Also known as a lead capture page or a destination page, a landing page is a website page that a user arrives at once they have clicked on an online ad or a search engine result link.
In order for your landing page to be a success, it must be optimised to drive conversions. This includes creating a compelling call-to-action (CTA), which will drive both leads and sales. However, many landing pages on the web today are failing to hit the mark and have the desired impact. They aren’t optimised correctly, and so they are failing to drive any real results. With that in mind, let’s take a look at seven critical elements of an effective landing page in further detail.
- Numerous points of interaction – The first thing you need to do is make sure that your landing page features a number of different points for interaction. This includes the likes of a physical address, phone number, contact form, email, social links, and online chat. This will give people numerous ways to engage with your business. This not only enhances convenience, but trust too, which is something we will discuss next…
- Trust signals – You need to earn the viewer’s trust. Online consumers are sceptical. They have heard about the many data breaches and fraud incidents that have gone on in recent times, and they, rightly, want to protect themselves. You need to show them that your business is one to be trusted. There are a number of different ways you can do this. One of the best options is to include security badges, as well as signing up with relevant authority bodies in your industry and including this information on your landing page. You should also include testimonials from past customers as well. If you can integrate reviews from an independent platform, even better. Simply typing up comments yourself can create more distrust, as people may assume they are fake.
- Simple design – It can be very easy to get carried away when it comes to the design of your landing page, but you need to keep things simple. There is a reason why minimalistic websites are so popular – they are easier to use, process, and load. Your website needs to be straightforward. Navigation should be intuitive. If someone has to go searching for the content they need, they are probably going to close your website and search elsewhere, rather than trying to figure out what your website is all about.
- Images and videos – Visual interaction is a necessity, but you need to make sure it does not slow your site down too much, which is something we will go into greater detail about towards the end of the post. Nevertheless, videos are important for communicating concepts that are complex, as well as providing value and entertainment. Embedding video delivers important information in a manner that text-only content can’t. Your image use is also important. You probably already recognise the need for images. However, simply placing random images that offer little value is going to distract visitors, rather than leading to conversions. Furthermore, you should avoid free stock photos that litter the web, as these offer nothing in terms of setting your business apart.
- Address hopes and fears – When it comes to land page optimisation, there is no denying that psychology has a critical role to play. You need to make sure that your landing page mitigates user loss and offers forms of guarantee. This has a positive influence on user engagement. An effective landing page is one that gives the viewer relief. There are lots of different techniques you can use to achieve this, for example, storytelling is an option to consider.
- A strong CTA – This is arguably the most important element of any landing page. A landing page needs to include one dominant call-to-action. The best CTAs are those that cannot be missed. The viewer’s eyes should immediately divert to it. The colour palette used can impact the person’s emotions, with red creating a sense of urgency, encouraging people to take the action you are prompting to do. Of course, red may not fit in with your brand, and so a different colour choice may be needed. You must make sure that, no matter your choice, you opt for a high level of contrast, i.e. white text on a black background, ensuring that the CTA really stands out.
- Quick page load speed – The seventh and final critical element of a successful landing page is the load speed of it. You can achieve higher conversion levels if your website is quick to load. On the flip side, you can expect your bounce rate to soar if you make people wait when they enter your website. The Internet is supposed to be about convenience, so once you take this away, you leave the viewer frustrated and they will simply head to the competition instead. There are many elements that have an impact on landing page load speed. Your hosting provider will impact this, as well as the size of the image and other media files you have on your website. There are plenty of free tools available that can help you to discover the speed and performance of your landing page, including GTmetrix and Google’s PageSpeed Insights.
So there you have it: seven critical elements of any successful landing page. As you can see, there are many different factors that determine whether your landing page is effective or not. If you can master the seven ingredients mentioned above, you can go a very long way to making sure that your landing page is ticking all of the right boxes and driving leads and sales for your business.