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6 Essential Elements Every Landing Page Needs

A great landing page is the foundation of a successful online marketing campaign but it will only convert if you first understand that all your visitors are not the same. By trying to create a generic page that appeals to everyone you’ll end up appealing to no-one.

So, your landing page needs to be tailored to each individual marketing campaign in order to maximise conversion rates. And here are 6 essential elements to help achieve this:

1. The solution headline

When someone visits your landing page it’s because they have a problem: they want to earn money, lose weight, secure their home…etc. etc. It’s up to you to tell your visitor how you’re going to solve their problem and it starts with the headline:

“Learn How To Lose 10 Pounds In One Week”

…clearly describes what a visitor will get from your page (its goal) and conveys a strong message that leaves the visitor in no doubt that they’re in the right place.

2. The subheading detail

You’ve given your visitor a solution, now you need a more detailed explanation in order to convert them into a customer.

Your subheading can be a direct extension of the headline in that it finishes the sentence your headline started, or it can extend the message by adding an additional persuasive message which supports the primary one.

“Using a high intensity fat burning workout plan that’s better than a treadmill…and faster.”

The key with subheadings is:

  • Express the benefit clearly.
  • Keep it within one sentence.
  • Tie it in with the primary headline.

3. Who is your customer and what is their use case?

Whenever we view an offer or product it’s natural to ask whether or not it’s the right fit for our needs. Visitors rarely convert to customers if they’re unsure if the solution is correct for them but this is easily solved by clearly listing who would benefit from the product or service:

Simply adding use cases to your landing page can boost conversion rates because you’re helping visitors overcome any niggling doubts about your product or service. If other people or businesses are using your product, your visitor will feel more secure in following their lead.

4. Testimonials and case studies

You need to offer some proof in order to back up your claims so testimonials and case studies are a great way to show visitors that your statements are true.

If you’re going to include testimonials then include your customer’s full name, a photo, and the specific results achieved. A video testimonial is even better and typically can convert higher than a static text based version.

5. The call to action

You’d be surprised how many landing pages don’t include a Call-To-Action (CTA). This involves some testing to see where to best place your buttons so people will click on them and convert.

Here are the main elements to test:

  • Copy – What should your button say – Click Here? Buy Now? Add To Cart? Sometimes generic phrases aren’t always best so consider other options such as ‘See Our Pricing Plans’.
  • Colour – Test a few colours to see which works best. Different colours can have different meanings such as red for urgency but the main aim is to stand out.
  • Location – Placement can have a big impact on conversion rates so try adding in different locations but don’t assume placing your call to action higher on the page is best. Visitors should know what they’re getting before you ask them to act.
  • Design – A simple rounded button with a few words isn’t necessarily the best call to action. For example, including an image of your product within your CTA can boost conversions significantly.
  • Timing – You can increase conversions by firstly selling the benefits of your product before the call to action. This can be achieved by only showing your visitor the CTA button once they’ve read what you’re offering.
  • Creativity – Your call to action doesn’t have to be a standard button on a page. You can place the CTA within a video so it appears once the visitor has finished watching. You can also add effects to your CTA so it scrolls with the page as the visitor is reading.

6. It’s all about trust

Many people are cautious about buying products or services online, particularly if you’re not a known brand. By adding trust elements to your landing page, you can reassure your visitor that what you’re selling is genuine which in turn will help boost conversion rates.

A trust element is typically a badge or logo from an approved source. For example when a visitor is using a checkout page they can be reassured that it’s safe by adding an SSL Encryption badge. However don’t just place these elements on the final page, have them on display throughout the visitor’s flow through the site e.g. Landing Page to Pricing Page to Checkout Page.

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