It’s heartening to know that someone actually recognizes the importance of a landing page—so much so that there’s actually a question about it here!
Too often, businesses put too much focus on their home pages and blogs. They’re equally important, of course. However, supplementing your efforts with a strategic, well thought out landing page can do so much more for your conversions.
That said, to answer your question, here are what I think the main pillars of a successful landing page are:
1. Make sure your landing page is well-written and designed
Your landing page should go through the same rigorous quality controls that you would impose on your blog or website. Remember, landing pages essentially serve as a visitor’s first point of contact with your brand. You want to inspire trust and confidence that your business is credible and can deliver what they need.
2. Be clear about your landing page goal
Identify one specific goal for your landing page. Don’t try to cram so many things on your landing page that it only confuses your audience. Keep it simple and put the spotlight on just one thing—a product, a service, an action, or an idea.
3. Pay attention to your headline and content
Out of all the individual components that make up your landing page, your headline could arguably be the most important. It’s the first thing your audience will see. Therefore, it bears the responsibility of enticing them to engage with your page.
Your headline should be short and to the point. Clear is always better than clever. If it takes you longer than a few seconds to explain what is being offered, you’re taking too long. You can always supplement your headline with a sub-headline that can further explain and offer more details.
Use short paragraphs and bullets. Don’t give your audience a wall of text to read. Divide your content into short, “bite-sized” pieces that can be easily read and understood. Use bullets to your advantage. Use them to break up your copy and emphasize key points.
4. Incorporate visuals strategically
Online audiences are inherently visual. So, make sure to add visuals that perfectly complement your point.
Start with a “hero” image—a main photo or video that will not only help capture their attention but also allow them to connect and relate with your offer. Usually, an image featuring the product or service being used is a great option.
5. Don’t forget your call-to-action (CTA)
Your CTA is so much more than an opt-in button—it’s the whole purpose of your landing page. It should not only be noticeable, but it should also urge your visitors to click on it. Be sure to use descriptive, actionable text for your CTA. Generic CTA buttons such as “click here” just won’t cut it. Try using more actionable text and say, “Click here to get your free copy of …” or “Sign up for your free trial.”
There you have it—our 5 tried and tested pillars for effective landing pages. If you have more to add, we’d love to hear all about it. Leave us a comment below if you have any questions. Or better yet, get in touch with us so we can personally answer it.