Your landing page is arguably one of the most important features of your website. It is the first impression your company will make on many clients. It should give potential customers a clear message about who you are and what you provide. It should communicate your ethos, brand voice and mission. It should do all this in only 15 seconds because that is how long most people spend on a landing page before deciding to continue browsing your website or to move on and find solutions elsewhere.
The perfect landing page takes time to create, and analyse to correct. There is not a single answer or even approach to creating the right landing page. There are a number of elements that can make your page more likely to appeal, but ultimately it is the construction of your page that either resonates with your audience or leave them cold.
Landing page elements
- The headline tells visitors why they should buy your product or service.
- The imagery should reflect your brand and create a mood.
- Testimonials by influential leaders, companies or users provide social proof for the offer.
- Bullet point copy makes it easy to read and lists the reasons why the company is the smart choice for the visitor.
- A pricing chart helps the visitor decide whether they should click the CTA button.
- A “Shop Now” CTA button that contrasts with the background image tells the visitor what to expect when they click it.
- A phone number option gives visitors options for connecting with you.
A/B testing
- Navigation links at the bottom of the page give the user an easy way to exit the page before clicking the CTA button.
- Verbosity can be too much for visitors to digest.
- Navigation links in the page header and footer give visitors a way to exit the page.
- Empty space gives elements room and allows people to scan the page and understand each section.
One of the best ways to understand your own site better is to look at the landing page of your competitor. For example, if you are a research provider, your competition is Forrester Research. By analysing what you think they did well on the landing page, and what could be A/B tested for improvement, you can start to develop your own ideas about what would make your page more appealing.
By identifying the elements that you do like and those that you think fall flat you can create a landing page that is right for your business. Remember, most of the work is subjective, so while one person might find one website exciting and engaging, another person might find it busy and alienating. What is important is understanding how to communicate your brand on your landing page and connecting with your potential customers.
