Landing pages are where internet users “land” after finding your site through a search engine. Your landing page is often your first introduction to new clients, so getting it right can mean the difference between a bounce and new business. Your landing page should capture interest, convey value, and establish your business as a trustworthy organization.
There’s no formula for designing a killer landing page; much of what works depends on your brand identity and industry. Being creative with your design elements and content can be a great way to reflect your brand’s uniqueness and show value to customers looking for your niche industry. To nail a landing page, consider the following five things all good ones will have in common.
Why Worry About Landing Pages?
A landing page should fulfill a need, answer a question, or show a user how the owner of the landing page can help them solve a specific problem. A few key components that every good landing page should have include:
1. A call to action.
A strong landing page should tell site visitors what to do. Is your goal to have those visitors sign up for a mailing list, make a purchase, or take advantage of a promotional offer? Include a clear call to action that tells users how to take the next step in their relationship with your company.
2. Clear headlines and subheadings.
If users are confused or overwhelmed because there is no real structure to your landing page content, this defeats the purpose of having a landing page in the first place. Organize the content on your landing page coherently to make it easier to read prominent headlines, subheadings, and defined sections.
3. Focused content.
Why do you want users on your landing page? A landing page is more than a digital business card; it’s an answer to a question or solution to a problem. Structure your landing page content so it conveys clear benefits of doing business with your brand to visitors on the page. If your landing page is a response to a specific question or problem, show them how to take the next step toward solving it.
4. Concise and actionable language.
When crafting your CTA and other content, be direct about the next steps you want them to take; keep content concise and your language actionable, positive, and encouraging. “Show, don’t tell,” is a fantastic caveat to remember when developing content for your landing pages.
5. Stellar visual design.
If your landing page is garish, cluttered, or otherwise hard on the eyes, internet searchers who happen upon it probably won’t want to stay for long. Use your brand’s color palette and adjust it to a modern look that’s easy to navigate. Try to stick with your existing brand colors; keeping your brand consistent in all your marketing efforts helps establish brand recognition.
Though there’s no precise formula for a successful landing page, some elements are crucial no matter what your identity or industry. If you take a look at some of the highest-rated landing pages for 2019, you’ll notice they include these elements while staying true to their unique identity.
The ultimate goal of any landing page is to convince users to take the next step with your brand. Keeping these five core elements in mind should help you navigate the development process, but never forget to add your brand’s personalized touch to your landing pages. These pages can help form the foundations of countless relationships with future customers, so make a great first impression by fine-tuning your landing pages into unique, functional, and reliable gateways to stronger customer relationships.
If you’re curious how to fine-tune your landing pages so they start netting more leads and conversions, Arca Interactive can help. Contact us today to learn how our team can manage various digital aspects of your business including landing page development and web design.