First impressions matter, and for many web users, a landing page is the first interaction they will have with your business. Site visitors will arrive at your site’s landing page from social media, Google AdWords, as part of a product launch campaign, or display advertising. Optimizing your website’s landing page improves the user experience and is a practical, ROI-friendly way to increase conversions that by throwing thousands of traffic at the page daily.
There are dozens of elements that influence how efficiently a landing page can convert. Every page has a different objective, audience, offer, and call to action. Thus, there is no single step-by-step guide to creating an excellent landing page. Of course, one size doesn’t fit all in this case. For instance, some landing pages might be inviting content marketers to 3-hour webinar while others might be selling discount Timberland shoes to millennials. Each of these landing pages has a specific purpose and must be created in a different way.
But all hope isn’t lost; there are fundamental elements that are common in all perfectly converting landing pages. Whether you opt to use a landing page creator or not, don’t ignore any of the following elements of a landing page.
A relevant, catchy headline plays an integral role in the design and effectiveness of a landing page. It lets the website visitors see what they should expect from the site and probably draw the conclusion that they’ve visited the right site. The headline must;
- Grab the readers’ attention
- Inform the user what the service or product is all about
- Short and precise. Don’t make it more than 20 words. It’s advisable to limit it to 10 words.
Both the landing page headline and sub-headline should complement the image related to the services or the products you offer. The sub-headline should be persuasive and positioned underneath the main headline. It should be slightly more detailed than the headline.
A convincing call to action (CTA) is an essential element of a landing page as it compels the site visitor to take the desired action. It’s possible to accentuate a single CTA or use multiple CTAs.
If you opt to create a short-form landing page, a single CTA is enough. In such a case, it’s not good to distract your visitors’ attention with many requests. But long-form landing pages are considered more effective. It’s recommended to add a separate CTA at the end of each section of the landing page. Here are the must-haves for your CTA.
- Be attention-grabbing
- Should be compelling. It’s the most important copy in an entire landing page, and it should be exciting, intriguing, and exciting.
- Use a contrasting color. To make your CTA standout, the color should be different and contrast the other colors on the landing page.
If you opt to use several CTAs, don’t overload the landing page. Make each desired action clear by positioning each CTA strategically at the end of a relevant section in the page. That way, your site users know exactly what they should do after each section.
There is no point in including a long, detailed description and overloading your landing page with unnecessary details. It’s to pick two to six key points that can describe and represent your service or product in the best possible way. It’s wise to select points that clearly explain how the product or service can solve your target customers’ problems.
These VIAs can be presented as benefits the clients will receive or ‘pain points’ – how the different features of the product or service will help the customer avoid certain unfortunate situations. It’s also advisable to include icons and concise descriptions that make the listed product benefits more appealing to the customers.
A great offer works as an extra stimulus to encourage the site visitors to take a specific action. You may decide to offer a free version of your product, coupons or special discounts and mention a deadline by when it’s possible for your clients to receive it. This is an effective way of creating urgency and encourage your site users to take the right action faster.
These are elements that can capture website users’ attention but can be a distraction if used excessively. You can use videos, business logos, and images to highlight key features of your products. It’s also important to take into account other essential visual elements. For instance, you should consider space between paragraphs, images, and videos.
A simple landing page design with enough space will divert the site visitors’ attention to the CTA. Use the right font type, size, and color for better readability. Use of icons or bullets to highlight specific product features, benefits or ideas associated with your products is beneficial for your page.
Trust is an essential component of compelling your target audience to take the right action. If your clients don’t trust your business, the chances are that they won’t buy from you. An effective way to encourage your existing and target customers to trust you is offering a money-back guarantee.
Note that guarantees take different forms. Pick a guarantee type that works perfectly for your company and state it in your landing page. Position the guarantee statement close to your call to action. This will help the site visitor get the final bit of assurance and compel him or her to take the desired action.
The bottom line is, a landing page an important place where all your design efforts come to fruition. It’s the place where your clients click, purchase, and you generate revenue.