You know that an optimized landing page has the power to convert visitors into leads or even customers. But, how do you create one? How do you design a landing page that reflects the pain points of your audience, grabs their attention, and makes them click the 'Buy’ or ‘Subscribe’ button?
Read on to discover the elements that transform your landing page into a lead generating machine.
1. Magnetic Headlines
The headline is one of the most important elements of your landing page. If it’s not compelling enough, your audience will lose interest and bounce.
Depending on the type of product or service you’re offering, there are many ways you can craft your headline so that it appeals to your target audience. For example, you can provide a clear solution to an issue your audience is struggling with, ask them a question, or stir their curiosity with a shocking fact.
2. Persuasive Supporting Headlines
While not obligatory, a secondary headline can be necessary for landing pages that have long primary headlines. You can use it as sub-header to expand the idea presented in the main headline and further stir the curiosity of your prospects.
3. A Killer Unique Value Proposition (UVP)
Your landing page copy should provide an answer to one of the most important questions that your visitor will ask – “Why is this product better than others?” Shortly but concisely explain the benefits of your product and try focusing the discussion on the customer.
4. Include Trust Indicators
Whether you use statistics, customer badges, testimonials, or seals from third parties, make sure you have at least one element that speaks about your credibility and builds trust for your audience.
5. A Powerful Call to Action
If you want to turn your visitors into leads, then you’ll need to make your call to action button stand out from the rest of the elements. Use Fitts’ law to determine the best location to place your CTA button. According to this principle, if you want to increase your conversion rate, then you need to place your CTA button as close as possible to the expected mouse location.
6. Include Secondary Call to Action Buttons
If your product or service is complex and it requires a long landing page, then it might be a good idea to include more than just one call to action button. Follow the same guidelines as with the primary one, but make sure to differentiate it regarding color, size, copy.
There should be a clear hierarchy for your CTA buttons and prospects should be able to understand it the moment they land on your page.
7. Don’t Include Any Navigation Links
Once a prospect gets on your landing page, you need to do everything you can to keep them here. Having too many navigation links can distract them from the purpose of your page and offer them ways out when what you’re trying to do is get them to fill out your form or purchase your product. Try to limit the number of external links and navigational elements as much as possible.
8. Leverage the Power of Visual Content
The visual content on your landing page is crucial and can determine whether your visitor feels any connection to your web page. If the imagery is relevant and persuasive enough, it can be a driving force for the audience to continue to spend time on the page and eventually convert. Experiment with different types of visual content, such as videos, images, gifs, etc., to see which one is more efficient at making prospects convert.
9. Simple Lead Capture Forms
Lead capture forms are one of the most important elements of your landing page, and their success is directly related to their design. That is why it’s important to spend enough time testing them to see which version performs better.
The placement of your forms is also vital since the more visible it is, the easier it will be to draw your audience’s attention and persuade them to fill it. You should also consider its length – the shorter it is, the more likely the visitor will be to spend a few seconds filling it out, without putting much thought into it.
Following these tips and tricks and making sure you have all the necessary elements on your landing page will ensure you’re on the right track towards crafting the perfect page. However, remember there is no magic recipe you can follow. Regularly test and experiment with different versions to discover the best choices for your landing page.