Monday, 20 April 2015 17:30

7 Features Every Landing Page Absolutely Needs

Building a website is a lot like building a house. It all starts with a solid foundation (logical website structure), a desirable location (good domain name) and a pretty paint job (modern web design). Also much like constructing a home, where you take the project from there is entirely up to you.

And you have A LOT of options with where to go. If you plan on making money with your site, choosing to include a landing page should be one of the first decisions you make. But just like a rundown shack isn’t as sexy as a beachside mansion, not all websites (or landing pages) are created equal. Some pages consistently convert better and sell more customers than others. The real trick is determining what to include on your’s to make it a winner and not a loser.

You’re in luck however! Data analysis junkies, web gurus and the like have sifted through websites, statistics and analytics all to discover certain commonalities between the highest converting pages removing the strenuous work from our lives.

The equation is not nearly as complicated as you might think. In fact, the creme de la crop of landing pages contained not a myriad but a slight handful of similar features. Seven to be exact. Follow this guide and include these seven features in your pages, and you may just be on your way to constructing the next Taj Mahal of websites.

1. Headline (and Sub-Headline)

Your headline should be compact, succinct and to the point. You only get one chance to make a first impression as they say, and you headline is exactly that: your first impression. Think of the main headline as your elevator pitch—your one sentence to sum up your products or service. Use the sub-headline to then detail the big benefit(s) to the customer.

2. Image or Video

To keep on rolling with the cliches, a picture paints a thousand words. Your featured images should be your product’s masterpiece. It should Illustrate exactly what it is you are selling and reinforce the claims from the headline. If you’re feeling really ambitious, put up an explainer video that shows your goods in action.

3. Big Benefits

In just a few short bullets (checkmarks, whatever) break down the top handful of benefits your product or service delivers. This text (and your landing page in general) is meant to be scanned, not read, so keep it short! Within seconds the prospect should soak up the headline (and sub-head), photo and benefits without needing to scroll.

4. Call to Action

This will make or break your success. It doesn’t matter how brilliant you headline is, how crisp your photo looks or how incredible you benefits are if the prospect doesn’t do anything about it. This could be a link to download a digital product directly from the page, a subscription to a service you offer or simply your phone number to set up a consultation. Whatever it is, make sure it’s clear obvious and easy to perform.

5. Social Proof

One the first questions a prospect will ask themselves is “has anyone else done/used this before?” By including testimonials (and lots of them at that) you clear all that up instantly. If on-the-fence prospect see other smiling, similar customers they will be much more compelled to buy.

Maybe you were also featured in Sports Illustrated or the NY Times?? Slap their logo front and center on your page. This is known as “borrowed credibility” and makes you look way more legit since the other brands are already established and trusted.

6. One to Two Paragraph Description

This is where you begin to form complete sentences providing additional context and some further details. Again, brevity is of word of the hour here. It doesn’t matter if you happen to be the most eloquent writer in the history of English, nobody is going to sit there and read through paragraphs of text. Provide enough to clearly say whatever it is you need, but not too much as to break up the flow of the site.

7. Links

This is not as much about what you should have on your page as it is about what you shouldn’t. On your homepage and the rest of your website your navigation links should be easily accessed somewhere near the top. On your landing page however, every link you provide distracts away from the content of the page (and your Call to Action), so remove all navigation other unnecessary links from sight. Ideally, the only link you should have is the Call to Action, which can be as simple as redirecting to your homepage and the rest of your site.

marketing lead generation

Enjoyed this post? 
Signup to get the latest in digital marketing, design, technology, automation and more great tips once a month. Unsubscribe anytime.

Want to share your expertise with our readers? Learn how to become a contributing author

Erik Rosner

Content Strategist

Erik brings a unique talent for writing to our team, using his creative skills in creating and curating content to encourage user engagement in our client's brands and ours. 

Find me on: Team Page | LinkedIn | Google+


Rate this item
(1 Vote)

Leave a comment

Make sure you enter all the required information, indicated by an asterisk (*). HTML code is not allowed.