Remember this—landing pages are designed for one purpose: to promote a singular message that can help your business boost your conversion rates. While different factors contribute to the success of a landing page, I think there are standard elements that can define whether it’s going to be an effective one. Here are some that you should definitely pay attention to:

1. An attention-grabbing main headline

The headline is the first thing your prospects or audience will see on your landing page, so make sure it’s captivating and engaging. Your headline should be strong and succinct; it has to be brief and to the point, but it should be clear. For me, good headlines make the reader feel compelled to learn more about what you’re offering.

2. An informative subhead

While your main headline is brief and to the point, your subhead can be used to explain a little bit more about your product or service. It’s usually displayed just below your main headline and gives a more in-depth overview of what you’re offering. Take note—it still shouldn’t be wordy, but it should support your main headline enough to clarify what it is you’re really trying to say.

It’s not really necessary to have a subheading. However, when it’s engaging and strategic, it helps you better communicate your point to your audience.

3. A carefully crafted body copy

Online readers have very short attention spans. People rarely read a whole webpage from top to bottom. They usually scan—and only certain sections of a web page will have an impact or inspire recall. A wall of text tends to turn people off. They will likely feel overwhelmed when seeing long chunks of text and tend to abandon a page or lose interest. 

Carefully crafted body copy helps your readers scan and absorb important information from your page—and this attention to design is key to a good landing page. This means using small blocks of copy, writing in short, concise sentences, and breaking up text with bullet points. Make sure it’s also benefit-oriented to engage your readers more.

4. Strategic use of images

A great way to make your landing page more engaging is by using images. But these shouldn’t simply be random photos—they have to be strategically chosen visual cues that support your copy. This can help usher your readers’ gaze across the page as they scan, explain key points of your landing page, and inspire trust.

5. End with a clear Call To Action (CTA)

Never forget your CTA. Remember, your landing page is meant to inspire positive action on one thing—your CTA. What action do you want your audience to take? How do you want them to move forward? Use prominent visuals that let them know this is where they’re supposed to take action. Spell out what they have to do and don’t leave them room for doubt regarding their next steps.

Hope my answer helps! If you have any questions, jump on the comment section below and leave me a message or join the conversation on our Twitter or LinkedIn.