A website landing page is specifically designed as a point of entry for website visitors and serves the purpose of converting these visitors into customers. As such a landing page should be setup to entice a visitor to take an action. That could mean anything from buying a product to signing up to a newsletter, downloading a document or booking an appointment.
Our Web Design & Digital Marketing Agency has put together the following list of 10 must-have elements, to get your landing page looking great and performing even better…
Enticing Headline – The headline should grab the viewers attention and encourage them to read on. The headline should appear as ‘useful’ to your target market / target audience and convey a message.
Sub-Headlines – These provide a way of breaking the content of the landing page into manageable chunks for the visitor. Like the main headline, sub-headlines should be enticing and encourage the reader to read on. They should also help the viewer to navigate the page to find the information they need.
Enticing Copy – The content on the landing page should be top-notch! It should be well written, concise and to the point, pay close attention to grammar and punctuation. Think about the tone of voice you’ll use, will it be formal or informal? Include factual based statistics if they are available. Everything depends on your brand image and who your target market is; keep this in mind throughout the development of your landing page. Based on your market research, you should know what your target market is looking for and you should base your content around fulfilling this. In short, make the landing page interesting enough to gain the attention of the viewer.
A Logical Layout Order – A landing page should build up a sales pitch in a lead up towards a call to action. Lead the reader through a journey demonstrating why they need your service/product and what benefits they’ll receive by using your product/service.
Graphics, Visuals and Images – Make use of visually enticing elements. These break up large amounts of written content and give life to a website landing page. These could include: photos of your product or service, well designed graphics or charts and graphs. A picture paints a thousand words and can often convey a message better than just written copy alone. Video is also a useful tool, you may provide a video introduction or demonstration of your product or service for example.
Social Proof – Provide some form of proof for the claims you’re making on your landing page. Testimonials or quotes from your customers can be a real asset when it comes to gaining a sale.
Credibility – Make use of any statistics you may have. Are there any results that you can use as evidence to substantiate your claims? Using the logo of any high profile clients you deal with can give your landing page credibility. Make sure you get permission to use your client’s logo first!
Social Sharing Buttons – Provide visitors with a means of connecting with you on social media. Many modern websites have this functionality as a standard. Also provide a means for people to share your landing page with their friends on social media with the click of a button.
Call-To-Actions – Have a clear line of action for visitors to take; whether it’s to buy, order, sign up, make a phone call or book an appointment, make it easy for visitors to take action without needing to leave the landing page. Call to actions should be enticing and the process should be as clear as possible for the website visitor.
Means Of Contact – Include a contact form, phone number and email address on the landing page so that visitors can choose how to contact you (if required). ‘Live chat’ software integrated with your landing page can further remove barriers to contact.
The above elements are not exhaustive and will depend upon the type of business you are in, the purpose of your website and the outcomes you want to achieve. So first consider what goals you have and then implement the best methods for achieving your targets.
Once you have designed and launched your landing page you will want visitors to find it! Define a strategy including the ways you can promote the landing page for example on social media or through search engine advertising.