5 things every landing page should have

Website Design
Digital Marketing

A landing page, sometimes referred to as a conversion page, is the first thing that potential customers see when they click through to your website from an ad or pay-per-click campaign on search engines like Google and Bing. It’s important to get this right because, ultimately, it’s the first step in convincing your visitors to do business with you. Follow these five tips to help you create better landing pages that encourage visitors to convert into paying customers.

1) A clear value proposition

If you don’t know what you want your users to do, how can you design a compelling experience? To create a clear value proposition, think about why someone would want to visit your landing page and what specific result they’re trying to achieve. For example, if your goal is for them to sign up for a newsletter or download an ebook, that’s your value proposition. If you want people to register for an event (or RSVP), make sure it’s clear on your landing page that they need to complete that action in order to receive more information. Next, look at other sites in your niche and see what type of calls-to-action those pages have. What makes one stand out from another?

2) A clear call to action

A clear call to action goes hand in hand with identifying who your audience is and how to reach them. You want a visitor on your site to be able to understand what you are offering, decide if it’s something they want, and take action by clicking through or calling right away. A call to action can be just that: A call or an email address where they can ask questions or get more information. Make sure your CTAs are very clear and actionable--and often specific. Rather than Contact Us you might say Schedule a Consultation Today if that is what you want visitors to do immediately upon visiting your site.

3) Keep people focused

Studies show people spend less than 20 seconds on average viewing a single web page. That's why it's important to keep people focused on your landing page by presenting a clear message and keeping extraneous elements out of sight. To help visitors focus, use your landing pages to highlight only one offer or service. Eliminate secondary elements such as navigation bars, advertisements and links in order to ensure users only see what you want them to see.

4) A strong hero image

Humans are visual creatures, so you’ll want to make sure your image is strong and well-designed. Start by considering the size of your hero image—many sites use a 1200 x 600 pixel (full width) image with white or transparent background. If you include a graphic rather than an image, be sure it doesn’t need text to make sense on its own. Remember: whatever format you choose, keep it consistent across all pages. Good formatting is especially important if you're using an image as your hero—you want users to identify each of your pages by its unique branding elements and messaging.

5) Social proof

Studies show that credibility is established in two to three seconds. That’s why you want to include social proof on your landing page—and plenty of it. According to WebpageFX, 64% of visitors decide if they want to convert within one second of viewing a web page. If a customer likes what they see and reads positive reviews and testimonials, chances are they will stay. We’ve discussed social proof before: Shout out to business-to-business brands who are proving their credibility by showing off numbers (through reviews, comments, stats) and checking out how some popular retail sites use social proof with images that display how other people look when using their products.

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