Essentials of a Landing Page

The 7 Essential Elements of a Great Landing Page (2019 Updated)

Sherin Sebastian
Sherin Sebastian/October 28, 2019

The ultimate purpose of any website is to generate conversions, yeah? 

A conversion can be the generation of a lead, the sale of a product or service; the click on an ad or simply an email registration.

If you are looking for an effective lead conversion tool, landing pages are where you should pay attention because well-designed landing pages help you to build confidence and trust among your visitors.

Bear in mind that you’ve got only a few seconds to keep someone from closing the tab as quickly as possible.

Here are a few key tips for optimising your landing page:

1. Keep it Clean and Easy to Navigate

The look, feel, and overall structure of your page’s design will have a huge impact on the effectiveness of your landing page. Too much information can confuse visitors; a good landing page provides all the necessary information that encourage visitors to convert.

Use Headlines and Section Headings to structure the information on the page as it helps in summarising the information. If users don’t see anything interesting, they can just skip to the next section or proceed to download.

Pictures are so crucial in today’s digital world as they can grab the attention of your target audience. Whether it’s a screenshot, an infographic or a photo of someone using your product or service, an image will surely be more engaging than text. 

2. Include Call To Actions (CTAs) and Bullet points

CTAs on landing page move people further into your site by getting them to subscribe to your newsletter, download your ebook or follow you on social media. The text for your CTA should be specific and irresistible. Use commonly understood, short and action-oriented words in CTAs. You can place your CTAs in appropriate positions that will make them easy to see.

If you need to mention certain features or benefits, bullet points are the way to go. Bullet points are great for segregating information into easy to digest segments.

Use short paragraphs instead of long blocks of content. Split your copy into easily digestible paragraphs and space it out nicely to make it eye catching. 

3. Don’t Use Too Many Links in Your Copy

If you’re using too many links on your landing page, you need to stop. While internal linking should be part of your SEO strategy, it has no place on a landing page. Any link leading users off-page can serve as a distraction, which is why you shouldn’t include too many links in the landing page. 

For marketers, the purpose of using a landing page is generally to generate a lead via email, phone or contact form. If you have links to other interesting articles, sites or pages, you are encouraging users to navigate away instead of on convert. Your dedicated landing page is designed for one purpose only: to convert. 

4. Feature Customer Testimonials

Seeing is believing. Your visitors want to see if someone has used your product or service and had a great experience. Customer testimonials show the value that your customer-base sees in your products and service. Your testimonials should highlight your perfect customers. Also, you need to make sure they are real and relevant.

The testimonials from previous customers on your website really make a difference when it comes in converting new visitors into loyal customers because users will always look for other consumers’ comments in advance of making a purchase.

Top tip: You can even use a quote from the review as a headline and include the positive rating the customer gave your product. 

5. Focus on the Offer That You’re Promoting

A landing page usually has a single goal whether that’s to request a whitepaper or to get a lead to sign up for a free trial. You should keep this in your mind when writing the content along with any questions the lead might have about your offer. 

For a landing page to invite more traffic there is a need for clear, relevant and compelling offers. Users should clearly understand what you are offering and what action you want them to take next.

Mention a few features about your offer that compel users to take an immediate decision and yield results quickly. Make sure your content matches the offer. 

6. Stay Above the Fold

Back in time, this idea was used by news publishers as they put important headlines and images in the area above the fold to attract readers.  

When somebody visits your landing page, they are there for a reason: to get the offer or asset they’re looking for and maybe grab some additional data along the way. So, keep your landing page elements above the digital fold. This will allow users to scroll further and catch more information. 

Most of your visitors just scroll the page and then proceed to the form. If you really need to drive a lead, make sure everything that’s of value is visible upon accessing the page. Make it engaging by adding a compelling headline and a CTA that stands out. 

7. Be Consistent

Make sure there isn’t any mismatch between what the ad promises and the landing page delivers. Visual consistency can make a huge difference in conversion rates.  

When you run a Google Ads (previously AdWords) campaign, make sure your promotion remains the same throughout your entire advertising process.

The font, text, imagery, colours, spacing and other elements of your ads should look similar visually and present the same offer or your potential customer will be confused or irritated.

Therefore, being consistent even with the smallest details will not only thing that contributes to great design but also providing a positive experience for users. 

Landing pages are the key to keeping potential customers engaged and closing them in under a minute. If you are looking to boost your conversion rates, improving your landing pages will help you do exactly that. Keeping it simple and always focusing on the customer is the secret to success.

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