What Makes a Good Landing Page: 4 Must-Haves

Introduction

A good landing page grabs attention, clearly communicates value, builds trust, and drives the visitor toward a single focused action. It functions as a web page totally distinct from your company’s homepage and operates with a specific purpose. That is to provide more details to the offerings and promises you made in your content published elsewhere.

In return, the visitor provides his or her contact information. It is basically the next step in converting visitors into paying customers. A high converting landing page, therefore, is an instrumental part of your selling and marketing tactics.

Thus, a successful landing page has to be convincing that a visitor feels exchanging their contact details is worth whatever it is that your business is peddling.

The goal of landing pages is to help you generate high-quality leads that are likely to convert in the future. In fact, 68% of B2B companies deploy strategic landing pages to generate new sales leads, according to a 2018 Marketo report.

There is no denying how valuable landing pages can be to your business. But the big question is, what makes a good landing page?

1. Pick the Right Landing Page Software

Investing in the right landing page software should be your first step towards explosive lead generation and conversion via landing pages. While there may be free landing page tools available online, they only offer generic capabilities and do not have the range, flexibility, and customization options premium landing page builders provide.

The best landing page solutions are those that come with an extensive feature set. Heatmaps for tracking engagement, customization tools for conversion optimization, and a massive library of easy to configure landing page templates are just some of the capabilities premium landing page builders offer.

There are a few considerations to go over before picking the best landing page software for your business. Factors such as cost, ease of use, customer support, and more all come into play. They must be reviewed thoroughly before you make your decision.

Yet if you want to establish an online presence for your business and generate high-quality leads, investing in a landing page software solution is a must.

2. Never Go For Multiple Offers

One of the golden rules as far as landing pages are concerned is “one page, one offer.” If that is not explanatory enough, it means you never sell more than one product or service or promo on your landing page.

You don’t want your visitors to stray off to other promotions when you are endeavoring to sell a specific product. Having multiple offers confuses your visitors because your page has varying content, hero image, promotions, multiple call to action CTA button, and images.

Instead of making your offer clear to your visitors, presenting them with numerous offers will drive them away disappointed and disenchanted. Still, 48% of landing pages contain more than one offer, according to a 2019 compilation of landing page optimization statistics.

3. Optimize for Mobile Devices

Your websites and landing pages should be optimized for mobile devices. If yours is not built to function properly in a mobile screen, then you’d have to redesign your website and optimize it for your mobile target audience.

For one, 48.91%, or nearly half of the global internet traffic came from mobile devices as of Q2 2019, according to Statista. In a different survey, 69% of customers use their mobile devices for browsing and media consumption. A significant portion of the world’s population is on their mobile devices. From a marketing perspective, mobile users are a gold mine.

Most landing page builders provide a collection of responsive landing page templates that are mobile-optimized. That means you don’t have to build mobile-ready landing pages from the ground up. If you fail to optimize your landing pages for smartphones and tablets, you are losing high-quality prospects to your competition.

4. Embed Videos for Better Results

Nothing conveys a message or illustrates the value of whatever you are selling better than videos. And that is backed up by a solid fact. A 2018 content marketing trends research revealed that 54% of buyers all over the world prefer to watch videos over other types of marketing content and material.

There is a psychological aspect at play here. Aside from grabbing the attention of your visitors, videos are effective in evoking specific emotions that then encourage buyers to make purchase decisions. According to recent case studies on landing page conversion, landing pages embedded with relevant videos have an 86% better conversion rate in contrast to landing pages that don’t have.

Explainer videos, product reviews, and testimonials are quite effective in attracting your visitors’ focus and reeling them in for more information. Buyers may not know the reason behind the purchase but they will be willing to buy when they feel good about your e-commerce services.

Simplicity is the Future

Your landing page needs to be appealing, attractive, yet straight to the point. It needs to be concise to deliver much-needed information about your product or service in a straightforward manner. It should treat your visitors to a delightful and consistent user experience (UX). Check out UI/UX design services to know more about in detail.

With so many technological advances going on, many marketers think that a visually loud and colorful landing page will deliver their desired results. On the contrary, the most effective landing pages are the ones grounded in simplicity.

You want your visitors to immediately process and digest the information your offering. Uncluttered and clean designs that show just the right amount of text, images, and videos can help you do just that. Make your landing page simple and clear so your visitors will get your message and know what to do next.

Frequently Asked Questions (FAQ)

1) What are the key elements of a good landing page?
A strong headline, clear CTA button, persuasive copy, visual support, social proof, and mobile-friendly landing page design.

2) How do I improve conversion rates on my landing page?
Simplify the layout, use strong call to action CTA, match content to user intent, build trust, and test regularly.

3) What makes a great landing page effective?
It delivers a clear message, focuses on one goal, builds trust, and guides users to take action easily.