Not all landing pages are made equal. Some are effective and efficient, while others fail to achieve their business goals because they don’t follow the main pillars of what makes a landing page successful.

So, what are these fundamental pillars that can help boost your landing page’s efficacy?

Take a look below:

1. Landing pages must have a clear call to action with a good offer

Landing pages are different from other web pages because they focus on one goal. Prospects usually end up on a landing page after searching for something specific. To retain their attention, it only makes sense that you offer them something relevant to their search. To that end, a good landing page must communicate exactly what the business, product, or person has to offer. This can be expressed via a short headline or a relevant image.

Next, the landing page should explain how a visitor can get what the landing page is trying to offer. Do they have to click on a link? Sign up for something? Send in their contact details? Make sure it’s clear, visible, and easily done.

2. Landing pages must have great visual media

People have short attention spans online and are almost always visually driven. They don’t read full texts on web pages, they scan for keywords and images. When it comes to landing pages, a picture is indeed worth a thousand words. Be smart about the images you use. Keep them consistent with the rest of your online platforms so they tie back to your brand. Also, add interesting visual cues to help make your page memorable.

3. Landing pages use copy strategically

Because of the very specific nature of landing pages, you have to be intentional with the text you use. Every word on a landing page counts, so be concise, clear, and purposeful. The size of your font should be considered as well— placement on the page, length of the paragraphs, and the color. All these combine to create an effective landing page that converts.

4. Landing pages should offer social proof

You have a brief window of time to demonstrate that you are a brand that can be trusted. The easiest way to do this is by giving your prospect social proof that you are credible and can be trusted to deliver what you’re offering. You can do this by providing a count of actual sign-ups, or adding badges for awards your brand has won, or even adding customer testimonials or reviews.

5. Landing pages clearly show your unique selling proposition

From the get-go, you need to clearly define what makes you different from your competition. Your landing page should explain what sets you apart from the others. Communicate this in a clear, succinct way. Highlight key benefits and break them down so prospects understand why they should care and what is expected of them.

There you have it. Hope my answer helps. If you have any questions, feel free to leave a message in the comment section below or join the conversation on Twitter or LinkedIn.