In general, the term “landing page” means the first page of your site that a visitor encounters. In digital marketing today, “landing page” refers more specifically to a page that is purposed to persuade a visitor to take a desired action. Many times that action is filling out your contact form, calling your business, making a purchase, signing up for a free trial etc. When paired with strong PPC, social media, or content marketing campaigns, a highly effective landing page can lead to a better overall ROI. These six key elements of a successful landing page will show you examples of landing pages where each component is integrated in an exceptional way for improving visitor actions:
Element 1: Grab Your Visitor’s Attention
Think of the “Above the Fold” portion of your site as your site’s argument as to why people shouldn’t leave. Grab their attention here, and make sure you keep it. To grab your users attention effectively it’s essential that you understand your goal for the page. What is in it for your visitor? They are on your landing page for a reason; the elements you showcase above the fold are your first opportunity to make sure they decide that this is where they’ll find the answer to their question, or the solution to their problem.
Element 2: Take Advantage of User Behavior
People from cultures that read from left to right start in the top left quadrant:
Their web viewing process looks like an “F,” and ends in the bottom right quadrant. Research shows that you’ll have the most success if you start with something that grabs your viewers’ attention in the top right, have your information flow according to this pattern (with blank or white space in the spaces that aren’t emphasized) and put your call to action in the area where their attention ends- the bottom right.
Element 3: Have a Strong Headline and Sub-Headline
The headline/sub-headline of your landing page should answer the following questions: What pain point am I addressing? What value am I bringing to the equation? Why should visitors trust in me? Squarespace does a great job of integrating an effective headline “Better websites for all.” with a great sub-headline “Start your Free Trial … No Credit Card Required.” If you were looking for a new website solution, why wouldn’t you try out Squarespace? If you are trying to get more conversions from your website it might be good to review your content and make some adjustments.
Element 4: Support your Landing Pages with Good Media
Pictures are a great medium for you to convey value and trust. They also give you a great opportunity to “demo” how your product/solution works and why it might help.
Pinterest’s landing page is a great example of integrating images into a landing page; by using some pins as the background image, it gives you a peek into what the site is all about and why you should use it.
Element 5: Build Value | Build Trust
Overcome any objections or doubts your visitors may have by building the value of your product/solution and trust in your process or company. Think about what type of visitor you want to convert, make sure those are the visitors you’re bringing through your various channels, and tailor the content of your pages to build your product/solution’s value for those visitors. To build trust and legitimacy, you may want to share reviews/success stories, or have a few case studies where you’ve been successful.
Element 6: Finish Strong with an Effective Call to Action
A call to action can be as simple as, “Get Started!” or “Sign up Now!” A call to action can also work with your headline – “Save 20% Today!” Be clear with what action you want your visitor to take. If the other elements of your landing page are working well, then a call to action should flow smoothly and seamlessly. If at all possible, make the conversion process as easy as possible. Not all calls to action are created equal however, the success or failure of your landing page could come down to an effective call to action. Learn how to create an effective call to action and you’ll get a lot more conversions from your landing pages.
Including these six elements will help you supercharge your landing page and increase conversions. If you take each element showcased here and implement them into your own landing pages then you’ll turn your landing pages into conversion rock stars.