The creation of a landing page is essential in all marketing strategies. However, for it to convert, it is not enough to create a simple page, it is necessary to do upstream work on your visitors and put in place a clear strategy. It’s important to note that there is no universal guide to creating a perfect landing page. Eh yes…
Landing pages that convert are as different as the people who visit them.
However, there are some good practices to adopt when you create your landing page.
The landing pages that convert the most often several characteristics in common.
We’re going to talk about these five key elements that you should strive to include in all of your landing pages for maximum results.
What is a landing page or landing page?
Before we talk about these key elements, let’s take a look at what exactly is a landing page or landing page and how it differs from other pages on your website.
The goal of a good landing page is toincrease conversion rates in order to achieve your marketing or business goals.
A landing page is usually promoted through Google Adwords or another similar service, and it only exists for one reason: conversion.
How do I create a landing page that converts?
Before creating your landing page, you must define the purpose of the page.
Are you looking to increase your database? Promote a new product? Promote a promotion on a subscription?
Once you’ve set your goal, think to the message.
How can your offer – be it a subscription or a product – solve the problem of your visitors?
What do people understand when they seek solutions to these problems, can your product solve this problem?
Once you have:
- Your objective;
- Your message ;
- Your keywords;
You can start creating your landing page.
Start thinking about what you want to include: a CTA, a video presentation, or perhaps a form.
All landing pages that convert have five common elements. Let’s examine each of these in detail.
1. A catchy title
The title is the first thing your visitors will see. Make sure the hook is worked.
The title can be decisive, either a visitor stays and wants to learn more about what you offer, or he leaves.
Here are some things to consider:
- The title should grab the reader’s attention;
- The title should tell the reader what the product or service is;
- The title should be short;
Never make more than 20 words, and preferably limit it to 10.
Now that you know the recipe for an effective headline, let’s take a look at this landing page for a UX design tool.
The title is short and gets straight to the point. This product is clearly designed for teams.
As soon as a visitor arrives at a landing page, he must understand the company’s offer.
If you want to create a page that gets visitors interested in your business as a whole, name a more general goal.
Still, use a simple title to democratize your product and emphasize its importance.
2. Persuasive subtitles
The next element you need to create an effective landing page is the subtitle.
If the title is of interest to the visitor, the subtitle should keep it there.
Here’s what to keep in mind when creating your own:
- The subtitle is placed under the main title;
- The caption should include an element of persuasion;
- The subtitle can go a little more in depth and in detail than the main title.
For example, here is Slack’s landing page:
Its main title, “Where Work Happens”, is sufficiently concise and catchy.
Then, in the subtitle, readers can find out about the platform.
It is also important to note that the explanation should not always be placed after the title.
When writing the content for your landing page, you don’t necessarily have to follow a specific formula.
Organize your content in a way that clearly explain what you are offering in priority.
3. Quality images
Visual content is an essential element of landing pages that convert.
The brain processes images 60,000 times faster than text.
This means that visitors will be immediately challenged by the images on your landing page.
So when selecting your images, remember that:
- Photos must be large;
- The photos must be relevant to your product or service;
- Images must be of high quality.
Emphasize relevant, high-quality visuals.
Images maximize visitor engagement.
Images are the first things the brain processes. They have the potential to make the first impression on your brand, and you need that that first impression be good.
For example, Mixpanel uses images on its landing page to show the functionality of its product and to help explain it.
These images are fun and catchy.
In addition, they give potential customers an idea of the platform.
Screenshots like this are a great choice. This is an approach that works for many service companies.
4. A clear explanation
Your landing page should be perfectly Claire.
After all, if a potential customer doesn’t understand what your product or service is all about, you’re going to lose it.
A simple explanation is therefore crucial.
If your offer is a simple product or service, you can get away with a title and subtitle as the only content.
But whichever way you choose to approach your explanation, here is what you should keep in mind:
- Your explanation may be in your title (if it is not long);
- An explanation should focus on the benefits.
In our previous examples, most have no paragraph or additional text to explain what they offer.
You can also count on the images to help you with your explanations.
For example, on this Asana landing page, the title and subtitle are compelling. They complete their explanation using a visual.
It’s much easier to understand, and for most visitors, it’s also much more interesting.
5. An effective call to action
This is the element most important of all : the call to action.
None of the items listed in this article are as important as your call to action.
After all, this is the element to which we want to redirect our visitors, because it is what converts visitors into customers.
With that in mind, here are some of CTA’s must-haves:
- Make it big. In general, the larger, the better;
- Use a button;
- Make the button text compelling;
- Use a contrasting color.
CTA text is important in your landing page.
Do not use the word “Send”. Instead, use something persuasive.
People have been formatted to expect the CTA to be a button.
Don’t try to change that. People know what to do when they see a button.
Whatever color you use on your CTA, it has to stand out from the rest.
To stand out, this color must contrast with the other colors. Contrasting colors help catch the eye and force the click.
Sprout Social has another great example of a high-contrast CTA button.
Notice how this button is “popping” green, which stands out from grays and purples.
It’s big, daring and impossible to ignore. This is exactly what you should do.
A well thought-out landing page is a page where your visitors click and buy.
So don’t spoil everything! Set up a well thought out strategy and be clear about your offer.
Fortunately, creating a converting landing page is not complicated.
Start by implementing each of the 5 key elements, and you will be well on your way to converting your visitors into customers.
? Feel free to share this pin on Pinterest