The Anatomy of a Landing Page
What is a landing page? Well, it isn’t just another page on your website. It’s a standalone page that users reach after clicking on an ad, social post, or search result. Unlike your typical homepage, which can have multiple goals depending on the user, a landing page’s primary purpose is to convert.
When someone clicks on that offer or post, it’s because they’re seriously considering it. This is why it’s so important to only include the necessary information a visitor would need to pull the trigger. We don’t want any distractions or alternate pathways. While there isn’t a precise formula for the perfect landing page, we’ve put together an infographic outlining the fundamental building blocks of a high performing landing page. Next, we’ll discuss the best practices for each one.
Built for Persuasion
As previously mentioned, there isn’t a precise formula for the perfect landing page, but the great ones that convert do so because they’ve got these fundamentals down pat. No matter the price point or type of campaign, these page elements all do their part to persuade. Keep things short, sweet, and simple to make the biggest impact.
On most landing pages, the header usually only contains your logo and no additional links. However, sometimes the logo will link to your homepage. By removing the navigation, you’ll make sure the visitor is focused only on the goal of your landing page.
Did you know at least 7 out of 10 users will bounce from a landing page? This means you need to speak volumes to your visitor within seconds to keep that number as low as possible. Craft an informative and oh-so-enticing headline that captures your visitor’s attention immediately and sums up your main value. This is the first thing a visitor will see when they visit your landing page, so it’s crucial that it encourages them to read on.
What makes a good headline, you ask? There are basically four kinds of enticing headlines:
- The value proposition.
“The only thing made exclusively to do this thing.”
This is great if you’ve got something uniquely you.
- The promise.
“Simple and powerful thing that will do something very awesome.”
Got your eye on some serious SEO results and can deliver something noteworthy to your audience? This is the one.
- The pain reliever.
“Get the powerful power of doing this thing without the pain point.”
Show your audience you know what they’re struggling with and how to fix it.
- The duel (not for the faint of heart).
“This competitor does this unimpressive thing, We do this very impressive thing.”
You’ve got to be careful with this one, as it can easily become trite or gimmicky. Be sure it is focused on a main value you offer and it isn’t shallow.
Subheadlines aren’t just for show, they’re considered an H2, which is important for SEO. They can help provide backup for your main headline. It should swiftly sum up your offerings or message, so limit this to 1-2 sentences.
CTA and Form
Craft a direct call to action and build a form that closely coincides with where your visitor is in their buyer journey. It’s best to keep forms short, simple, and easy as possible for your visitor to fill out. Don’t forget to make that button’s call-to-action super clear and “boopable.”
According to the Social Science Research Network, 65% of people are visual learners. Skip the cheesy stock photos and include engaging imagery that demonstrates how your offering would improve their lives for the better. It allows your visitor to better retain information and gives the page a more cohesive, professional look and feel. If you can include an actual image or video of a real satisfied customer, even better! Which brings us to our next section…
Effective landing pages don’t shy away from using plenty of what’s known as “trust signals.” These come in many different shapes and sizes—logos of brands your visitor knows, testimonials from people they relate to, etc. By utilizing trust signals on your landing page, you provide your visitor with peace of mind and a better sense of trust.
To sum it up…
A well-developed landing page can play a huge part in your website’s overall ROI. Different combinations and design choices will produce different results, so be sure to include A/B testing in your process towards perfection. Of course, you can enlist the help of our expert creative and development team to build your strategic landing page. If you’re serious about engaging, persuading, and converting, give this link a boop.