Nowadays, you won’t find a company that doesn’t use digital marketing methods to promote its products or services. Digital marketing consists of various practices, including search engine optimization (SEO), pay-per-click (PPC) advertising, and content marketing. However, these methods are considered useless if a company’s website doesn’t have something that attracts prospects. This is where landing pages come in.

A landing page is a web page that serves as a destination for a visitor who clicks on a link from another web page, typically an online advertisement or search engine result. A landing page is meant to give prospects an idea of what the company offers and how it can help them. Of course, this also means a landing page must always have certain elements that shouldn’t be missing, such as:

#1 – A Unique Selling Proposition

A unique selling proposition (USP) is a company’s primary selling point, the thing that differentiates it from its competition. It makes a company’s products or services unique and desirable to customers. A company’s USP should be clear and concise and included on every landing page. If you can’t clearly articulate what makes your products or services unique, customers will have difficulty understanding why they should choose you over someone else.

For example, if your company sells organic produce, your USP might be that you offer the freshest, healthiest produce available. Or, if you’re a web design company, your USP might be that you create custom websites tailored to each client’s needs.

When creating a USP, you should do the following:

  • Keep it short and sweet – A USP should be easy to understand and remember. Ideally, your USP should be at least one sentence long.
  • Be specific – A USP should be specific to your company and offer. If they don’t see that on your landing page, they will take their business somewhere else
  • Be relevant – A USP should be relevant to your target market. You should explain why they should choose you and what they could gain from doing business with you.

#2 – Features and Benefits

A landing page must highlight your product or service’s features and benefits because they are what your potential customers are looking for. Features are the characteristics of your product or service, while benefits are the positive outcomes customers get from purchasing your product or service. By highlighting these, you are more likely to convert them into paying customers.

For example, if your company provides laundry services, you can say you use high-quality washing machines, use eco-friendly products, and provide free pick-up and delivery. These are the features, while the benefit is convenience because customers don’t have to exert too much effort when claiming them.

#3 – Social Proof

A landing page must always have social proof because it helps build trust and credibility with potential customers. When they see that other people have used your product or service and had a positive experience, they are more likely to convert into paying customers. Beyond that, social proof also says a lot about your company’s reputation.

You can use different types of social proof on your landing page. Customer testimonials are one of the most effective because they are real people sharing their experience with your product or service. You can also use customer reviews, social media mentions, awards, and accolades.

#4 – A Call to Action

The call to action (CTA) is one of the most critical elements of a landing page because it tells visitors what they need to do next. The CTA should be clear, concise, and prominent on the page.

Your CTA should be specific and tell visitors exactly what you want them to do. For example, if you want them to sign up for your email list, your CTA could say, “Enter your email address to subscribe.” If you want them to buy your product, your CTA could say, “Buy Now.” It all depends on what you want your prospects to do next, so you must state it clearly.

Other Important Things to Remember

In addition to the four essential elements discussed above, there are other crucial elements to consider when creating a landing page. These include:


Your landing page should be designed to look professional and trustworthy. This means using high-quality images, a branded colour palette, and modern fonts. If you’re unsure how to create a landing page, consider hiring a professional web designer to do it for you.


Nowadays, many people use their smartphones to browse the Internet, so you should take advantage of this through responsive design. Your landing page will automatically adjust to fit any screen size. This is important because you don’t want your landing page to be cut off on a small screen or be too small to read on a large screen.

Loading Time

Your landing page should load quickly. This is important because people will likely leave your page if it takes too long to load. You can optimize your images and use a content delivery network (CDN) to improve your loading time.


Your landing page should reflect your branding. This means it should be consistent with your company’s colours, fonts, and overall feel. Your logo should be prominently displayed, and your brand should be evident throughout your page.


A landing page is a powerful marketing tool because it can help you increase conversions and sales. However, you need to create one that reflects your company, so you must ensure that the elements above are present. When they are, your landing page will work wonders because many prospects will do business with you.

If you’re looking for a marketing agency in Canada, Acquisent can help you! We understand the needs of businesses, so our marketing professionals will work with you to ensure your target audience sees you. Simply go to our website to book a demo!