16 Things That Must Be On Your Next Landing Page

Building landing pages may seem easy, but creating high-converting landing pages requires special attention. Though aesthetic appeal may initially attract prospective clients, the persuasiveness of your landing page is what makes them stay. The thought of leaving your page without taking some sort of action must make them feel like they will certainly lose out.

In case it’s curiosity that made you click on this blog, and you have no clue what a landing page is, here ya go:

What’s a Landing Page?

A landing page is the first point of contact for your potential customer. You NEED to make a good first impression. Landing pages are especially helpful in marketing campaigns and promotions.

Let’s say you have an active Facebook campaign targeted at generating leads for your company. When Facebook users see your ad on their timeline and decide to click on it, the first page they “land” on after clicking on the ad link is your landing page.

Some common landing page objectives are:

• Lead Generation goal
• Customer Acquisition intent
• Promotion of special offers
• Conversion goal
• Awareness goal

You can promote your landing page using:

• Paid Channels: These channels include social platforms to promote your landing page for a given fee. Example – Facebook ads, Google ads, Instagram ads, LinkedIn ads, Quora ads, YouTube ads, and many more
• Organic Channels: These channels don’t charge for promoting your landing page. Instead, your page gets to appear on search results on different search engines such as Google and binge. 

Getting back on track, here are the essentials you must have on your landing page. 

#1 CATCHY HEADLINE:

The first thing that prompts a reader to go further with the content on your landing page is the headline.

Have you ever read the headline in a newspaper article and have an immediate “cringe” reaction? Well, you need people to NOT have that reaction when they read your headline. On the contrary, your headline must have your prospective client itching to explore. Your headline must also convey the purpose of your product. Oh, and please do remember to cater your headline to the audience you serve.

Here are a few tips for making a good headline:

• Make your headline short and straightforward.
• Use numbers and data
• Use adjectives such as incredible, easy, essential, etc
• Use How-To(s)

#2 CONVINCING SUBHEADINGS:  

Subheadings provide more information about your headline. They must always be easy to read too. 

Here are a few tips for making good subheadings:

• Be sure your subheadings hold your readers’ attention
• Make your subheadings inform and persuade
• Highlight your generous offers, benefits, and values. Yes, whatever you have to offer, flex it.

#3 PAIN POINTS: 

Pain points are specific problems your audience has. This is where you start putting your money where your mouth is. Your landing page must cater to getting rid of these pain points. Solving people’s problems will encourage them to share with their friends, then woohoo! More clients for you! 

You can write pain points as questions and provide relevant answers to them. 

#4 VIDEOS:

 Get with the times, will ya? Incorporate videos on your landing page for more apparent illustrations of products and services instead of wasting precious space on too many pictures. 

For example, a wellness company promoting wellness equipment is more likely to draw prospects with a video illustration of how their equipment works than using images. 

Some common video types to use on your landing pages include:

• Testimonial videos
• Explainer videos

#5 BULLET POINTS: 

Bullet points are essential for landing pages. You can use them to highlight key product benefits, questions, and other information that will summarize critical facts on your landing page. Toss in a bit of persuasion, and there you go. 

#6 CTAs:

CTAs are a call to action buttons and phrases. As their name implies, they convince a visitor to take action on your page.

The only way to achieve this sole purpose of a landing page is through the use of CTAs. Visitors won’t know what to do next after going through your page copy if you don’t show them.

Tips to help you make your CTAs effective;

• Use buttons. An example of buttons includes buying now, subscribe, join our list, learn more, sign up, etc.
• Make them persuasive
• Use different colors for your CTA buttons

#7 DIRECTIONAL CUES: 

Hey, people get lost easily, so although this is simple, it’s important. Although CTAs are there to move visitors to action, directional indicators reinforce that. Directional cues are pictorial aids that point towards the key elements and CTAs on your landing page. The most common directional cues are arrows. You can use them to direct the attention of visitors to your videos, pictures, and buttons. 

#8 REALISTIC PICTURES AND IMAGES: 

Real pictures and images have the potential to persuade a customer to buy. Images boost a reader’s experience on your page. But, it’s crucial to note that not all images are engaging and converting. According to A/B Tests run by different marketing companies, images with real humans are more appealing than objects. However, this is not set in stone. Images should be tailored to your audience.

For example, a business looking to get leads from customers of a specific nationality would do well to avoid using pictures with people of other nationalities. 

#9 STATISTICAL FIGURES & FACTS: 

Stats and figures prove the authenticity of a claim. Perhaps you have come across landing pages displaying figures and statistical reports about a particular product. If you have, did this not incite some trust or interest on your part? 

#10 FAQs: 

Questions are inevitable. Your customer may doubt your product or simply need more information. Knowing exactly where to go to find answers to their questions will put them at ease. After all, everyone likes having their questions answered. Additionally, FAQs can help your landing page appear in organic searches.

#11 OFFERS: 

An offer is anything you can provide that your prospective client will immediately recognize as advantageous. This is usually done through discounts and freebies. It can be a statistical report, an eBook, free trials, free videos, etc.

The point of this is capturing leads. You may lose a wee bit, but not actually because you may very well gain a whole lot. 

#12 MONEY-BACK GUARANTEES: 

This is a refund policy. 

This element is essential in building customer’s trust. If dissatisfied with your product or service, you will give them money back. Of course, all your customers know that only a nutjob would provide this without being sure of the quality of his product or service. 

#13 TESTIMONIALS: 

These are real customer experiences shared in images, videos, or text. Here, a customer shares how your product or service helped tackle their problem. This is one of the best ways to prove that you are worth the time and money spent on your page. Testimonials are your shiny letter of recommendation to all your customers.

#14 URGENCY:  

This element fast-tracks how quickly someone takes action. For instance, a client who intends to make a purchase would become persuaded into buying immediately upon noticing that a sale will end in 24 hours.  

#15 FORM: 

A form is for the collection of your leads’ information. It helps you have documented information about your prospect and where they are in the sales funnel. Moreover, they allow you to request specific information from your customer. 

#16 CONTACT INFORMATION: 

Your contact information on your landing page should be easy to find. This element will help anyone reach you if necessary. It also helps your landing get ranked on Google.

Remember, a first impression is often the last impression. So you have to nip any issues with your landing page right in the bud. A landing page that generates lots of conversions is so vital that you should consider hiring a marketing specialist to build one for you if you are unable to do it yourself. But I think you can do it!

May the odds be ever in your favor. And may you save money and be able to build your own page using the above tips!