While anyone can create a landing page, a successful landing page that increases sales requires strategic planning, thoughtful design and clever copy. Although there are many options when it comes to creating a landing page, it’s more likely to convert visitors into leads if it includes the following elements:
1. Strong, Short Header
The header – or hero – banner should have a strong, short headline that is catchy yet clear to avoid confusion. Follow the headline with a brief 2-3 sentence paragraph or supporting sentence that helps add interest and clarifies the headline. Use a background suitable for the message, and consider adding a relevant image or video to balance out the space or add context.
2. Clear, Informative Body
Immediately after the hero banner, add a section that provides further clarity and information about what you’re offering, followed by a clear call to action (CTA). Speak to how important the product or event is, the benefits and what problems it may solve. If appropriate, include a form or a ‘shoppable product’ on this section’s left side and text on the right.
3. Social Proof
Under the body section, influence the buyer’s decision-making process by including ‘social proof’ in the form of positive reviews or testimonials. Social proof provides evidence that the product or service provided value and solved specific problems for previous customers and encourages conversion.
4. Benefits and Features
After the social proof section, include additional information about the product or offer, continuing to focus on the benefits. This section provides an opportunity to list the features and how they solve a problem. Keep in mind that white space is your friend. Include images or icons where appropriate to keep people interested. Include another clear CTA to help guide the customer and let them know what they should do next to complete their transaction.
5. Call to Action
We mention the importance of a CTA throughout the sections above, but it really warrants its own element. Every landing page needs to have one single clear call to action. This could be to sign up for a webinar, buy a particular product, request a quote or download a free ebook. The CTA can be referenced in the above sections of the site with a simple ‘shop now’ or ‘download today’ button or hyperlinked text, but the CTA is truly the core of the landing page and the conversion point that each of the above elements are pointing towards.
Landing Page Layout Flexibility
We encourage you to use these landing page elements in the above order and test the engagement rate. You can then re-order the elements and expand where needed. From there, you can determine what you can do to encourage longer time spent on the landing page, such as adding a short 2-3 minute video.