Anatomy of a Perfect Landing Page
Landing pages are a crucial part of a marketing campaign. A good landing page an help you turn the random visitors into leads, leads into clients, and clients into fans.
Landing pages are effective at capturing leads because they focus on a single purpose: why the visitor should buy your product. They also bring your visitors exactly where they want to be – on a page where they can check out your offer and decide whether they can trust you with their time and money.
Your landing page has a few seconds to make a great first impression that keeps your visitors engaged. And once they are engaged, your landing page should naturally lead them to a click to action.
Below I have listed the eight most important aspects of a high-converting landing page to help you dominate your niche.
2. Attractive Headline
One of the first things to grasp your visitors’ attention is the headline. A confusing or boring headline will make them leave your page, so it should be attractive enough to have an impact on your visitors and entice them to learn more about your product.
Try making your headline catchy by following good practices, such as:
- Make it clear and concise
- Avoid being vague
- Offer an immediate benefit
- Use suggestive wording, and make use of odd numbers as they perform better
3. Top-Notch Copy
For your landing page copy to successfully convert, don’t put an emphasis on your company, your product, or your services. Your potential clients are not interested in reading about how great you are. They really want to know the benefits they’ll have if they opt for your solution, and all the advantages they will enjoy.
Besides being clear about the outcomes, make sure the copy of your landing page is superb, reflecting what you promised in the headline.
Your grammar and punctuation should be stellar as sloppy grammar and spelling errors will only harm your reputation and credibility.
Also, pay attention to your content’s readability – think about using bullet points and white space instead of lengthy, hard-to-read paragraphs.
4. Clear Call to Action
Once you have the visitors’ attention with your headline, you need to compel your users to take action and engage further with your page.
To push your visitors towards the next step – you need a straightforward call-to-action that explains what they should do next.
Your call-to-action will depend on the goal of your marketing campaign. To get more qualified leads, use brief and strong CTAs such as “Download Now” or “Get Your Free Copy.”
Make sure you place your CTA button above the fold and use bright colors and large font to set your CTA apart from the rest of your content.
5. Right Colors
The colors you use on your landing page will set the atmosphere and impact your visitors’ behavior, so be careful when making your choices.
Yellow and red are the most common choice for CTA buttons, as they can quickly grab viewers’ attention. However, when it comes to CTA, it’s not only the color you use that makes the difference, it’s whether your button pops up from the surface, so opt for contrasting colors.
As it increases heart rate and creates a sense of urgency, red is often used to promote clearance sales or satisfy customers’ cravings for food or drinks.
Green is the easiest for our eyes to process and can usually be seen on entertainment or finance websites, while blue, the color of trust and loyalty, is the most common choice of businesses and banks.
If you want to ensure your branding consistency, your landing page colors should match your brand’s colors.
6. Establish Social Proof
To be effective, your landing page needs to be able to build trust with your website visitors, and leveraging the power of social proof is your best shot.
Stats show that 92% of online shoppers look at reviews before they make a purchase, while as much as 70% of people trust a review of someone they’ve never met.
Customer testimonials, reviews, guarantee seals, celebrity endorsements, real-time statistics, press mentions, and 3rd party security and trust certificates are common tactics for conversion rate optimization, as they can ease the minds and help your worried customers make their purchasing decisions much easier.
7. Use Simple Forms
Another crucial part of the landing page anatomy, that can easily make or break your campaign’s success, is the landing page form that you use.
While long forms might scare your potential customers away, short forms might fail to provide you with enough data to qualify your visitors and identify worthwhile leads.
When designing your landing page form, keep the data you ask for on a need-to-know basis, and get rid of all fields with no relevant purpose.
Furthermore, try to make it as simple as possible for your visitors to fill the form and minimize the need for typing.
8. Choose Your Multimedia
It’s a well-known fact that people grasp the meaning behind visuals much easier than text, so they gladly choose to consume and engage with multimedia content.
Almost half of the online viewers search for videos about the product before they visit a store, so it’s no wonder studies show that explainer videos on your landing page can increase conversions by 86%.
Photos of people benefiting from your offer can also do the trick. They will help your website viewers relate and visualize themselves better while enjoying your product or service.
However, your multimedia content should never affect your landing page’s loading speed. Instead of more conversions, it can bring more bounces – 40% of people would leave a website if it takes more than 3 seconds to load, so make sure your landing page loads faster.
9. Do Your Testing
No matter how much effort you put into creating a perfect landing page, don’t consider your job done before testing it with your target audience.
Take time to optimize your landing page for more conversions over time by running A/B tests, changing your CTAs, copy, photos, images, and other relevant elements and features.
You need to determine what resonates the most with your target audience so that you could improve your conversion rates. Testing will help you zero in on the elements that impact the customers’ behavior and drive them to conversions, making it an essential part of your strategy.