Landing Page: What It Is And What To Include In Yours To Make It Successful

A landing page is a landing page within your website. Like the home page, it is the first thing the user will see of it. However, the objective is different: the home page contains general information about the company, while the landing page is designed to convert visitors into leads to Start with a call to action. A landing page facilitates the conversion of users into end customers.

A landing page will help you, for example, to get new subscribers to your email newsletter or advance sales of a new product. Also, to distribute e-books or catalogues. One of its main advantages is that it offers a fantastic user experience since it gathers all the information you need on a specific topic on a single page.

For a landing page to be effective, it must have a few elements. Because? Because we don’t want the user to get confused: we want them to perform a specific action. For this reason, we must avoid vanishing points, such as including links to other pages, even if they are from our own website. But what should we have, yes or yes?

Headline and subtitle

The title must be clear, concise, and oriented to a specific action (solve a problem or benefit from an opportunity). It must also be impressive to capture the attention of the visitor. For more information, we will have the subtitles.

Supporting text

With a clear, precise, and persuasive copy. It should be a manageable length because, let’s remember, we want to keep the visitor focused! For all the information that is not necessary, delete it. The person who has reached your landing page has already been interested in you and your product or service, so they need specific information. Focus on highlighting the user’s needs and how your product or service can solve them.

Tips: separate the content into paragraphs, use sticks, and use bullets (short statements as a list), as they are easily scannable.

Also Read: 4 eCommerce Landing Page Best-Practices

Media content

Include an image or a video (better if it is at the top of the landing page), as it will help you capture the visitor’s attention if you opt for a video that can be played on the landing page itself to avoid a vanishing point.

Form

This element cannot be missing! It will be the one that allows you to collect the user’s contact information to convert it into a lead. Important: Include only a few questions that could scare the visitor. Where to put it? We recommend including it at the top of the screen so the user can see it without having to scroll.

Call to action

It must be striking, never better said, and invite the user to perform the action we want, from Subscribing to our newsletter to Downloading our e-book. You can also opt for first-person verbs: I want to register. Or even phrases like This offer are still on me. As you can see, the copy must be simple. Ideally, the call to action should be repeated several times throughout the landing page, at those points where the visitor’s interest is greatest, for example, after the image or video.

Testimonials

Including (positive) opinions from other users will help you build greater trust among users who visit your landing page. Social proof is always helpful. It is one of the elements that we recommend yes or yes to include, if you have an online store, in your product sheets.

Contact information

Even if there is a contact form, providing users with your information is okay, especially if they have questions about any aspect of your product or service. In this way, they can contact you more quickly and easily.

Remember the end of the conversion cycle: a thank you page or thank you page (TYP). It is the message the user will receive once they complete the contact form. You can opt for a message displayed on the landing page itself or direct them to a different one in which, in addition to receiving that thank you for a message, they continue browsing the specific content you want to share.

The landing page will also be very useful for the SEO positioning of your website, so remember to optimize the URL and include your keywords in titles, headings, meta descriptions, image alt tags, etc.

Also Read: 5 Top Tools To Create Landing Pages