Top 10 Features Your Landing Page Should Have

1. Compelling headline

Because the headline is the first thing visitors see when they arrive on your website landing page, you can’t afford to scrimp on it. Writing an intriguing title will keep visitors from leaving right away and urge them to stay long enough to think about your offer.

Whatever you’re selling, your headline should always include the following three elements:

Clarity

Get to the point quickly. Explain your goods or service thoroughly so that there are no misunderstandings about what is being given.

Relevancy

Keep the promise you made in your ad. Visitors should not be dissatisfied when they arrive at your page because of the message that matches the ad that takes them there.

Empathy

Feel sorry for the situation. Address your visitor’s concern empathically, and be careful to offer a solution.

You may write a good, intriguing headline in one of four ways:

“How To” – Begin your headline with “How To,” and then offer a remedy to your visitor’s issue with your product or service.

In the subheadline and/or main copy, pose a question and then provide the solution.

Use humor – Being hilarious may often win people over, even if it isn’t always suitable.

Provide your unique value proposition (UVP) – Explain why visitors should choose your product or service above others and how you differentiate yourself from the competition.

2. Effective copy

Because one of the key strategies for getting your point across and convincing prospects to convert the benefits of your product, your UVP, etc. good, persuasive writing is critical. Among them, the following should be taken into account.

Amount

The amount of copy on a page may make or break it. If you give your visitors too much information, they may become overwhelmed and abandon the page without reading anything. If you say too little, people may be hesitant to accept your offer. As a result, the amount of material on your post-click landing page is mostly determined by the nature of your offer.

You probably don’t need a lot of copies if you’re selling an ebook, white paper, or guide. Simply stating the essentials (what’s inside the resource, the benefits of downloading, and so on) should be sufficient to persuade visitors to click the CTA button.

If, on the other hand, your offer is for something more substantial (e.g., a sales page for a copywriting course), it’s a good idea to include all of the relevant data in your post-click landing page content. Nobody wants to pay for something they aren’t sure of, therefore it’s best to be safe than sorry.

Writing style

The most important element to remember is to write copy that is customer-centric and talks directly to your visitors. Using words like “you” and “your” instead of “we,” “us,” and “our” is a terrific method to demonstrate to prospects that you’re focused on solving their problem.

Your text should also explain why your product or service is superior to others. Avoid buzzwords like “new and improved,” “cutting-edge,” and “innovative” because they have no meaning for the reader. Instead of focusing on the qualities of your product or service, focus on the benefits and how it will specifically benefit them.

Formatting

Because most online users scan web pages, utilizing various formatting strategies such as bullet points, numerals, lists, bold copy, italics, and so on can help to guarantee that the most relevant information is highlighted.

Many brands, including InfusionsoftSalesforce, employ these formatting approaches to deliver attractively, persuasive writing to their viewers.

3. Use of interactive media

Given that the majority of online users dislike reading web page prose, what better method to convey your message than through entertaining media? There are three basic forms of media that can be used:

Images

Images for post-click landing pages should be more than just pretty. They should also be attention-getting, relevant, and help in conversion. Images on post-click landing pages can be used for a variety of purposes, such as:

1• Showcase products or aspects of products.
2• Customers or workers can be highlighted.
3• Incorporate human appeal and elicit emotion.
4• Tell a tale about your company or product.
5• To draw attention to a key piece, such as a call-to-action button.

Videos

Videos are even more successful than graphics on post-click landing pages. This is due to the fact that research has revealed that:

When it comes to making online purchasing decisions, 96 percent of consumers perceive videos to be useful.

The typical visit to a web page with video lasts approximately 6 minutes, whereas the average visit to a site with just text and photos lasts only 43 seconds, according to 58 percent of those surveyed.

Gifs

On post-click landing pages, gifs are a good substitute for videos. These animated visuals can also be used to explain offers and are more interactive than static images. SaaS providers, for example, can demonstrate their dashboard and how a typical client utilizes the service in a brief demo.

4. Trust indicators

Evidence-based on statistics

Providing statistical proof that your business is the solution to their problem is a common way to get visitors to convert. The best place to put the proof is in the headline, subheadline, or copy. Remember to include the source that created the proof when utilizing this method.

Badges of trust

Awards from other websites, customer logos, and other items can be used as authority badges. “Look at all these well-known companies we’ve successfully assisted…,” you’re telling visitors by including authority badges. We can also assist you.”

Client testimonies

One of the most important trust indicators is a reference from a satisfied customer. When presenting a review or a direct quote from someone, make sure to include as much information as possible (complete name, company, title, headshot), as this gives the testimony far more credibility to the visitor who sees it.

Seals from third parties

Third-party seals reassure your customers that doing business with you is safe and secure and that their personal information will not be disclosed or compromised. There are various seals of approval, but according to one survey, Paypal, Verisign, and McAfee are the three most recognizable marks. These also aid in the development of trust and persuasion of visitors to convert. Blue Fountain Media discovered this personally when they discovered that simply adding a third-party seal increased conversions by 42 percent.

Privacy policy

One of the few escape links marketers can put on their post-click landing page is a link to their privacy policy (along with terms of service). Because they tell visitors about how their information will be shared, they assist to develop trust (if at all). This link is usually placed in the footer or below the lead capture form.

5. Form for capturing leads

Lead capture forms are a great way to collect information from visitors, but they only function well if they’re well-designed. To achieve this, firms must:

To avoid intimidating prospects, only ask for the information that is absolutely necessary (the amount of form fields depends on the marketing funnel stage your offer sits the higher the funnel stage, the less information is typically requested, and vice versa).

Make sure it’s well-organized so that visitors can complete it quickly. Be strategically placed on the page (because everyone scrolls, “above the fold” is no longer a must).

6. Strong call-to-action

This aspect of the post-click landing page should stand out from the rest. There should be no ambiguity about where customers should click to redeem your offer. When creating your CTA button, keep the following in mind:

Position

You run the risk of losing conversions if you place your CTA button too early on the page. When you post the CTA after you’ve introduced and clarified your offer, visitors are more likely to be persuaded to convert. By isolating and directing attention to the button, white space can also help with location.

Size

Make sure your CTA isn’t hidden by making it too small. Make it clear to visitors what you want them to do… convert!

Color

Your CTA button should contrast effectively with the rest of the page to make it “pop.” That isn’t to say that bold colors are required. Color theory may assist you in selecting a hue, tint, shade, or tone that stands out from the rest of your page and attracts the most attention.

There are also the F-Pattern and Z-Pattern to think about. Both of these web design strategies can assist you in influencing the movement of visitors’ eyes (while leading them to your CTA button).

Copy

CTA copy can be the difference between converting and not converting. Avoid using words like “Submit,” “Subscribe,” “Sign up,” or “Download” since they are uninteresting, vague, and overused. To increase conversions, be particular and utilize tailored, enticing wording.

7. No exit links

There should be no external links on post-click landing pages because they are supposed to be hyper-focused pages on a single offer (except privacy policy and terms of service, mentioned earlier). You’re enticing readers to leave your page without first converting if you provide connections to other pages.

This also means that there will be no navigation at the top of the page and only a little footer at
the bottom.

No Navigation

No navigation is required on post-click landing pages because everything the visitor needs to convert should already be on the page (all the main points in this article). There should be no need to move from one page to the next; it’s either convert or leave. If you absolutely must have short navigation, a hamburger menu is an ideal option because it does not distract the user as much as complete navigation does.

Minimalist footer

The footer of your post-click landing page should not be the same as the footer of your website – no product pages, no social network links, and no sitemap. With a privacy policy, terms of service, and copyright information, keep it basic.

8. Sufficient white space

The vacant region on your post-click landing page that serves to bring attention to specific features on your page is known as white space (also known as negative space). It doesn’t have to be white in the traditional sense as long as it serves its goal. White space is a useful design strategy because it aids in the creation of a visual hierarchy and the reduction of page clutter while also boosting reading and understanding.

9. Tone and leitmotifs are consistent

At every step of the customer’s journey through your online sales process, ensuring that everything from color scheme to layout to font style to everything else is in sync helps comfort them that they didn’t end up somewhere else. The tone is also significant: They’ll quit you in droves if your email is hip and fresh but you send them to a grey business landing page clogged with legalese.

10. Sharpen your editing axe

Start revising ruthlessly if you can’t read your full landing page in less than fifteen seconds. By the time your consumer reaches this point, you should have previously educated them on your proposition; therefore the landing page should be a summary of benefits that encourages the prospect to make that crucial click.