The landing page is a special page within your website designed to help encourage those who visit that page to take a particular action. It could be that you want them to buy an item, subscribe to a newsletter or to emails, or nearly anything for that matter. It needs to have a good and strong call to action, naturally. However, quality pages must have certain other elements and features working together if they hope to get actual conversions from visitors. Creating a strong landing page is not always easy, especially for those who are new to them. By breaking them down and looking at the essential parts though, it does become a bit easier.
A Good Image
One of the first things that people will see when they come to your landing page is an image of your product/service, so it has to be good. The image needs to show off exactly what it is you are selling, and it should always be a professional level photo. The picture could also be an image of people, or those who are using your product as well. Make it memorable. If you feel you need to hire a professional photographer to take a good photo, it might be worth it.
The Unique Selling Proposition
The USP should be a nice and clear headline that can succinctly tell your visitors that they are on a page that has just what they need. The headline should be just a single sentence or short phrase that is able to encapsulate what you need to communicate about the product/service and your business. It should also make the reader want to continue reading.
Bullet Points of Benefits
After the main headline, you can go into a bit more detail about what you offer and why it is such a good idea for the customer to buy. You can write a paragraph or two at most that summarizes what they need to know about the product and follow that up with a list of about five bullet points. These should hit on the most important benefits that the product can offer, showing why people should use the item. It should serve as a means to get their mind into the buying mood.
Later, you can add more details and features about the product if necessary. Just keep in mind that you need to keep the text as easy as possible to read.
All landing pages will need to have form fields as a means to capture information about the customer, such as the name and email address. You should generally put these after the benefits.
Having a few customer testimonials on the landing page can be a great benefit, as well, and it helps to show that you are a legitimate company offering good products. Having a couple of these on the page can work well, but don’t go overboard. Remember that you want to convince the reader but not inundate him or her with too much to read.
Call to Action
You need to have a call to action on the page, something that makes the customer feel compelled to take an action, such as to buy a product. You also need to have a CTA button, so they can simply click it and begin taking that action.
Each of these aforementioned items is essential for a quality landing page that works. Developing great pages can take some time, and you may need to do some tweaking until you get them perfect. When you do though, they can work and convert quite well.