As a business owner, you may have heard the term “landing page” used in discussions with digital marketing professionals and other business owners.
But you may not know what a landing page is or understand its importance in the world of modern marketing.
In simple terms, a landing page is a web page that is specifically designed to convert visitors into business leads or customers.
Unlike a regular web page, a landing page has a clear and focused purpose, with a call-to-action (CTA) that encourages visitors to take a specific action, such as filling out a contact form, signing up for a newsletter, or purchasing a product or service.
If your goal is to generate more leads, conversions or sales for your business, then having an effective landing page may help you achieve it.
In the following article, we’ll cover the essential lead generation landing page must-haves that can produce more effective results for your marketing campaigns!
1. A Simple And Clean Design
A simple and clean design is important for a landing page because it can improve the user experience and increase the likelihood of conversions.
By limiting the number of options on the landing page and keeping its layout uncluttered, it allows visitors to easily navigate the page and understand its messaging and overall purpose.
Simplicity and minimalism are both rising trends in landing page design. Simple landing pages can be easier to read and understand. And this style can help the page stand out from the rest of the competitors’ pages.
Plus, a landing page with a simple design and direct messaging may increase your conversion rate by more effectively encouraging visitors to take the next step in the buyer’s journey.
Additionally, your landing page design should also be responsive (AKA mobile friendly). This means that your landing page automatically adapts to the size of the screen it’s being viewed on. With a responsive landing page design, you ensure an optimal customer experience regardless of the type of device they’re using to view your page.
2. An Attention-Grabbing Headline
Your landing page’s headline is the first thing visitors see. Since that’s the case, it’s incredibly important that this message immediately communicates the value of the products or services your business can offer them.
Your headline should be clear, concise, and benefit-focused. It should highlight what problem or pain points your business solves and what benefits the visitors can expect from your company.
To demonstrate the power of an attention-grabbing headline, let’s use a recruitment firm landing page as an example. Instead of using a generic introductory headline such “Welcome to The Staffing Agency,” you’ll enjoy better results with a benefit-focused headline like “Fill Your Open Positions With Qualified Professionals”.
3. Engaging and Informative Messaging
Engaging and informative messaging is an essential component of any successful landing page. It captures visitors’ attention, provides them with the information they need to make a decision, and helps your business establish credibility.
You want your landing page to capture your target audience’s attention and draw them into learning more about your company. Engaging and informative messaging accomplishes this goal by keeping the visitors interested in your page long enough to convince them to contact your office, fill out a form, or make a purchase.
Another benefit of engaging and informative landing page messaging is that it helps establish your trustworthiness as an expert in your respective industry. This is especially important if your business offers specialized products or services.
Folks won’t know that they can trust a retailer or service provider with their hard-earned dollars before they take action. Demonstrating your company’s credibility, experience and expertise in your landing page messaging helps the audience feel more confident about their decisions.
4. Visually Pleasing Images And Graphics
Visually pleasing images and graphics have a lot of responsibilities in the overall effectiveness of a landing page. They support the overall message, evoke emotions, and help persuade visitors to take action.
Visuals often provide the emotional foundation of a landing page and generate the power to boost conversions. Research has shown that not only do our brains process visuals 60,000 times faster than text, they respond better to images than large blocks of text.
With the right photos, graphics and illustrations, your landing page can tap into your audience’s emotions and compel them to take the intended action. However, it’s important that the images you include in your landing page design are relevant to its messaging and purpose.
Using the right photos and illustrations, your landing page can tell a story, demonstrate a product’s effectiveness, and establish a personal connection with your target audience. In turn, these visuals can help increase your landing page’s conversions.
5. Social Proofs That Establish Trust
Showcasing social proof on your landing page is another effective must have. If you’re unfamiliar with the term, social proof refers to the idea that audiences are influenced by the opinions and actions of others. In the context of landing page design, you can provide social proof in the form of customer testimonials or reviews.
Including social proof on your landing page also helps your business build trust and credibility with potential customers. By showcasing positive experiences from real customers, your landing page assures visitors that your products or services are well worth their time and money.
When including forms of social proof into your landing page design, it’s important to make sure they are genuine and relevant.
Although creating fake customer testimonials or reviews may seem like a harmless practice, it is never recommended. If existing and potential customers learn that your page contains falsified reviews, testimonials and comments, your credibility and trustworthiness will be irreparably damaged.
Instead of risking your reputation, reach out to loyal customers and ask if they would be willing to provide a testimonial or review for use on your landing page. If you end up with a surplus of positive reviews, consider showcasing a few of the best rather than clutter your page with too many testimonials.
In addition to customer testimonials and reviews, you may also want feature relevant industry endorsements or badges on your landing page, too. These endorsements may come from local or national companies you support with your services or products, or in the form of certifications from highly regarded organizations in your respective industry.
Not only do these endorsements help further establish your credibility and expertise with the target audiences, they’re also an effective way to build relationships with other businesses and organizations in your industry.
6. A Compelling Call-To-Action
A compelling call-to-action (CTA) encourages target audiences to take a specific action that aligns with the goal of your landing page. These goals include making a purchase, signing up for a service, subscribing to an email newsletter or filling out a contact form.
Without a clear and compelling CTA, visitors may not know what to do next. When that’s the case, they’ll simply leave the page without taking the desired action.
CTAs can take many forms, such as buttons, links, or images. Regardless of their format, they should always be visually distinct from the rest of the page’s text and images. They should also use persuasive language to create a sense of urgency or convey a benefit to the visitor.
A well-crafted CTA can significantly increase the likelihood of conversion, which is the primary goal of your landing page. To create an effective CTA, include a clear and concise message using action-oriented language and make sure its overall design draws the visitors eye to it.
Above all, confirm the CTA aligns with the page’s overall messaging.
7. Short And Simple Forms
If the goal of your landing page is to persuade audiences to fill out a contact form or sign up for your email newsletter, then keeping your forms short and simple is the best way to increase conversions.
If your headline, messaging, images, social proof and CTA have effectively led your potential customer to this part of your landing page the last thing you want to do is to immediately drive them away. Presenting your target audience with a form that asks too many questions (or irrelevant questions) is a sure fire way to do that.
Only ask for the most important information required for the page. If it’s a contact form to discuss products or services, include spaces for the customer’s name, location, email, phone number, and a spot to include a brief message about their specific needs.
If the goal is to build the subscriber base for your newsletter, simply ask for their email address and name.
The more questions you ask, the more likely your audience will leave the page without completing the form.
8. Search Engine Optimization (SEO)
Search engine optimization (SEO) helps improve landing page visibility and performance in search engine results. This can then lead to increased traffic, provide a better customer experience, and even lead to higher conversion rates.
SEO involves a variety of practices, such as keyword research, on-page optimization, link building, and content creation.
By using the right keywords and optimizing the landing page’s content, metadata, and other elements, search engines can understand the landing page’s intended purpose. Then they will show it to audiences who are actively searching for that relevant information.
When you invest in SEO, you ensure that your landing page appears to the appropriate audience without worrying about wasting time and resources with irrelevant audiences.
Launch The Perfect Landing Page
Now that you know what a landing page is and what must-haves can make it successful, it’s time to start building your first one.
If that’s not a viable option for you due to lack of resources or digital marketing knowledge, that’s ok. Results Repeat can help!
Using their combined experience, industry standards and best practices, and knowledge of emerging digital marketing trends, our team of website, SEO, pay-per-click (PPC), and content specialists will work with you to create a landing page that meets your marketing needs and delivers the intended results!
If you’re interested in learning more about our landing page creation services, contact us today to schedule a FREE consultation!