Technically, every website has a landing page, but only a few truly rise above the rest. If your landing page is not good enough, it directly causes an increase of bounce rates and a reduction of conversion rates. There are many good businesses that miss out on traffic and response they expect because their landing page simply is not up to par. But you can avoid such mistakes.
What Is a Landing Page?
Let's start with the basics. A landing page is simply the first thing a visitor sees when they arrive on your website. There are several main types of landing pages:
- Click-through - these usually consist of general information about the product or service you are offering along with a button directing customers to the purchasing page
- Infomercial - these landing pages feature commercials and involve quite a bit of scrolling
- Lead capture - these collect personal data, which is used to send out email marketing campaigns
- Viral - these landing pages generate brand awareness and usually feature creative content, photos, infographics, amusing videos or flash games that can be shared on social networks
- Microsites - minisites that come with their own vanity URL, they are usually used for large campaigns
- Product detail - these pages contain detailed information about the product or service
- Homepages - they are not particularly effective landing pages as they have the smallest conversion rates, which comes as a shock to most people
A great landing page must have the following vital features:
- A great headline that draws in potential customers and intrigues them by speaking to them directly about what you are offering and how does that benefit them
- A great subheading that clearly delineates what you do and makes you sound experienced and important
- A call to action that stands out, but is still a part of the conversation
- An image or video that shows potential customers the use of your product or service
What Are the Most Important Elements of a Landing Page?
Now let's dissect the most important elements of a landing page by breaking them into smaller sections and studying each one in more detail.
The key to writing a great headline is keeping in mind that your visitors may not be familiar with your company, brand, products or services. The headline needs to act as an introduction and it needs to do it well.
You need to establish what you can do for your customers and clearly define the purpose of your product. You can also use client testimonials in your headlines. This approach will automatically make customers trust you more. The length needs to be just right, not too short, not too long. You should definitely avoid using technical jargon or cramming the headline with marketing keywords.
Use natural, common language that your customers will easily understand. Landing pages need to be relatively concise, to the point, and action oriented. Speak directly to your customers in a casual tone while presenting yourself as a professional. Be clear about what you want to convey on your landing page. Strip every word down to its basics. Your visitors will not search for the answers, they will leave. Talk only about the benefits your customers will receive. Last, but certainly not least, you should put trigger points throughout the copy in order to inspire action (do not confuse this with call to action buttons).