What you need to do before composing landing page elements
Posted: Wed Jan 29, 2025 5:52 am
Competitor Analysis
Offering an interesting and useful product, you will not be able to avoid competition. Therefore, your target audience will have a choice between you and your competitors. Therefore, you need to make sure that they choose and buy your products.
Differentiation from competitors – special events that highlight your offer – will help make it easier for customers to choose in your favor.
Source: shutterstock.com
Any product is created to satisfy some food and beverage email list needs. This is how everyone acts - both your company and your competitors. The latter also strive to satisfy the same customer needs.
Let's take genuine leather bags as an example.
Customer needs are wearing personal items and having an attractive appearance.
Competitors are manufacturers and sellers of leather bags, backpacks and accessories.
Another example is time management courses.
Customer needs are correct time planning and increased productivity.
Competitors are trainers and business coaches selling courses, webinars and books on time management, etc.
It is a mistake to consider only those who offer completely similar products or services to yours. Look at the problem more broadly. Study the needs of your target audience and try to understand who satisfies them and how. Thanks to this, you will better understand the motives and doubts of potential clients.
You can analyze competitors using three sources:
Search engines
Everything is simple here. Enter your product (for example, leather bags) in Yandex or Google search and see what others offer. Study the offers and write down the names of competitors from the first 2-3 pages of results.
Social media
Competitors may not have their own websites. Instead, they often use social networks to sell their own products and services. Often, they sell so-called products for people in this way, the ads of which you probably come across every day on Instagram. The mentioned time management courses are often advertised through VKontakte and Facebook. Study your competitors not only by social network groups, but also by their personal pages. The latter are often used as an effective platform for selling handicrafts.
Advertisements
Advertisements always appear at the top of search engine results. You can also use them to find your competitors if you enter a query in the search form that fully reflects your product. If the search query is popular enough, you will be shown paid offers from many competitors. The rest will offer similar products in regular results. The most popular queries on your topic can be found, for example, using the Yandex service for selecting keywords.
Use several options offered by the service and search for advertisements of competing companies for each. Also record the names of competitors in the table.
Recommended articles on this topic:
How to make a business successful and not become a "fireman" of your company
Social Media Advertising Efficiency: Indicators and Evaluation Stages
How to write a proposal for cooperation
Visitors to your site are usually already familiar with the offers of other companies and know approximately the price range for a given type of product. In your store, customers are already able to evaluate products by comparing them with similar products from competitors.
Read also!
"Multi-landing: advantages of adaptive content on the site"
Read more
The comparison table of your competitors will help you determine your place among them from the perspective of potential customers. With this information, you will be able to highlight your advantages and understand the main doubts that arise in the potential audience.
To analyze competitors, use the compiled list to determine their advantages and disadvantages, pricing policy. Assess the quality of the site content. Is the resource attractive? Is all the information on it clear to you? Record the details you like and the moments that, in your opinion, require improvement.
Using this information, try to understand your own weaknesses, some product features that cause doubts in customers. For example, the relative high cost of your product, paid delivery, etc. You will later take all these factors into account in the landing page.
Next, make a list of advantages over competitors. This information will also need to be disclosed on the landing page.
Thanks to the compiled competitors table, you will better understand the expectations of the target audience. Write out all the questions that may arise separately. This will allow you to answer them in advance within the framework of the one-pager.
24 Landing Page Elements You Need to Know
Below we will list only the main elements around which additional ones can be built. But this information will be enough to easily create your own landing page. The blocks are sorted solely in terms of ease of study, and not by their importance.
First screen
Different people may understand the meaning of this block differently, so it makes sense to list the elements that must be located on the first screen:
contact details;
city;
a brief description of your activities;
unique selling proposition, sometimes combined with a description;
<
an eye-catching image;
call to action elements (form or button).
Strengths
List all the benefits the buyer will receive in the form of "feature - advantage - benefit". For example: "We will deliver directly to your door for free, saving you money and time!"
You can dedicate one landing page screen to each benefit, or place all the advantages together. To attract the visitor's attention to a detail, it is useful to highlight it in bold.
Offering an interesting and useful product, you will not be able to avoid competition. Therefore, your target audience will have a choice between you and your competitors. Therefore, you need to make sure that they choose and buy your products.
Differentiation from competitors – special events that highlight your offer – will help make it easier for customers to choose in your favor.
Source: shutterstock.com
Any product is created to satisfy some food and beverage email list needs. This is how everyone acts - both your company and your competitors. The latter also strive to satisfy the same customer needs.
Let's take genuine leather bags as an example.
Customer needs are wearing personal items and having an attractive appearance.
Competitors are manufacturers and sellers of leather bags, backpacks and accessories.
Another example is time management courses.
Customer needs are correct time planning and increased productivity.
Competitors are trainers and business coaches selling courses, webinars and books on time management, etc.
It is a mistake to consider only those who offer completely similar products or services to yours. Look at the problem more broadly. Study the needs of your target audience and try to understand who satisfies them and how. Thanks to this, you will better understand the motives and doubts of potential clients.
You can analyze competitors using three sources:
Search engines
Everything is simple here. Enter your product (for example, leather bags) in Yandex or Google search and see what others offer. Study the offers and write down the names of competitors from the first 2-3 pages of results.
Social media
Competitors may not have their own websites. Instead, they often use social networks to sell their own products and services. Often, they sell so-called products for people in this way, the ads of which you probably come across every day on Instagram. The mentioned time management courses are often advertised through VKontakte and Facebook. Study your competitors not only by social network groups, but also by their personal pages. The latter are often used as an effective platform for selling handicrafts.
Advertisements
Advertisements always appear at the top of search engine results. You can also use them to find your competitors if you enter a query in the search form that fully reflects your product. If the search query is popular enough, you will be shown paid offers from many competitors. The rest will offer similar products in regular results. The most popular queries on your topic can be found, for example, using the Yandex service for selecting keywords.
Use several options offered by the service and search for advertisements of competing companies for each. Also record the names of competitors in the table.
Recommended articles on this topic:
How to make a business successful and not become a "fireman" of your company
Social Media Advertising Efficiency: Indicators and Evaluation Stages
How to write a proposal for cooperation
Visitors to your site are usually already familiar with the offers of other companies and know approximately the price range for a given type of product. In your store, customers are already able to evaluate products by comparing them with similar products from competitors.
Read also!
"Multi-landing: advantages of adaptive content on the site"
Read more
The comparison table of your competitors will help you determine your place among them from the perspective of potential customers. With this information, you will be able to highlight your advantages and understand the main doubts that arise in the potential audience.
To analyze competitors, use the compiled list to determine their advantages and disadvantages, pricing policy. Assess the quality of the site content. Is the resource attractive? Is all the information on it clear to you? Record the details you like and the moments that, in your opinion, require improvement.
Using this information, try to understand your own weaknesses, some product features that cause doubts in customers. For example, the relative high cost of your product, paid delivery, etc. You will later take all these factors into account in the landing page.
Next, make a list of advantages over competitors. This information will also need to be disclosed on the landing page.
Thanks to the compiled competitors table, you will better understand the expectations of the target audience. Write out all the questions that may arise separately. This will allow you to answer them in advance within the framework of the one-pager.
24 Landing Page Elements You Need to Know
Below we will list only the main elements around which additional ones can be built. But this information will be enough to easily create your own landing page. The blocks are sorted solely in terms of ease of study, and not by their importance.
First screen
Different people may understand the meaning of this block differently, so it makes sense to list the elements that must be located on the first screen:
contact details;
city;
a brief description of your activities;
unique selling proposition, sometimes combined with a description;
<
an eye-catching image;
call to action elements (form or button).
Strengths
List all the benefits the buyer will receive in the form of "feature - advantage - benefit". For example: "We will deliver directly to your door for free, saving you money and time!"
You can dedicate one landing page screen to each benefit, or place all the advantages together. To attract the visitor's attention to a detail, it is useful to highlight it in bold.