You’re missing out on an essential marketing tool if you’re not using a landing page. For instance, the number of leads generated by long landing pages can be as high as 220%.
Generating leads is vital for any business to stay afloat nowadays. Likewise, it’s essential to attract the attention of a wider audience. This way, you have a higher chance of higher conversion rates.
There are several ways to do this, but one tried-and-tested method is having a great landing page. However, there are certain elements your landing page design should and should not have.
Keep reading if you’d like to learn the secret of effective landing page design. Here’s what you need to know.
What Is a Landing Page?
A landing page is a webpage dedicated to a call to action (CTA). Visitors arrive on this page after clicking on a Google ad, on social media, or in an email. Once they ‘land’ on your landing page, you must have a captivating design if you want them to stay. This is a vital element of an effective digital marketing strategy.
A website can have several landing pages, as these pages are separate from the company’s site’s homepage. Each landing page will be created with a specific goal in mind and typically have no navigation bar. For example, your landing page goals can include actions like getting people to sign up for your newsletter or downloading a free ebook.
Essential Landing Page Elements
Now that you know what a landing page is, let’s discuss the elements your page should have to be the most effective. The five primary elements are the following:
- A “hero image,” animation, or video
- A selling proposition
- Your product or service benefits
- Social accolades
- A call to action (Or conversion goal)
Don’t despair. If you have no design knowledge, you can always enlist the services of your local website design agency, which will know how to create a winning landing page.
Your Hero Image
If you’re still getting familiar with this term, a hero image is a large or oversized image. It typically spans the entire width of the screen it’s being viewed on. This image should relate to your product or service, preferably in a way that invokes emotion.
It’s not recommended to use just any stock image for the sake of having a hero image. Your hero image can also be a video or an animation, but remember, this is the first impression they’re getting of your landing page design.
A Selling Proposition
Your selling proposition informs potential customers why they should choose your product or service over others. You want your offer to be enticing, so you must be concise. If it’s too wordy, people will stop reading.
However, your selling proposition needs certain page elements. They are:
- A primary headline
- A supporting headline
- A closing statement (optional)
Your Product or Service Benefits
Next, you want to tell people why they need your product or service. What benefits can they gain, or what features does your product have that make it superior? This is where you can really get creative and catch the attention of potential leads.
If they find what you’re saying interesting, you’ll have piqued their interest, and there’s a higher chance they’ll keep reading. By the time they’ve reached the end, they’ve committed so much time they’re more likely to become a conversion.
Social Accolades
You can claim many things, but you need proof to back it up to avoid potential customers losing faith in your company, product, or service. So, for this part of your landing page, you want to include client or customer testimonials, the logos of companies you’ve worked with, and reviews from other websites (i.e., Yelp, etc.). To build trust with your audience, include the names of the clients leaving the reviews, testimonials, etc.
A Call To Action
Finally, the fifth element your landing page design must have is a Call To Action. This is what encourages your audience to take action. For example, if you want them to sign up for your newsletter, your call to action can be something like these:
- Get instant/exclusive access
- Send it to me!
- Give me my free ebook!
- Send me updates
- Get a free ebook
What you want to remember is you want to stick to only one Call To Action. If you ask your potential leads to do other actions like follow you on social media, you risk them failing to follow through on the primary CTA, which is the purpose of the landing page (i.e., signing up for your newsletter).
Benefits of a Great Landing Page Design
Now that you know what elements your landing page design needs, let’s review some benefits that make it worth designing a great landing page. Here are the top three:
1. They Increase Conversions
If your landing page design is set up correctly, your Call To Action will get potential leads following through, meaning they become conversions. Your CTA should be easy to complete and straightforward to understand.
2. You Can Increase Your Email List
Using your landing page to get potential leads to sign up for your newsletter is an excellent way of growing your email list. You can either use a single “Sign Up” button where they input their email address only or a form that asks for extra information.
3. They Create Brand Awareness
When working on your landing page design, keeping the style matching your company’s style guide is essential. This means using the company’s colors, including the company logo, and the same fonts seen throughout the website.
Get More Conversions More Often
A fantastic landing page design is essential if you want your product or service to stand out. When potential customers land on a captivating landing page, they will likely spend more time on your website.
When they do this, they will likely follow through on your Call To Action. A landing page is a great way to grow your email list, create brand awareness, and increase conversions.
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