While learning the tactics of creating landing pages, you may find a few common threads between the most successful designs. Whether its color scheme or the style of copy, the best marketers know that the details of a landing page can make all the difference customer engagement and profit. Below are 9 elements that all landing pages should contain to maximize ROI and overall effectiveness.
1. Engaging headers
The first impression of your landing page starts with the heading. Create a header that is catchy and relevant to your products. Not only should your header be engaging—but your subheadings should also continue to draw in your audience. This can be easily accomplished with a set of bullet points. This approach will more effectively illustrate your product or offer than long, boring texts. Whatever style you choose, ensure that your heading and subheadings are direct, persuasive and engaging from start to finish.
2. Effective testimonials
In the case of testimonials, more is always better. A significant amount of relevant testimonials gives your potential customers a reference point on your product and increases their ability to trust its legitimacy. Also of importance is the date of your testimonials, as user feedback does not have an infinite shelf life. Try to display only the most recent references, from no longer than weeks, or even days, prior. Not only should you have engaging, detailed stories from your existing customers, you should strive for creating a positive conversation around this feedback. Likes, comments, shares call all contribute to illustrating a true, thriving dialogue around your products or offers.
3. Well-organized design
In 2017, decent design is no longer enough for truly successful landing pages. The competition for stunningly designed landing pages has increased in recent decades, as technology and customers are becoming more intelligent each year. One common mistake that beginner marketers make is believing that overly fancy design will increase landing page traffic or engagement. But marketing gurus agree that when designing landing pages, less is more. Simple, well-organized design is key, and should clarify your call-to-action and boldly state the essential elements that support your cause. Overall, your landing page should have a simple, yet engaging theme throughout—one that is not only appealing, but deliberate and distinguishable by design.
4. Appealing color scheme
With your impressive design in mind, be sure to support your theme with a thoughtful color scheme. A general rule is to select no less than three colors and no more than five. Whether you choose bright colors or a hue more natural, they should be eye-friendly and stylistically combined. The best landing pages utilize methodical styles, like subdued and professional (a pigeon blue and pearl gold) or crisp and dramatic (a capri blue and yellow green). Canva’s Design School is a great resource for selecting the perfect color scheme for your pages.
5. Diverse visuals
What is more important than visually illustrating your products on your landing pages? How you illustrate them, and the quality of the visuals you employ. While it is important for your images to be large and attention grabbing, it is counterproductive if the visuals are low quality or poorly displayed. Strive to utilize images that focus on showcasing the product from different angles being used in various scenarios by relatable customers.
6. Winning copy
Everyone knows that engaging copy is necessary for any digital space. But to truly capture the attention of your audience, and ultimately convert them to customers, skilled marketers tap into the psychology of words when writing copy for their landing pages. Neuro-linguistics is a technique that is growing in popularity that takes subliminal messaging to the next level. Houston Chronicle and Hypnosis Training Academy both provide great information of learning to influence your consumer with the power of words.
7. Customer-centered experience
Another essential element of your landing page is illustrating the importance of your product or offer to your potential customers. Create content that focuses on how the product will solve the customer’s problem rather than how wonderful the product is. This can easily be executed through meaningful, authentic testimonials from customers whose lives have been transformed as a result of your product. Additionally, strive to create an experience that is focused on ease of understanding for your customers. The attention span of your consumers is shorter than you may realize, and your must engage them and quickly articulate your call-to-action before they lose interest. Provide consistent storytelling, not only with details of the product or offer benefits; but most importantly, prove to them that your call-to-action can truly improve their lives and resolve their problems.
8. User-friendly structure
To further ensure that you capture the attention of your audience quickly, ensure that your customers can easily navigate your landing page. Nothing is more important than your users’ ability to view the essence of your product or offer with a quick glance over of your page.
9. Obvious connections
Lastly, never make the mistake of placing your products, offers, or call-to-action in an obscure area of your landing page. Many marketers are afraid of being too obvious, and may embed important information deep within irrelevant links and subpages. But be afraid of being boring, not obvious; and by following the above advice, your landing page will be anything but boring. The intended connection should be totally apparent for your audience, to reassure them that they are on the right path to utilizing the many benefits of your product or offer.