lead and they are now typically faced with a page that either says “thank you” or provides the link to download content. Take advantage of post-conversion opportunities to extend your marketing potential and reach. Today we start from a blank slate and add all of the elements you just learned about until we have a super awesome, fully functioning landing page. If not, you can open a free Unbounce account (60 seconds to sign up – no credit card required). This means you can play with all of the elements from the moment the customer hits your landing page to the moment they receive and react to your emails. This sounds super obvious but having a really crisp, clear call-to-action is a must, no matter what you are selling on your landing page. There are a ton of guides out there on optimizing landing pages, and a landing page for email marketing is no different. Using a display-style ad in the sidebar they drive traffic to their educational email course. Using AdRoll, Perfect Audience or other remarketing software makes it easy to retarget blog or site visitors on Google and Facebook.
If you have a slideshow on sending targeted email marketing, and then follow up with a link to a landing page that sells an educational email course on the same content, it’ll work very well! If you have any questions on how to get this set up, I’d be happy to help you get going!

Chris spends his time working with Vero's customers to send smarter emails based on what their customers do and don't do on their website. Through pay-per-click ads, email campaigns, and social media promotions, you should be directing your visitors to your landing page, not to your home page.
However, if your landing pages are not attractive or do not present a clear call-to-action visitors will leave the page. Be specific – the headline should relate to the ad that the visitor has clicked, or the email that was sent. The content should demonstrate how your product or service can solve the problem that the visitor has.
Computers have been a passion of hers since her first T1-99, so inbound and social media marketing is a natural fit.
Website visitors favor a easier and ordered site that does not have loads of pictures, video clips, as well as other mess. Between 15 – 18 January 2016, the Norwegian Pearl, which will sail from Miami to the Bahamas, will be transformed into a scene from the hit television series and comic books, “The Walking Dead”.
Passengers will be able meet their favourite actors from “The Walking Dead”, attend question and answer panels and take part in zombie gaming, costume contests, theme nights and much more.
The 164,600 gross tons of ship will be built in Papenburg, Germany and, as the keel was laid in the Meyer Weft shipyard recently, excitement is beginning to grow. The stylish boardwalk, offering an outdoor stroll past rows of shops, restaurants and bars, and the magnificent 678 Ocean Place centrepiece will offer everything they do on the two aforementioned ships plus a number of additional features. This seaside promenade facilitates Norwegian’s much loved brand of ‘Freestyle’ cruising; allowing guests to dine wherever they want, with whoever they want, and offering them a plethora of options in the process. Amongst these will be a 100-seat private venue that is incorporated into the fabulous Taste Restaurant, but there are sure to be many more announcements along the way. From November 29, 2015 to April 7, 2016, Norwegian Epic will set sail from Barcelona on 10-night Canary Islands & Morocco itineraries, and 6-, 10-, 11- or 12-night Western Mediterranean itineraries. Ports of call include Civitavecchia (Rome), Italy; Naples (Pompeii), Italy and Palma, Majorca, Spain. In this respect, they have done away with rules, regulations, clock watching and all that ‘jacket and tie required stuff’ and replaced it with freedom and fun.
So stay on deck and watch the sunset, have a massage or a snooze and just take your seat between 5.30pm and 10pm. Our big, contemporary ships, like Norwegian Epic and Norwegian Jewel, have the most flexible, adaptable staterooms at sea, including interconnecting rooms, versatile family suites and our ultra-luxurious Courtyard Villas and three-bedroom Garden Villas.
Dover was the first stop of the ship’s transatlantic cruise from Miami to its summer port of Copenhagen, where it will spend the summer cruising to the Baltics and Fjords. She is to be the largest ship ever based year round in Miami, and will be offering cruises to the Caribbean. We carefully tailor our recommendations to your requirements and aim to keep you up to date with the best news, reviews and offers. Anna and Elsa will be joined by Olaf on all four ships, with a range of brand new experiences for the whole family. For the boys, they can also join in the fun by transforming into everybody’s favourite snowman, Olaf.
Guests travelling on board Disney Dream after her dry dock this autumn can look forward to two new interactive youth areas; one which is Star Wars themed and another themed to Disney Infinity. As part of the play area, children will be able to board the legendary Millennium Falcon, where they will be able to join the Rebel Alliance and navigate the spaceship through hyperspace.
Through virtual experiences and immersive activities, they will be able to bring Disney characters and stories to life. There will even be a pirate themed party night, where swashbuckling pirates of all ages will be able to unleash their inner buccaneer. This exclusive adult only area will feature a new water feature, Satellite Falls, where guests can relax on benches underneath a gently falling rain curtain that provides cool comfort. She will sail on a four night voyage from Port Canaveral to the Bahamas and Disney’s private island, Castaway Cay. Guests will also get the unique chance to meet celebrities and insiders as they share their experiences of the Star Wars films and series on board. Pyrotechnics, lighting, sound effects, lasers and Star Wars music make for a stunning and unforgettable display on board. There are also fantastic itineraries to the Mediterranean, Alaska, the Caribbean and the Bahamas. Discover many different destinations, highlighting exotic Caribbean escapes such as Disney's own private island Castaway Cay, St Thomas and Cozumel, or Mediterranean cultural centres such as Palma, Rome and Dubrovnik.
Disney Dream, Disney Magic, Disney Fantasy and Disney Wonder could all be the perfect setting for your most spellbinding holiday yet. The ship will be cruising from Galveston until Spring 2013 and cruises will include sailings to Castaway Cay, Key West and Port Canaveral which will include a trip to Walt Disney World.
The first was with Yvonne in the Caribbean and this one was with my two daughters in their 20’s. Often, hearing someone else communicate it will strengthen your own understanding and to help you craft an effective USP.
It sits about halfway down your page, and serves to add a mid-experience message that you want to communicate to your visitors.
Albeit cheesy, the Slap Chop or Sham Wow infomercials you see on TV do a great job of doing this. The concept being that you are more likely to convert if you see that others before you have, and were glad they did. You’ll often see people checking out reviews on their phone while in an electronics store or when considering a restaurant. It’s often the beginning of the marketing process, where the email address gathered is used to send follow up correspondence to try and convert the new leads into customers.
Using ads, you can drive traffic to one of your dedicated landing pages without spending a lot of money.
This could be to call you, subscribe to your mailing list, request a book or book a consultation.
The content should be relevant to your audience and the search term, or advert that has lead them there. Present the content in a short, concise manner, using bullet points or checklists, which support the call to action. Provide extra information for the call to action via a video or image, but do not present too much information around the call to action that you distract your visitors from the main purpose of the site with too much content. Place these somewhere that won’t detract from the main point of your landing page – the call to action! The atrium-like 678 Ocean Place also lends itself to this concept perfectly and gives cruisers an easy way to navigate such a large ship.
Norwegian Epic’s new Europe itineraries will open for sale in Continental Europe in early April 2014. Children will also be able to take part in a number of themed crafts, games and activities; and will also be able to watch episodes from the Disney XD animated series, Star Wars Rebels. There will also be plenty of sun loungers to allow guests to soak up the warm weather, whilst those seeking the shade will be able to relax under a canopy. The Disney Dream will continue to sail three and four night cruises from Port Canaveral to the Bahamas throughout 2015 and into 2016. On a selected day during each of the eight Disney Fantasy sailings, guests will travel the galaxy for a day of Star Wars celebrations that include a deck party, meet and greets with favourite characters, Star Wars themed youth activities and special merchandise.
Other galactic activities include the Jedi training academy, where young guests can train like a Jedi “Padawan” to learn from a Jedi Master the light saber moves needed to protect themselves before facing off against the evil Darth Vader.
Your homepage is a general entry to your business, and is not as easy to direct your visitor to your intended conversion path. The more your call to action stands out with the use of whitespace and a high contrast colour, the more likely a visitor is to be drawn to fill out the form or click on the button. Make sure that the page is clear and the visitors will know what to do, and your landing pages will convert as many visitors into leads as possible.
Oh, there’s so much choice – dine around the world in up to 21 restaurants and dining rooms on a single ship – so just go where your taste buds take you. Departing from Port Canaveral, the seven-night Western Caribbean itinerary includes Cozumel, Mexico; Grand Cayman, Cayman Islands and Disney’s private island in the Bahamas, Castaway Cay.
Since you are directing your visitors from a campaign to your landing page, instead of your homepage, you don’t want them to click through your website, rather, you want them to reach the goal of your website. You have control over what visitors see and you should, therefore, ensure that all roads lead to conversion.

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