The Key Components of Landing Pages that Work

Just like an ice skater, your landing page should be smooth, hard-hitting and concise.

A landing page is a page on your site where traffic is directed exclusively in order to encourage a particular call to action from visitors.  Since the landing page is made solely to get people to commit an action immediately, they are one of the most crucial things to get right in online marketing.  Here are some tried and true key components of landing pages that work.

1.  Keep it simple.

Make the following points crystal clear:

  • What you are offering.
  • Why the reader should want what you’re offering.
  • How to get what you’re offering.

2.  Include a clear call to action.

Sounds pretty obvious, but it is worth emphasising that your call to action should be clear and visible.  Go with something obvious and simple like “Sign up now” or “Let’s get started”.  In my opinion, a great landing page will actually include multiple calls to action.  But, even with multiple calls to action, it is probably best to stick to one CTA goal consistently rather than asking the user to complete several different actions on one page.

3.  Have a killer headline.

It’s big. It’s bold. It’s first on the page. Your headline needs to be spot on because it fosters the make-or-break moment when a user is going to either keep reading or bounce off the page.

Bad headline: headline

…Enticing.

Good headline:

Screen Shot 2015-10-01 at 4.05.37 PM

 

This headline tells you straightforwardly what you’re getting from Code Academy and is easy to read.

4. Design

There are so many ways to design a landing page that are arguably “the best way” to do so.  But no matter how great landing pages are designed, they all usually have a few key design elements in common.  A great landing page design will usually:

  • be eye catching or bold with bold headlines and readable fonts.
  • lead the eye toward the call to action.
  • avoid big blocks of text and break text up using bullet points.
  • the only thing on the page that even slightly resembles a button is the call to action button(s).
  • avoid cheesy stock photos.

5. Create a natural flow.

It only makes sense to ensure that the copywriting flows in a logical way that leads the user to complete your CTA naturally.  You don’t want to just ask the reader to fill out a form right at the top of the page without first providing some reasons why they should be interested.  Start with the headline, and follow it up with a subheader that gives a bit more of an explanation about your product.  Follow that up with proof or reasons to complete the CTA, and then present the CTA.

6. Be persuasive throughout.

One of the most common landing page mistakes is forgetting to be persuasive throughout the entire page.  Sometimes businesses will forget to be persuasive, but your product won’t sell itself. Every sentence you write is an opportunity to sell your product.

7.  Test the page.

Testing and measurement are the keys to improving your performance. Design multiple landing pages, each with certain elements slightly different from each other, and then measure which landing pages perform the best on your audience.

Thanks for reading – Have any other points that I missed?

 

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