A landing page is not just any page on your website. It is created for a single purpose only, which is to capture the contact details of visitors who have arrived at your website to download a digital asset that you’ve promised them. That is why you’ll only want to drive highly targeted visitors that fit a specific persona to that page. This allows you to fine-tune the content to meet the exact needs of those visitors, and deliver the right message.
Here are the most important components of a successful landing page.
A powerful and focused headline.
The headline should be a concise and compelling statement that coordinates your marketing message. It should incorporate your value proposition and help your visitor immediately understand what they will get by submitting their contact details.
A relevant sub heading.
The subheading allows you to grab the reader’s attention by keeping the main headline short, powerful and impactful. It allows you to reinforce the message in the heading by explaining your value proposition in a little more detail to complete the picture. It really shouldn’t repeat anything that’s already in the headline.
A contextual image.
As humans, we are visually inspired, and images evoke certain emotions in us. This is why the first thing your prospects will see when they get to your landing page is the image you use. Emotions play a major role in our decision-making process, and the images you use on your page needs to connect with the emotions of your ideal prospects.
A prospect that arrives on your landing page is trying to solve a problem or fulfil a desire. Instead of simply showing an image of your product, show engaging pictures of someone happily using your product that appears to show the direct result of buying your product or solution.
An explainer video
Explainer videos have been increasing in popularity over the past few years. In one study, vwo
found that videos boost conversions by as much as 46%. That is because they force businesses to find the best way to clearly and quickly convey the benefit of their product or service in 60 to 120 seconds and in 150 to 300 words.
Using an explainer video is optional, but they are great for landing pages because of the way they capture attention and quickly convey your value proposition to your visitors.
Your landing page needs to be personalized to your brand for your target audience. It needs to incorporate all of the distinguishing features of your brand. According to a study by Customer Insights Group
, 63% of people say that brand consistency plays a key role in their spending.
Consistency helps consumers become loyal to your brand because it helps them get used to your brand. Familiarity breeds trust. This means that your landing page needs to incorporate the most visual elements of your brand such as your logo, colors, brand promise, typography and everything else that distinguishes your brand, and makes you stand out from your competitors.
Only prompt for the vitals.
If your landing page includes a form, make sure that it is only asking for the most vital or the most important information. Anything more than that decreases the chances that they’ll fill in and submit the form.
If you’re looking to build a relationship with a particular user by email, there’s no reason to ask for more than their first name and email address at this stage. Wait until they have placed an order before asking them for additional information.
Include a focused call to action.
This is the main action that you want your prospect to take, and it should be a single and focused action. Your call to action is the single most important element of a landing page, and it needs to be clear, specific, and stand out from everything else on the page including the headline, images, copy, colors and overall layout. Everything needs to support that specific call to action on the page.
Avoid generic calls to action.
Your call to action should describe exactly what is going to happen when a user clicks the button. For example, if you have offered the user an eBook in exchange for their email address, let them know that they are going to download the eBook when they click the button. This is much more effective instead of using something generic such as “click here” or “submit”.
Your landing page needs to be kept simple and focused on the main goal. It should not contain a navigation bar or any unnecessary information that might distract your visitor and prevent them from converting on the specific goal of the page. You don’t want to confuse or overwhelm the user by giving them too many choices. Give them a single choice.
Social proof is an essential element of online marketing and a review or customer testimonial will deepen the level of trust that consumers will have in your business.
You can also include case studies, industry awards and accreditations that are specific to your industry and that your target audience will recognize. These are powerful trust builders that can help to increase conversions.
Emotional benefit statements.
Benefit statements add a little more detail to the page and should describe exactly what’s in it for the prospect. They need to explain the emotional benefits of using your products or services rather than features. For example, if you’re offering the visitor a video tutorial in exchange for their personal details, the page should clarify exactly what the user will learn from that video.
The copy on your landing page should be clear and concise, and include powerful emotional statements that support your call to action. So, ask yourself how you’re solving your customer’s problems or challenges, and answer that question with benefit statements on your landing page.
Connection between your tweet and landing page.
You need to ensure that the message in the tweet that brought the user to your landing page, matches the headline of the page in order to reinforce the relationship between them. When a prospect clicks through to your landing page, you have less than 3 seconds to make them feel that they are in the right place.
You do that by coordinating the marketing message in your tweet and the headline on your landing page. For example, if your tweet is promoting a course about boudoir photography, your landing page cannot be talking about family photoshoots.
Those are the most important components of a successful landing page. Now, your landing page doesn’t necessarily have to include every single one of these components, but the more the better.
How to Create a Compelling Landing page for Your Business