Anatomy of Landing Pages

Users are 89% more likely to remember logos shown in the traditional top-left position than logos placed on the right.

The top navigation is crucial to help a user get to our content and for a search engine to understand the hierarchy of your pages. Pages included in the top naviagtion are deemed to be of higher importance, such as category pages. A logical site navigation also helps search engines and website visitors understand what a website is about.

Perhaps the most important element on the page, the main headline has to catch the visitor’s attention. It immediately needs to tell the visitor what they can find here AND what they can gain. Writing compelling headlines is an art: tell in 3 to 7 words what this page is about, convey our value proposition, while including a main keyword.

Happy Helper: Headline analyzer tools such as those from sharethrough or coschedule can be useful to test out headlines before settling for one.

Secondary headlines should support the main claim stated in the main headline by using synonyms and keyword variations.

It's good practice to use 2 to 4 secondary headlines on a page to provide more context of the page's overall topic, both to users and search engines. Where those are placed is less important (e.g., a supporting secondary headline right after the main headline works, but is optional – opt for best user experience).

It’s crucial that we clarify what we want a visitor to do next on a page by stating a clear Call-to-Action (CTA). Most often, each page displays one central CTA to not confuse visitors. However, showing multiple CTAs (not too many though) on one page is also possible.

The wording placed on a CTA needs to make clear what the visitor can achieve when clicking on it. Place few words (max. 5) on a CTA only but convey an action.

To find the right wording for your CTA copy, try to complete the sentence, “I want to __________”.

First impressions are important, and the hero image is likely the first visual element visitors will see. Ideally, a hero image should show the context of use. Specifically, use a compelling image to

• • give context (e.g., showing a warehouse of wind turbine spare parts straight away sets the scene for what industry we are in)

  • convey a message (e.g., showing Vestas employees in factory or R&D lab can be used to convey our expertise)

  • direct attention (e.g., when including people on imagery, make them look towards the main CTA to direct into that direction).

Including relevant and engaging images can draw visitors further in. If possible, convey emotion (e.g., trust by showing knowledgable Vestas employees on pictures) by using real people on imagery (showing people can boost conversion).

Put emphasis on image quality as it conveys who we are as a brand. Make sure to compress large images (e.g., using online image compressors) so that our pages can load fast.

If you opt for a main headline without a secondary headline at the top of your page, you should add a short paragraph (max. 4 sentences) below the headline instead. In this paragraph, further explain your key offering and bring across your value proposition using different wording than before. Saying the same thing using different words helps a broader audience understand your main claims.

From an SEO perspective, it is best practice to again include your main keyword or close keyword synonyms within the first 200 words of a page.

Convey what problems we help solving. Speak to customers' pain points and how our offer solves those. Big customer pain points may focus on:

• how to improve turbine performance/reliability

• wind turbine failure/downtime/breakdown

• when to schedule turbine maintenance/service

• how to repair/replace turbine blade/generator/etc.

The key is to describe specific benefits along with features. A feature is a specific quality of your product or service, while a benefit describes a positive impact that the feature has. For example:

• Feature: large inventory of spare parts → Benefit: consumers can source large variety of products from one place

• Feature: listing official industrial spare parts → Benefit: consumers can trust quality and compatibility and adhere to industry standards

• Feature: Vestas is one of the industry leaders → Benefit: consumers can benefit from our knowledge and expertise

• Feature: Vestas provides spare parts as well as repair services → Benefit: consumers can opt for full service

Tip to identify more benefits: List all features we have (e.g., customers need to request access and to be approved, full product information is only visible after login, visitors can search products by turbine brand and/or model, etc.) and assign as many benefits to them as possible. Communicate those benefits in various places. Make sure to identify the core 3 or 4 benefits (for the topic the page is about) and communicate them in this section.

Display the value proposition as bullet points or in small text blocks so they can easily be seen. Keep things short. Maybe include check-mark icons, numbers, or other eye-catching elements to immediately focus attention.

This section should again invite the reader to take the next step with our brand. Ideally, we would reinforce our value proposition or highlight another aspect of our business offering. Often, this comes in the form of a short sentence displayed at a large font size followed by a CTA

Alternatively, you could strengthen the previously stated benefits by highlighting in more detail how we stand out. For example, we list spare parts from multiple suppliers instead of only offering Vestas parts. Highlighting how this variety benefits customers, followed by listing popular supplier brand logos that we have in our catalougue could reinforce our value proposition. The shown brand logos could even link to pages on shop.vestas that list products from the corresponding supplier (but DO NOT link to external supplier sites, such as linking out to ABB).

When we want to explain sub-topics or additional aspects of our offering in a little more detail, we can use yin-yang sections – so called as they often alternate content from left of page to right of page for a friendly design flow.

Each section can include a combination of a sub-heading, support body copy, relevant image/icon and an optional CTA. Make sure this section does not become too complex or confusing though.

The purpose of detailed support information sections is to clarify aspects you have previously introduced more briefly. It could be that we clarify here

• why the customer base for shop.vestas is so exclusive and which benefits that brings for customers

• why full information on products is only availaible to approved and logged-in customers

• what search and filter functions are available on shop.vestas and how can visitors benefit from them

This is another opportunity to explain further details to our visitors. Instead of bringing across more features and benefits, this section could be used to explain the process and benefits of becoming a customer of shop.vestas.

Ideally, we would present a simple 3-step process (max. 4 steps) in bullet points or using icons/images. Insurance or Saas websites often do a good job in exlaining how to be onboarded into their service. Take a look at this example.

Social proof is the influence that people around us have on the decisions we make. We are more likely to trust brands if others do so too.

Equally, our website visitors may not be convinced that we have great things to offer. Including

• quotes from customers (ideally with a picture of them)

• case studies or success stories

• video interviews or testimonials

• logos of customer companies or trusted industry brands

• review scores (such as from Google reviews or Yelp)

on landing pages is a great incentive for visitors to check out our shop.

A closing statement backs up our unique selling proposition and gives visitors one last chance to convert. It’s the mic drop, the climax of the story we’re telling about our offering, so make it count.

A strong closing statement might provide a little urgency or it could remind the visitor why they’re here in the first place. We could also highlight additional features and benefits of shop.vestas (such as searching for spare parts by turbine brand) to create further incentives for visitors to engage with our website. It could also repeat the main CTA to eliminate the need to scroll back up.

Links are important elements of SEO. Pages that receive many links are perceived as being of higher relevance. Thus, such as with the links in the top navigation, you should include links to important pages in our footer.

It is common practice to include links to necessary pages here (such as contact us, privacy policy, etc.) but you can also use this section to place links to pages you want to boost a little with link power.