Considering how important of a role landing pages play in web marketing, it’s surprising how little attention some companies pay to these crucial conversion points.
In its simplest form, a landing page is whatever page of a website your visitors “land” on after clicking a link. More specifically, the purpose of a landing page is to quickly and effectively convert traffic to complete whatever goal you want them to.
If your landing page is set up properly, it can pay big dividends and help you earn more customers.
Here are five items that not everyone knows should be a part of a successful landing page – without these things, you’ll limit your page’s ability to convert visitors into subscribers and customers.
Strong Headline
The headline is the first thing your visitors see when they land on your page, so it needs to draw them in and reaffirm that they’ve reached the right content they’re looking for after clicking through from your campaign. For best results, keep the statement short, intentful and to the point to interest visitors in learning more.
Simple Call To Action
A landing page has a singular goal: conversions. All of the page’s images, copy, buttons, and links are all created to help the visitor convert on the presented offer. Everything else is an unnecessary distraction that you don’t want to interfere with your company’s or your visitor’s shared objective. This can include a form to download an ebook, a purchase option for the specific product or a lead generation form to request more information about your offer.
Visual Cues
Visuals on your page should be designed to influence people to complete the desired goal. WordStream gives a great example of this, explaining how both graphic and content layouts on a landing page can inspire the reader to move their eyes that way.
Using arrows, lines, vectors or contrasting colors around important elements of the page are all effective ways to improve your engagement rate and your page readability. Whatever you decide to do, make sure it aligns with your brand and compliments your campaign messaging.
Clear Pricing Options
It’s a good bet that someone who has spent time on a landing page for a product or service that you offer has at least some interest in purchasing. Why not make it as easy as possible by providing them all the information they need to buy immediately? By incorporating clear pricing and purchase forms directly on your landing pages, you can minimize extra steps and improve the likelihood of impulse buyers pulling the trigger.
Social Share Buttons
This element might surprise some people, especially after our earlier point about making sure landing pages don’t have any unnecessary elements. But every time your landing page is shared, it gives you the opportunity to convert a brand new potential customer. As long as these icons are subtle and don’t take away from the site’s main message, it’s fine to have them on your landing page to help spread the word about your offer.
For Landing Pages, More is Less
It’s completely acceptable to include menus and more complex web design elements on your homepage or product pages, but when building a landing page, be sure to keep it as simple and straightforward as possible so that you can persuade your audience to take the desired action. Today’s average internet users have low attention spans, so embracing quality over quantity is key.
For help building a professional landing page that maximizes conversions, contact our expert team of web developers today!
