Skip to content
Building a high converting landing page is a craft that is time and resource intensive. Crafting landing pages is a science that few are still yet to master. The complexity of a landing page is brought about by the various factors that come into play during the designing process.
Since every landing page sells a different product to a different demographic, there’s no standard template that you can stick to when creating your landing page.
Thankfully, though there are identifiable elements that are a constant in all converting landing pages. These common characteristics are essential to a successful landing page which will be covered in this article.
Attention-Grabbing Headline
A headline plays a critical role in capturing the audience’s interest and attention and is the first step to understanding what your landing page is about. All killer headlines have the following things in common:
- Grabs the reader’s attention
- Informs the audience about the service or product is about. For good measure, you can include an image to further elaborate on the headline
- Should be concise and not more than 20 words
Convincing Subheadline
The aim of your headline should be to grab your audience’s attention while the sub-headline should compel the visitor to stay on your page longer and find out what the page is about.
To make it noticeable, the sub-headline should be located right below the main headline. It should contain some element of persuasiveness. You can make a sub-headline more persuasive by highlighting the major benefit that your audience will appreciate the most. For instance, indicate that buyers will enjoy a premium experience.
Unlike the main headline, the sub-headline can delve into more details and be more explanatory.
You can make your sub-headline more visible by font-flipping, that is, the sub-headline could be in a font that’s larger than the main font’s.
Eye-Catching Graphics
They say that a picture is worth a thousand words and it’s true! Visitors are likely to stay longer on your page if you have eye-catching graphics.
For maximum effect the images you use should have the following properties:
They should be large and take up a significant portion of your landing page
They should be relevant to the service or product you’re trying to sell. This is especially the case if you’re selling a physical product. You should have an image of the physical product on your landing page.
Whatever image you choose to use should demonstrate the utility of your service or product.
Take your time creating your graphics. To build credibility you should use custom images instead of stock images available all over the web. If need be you can hire a graphic designer to create graphics to use throughout your website as a way to make your brand stand out even more.
Explain Your Product or Service
What are the chances of a visitor buying a product or service if they don’t understand it? Nil. You need to make sure that you explain what your product does. What is it that makes your service unique? etc. Depending on your target demographic there are a couple of ways you can explain the functionality of your services or goods.
You can choose to include your explanation in the headline or it could be completely separate.
You can integrate several elements into your explanation such as your sub-headline, headline, separate photograph, and your image. When combined together these four elements give your visitors a better understanding of what your product is all about.
Even though explanations are functional in nature, that is, should objectively describe what your product or service does, explanations found on a landing page tilt towards the benefits your goods or services will have for the end consumer.
Value Proposition
A value definition can be defined as a feature, service or innovation that’s intended to make a brand more attractive to consumers.
A simpler definition of value proposition is that it answers the customer’s question “what’s in it for me?”
When designing your landing page, you should ensure that your value proposition is given prime real estate.
You can choose to sprinkle your value proposition throughout your landing page this way no matter what part of your landing page a visitor is focused on, they don’t miss the prime value of your product.
Another way to go about it is that you can create a list of bullet points that explain the benefits of your products. A unique way of doing this is creating different segments on your landing page featuring an image and an explanation of the unique value proposition that particular feature offers.
Content Flow
How the content on your landing page flows is just as important as the content itself. Assuming that you’re sending qualified leads to your landing page, interested customers will want to read about the functionality and benefits of your product or service. You will need to guide them through your thought process. A reasonable flow allows you to be both compelling and logical.
You should always start your landing page with your explanation followed by the benefits. Add as many convincing testimonials as you can and end the landing page with a call to action.
Note that you can use multiple CTAs throughout your landing page. You can choose to add a call to action at the end of each section and split test your landing page to see what works and what doesn’t.
By enhancing the logical flow of your landing page with corresponding product/service features you will make it easier for your visitors to understand your product or service features better.
You might notice that by adding all the features and identifying the unique value proposition of each makes your landing page really long and you might be tempted to shorten it. However, a long landing page shouldn’t be a concern as long-form landing pages have proven to be very effective.
Mention Some Pain Points
As humans, we do anything we can to avoid pain and by causing your visitors to think about their pain you lead them to look for a way to relieve their pain at least on a subconscious level.
You need to highlight the features of your product or service that alleviate this pain.
Start by mentioning what a user will lose and not just the benefits they stand to enjoy. The theory of loss aversion states that people are more likely to anticipate the pain of losing something than they are the pleasure of gaining.
Carefully sprinkle pain points throughout your copy including testimonials. By offering authentic testimonials, you convince your users that your product really can offer a solution to the problem your product or service resolves.
However, don’t let the user think about all the pain they’re going to experience instead offer them your product or your service as a pain reliever.
To create an efficient landing page you’ll need to do some comprehensive research as well as carry out multiple split-testing exercises to figure out what works with your target demographic.
If you need any help in creating a landing page get in touch with us via phone or email or visit our offices.