Your USP is what differentiates you from your competitors and describes what makes your product or service beneficial and memorable to customers. A classic example comes from Domino’s Pizza: “You get fresh, hot pizza delivered to your door in 30 minutes or less — or it’s free.”
The USP can be broken down into 4 landing page elements:
a. The main headline
Your headline is the very first thing that people will see and read. 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.
b. The supporting headline
Keep your headline short and sweet by adding a supporting headline. This can be used in two different ways:
1. As a direct extension of the headline, in such a way that it’s like finishing a sentence.
2. To extend the message by applying an additional persuasive message to support the primary one.
c. The reinforcement statement
There is another page title that you can use to drive home the purpose of your page: the reinforcement statement. It sits about halfway down your page, and serves to add a mid-experience message that you want to communicate to your visitors.
Here is an example:
[Main headline]: The Easiest Way to Build, Publish and Test Landing Pages Without IT
[Reinforcement statement]: Create beautiful landing pages in minutes with no HTML
d. The closing argument
As your landing page comes to a close, you have one final chance to communicate the benefit of your offering. Similar to the reinforcement statement, it backs up your main value proposition. For a click-through page, it should be coupled with a repeat of your call-to-action.
Note: For a very short page, this isn’t always a requirement as your headline will still be visible.