Specifically designed to drive user engagement and conversion, landing pages are remarkably effective in getting your customers from A, to your desired B. Whether you’re trying to convert visitors into leads or customers using subscriptions, forms, or purchases, landing pages streamline the process to guide your users to the end goal. To keep this journey from A to B as seamless and simple as possible for maximum effectiveness, it’s crucial to keep your landing page clutter-free. So what should we include on a landing page? We’ve done the groundwork and narrowed it down to 5 Key Components Of A Great Landing Page.
A Concise and Clear Headline
The headline on your landing page is the first thing your visitors will see, therefore it needs to be concise and convey the main benefit or value proposition of the product or service. Additionally, selecting copy that evokes excitement is a great way to nudge your customers through the page to your desired conversion.
However, a concise headline can only say so much. Its sole purpose is to grab the attention of your potential customers and your subheading steps in to convince them to stay. A persuasive subheading can be either an extension of your headline or a separate message to support your heading.
Throughout your heading, subheading, and copy on your landing page, use strong keywords to help improve your SEO, as landing pages can play a key role in overall SEO strategy. In addition, strong keywords are, in general, the words that your customer will immediately recognize.
Attention Grabbing Visuals
Visual information is processed much faster and more efficiently by our brains than text or any other information. For this reason, high-quality visuals are imperative for your landing page. Visuals also allow visitors to better understand what you are offering and the context as to why your potential customer should convert. With the help of VR, these visuals can allow customers to see how your product could fit into their life and is another great tool to increase conversions.
Whether you use video or photos, it’s important to ensure they are high-quality and represent your product, so customers know exactly what to expect. This also helps your landing page to look professional and well-polished which increases brand trust. Similar to the headline, evoking emotion and excitement through your visuals is another way to convert your lead.
A Strong And Prominent Call-to-Action
The ultimate goal of every landing page is to convert customers and, to achieve this, you must clearly communicate what action you want them to take. A strong and prominent call-to-action (CTA) does just that.
The CTA is the most important part of your landing page, so it’s paramount that it’s attention-grabbing and uses clear direct copy that tells the user exactly what you want them to do. CTA placement is also key. It needs to be visible but you also want to be tactical where you place it within the users’ journey. If it is placed too early, customers will not know enough about the product or action that you want them to take and are less likely to convert.
Depending on your landing page type, your CTA can be optimized to capture information from potential leads, convert sales and use it as part of your return path to increase customer lifetime value.
Social proof is impressively persuasive and with the rapid increase and success in influencer marketing, it’s not hard to see why. Customer testimonials, reviews, trust ratings, and both customer and influencer social media posts are all forms of social proof. These effectively help to build trust and bridge the gap between the brand and the customer. Highlighting previous customers who have already purchased your product and benefitted from it, also helps new customers to validate their decision and, especially for those offers that are limited, can help to create a fear of missing out on the product or offer.
Special and relevant offers are one of the simplest ways to nudge your customers to convert. Once a visitor has reached your landing page and navigated through the above, an offer helps to increase conversion rates. With this offer, reiterate that it is limited and cannot be found anywhere else to help them to convert on the spot. Bundles, BOGO, free gifts and discounts are just a few effective examples you can add to your landing page.
Less really is more when it comes to landing pages. However, it is key that every heading, subheading, visual, copy, and CTA is optimized to provide maximum information and value about the product, its purpose and benefits.
Which brand has your favorite landing page? Let us know in the comments below.
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