We should start this post by clarifying what a landing page is. It is a term used within web design and online marketing that often confuses because what is a landing page to one business might not be to another. You will find that even within the professional ranks of web designers and online marketers there can be various definitions of a landing page.
For this post, we are defining a landing page as one which is designed to generate leads for a business. It is often a single page in a website that visitors land on (thus the term landing page) having clicked through either from a paid advertisement, from search results on Google or by clicking a link on another website which includes social media pages and other websites within the same business niche.
One thing which every website owner wants their landing page to do is to perform and achieve the objective they have set for it. From our definition we want our landing page to convert the visitor into a lead and that is achieved by them entering their details. This can be their name and email address or telephone number. To ensure that happens the landing page’s design should include these five elements.
One Single Purpose
One of the primary features of a landing page is that it should have one single and clearly identifiable purpose. What the purpose might be for each business will differ, but the key is that whatever it is, that is all the landing page should be designed to achieve. Whether that be to have someone enter their email, call the business directly, or complete a form with all the details of their needs, nothing else should interfere with that.
Brevity
Whilst there may be several pages on your website where it is appropriate to include lots of content with some stretching to over 1,000 words of text, your landing page should not be one of them. It should be uncluttered, and the text should be short and to the point. Look at your landing page and if there is anything on it that is not required, nor contributes to the landing page’s objective, remove it.
Compelling Benefits
It stands to reason that no visitor is going to enter their details, even if it is only their email address if they do not have reason to. One of the ways you provide that reason is via the benefits you tell them they will receive for doing so. Whether you are offering a free download, a discount off any future purchases or any other kind of incentive, ensure you tell them. Ideally, this should be via bullet points as emphasises them using minimal text.
Credible Social Proof
To add further to the reasons for becoming a lead via your landing page, the addition of some social proof on the page can increase conversions. These can be snippets from positive reviews, images of existing customers using your product or service, or a seal showing you are accredited within your business sector.
A Powerful Call To Action
The final, and hugely important element is a strong call to action. Whatever you want your visitors to do it is essential that it is crystal clear on the landing page and that visitors have no doubt whatsoever what to do next. Your call to action’s effectiveness can be the difference between a successful landing page and one which is failing.