Typically, there are 3 essentials thing you need in order to be successful: 1) first and foremost you need traffic to your site(s), 2) you need to have a product that people want, and 3) it is critical that you have a landing page that converts! Is your landing page converting?
Okay, then maybe you should take 5 to go over this short checklist to the perfect landing page and see which areas you need to improve in.
What is important to remember is that a landing page is the very first thing people see on your website.
It is your only chance to make a first impression.
And with only 22% of all businesses being happy with how their landing page converts, it is safe to say to say one thing: “Most entrepreneurs, managers and marketers suck at making first impressions online!”.
This is unfortunate, because a weak landing page can scare away people who would love your offer. In that sense, it is a drain on your business…
Which is why it is worth taking the time to do things right and create a high-converting landing page ASAP.
And great news! You are about to get a checklist of 9 important features every effective landing page needs.
1. An attention-grabbing headline
Out of every 10 people reading your headline, only 2 will end up reading the whole page.
This means that the headline is your first and best option to make a reader interested. If you fail at this stage, they are leaving your site, and there is not much you can do about it. Too bad!
That is why the secret to a headline that works is to arouse curiosity and grab attention – not provide extensive information.
One company that has mastered the art of the headline is Apple. Their headlines are always short, fun and exciting; all good things.
Another place to look for powerful headline ideas is on magazine stalls. Cosmo, Men’s Health and other magazines know how to hook readers instantly, and there is a lot you can learn from them.
2. A clear sub-headline
Once you grab their attention with the headline, it is time to offer more concrete information with the sub-headline.
This is where you place your unique selling proposition, and show exactly how you can solve the reader’s wants, needs and pains.
(Alternatively, you can put your company slogan here if it happens to be persuasive).
Our friends at Board of Innovation master this by the way!
3. Pretty pictures
The brain is 60,000 times faster at identifying and processing visuals than text. This means that the photos and graphics on your page are working to make a first impression long before a user starts reading the headline.
In the past, the industry standard was to use stock photographs. These days, users are a little tired of those – so we recommend using “realistic” shots that look lifelike and not artificial.
4. A visible call to action (CTA) button
If you don’t tell people what they should be doing, how are they going to know? They are not psychic!
That is why every successful landing page features an immediately visible CTA button. Yours should be no exception; just make sure not to make it too prominent, to the point that it distracts from the rest of your copy.
5. Features and benefits
Features are qualities that your product has. For example, a toaster’s features tend to be, “has a metal exterior” and “toasts bread”.
Benefits are ways in which your product can be valuable to consumers. The main benefit of a quality toaster is that it provides delicious, warm, crunchy bread in seconds.
If you want your landing page to convert, you have got to know your products features and benefits – and list them, either in free form or using bullet points.
The rule of thumb is to focus on benefits if you are B2C, and go 50-50 on features and benefits if you are B2B.
6. Freeform text
Once people have seen your headline, sub-headline, images and benefits – they are hooked. Now, it is safe to tell them more about your business and offer with some text.
You can write a few paragraphs explaining how your product works; combine visuals with text to create a persuasive infographic; make succinct bullet points emphasising your features and benefits.
Ultimately, the main goal is to show potential customers what you are selling, so what matters at this stage is providing value and being clear about your product.
7. A video
The rule of thumb for landing page videos is to make them brief – no more than 4 minutes unless you know what you are doing, and use the same kind of information you would in text form.
The reason this works so well is that watching a video is just plain simpler than reading a lot of text. If you have got a landing page but no video, consider getting one ASAP!
People are 4 times more likely to buy when getting referred by a friend. Unfortunately, you don’t have the technology to create referrals out of thin air yet, but you do have the next best thing…
These are the closest thing to a referral that marketers have, and you should be using them extensively.
9. Contact options
There has been a lot of talk about how Live Chat improves conversions lately…
But while Live Chat is indeed powerful, most companies don’t even have their phone number and email contacts on their site.
If that is your case, make sure to put your contacts on that landing page ASAP. Doing so wins you trust and credibility points by making you look like the real business you are – and helps people who have legitimate questions get in touch (and eventually buy from you).
In summary, here are 9 landing page elements you NEED to have on your website:
- CTA Button
- Features & Benefits
- Freeform text
- A video
- Contact options
Now, these are all pretty basic – but you would be surprised at what a difference they can make.
Going through this checklist and making sure your landing page has all the elements listed is literally the difference between seeing no conversions and getting into the high-double digits!
The question is, what do you do after your landing page has successfully generated a lead?
If your business could benefit from a foolproof customer journey process that guides consumers from landing page to making regular purchases, we have got answers.
Schedule a call with us right now, and we would love to share them with you!