Landing pages are web pages that have a very specific purpose – to convert visitors into leads. We look at what makes a good landing page so that you can start seeing results.
What is a landing page?
A landing page can refer to the homepage of a website, but more often it is a designated, standalone page that is visited after clicking on a digital advert or email campaign. It’s wherever your visitor ‘lands’ after following a link.
The purpose of the landing page is to convert users or visitors into leads or customers, so you need to make sure that it is appealing enough to get the job done.
What makes a good landing page?
A landing page created specifically to get conversions should follow these guidelines:
Clean, minimal design
Your landing page should have a clean, sleek design that demonstrates your professionalism. It should also point your visitors where they need to go next, without cluttering the page with distractions or extra navigation options.
If you want your visitors to sign up for a newsletter or start filling up a shopping cart, make sure that is where they are directed to.
Properly utilised headings and subheadings
Headings and subheadings are a key component of page design, helping to format and break up the page while also making navigation easier.
Your heading should be brief, to the point and immediately address your visitor’s need, and be followed by a subheading that goes into a little more detail about your product, service or offering.
Even this subheading should be quite succinct though – you can use the rest of the page copy for detailed specs if necessary.
High-quality, relevant images
Poor-quality, generic, or blurry images instantly make your landing page (and your brand) look unprofessional. Make sure you use high-quality, relevant images that clearly show what you are selling and how it will benefit your users if possible.
Keep to the theme of minimalism though, and don’t overwhelm the page with images. Just use enough to entice your users into taking the next step.
Make sure key information is visible above the fold
Everything above the fold is what your users can see without having to scroll down or navigate in any way.
It’s unlikely you’ll fit the entire content of your landing page above the fold, but make sure to get your audience hooked with the key information they need, including a CTA, so that they want to keep reading, but can take the next steps straight away if they choose.
Include simple, effective copy
A good landing page needs compelling copy. However, like everything else on the page, it should be kept simple, fuss-free and to the point, while being consistent with the keywords you are targeting with your ads.
Your landing page copy should succinctly explain your offering, along with any key features or specs the user needs to know, as well as the benefits of using the product or service.
You’ll also need to spotlight the next steps, such as filling in a contact form, booking a consultation or browsing a linked collection.
Be contactable
It shouldn’t be hard to get in touch with you if you want to convert visitors into loyal customers or leads. Make it painless for them by including a contact form so that they can say hi without navigating away. Just keep it short – no one likes needlessly long data capture!
Use trust signals
Trust signals go a long way if you want to convert casual visitors into valuable leads. Short reviews and testimonials, including any star ratings or review scores, make a landing page far more likely to convince your visitors that you are worth investing in.
Make sure the UX is on point with A/B testing
Once you’ve designed your landing page, you need to make sure that your visitors are getting the best user experience. You can test multiple design elements by A/B testing your landing page to see what gets the best results.
Sometimes you can get blinded by your own preferences, but when you’re aiming for conversions, you need to go with the elements that work best for your users.
It’s important to understand what makes a good landing page if you want to convert casual visitors into loyal customers. Landing pages need to do a lot of heavy lifting in a short space of time, so grab your users’ attention early, build trust, and direct them to your CTA by using these tips.
If you want help designing a kick-ass landing page or any other aspect of your site, please get in touch – we’d love to hear from you.