I always like to preface my answers to these questions and explain that effective landing pages are tailored specifically for the brand and business that’s using them. Now, with that in mind, there are a few elements that make it more effective, which to me means how well a landing page converts.  

Here’s a list that I think would help answer your question. 

1. A Compelling and Attention-Grabbing Headline

Like any other form of content, a landing page is meant to capture the visitor’s attention and it can do so with a well-crafted headline. 

It should be concise and catchy, demonstrating in just a few carefully chosen words exactly what the reader should know about the offer. It should immediately be followed with a brief subhead that offers additional details. The copy is meant to pique their interest and encourage them to continue learning more about your offer by reading further. 

2. Relevant Visuals and Media

When was the last time you were directed to a webpage that featured just text? How did you feel about it? 

Being presented with a wall of written content feels overwhelming—so much so that you probably ended up bouncing off the page, not bothering to learn about what they had to say. You could have the best-written copy on your page, but given today’s online attention spans, it’s very unlikely that you can hold anyone’s attention for more than a few seconds.

Does that mean you can’t use all that carefully written material anymore? Of course not—all you need are striking images and media strategically placed throughout your landing page to draw your readers’ attention along. Video is especially useful. In fact, 30% of top landing pages feature video content. 

3. Well-Thought Out Copy

Despite all our strategies to capture attention and engage readers, you still need well-written copy to keep them. Your tone should reflect your brand personality for consistency. It should be free of typos and grammar mistakes. It should also be written thoughtfully. Don’t ramble on and on, especially since you literally only have a page to say what you have to say. Be concise, persuasive, and actionable.

4. Provide Social Proof and Trust Indicators 

Consumers today are faced with extensive choices. On a daily basis, your target audience is likely being overwhelmed with products and services to try. You can help tip the scales in your favor by offering social proof and trust indicators that show you’re a brand that can be trusted. 

5. End with a Prominent Call-To-Action (CTA)

For landing pages, it comes down to the CTA.  

The goal is for the reader to click on the CTA. All the effort you’ve made so far has been to get people to click this button—so it should definitely be obvious. Don’t let your readers second guess what they should do next. Use bold, contrasting colors that will make it stand out from the rest of the page and use actionable phrases tailored to your message. 

Hope my answer helps! If you have any comments, feel free to leave them below or you can head over to our Twitter or LinkedIn.