5 Ways to Create an Effective Landing Page
From writing strong headlines and engaging copy to using appealing images and strong calls to action, landing pages are an essential tool in your marketing arsenal for attracting and converting prospective customers. Explore these tips for creating an effective landing page that draws customers in, speaks to their needs and gets them to respond to your call to action.
Start With a Powerful Headline
The headline of your landing page is the most important feature. You only have seconds to capture the attention of your page visitors and draw them in, so make sure the message is clear and communicates the value of what you have to offer. Communicate the biggest benefit you have to offer or a solution to a problem your audience is facing to entice the reader to engage with your page.
Other headline tips include:
- Be informative.
- Be descriptive.
- Use keywords.
- Use active language.
- Inspire curiosity.
- Create urgency.
Use Enticing Visuals
High-quality images that reinforce your message are essential to the user experience, underscoring your message without adding clutter, while also highlighting the benefits of working with your company. When you capture readers’ attention with the right images or other graphics at the right time, you drive conversions.
Visuals you may consider using include photos, illustrations, graphs and charts, video, animations, pop-ups.
Write Appealing Content
Once you’ve captured your readers’ attention with your headline, keep them on your landing page with your content. Write specifically for your potential customers, using language that appeals to them and addresses their challenges. Statistics may also be useful to hook your readers. Aim to be concise, creative and straightforward. You’ll also want to create a sense of urgency with persuasive language.
Show Your Trustworthiness
People buy from companies they trust. If possible, include testimonials, reviews, user-generated content or other third-party assurances on your landing page to prove your credibility and dependability. These assurances are especially valuable because they cannot be coerced or controlled by you; they are instead authentic expressions of your customers’ experiences.
Other ways to encourage customers to trust you include:
- Links to review sites
- Placing digital badges and awards on your landing page
- Including references
- Sharing affiliations
Use a Clear CTA
A call to action (CTA) is a must-have on your landing page. Your CTA needs to stand out, persuade and inform. It tells your audience what you want them to do next: click through to your website, submit contact information, make a purchase, download a document, etc. The CTA should be short and direct, aligning with your content and audience’s needs.
Remember, too, that your CTA should be easy to spot on your landing page. Use color, contrast, size, shape and location to make the CTA button stand out. And don’t forget that the CTA should be above the fold in the viewable area of your screen without scrolling.
Landing pages are an ideal vehicle for connecting with and converting customers, but for the greatest success put into practice best practices like those explored here.