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Ten Key Elements to Successful High Converting Landing Pages

For a successful high converting landing page, you need to include certain crucial elements. This article provides eight of the most important key elements for a successful landing page.
Landing page sample image for digital marketing
Sample Landing Page

Landing pages are crucial in marketing. These webpages help lead customers to a specific brand or service and convince them to take action. It provides customers with the opportunity to create conversions and strengthen their customer base.

A strong landing page helps simplify the offer procedure and strike out distractions. Hence, the design of your landing page is essential. An appropriate design of your landing page is the foundational key to its effectiveness.

When a site visitor “lands” on your page, they should easily comprehend what they are dealing with and how much value it provides. For this reason, you need to follow a working strategy that maximizes the presence of site visitors for profit.

Landing pages are different from other site pages. These pages are more specific; they tackle the exact need of the user. So, you are delivering what the user requests with a single click. Additionally, they provide a lower cost of acquiring leads or sales.

Here are some of the key elements to successful high converting landing pages:

1.    Use Clear and Comprehensive Headlines and Sub-headlines

Utilizing headlines that sell is crucial in creating a high-converting landing page. However, you should ensure that the headlines are clear and easy to understand. The headline you’re using should directly explain your offer and show its value to customers.

Your headline should be consistent with the copy used in the call-to-action or email that promoted the landing page. When a visitor lands on your page, your headline is the first thing that they see. For this reason, the importance of a “catchy headline” cannot be overstated.

Like headers, sub-headlines are imperative. They serve as a complement to the heading. Please note that these sub-headlines are written to persuade the users to remain on the page and encourage them to take action. Sub headlines shouldn’t be wordy. So, please use short and powerful sentences.

Examples of strong headlines or sub-headlines are:

  • Pure silk clothing… 20% off
  • Now! Steer Your Way to a Thousand Dollars
  • FREE subscription to Wikipedia

2.    Consistent Branding

Website brand names and logo for landing page
Website branding and logos

Your landing page should always appear as it belongs to your website. However, this doesn’t mean other pages of your site should look like the landing page. Besides, it doesn’t also mean your landing page should have a complicated design. When creating landing pages, go for a simple, clear, and unique style.

When creating your landing page, avoid tampering with your branding and logo. Both your logo and branding are important parts of the entire process of creating your landing page. Hence, you should make the best out of them.

Consistent branding has great benefits. One of the most common advantages of consistent branding is its ability to increase customer trust and familiarity. Your brand recognition increases when you remain consistent, even on your landing pages. Also, trust becomes fortified and you get more business opportunities.

When your branding and logo remain consistent, your identity is established and your company will maintain a unique image. Utilizing consistent branding on your landing page leads to high conversion.

3.    Negative Space

Negative space means the space between characters or spaces in the page that doesn’t display content. In most cases, they are usually plain white and they could also be other colors. In websites, they are used to improve the overall user experience when applied appropriately.

On your page, the actions that visitors should take should be made clear. Also, it should be easy for the site visitors to know how to carry out those actions. This point is where negative space comes into play. Avoid cluttering the landing page and ensure that the page elements are clear to comprehend.

Negative spaces are effective at guiding the reader to your call-to-action (CTA). When negative spaces are used properly, the landing page will have a specific path for users to take, which differs from the conventional webpages.

Aside from negative spaces, other factors that help guide users on a specific journey are the exclusion of exit links and the limitation of navigation on the page. A menu or secondary link can distract the site users and make them abandon the page.

4.    Attractive Visuals or Video

Picture showing the importance of images and videos in a landing page

High converting landing pages usually involve the use of images or videos to improve engagement. Besides, they also make the offer you place more exciting and enticing. You can use images and videos on the landing page to tell a story and point the visitors to the CTA.

Videos can be very effective on a landing page. The presence of enticing visuals or videos can increase conversions by 80%. Besides, 96% of consumers find them helpful when trying to make a buying decision.

When placing videos on your landing page, they should be done strategically with a good thumbnail and a clear CTA. Please endeavor to make your videos short because your visitors may watch the entire length and you don’t want to keep them bored. For those without design skills, Flexclip makes it easy to create professional-looking videos in minutes.

Visuals and videos on the landing page can be optimized for SEO reasons to help search engine ranking. Your media (images and videos) should point towards the same goal and address the ultimate goal, which is the CTA.

5.    Clear CTA

Various Call To Action (CTA) for landing page

A clear CTA is a key element that shouldn’t be ignored. Using a clear CTA that demands attention is what helps in getting successful high converting landing pages. For clarity, you should use a contrasting color. Please note that the contrasting color doesn’t need to be a bright one.

If you want an effective CTA, you should make the page have fewer distractions. Clutters or distractions may make the CTA button less visible. So, you should endeavor to reduce them for a larger and more visible CTA button. When the call-to-action is big enough, there will be no confusion about where the site visitors will redeem their offer.

Please note that using one CTA per landing page is highly advisable. More than one CTA may confuse the site visitors. Also, consider using the F or Z pattern when creating your landing pages for the call-to-action.

6.    Mobile responsive

Mobile optimization is imperative for any webpage or an entire website. Approximately 60% of B2B consumers claim that their mobile devices played a major role in a recent purchase. Also, 50% of B2B queries are done from phones. Hence, it is vital to the design and a landing page that is fully responsive for mobile devices.

A mobile responsive site is capable of increasing sales and conversion rates. Besides, responsive sites also take out the need to track conversion paths, user journeys, redirections, and funnels within your website. Responsive sites can be budget-friendly, especially because it doesn’t require the creation of an independent desktop site and a standalone mobile platform.

7.    Lead Capture Form

Aside from the great headlines and CTA, your lead capture form is the most essential part of your landing page as a whole. It’s advisable not to ask for too much information in this section. Requesting too much information overwhelms the site visitors.

The lead capture form should mainly focus on vital data like the visitor’s name, email, company, and job title. In scenarios where you want more details about a certain lead, you should make them optional. Generally, it’s important to make use of short forms that can be completed quickly.

8.    Trust Indicators

Customers are naturally doubtful; so, they love to double check any promised service. For this reason, you should consider including a few elements that will make your offer more credible. Examples of some forms of trust indicators are trust badges, awards, testimonials and reviews, and statistical evidence.

According to one review, 71% of people are more likely to make a purchase when there’s social proof. Displaying data like the number of shares, likes, reads, or subscribers are great trust indicators. Aside from using social media as a trust indicator, you may employ it as a tool for publicity. Ensure to put a link for sharing; so that site visitors can share what you’re offering.

9.    Straightforward Copy

It’s vital to keep your landing page simple and straightforward. Ensure that it cuts to the point with no unnecessary sentences. Most importantly, your copy should be relevant to the CTA. Ensure that your copy explains the value you’re offering.

It’s a professional step when you make use of bullet points or bolded words. The use of bullet points and bolded words increases readability. In other words, it helps in getting your point across to the visitor easily. Please ensure you use the language that suits your site visitor and avoid being overly generic.

A straightforward copy is an effective copy when done appropriately. A great copy will transform the service you offer or product you sell mandatory. You will also have the advantage to separate yourself from other significant competitors.

10.   Top-notch Offer

Sale Labels Banner Tag Set Collection Background
Sale Labels Banner Tag Set Collection Background

Your landing page should always promote a fantastic offer that the visitor gets for providing data in a certain form. There are several things that you can offer in return for filling the form. Examples of these offerings include eBook, whitepaper, report or webinar, and a certain type of free trial, free consultation, and demo.

Conclusion

Once you can follow the ten fundamental but key steps to building your landing page, you will end up with high conversions. You should consider testing multiple versions with an A/B test. Testing becomes even more important when you haven’t decided on the social proof elements.

Depending on your findings, you can make adjustments from the analytics. Landing pages are effective at turning website visitors into known leads. However, you should always have something in return for them.

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By Aristides Seimanidis

By Aristides Seimanidis

Digital Marketing Specialist specializing in a 360 approach in Digital Marketing I can help you find and use the right mix of strategies that will work your type of business

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