The biggest challenge for any business is convincing prospects to buy and to capture visitor’s information.
A landing page is a web page different from the main website that has been designed for a single focused objective.
In online marketing, a landing page, sometimes known as a "lander", or a "destination page", is a single web page which appears in response to clicking on a search engine optimized search result or an online advertisement.
Landing pages are often linked to social media, email campaigns etc. In order to enhance the effectiveness of the advertisements. The main objective of a landing page is to convert site visitors into sales or leads.
But making an effective landing page is not an easy job.
If you are designing landing pages for the very first time, what landing page elements would you need to make it a success? Here is the list:-
1. Effective Headline
The headline is the very first thing that visitors will notice and read.
It should clearly describe the page/product.
Simple to understand
Strong enough to show the visitor that they are in the right place.
For example: Just by reading the reading the heading of the company, it is clear that it’s a branding company providing various marketing techniques which can help in sales figures.
2. Clean Design with Visuals
A clean design with plenty of white space keeps the design simple and attracts more visitors. Apart from simple design following things also plays an important role when designing a landing page.
The big font will make it easy and compelling for visitors to read and understand what your site is all about.
- Bullet points will make big blocks of data easy to scan and understand.
- Videos play a big impact into a small space.
- Images and graphics that are relevant to a product will be an additional support to the message.
For Example- Hbloom, a flower delivery service have used a simple design. They have highlighted their process in points to make it visible and easy to understand. The right use of images adding value to the page.
3. Social Validation
As humans, we tend to give greater value on things that have been already approved by others. This is one of the reasons for most of the sites will display evidence of such social validation through:
- A list of customers
- Press mentions
- Usage statistics
- Testimonials
The best way to start gathering some good evidence of social proof which can be put on the page and keep updating customer reviews, clientele on a regular basis.
Keep client logos of the same size and if possible display them in grayscale to minimize clashing colors.
For Example- Campaign Monitor has used the list of their clients on the landing page to display their social proof and market presence.
4. Clear Call to Action
The call to action (CTA) is what you want visitors to do. For example- Shop Now, Sign Up Now, Try It, Contact Us, Apply now, Get Started.
- Always make it easy and compelling for the visitor to take the desired action.
- Don’t distract them with too many requests. The best pages will include only one CTA.
- Choose a color, size, and placement of the button wisely.
- If you have more than one CTAs on the page, de-emphasize others visually compared with the primary CTA.
For example- UC Davis has used the arrow too on the "Watch the Sample Lesson" CTA at the bottom of the form which makes the CTA stand out from the rest.
For example- UC Davis has used the arrow too on the "Watch the Sample Lesson" CTA at the bottom of the form which makes the CTA stand out from the rest.
5. Compatible Layout for different screens
Different people use monitors, laptops with different screen resolutions. Landing page should be designed keeping in mind all these factors. It is advisable to keep essential parts of the page – logo, headline, call to action, a supporting visual – in the center top of the screen, with supporting message lower down on the page.
- Make sure your designer knows which are the most important elements on your page and puts them front and center.
- Test the web page at different resolutions to make sure that people with different monitor sizes are able to view most important elements.
For Example– Above picture is the perfect example having an attractive headline, bright CTA and social proof. Even on a smaller screen, the most important elements will be visible.
A landing page is a place where all your efforts come to execution. This is the place where customers click, people buy, and you make revenue.
You will create a powerful and high-converting landing page by implementing each of these tips mentioned above. And once you are done, do some testing, The process of creating a landing page is never finished. You will always improve.
What do you think about some of the absolutely essential elements of a landing page? Share with us in the comments section below.
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