5 Critical Elements of an Effective Landing Page

by Obaidul Haque on December 16, 2012

Use the heading (and the subheading) to tell visitors what they can expect from your product or service.

Having dedicated landing pages is essential for any online business, particularly when you want to generate leads. Though it’s always a good idea to send as many visitors to the homepage of your website as possible, a dedicated landing page works best for converting visitors into sales or tangible leads. This is due to the fact that landing pages are devoid of clutter; they are more focused towards leading a potential customer into a specific direction. If you don’t know yet, a landing page is actually a specially designed web page that opens when users click on an advertisement.

Whether you want to generate more leads for your business or capture some essential information that you’re seeking, an effectively designed landing page does the job quite well. However, there are several essential elements without which a landing page is completely useless or has no meaning.

Given below are five critical elements or components that every effective landing page must have. Make sure you are paying careful attention to each one of these so that you can maximize the rate of conversion.

#1. Headline (Primary & Secondary)
So, the first critical element of a landing page is the heading. You need a heading (and a subheading as per requirements) to tell the visitors about the unique selling proposition (USP) of your product or service. As soon as the user lands on your dedicated landing page, the heading will instantly inform them what they can actually expect from your product or service. Depending on your specific requirements, you may need to include only a primary headline or both a primary headline and a secondary headline at the beginning of your landing page.

In any case, you always need to be succinct.

#2. A Brief Overview of Your Offer
The second most important component that you should focus on while building your landing page is a brief description of the product or service you are offering. While the headlines of your landing page holds the attraction of your target audience, the description part clarifies why they should go for your offer and what’s in it that will simplify their day-to-day lives.

In the description or overview of your offer, you should talk about the benefits of your product or service and its most valuable features. At the same time, you should make sure that the overview is easily readable.

#3. Graphics (Images, Diagrams, Charts)
An effective landing page is never complete without images. Regardless of whether you are offering a product or a service, you can always use images, supporting diagrams and charts to add some visual appeal to your landing page. But that you use should do a lot more than just making your landing page look attractive. You should use photos or other graphics with a view to helping your audience gain a better understanding of your product. You can add photographs to let people know what your product looks like.  A diagram helps you illustrate how your product or service is a good match for what your customers are looking for. In addition, you can use chart to tell your audience how your product is much better than your competitors’.

#4. Trust Signals
Now, it’s time to build trust. When your target audience visits your landing page, a certain amount of anxiety or confusion is bound to follow. In order to convince them so that they can take a specific action (as you want), your landing page needs to include various symbols or signals of trust.

To create a greater amount of trust, you can –

Add customer testimonials (no fake ones, sorry)
Show memberships and affiliations (if any)
Place security badges
Mention some of your famous clients
List Awards received from other sites
Include a Privacy policy

There are many other things that you can have on your landing page so that it makes your customers feel safe, secure and confident. Promising complete security for the user’s data and a money-back guarantee are some other things that you can do to gain the trust of visitors quickly.

#5. A Lead-Capture Form
The main goal of creating a landing page is to generate leads for your business, right? A lead-capture form, therefore, is an essential element to go on the landing page. Here, you’ll request the visitor to share some of their personal data with your company. The best way to collect this data is to offer them something in return, for free. As far as the appearance of the form is concerned, you need to pay close attention to its design and formatting. The way you present your form is going to have a direct impact of your rate of conversion. S, you need to take a wise approach.

While designing the lead generation form, you should –

Make sure it’s placed above-the-fold
Keep it short
Limit the number of fields (ask nothing more than what you actually need)
Make the submission button engaging and relevant

Whether you already have a landing page in place or planning to design one soon, you should never forget about the key elements mentioned above. By focusing on these critical elements, you’ll be on your way to build a landing page that’s effective enough to convert a large number of visitors.

Does your landing page convert really well? If you have some more tips on what makes up a highly converting landing page, please don’t hesitate to share.

This post was written by...

– who has written 252 posts on Hello Bloggerz.

Obaidul is a professional SEO, freelance writer, guest blogger and online marketer. Owner of HelloBloggerz.com, he works with a wide range of clients from all across the globe and helps them expand the online reach of their businesses. Music is like oxygen to him. He can be reached via Google+ or Twitter.

{ 2 comments… read them below or add one }

Clara December 18, 2012 at 2:00 pm

Nice post Obaid! just want to add that editing and proofreading do wonders for any written matter. One should be very alert about spellings and grammars in order to maintain the standard.

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Obaidul December 18, 2012 at 5:22 pm

Definitely, Clara. No matter how wonderfully you design a landing page, poor English or grammatical mistakes will throw water on all your effort. Before you make the landing page go live, it’s important to do proof-reading appropriately.

Thanks for your comment.

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