What Makes a Good Landing Page?

by Natalie Howells on October 25, 2021
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For consistent business growth you need high converting landing pages. A business’ online presence means more than just attracting traffic— once you’ve attracted the right people, you need to show them what they want, and why they need it, and then give them a way to get it easily and quickly. 

What is a landing page?

Landing pages are pages designed to convert a visitor to your website. They're often associated with paid advertising (or PPC), because when you pay for traffic, you really want to turn that traffic into leads. 

In order to be effective, your landing pages must have a specific focus: a call to action aimed at your targeted audience.

Landing pages are used for different purposes; to sell your products, invite visitors for an event, capture email leads through downloadable content, or even offer free trials. It depends on whatever campaign or goal you are currently working on. The purpose of your landing pages needs to be clear and relevant to your call to action.

To put it simply, landing pages are created to increase your conversion rates—to reach your marketing or business goals.

Have a Strong Headline

The headline is one of the most important elements for your landing page.

An attention-grabbing headline piques the interest and understanding of your visitors and drives them to stay on your page and learn more about what you have to offer.

Once your visitors are on your landing page, you’re no longer fighting for their attention., for the time being You’ve funnelled them from whatever it was they were doing into your domain. A strong and effective headline ensures that they stay to give you an opportunity to convince them.

Strong headlines are written in plain language. Tell visitors up front what your site is all about. Remove the fluff, just give them information they expect from your business.

This isn’t the time for coy and clever, but for clear and explanatory headlines. Strong headlines are bold, clear, and benefit driven.

Your headline should also call back to the link that brought the traffic in. If your Google Ad promises something, your headline should reference the same thing. Not only is that better user experience, it's also important for your ads' quality scores. 

Include a Clear Call to Action

The call to action is what you want your visitors to do now. This may be to opt-in to your newsletter, download a lead magnet, watch your videos, or sign up for a free trial. Calls to action will move your visitors further down your sales funnel and closer to becoming customers.

The idea behind calls to action is to get your visitors’ attention to focus on one thing. That’s why your landing pages should accentuate one action each. It’s fine to have the multiple buttons for the same CTA but you don't want to have a bunch of different things your visitor could be doing, distracting them and splitting their focus. 

A call to action should be simple, clear, and clickable. Successful landing page conversions are rooted in clear call to actions that tell customers what to do immediately. 

These CTAs should be present at your headline i.e. at the top of the page and then again at the bottom of page. Depending on the length of your page you may also want to include one in the middle too, if it flows and doesn’t interrupt the overall order of your page. In order to catch their attention and keep it, visitors should be guided towards the next steps they should take. 

A clear CTA is the cornerstone of your landing page’s conversion potential.

Have a Simple Design

Distracting elements on your landing pages divert your visitor’s attention away from your call to action. Landing pages have one job, and over-using design can take away from that job. 

A simple design ensures that your visitors aren’t sidetracked with a bunch of visual junk. Clean and simple designs with white spaces keep the focus on your goal.

Big fonts compel your visitors to read your copy and make it easy to understand what you're offering. Bullet points make it easier for visitors to scan blocks of text and pick out the things that are most relevant to them. 

Even though you’re keeping it simple, visuals are an essential element but should be used wisely depending on your goal. Images and videos should be relevant for your product, support your message and build credibility. 

In addition to keeping attention focused on your desired call to action, landing pages with simple designs load faster than ones with complicated elements. An optimised landing page ensures that your visitors aren’t frustrated when they are redirected to your page. Lastly, your page should be accessible for all types of screens, monitors, and devices.

Write Clear and Concise Copy

Great copywriting drives conversion. Clear and concise copy persuades your visitors and compels them to act. This is an important principle whenever you write content for your landing page.

Landing pages shouldn’t be filled with so-so writing or contain lots of fluff— they must be straight to the point, right from the start. Customers need to know what your offer is about so they can make an immediate assessment whether it’s right for them.

Being concise means that pain points are immediately addressed, and a possible solution is offered right away. Avoid adverbs, modifiers, redundant pairs, and the passive voice.

Lastly, write copy that resonates with your visitors by using the same language as them. Leave out the jargon. Talk directly to your customers in a way that they understand, not in a way your industry leaders write but in a way your users actually speak.

Include an Appropriate Form

Landing page forms are important elements for your conversion. Without them, you won’t be able to gather information from prospective customers, which deprives you the chance to nurture them (and means they can't exactly be called leads). But when it comes to information that you gather, it can be difficult to determine when is too little or too much.

Asking for too much information on your initial engagement may deter prospective customers from proceeding. Asking for too might be equally ineffective, as you may not be able to gather enough information to qualify visitors as leads.

For a great landing page, make sure the amount of information you request on your form is linked to the value of what the user gets. If your offering is extremely high value and can't be found anywhere else, you can ask for a lot more information than if your download is a simple checklist, for example. Make sure you consider the perceived value from your customer's point of view. 

Do you need to someone’s phone number and email address? Or will their email address suffice. Many people are reluctant to give out too much personal information, especially to companies they’re unfamiliar with, so balance what you need with what your prospect feels comfortable with.

Always trim your forms to essential information. Avoid asking for information in a separate field that you could otherwise figure out in another. Oh, and try to steer clear of the ‘how did you hear of us’ field. They make forms look longer, and don’t provide great value for you.

Use a Template

Using templates for your landing pages not only saves time but also increases your conversion rates. With templates, you can maintain your brand image across all your landing pages.

Landing page templates can also be made with page builders. Depending on your business goals, and skill level there are several page builders you could choose from, each with their own different bells and whistles to offer. 

These page builders make it easy for you to drag and drop designs and incorporate important elements to your page. You’ll have access to analytics, are able to A/B test your pages and can keep track of important metrics for your conversion. And you can be up and running much faster than if you needed to get a developer involved. 

In Conclusion

A high converting landing page requires effort in order to be successful. But with the right strategy and consistency, your efforts translate to conversion.

Landing pages are where you engage, nurture, and convert customers. Start by implementing these key essential elements into your landing page and you’ll be well on your way to seeing your conversion rates sky-rocketing. For more advice on designing a website in line with your marketing read on here.

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Topics: Digital Marketing