5 Features of a Great Landing Page

First impressions count for a lot online. The first thing that a person sees once they have clicked on your ad could mean the difference between your brand acquiring a valuable customer and a lost opportunity.

So how can your brand get it right and ensure that your landing page is optimised for conversion?

Strong calls to action

A great call to action will say a lot in very few words. A call to action is designed to encourage the user to take the next step. Therefore it needs to succinctly describe how your offering solves the problem the visitor is facing and how they can take action. It will need to be sharp, snappy and concise to catch their attention. So how can this be achieved?

Start by using strong command verbs. ‘Find out’, ‘subscribe’ and ‘order’ are words that can quickly catch the attention of your potential customer and draw them in.

Keep the remainder of your call to action clear and simple. Try evoking emotion through the words you use and create a sense of urgency for the best results.

Testimonials

What’s going to make a customer choose your brand over another brand that provides a similar offering? According to a report conducted by Nielsen and Roper Reports, 92% of all consumers around the world say they trust recommendations and word-of-mouth above all other types of advertising. By placing testimonials on your landing page, you can help build your brand’s credibility in the eyes of your visitor and generate a feeling of trust.  

Video

By including both video and copy on your landing page you provide options for your viewer, both written and visual, thus improving the likelihood that your visitor will grasp what you have to say. While some viewers might prefer to read the content on your landing page, many people will opt for the lazier option of watching a video. In fact, more and more people are choosing to watch videos rather than reading online. According to tech company Cisco, 82 percent of all consumer IP traffic will be video in 2021. So how does this rise in video translate to more conversions on your landing page?

Visitors who watch a video on your landing page can absorb what you have to say with very minimal effort. The easier you make it for your visitor to understand what your landing page has to offer, the more likely they will be to perform the action you would like them to.

Key messages

Your key messages are the who, what and why of your business. People who visit your landing page will want to know what you’re all about before making the decision of whether or not you’re worthy of their business. This is why key messages are an essential component to a great landing page. Displaying your key messages on your landing page can provide consistency, recognition and credibility for your brand. They will help cut through to your target audience so that the core of your brand can be instantly recognisable.

Good UX

There’s nothing that can kill a landing page quicker than a terrible user experience. If your landing page is confusing and doesn’t direct visitors in a clear and concise manner, then chances are they’ll quickly click away. Your landing page is built to drive conversions, so you’ll want to lay it out in a way that smoothly guides your visitor to do just that. To do this, it’s important to make sure it is simple and void of any distractions. Try utilising white space around your call to action so that your viewers’ eyes are drawn directly to it. You’ll also want to keep things consistent. For instance, by using colours and font types that are on your ads and website, you can give your call-to-action a familiar feel.

If you would like advice on how to set up a new landing page, or if you’d like to optimise an existing one, speak to an expert at Flight Digital today.