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Best Practices

The 5 Elements Of An Effective Landing Page

13. 12. 2019

The importance of a well-optimized lead generation landing page is undeniably critical. It plays a very essential role in helping users to get in touch with a business, not to mention helps businesses convert users into potential customers. Understanding this, there are key elements for optimizing a landing page for your business.

Write Descriptive & Powerful Copy

When crafting effective copy it’s often best to choose clarity over being clever. Keep these best practices in mind when writing:

  • Write descriptive but concise headlines that will it immediately clear to visitors what your business is all about. For example, what kinds of services you offer.
  • Include a supporting sub-header to provide extra information that will support your visitor’s understanding of your business, and entice them to contact you.
  • Add a brief benefits statement that outlines the key benefits of your product or service, and underscore the problems you will help your users solve.
  • Include key details of your product or service, ideally in list format.

When drafting your headlines and other supporting copy, keep these following points in mind:

  • Include your unique selling propositions (USPs).
  • Explain why your business is unique and provide supporting statements or evidence to establish credibility.
  • Discuss your experiences, how they can relate to your user’s pain points, and how you can work to solve these problems.
  • Add an element of urgency to encourage your visitors to contact you.

Lead Generation Form

Lead generation forms are a key part to any landing page. However, the length of the form and amount of information you request can impact both the number of conversions as well as the quality of your leads. On the one hand, while requesting more information can help you better understand your users, too many form fields can be intimidating and trigger users to bounce off your page.

Here are best lead generation form practices to keep in mind:

  • Determine what your goals are: are you interested in receiving a high volume of form submission of lower quality? Or, a smaller number of form submissions of higher quality?
  • Keep in mind that the kind of lead generation form you create will depend upon your business context. In the cases of a lawyer consultation request, or a life insurance quote, users will typically expect more form fields.
  • The best way to determine what form length works best for your business is to A/B a few variations.

Include Clear & Descriptive CTAs

Your CTA plays a very important role in your conversion generation, as it’s the element you’ll want your visitors to interact with the most. This is why it’s integral to make your CTAs clear and concise so users know what to expect when they click through.

Keep these points in mind when creating CTAs for your landing page:

  • CTAs such as: “Download My Free Whitepaper” or “Request A Free Consultation” are descriptive and clear.
  • Alternatively, CTAs such as: “Click Here”, “Continue” or “Submit” are vague and don’t thoroughly explain what will happen when the user clicks through.

When it comes to where to place your CTA, it depends upon the complexity of your product or service. You can assess the performance of various locations through A/B testing placing your CTA above the fold versus at the bottom of the page.

Include Quality Visuals

Visuals should have an emotional impact on your audience. An image should make your audience feel or think without ever realizing that they have been influenced by an image.

The best images, and videos, are the ones that showcase your product or service being used in their respective contexts.

The quality and size of the images are important to keep in mind, as they can have an impact on page speed and performance. For best results, use images that are between 1,500 and 2,500 pixels wide and less than 500 KB in size.

Include Social Proof & Trust Indicators

Social proof and trust indicators are very powerful and persuasive elements of any landing page. They help to increase the credibility of your business and make purchasing decisions easier for users. Typically, users are more likely to convert if they see that others have previously had good experiences with the business, tried their products or services, and were satisfied with the results.

This is where you can leverage customer reviews, testimonials, logos of the companies that use your services, and mentions in publications.

While there are key best practices to follow when creating your landing page, as outlined above, perhaps most important to keep in mind is trying to understand your user’s online behaviour, and continuously test and tweak your landing page to ensure your user’s experience is as seamless as possible.

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