An effective landing page is a powerful tool for optimizing your sales process, achieving a wide range of business objectives, and increasing your revenue.
But there are specific elements that landing pages must have in order to provide measurable results for your business.
Understanding these factors and knowing how to implement them increases the results you achieve. The following are the characteristics of an effective landing page.
A Clear and Defined Focus
Your landing page should have a clear and defined focus that persuades your audience to take action.
It should articulate the value of your product or service. Users need to know if the content of your landing page is relevant to their needs while understanding what actions they can take.
Having a clear call-to-action compels your audience to take the next step in your sales process.
It Establishes Credibility
An effective landing page establishes credibility for your brand. Credibility signals such as testimonials and media mentions build the trust that’s needed to move prospects further into your sales process.
If your company has been mentioned in the media, include it on your landing page. Testimonials that include photographs of your customers are powerful tools in establishing credibility and trust.
The content you provide on your landing page will also work to position you as an industry leader.
An Effective Landing Page Provides Value
Although your landing page is designed to elicit a specific action, it must still provide value to your audience. Many businesses offer free products such as e-books or email courses in exchange for a user’s information.
Providing value through your landing page is the first step in building lasting relationships with your audience while demonstrating your industry expertise.
More importantly, your landing page needs to demonstrate the value proposition of your business. Users need to know what they’ll receive in exchange for taking the action requested in your landing page.
It Supports the Buying Decision
Landing pages are often used to generate sales. Many businesses increase their revenue through the use of effective landing pages.
But your landing page must support the buying decision. It should provide the information that prospects need to understand your products and services and decide whether or not to make a purchase.
This includes details related to your offer, a list of the features of your product or service, or time limitations that create urgency.
Images can also convey additional information that supports the buying decision of your users. Images should be relevant to your brand message and illustrate the features and benefits of your products and services.
It Should Be Easy to Scan
Online users have limited time, attention, or both. Your landing page has a higher conversion rate if users can scan through the headline, sub-headlines, and paragraphs while still understanding its main points.
Your headline is the first step in providing the most important information. It must attract attention while letting users know the benefits that they’ll obtain if they continue reading.
Sub-headlines provide the support your content needs to convert a user’s attention into an interest in your products or services. Images that convey the benefits of your offer make it easy for users to understand the contents of your landing page.
Effective landing pages must have these characteristics in order to provide your business with the results you’re looking for. Landing pages help you meet a wide range of business goals while providing additional value to your audience.
Knowing how to implement these characteristics helps you create powerful landing pages that work on a consistent basis. If you’re not sure how to create a landing page for your business, let us know in the comments below.
We’ll provide you with the resources you need to leverage the benefits of an effective landing page and create a powerful tool for your entire marketing strategy.