Before detailing the most important elements a landing page should have, I’d like to quickly explain what a landing page is and what it’s used for.
What is a landing page?
A landing page is a page users reach after clicking on a text ad, banner, link or organic search result in a search engine such as Google, Bing or Yahoo. It’s very common for this page not to be integrated into the main website and not to allow further browsing, to prevent drop-offs and keep the user’s attention focused.
What is it used for?
This page expands on the information given previously and must have a clearly defined goal. That goal may vary depending on the company, the product or service it sells and what it really wants to achieve.
Examples of goals:
- selling a product
- user sign-up
- newsletter subscription
- downloading a document or software
- or any other action we want visitors to take on our landing page.
Elements of a landing page
A landing page is made up of a clearly defined set of elements. Each one must be optimized to create the perfect landing page.
Headline
The headline is crucial: it must stand out and capture the user’s attention and interest so they keep reading the rest of the message.
Tips to keep in mind when defining and adding the headline:
- Leave white space around the headline so it stands out and reads well.
- Use a typeface that differs from the rest of the content but is clearly legible and catches the user’s eye.
- Use a font size suitable for headlines that is consistent with the other elements on the landing page.
- Place the headline outside the text alignment so it clearly stands apart from other content.
- It’s very important to include the main keywords used in SEO and PPC in both the headline and the content.
Subheadline
If the headline grabs the user’s attention and interest, the subheadline must keep them on the page. It supports and reinforces the headline.
The subheadline usually sits below the landing page headline and should include a persuasive element that invites users to stay and keep reading.
It can expand on and add detail to what the main headline says.
Image or video (visual or multimedia content)
Include an image or multimedia content that “sells” our product or service. Let’s not forget that a picture is worth a thousand words.
Tips to keep in mind:
- It’s proven that photos featuring people or showing the product in use convert far better than a simple product image.
- Product images in 360º format, which users can rotate freely to see every angle and detail, are increasingly common.
- Bear in mind too that multimedia content, unlike a still image, adds something extra: a distinctive added value that can show important additional information.
In every case, the image or multimedia content should convey positive feelings and the benefits of buying and using the product. It should also be consistent with the rest of the message conveyed to users through all the elements of the landing page.
Naturally, the images and multimedia content used must be of high quality in both format and concept.
Explanation
If users don’t quickly understand the message we want to convey, we’ll lose them.
The explanation and the details you communicate are vital. The most effective explanations are simple and direct.
The explanation can be integrated with the headline and subheadline or kept completely separate, but in every case it must connect to the overall message you want to convey. The message should focus on the benefits the product brings to users. There’s a separate section dedicated to exactly that.
Benefits or value proposition
In this section, you need to write the content clearly and directly so users perceive the benefits or value our product or service offers them.
It’s important to summarize and highlight the benefits in a list so they can be spotted and read quickly. The copy should empathize with the target audience and convey emotions that resonate deeply.
Distinguish between the product’s benefits and its features. Focus on conveying the benefits the product brings to users or potential customers.
This list of benefits should answer the user’s question: what do I get from buying this product or hiring this service?
Form
If the landing page’s goal is to complete and submit a form, the following aspects should be analyzed and taken into account:
- Include only the fields you need, no more, no less. The less information you ask for, the more likely users are to complete the form. Obviously, it must be the information needed to follow up on the lead within the sales process defined for the product or service.
- Clarity. The form should be very simple and easy for users to understand. If needed, include clear, concise instructions.
- Flag errors or required fields clearly, subtly and politely.
- Convey security and trust. Let users know their data will be handled securely, in compliance with applicable personal data protection laws.
Call to action
This is a key element, since it’s what we want users to do to complete the action we’ve set as our goal.
This action button must have a carefully considered size, color, placement and text, since a simple change can affect the conversion rate negatively or positively.
The message is very important and must be simple, clear and eye-catching, inspiring users to finally take action. It usually uses a standout typeface, larger than the rest of the landing page content.
Make sure the most important content is visible when the page first loads, without users having to scroll. Take into account the screen formats and sizes used by your target users across all devices (desktop, tablet and mobile). A responsive design that adapts content to each format is essential.
Testimonials
Although this technique is more common in the US market, real, credible reviews from customers who have bought the product build a lot of trust. Likewise, for B2B businesses, comments from executives at client companies are vital.
Testimonials add value and humanize the message, bringing it closer to the customer.
It’s important to identify the people giving testimonials (name, company and position) and include a photo.
Second chance
A second call to action can often help capture leads who aren’t ready to buy yet.
One example is social buttons for networks such as Facebook and Twitter: adding them to a landing page can bring initially uninterested users into your sphere of influence, keeping a connection so you can send them more information that helps them through the purchase process.
Second calls to action can also be added to the purchase confirmation page.
Finally, bear in mind that beyond the design, copywriting and setup of a landing page, it’s just as important —if not more so— to measure results both overall and for each individual element. It’s also advisable to run A/B tests with 2 or more landing page designs to measure effectiveness and use the one that drives the most conversions. Remember that a landing page isn’t static: it can be continually improved and optimized based on the results.
If you already have experience developing and implementing landing pages, feel free to leave us your comments and suggestions. And if you need support or collaboration, you can contact us directly: at Trilogi we’ll be happy to help.
