What is a Landing Page & Its Key Success Elements?

what is a landing page

So you’ve created a website and have started filling it with content. One area you might have started thinking about is landing pages. These are vital to the success of your website and exist to provide a call to action.

If you need to know exactly what is a landing page and what are the key elements of a successful landing page, then read on to find out.

What is a Landing Page?

Landing pages are the most important pages on your website. They exist as standalone, comprehensive answers to the questions your customers are searching for online. The main objective of a landing page is to drive traffic to your website and convince users to take a specific action.

It is the call to action that sets landing pages apart from other kinds of pages. If a page has some other objective, then it’s not a landing page. For instance, an ‘about’ page is designed to inform users about the history and purpose of your company while a homepage acts as a welcome page that forwards users to other content on the website.

A landing page is ultimately part of a marketing campaign. It’s designed to be highly optimized and to achieve better conversion. When you are buying up ads, these ads must link to landing pages.

Your landing page exists to take users through to the next stage of the buyer’s journey. It’s therefore essential to spend time crafting top-quality landing pages.

Types of Landing Pages

Based on where a user is in the buying journey, you would need a different type of landing page. Types of Landing Page Include:

  • Product pages: These are specific product pages with the goal of getting a purchase.
  • Lead generation pages: These are subscription pages encouraging users to fill in personal details so you can contact them.
  • Infomercial pages: These are long-form, content-heavy pages that guide the reader through the benefits of your product or service.
  • Click-through pages: Simple, to-the-point pages with an offer asking users to make a purchase.

Now you have a better idea of what a landing page is, let’s look more closely at what they’re comprised of.

What are the Key Elements of a Landing Page?

1. Headline and Sub-headline

The headline and subheadline of your landing page are important. These are shown on PPC ads or on search engine results pages. They should be optimized for keywords and designed to entice a user onto the page. The headline clearly states what the page is about and the subheadline expands on this, fostering intrigue.

Everyone reads the headline but few people read the content. That’s why you really need to dedicate significant time and energy to getting the headline right.

It should empathize with what the user is looking for. It should clearly state what a user gains from clicking through to the page. Finally, it should be highly relevant to the content. There’s no point tricking people onto your website. They should genuinely be seeking the content you offer.

This isn’t like writing a headline for a blog post. The headline and subheadline for a landing page must be concise and highly optimized, setting the user up for your call to action.

2. Hero Image or Video

Landing pages must include a hero image or video. This is the image used at the top of the page to complement the headline and add clarity to the content. It will also be used as a thumbnail in ads and search results, encouraging users to click through.

Users will decide within milliseconds whether to keep on reading and much of this will be based on the hero image. The hero image takes up significant space at the top of the page. Users focus their attention on it. The photo should therefore be clear and relevant.

You must also consider metadata. Make sure you fill in all the data about the image to help Google rate your page for relevance. It goes without saying that high-quality images do better. Stock photos can work well for quality but you might sacrifice relevance so try and create bespoke images for your landing pages.

Videos are a great option if you’re able to acquire footage that clearly explains your business. Many people who don’t have the time to read a lot of content will be willing to sit through a short video.

Shortness is the key. Keep it to the point and grab the user’s attention as early as possible. The video should convince them to read the content for further information.

3. Benefit-Driven Copy

The copy exists to provide in-depth information about the nature of what you are offering. It should be compelling and focus on the benefits of your product or service.

Once again, it’s incredibly important to optimize this content for keywords. The page should be designed specifically to rank well on Google, although don’t expect to rank high for competitive terms since landing pages are low on content.

Split the information up with clear subheadings, utilizing bullet points where possible. If the user is at this point, then there’s a significant chance they’re interested in what you’re offering. You have their attention, now you need to seal the deal.

4. Social Proof and Trust Indicators

Internet users are savvy and need to know they can trust your business. Maybe they’ve read the copy and they’re convinced but without trust, they won’t take further action.

That’s why you need to sell your credentials. Make sure your landing page includes links to reviews and testimonials that prove that you’re a popular company.

5. Sign up Form and Call to Action

This is why the landing page exists. You’ve grabbed the user’s attention through the headline, subheading, and hero image or video. They’ve read through the copy and have been convinced about the benefits of your offer. They have scrolled down far enough to be convinced of your trustworthiness. What do they do next?

This is where you need to give them a clear route to the next step. This could be a newsletter sign-up form or the chance to make a purchase. A call to action is giving users the option to engage further with your business.

Bottom Line

Landing pages are the key to driving conversion to your marketing campaigns. Their single-minded focus on the call to action makes them a powerful marketing tool. You can also speed up the process of creating a landing page using a landing page creator.

The number of call to action (e.g. subscription) conversions you generate determines the success of the landing page. If you’re succeeding here, then all the effort of putting a separate landing page for each call to action is worth it.

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