10 Elements of a Successful Landing Page

By Craig October 27, 2016


Creating a landing page is simple, though not always easy. A lot of planning and research is required to make a 150-word page speak loudly.


Knowing how to present your page and how to engage with visitors is key. Here are 10 ways to do this. Your landing page should be...


Focused and Purposeful


Whereas your website is expansive and contains various noteworthy elements about your services, a landing page has a more singular focus. Whether you are acquiring a lead or completing a sale, your page should remain focused on completing the task it was designed for.


Created in Context


Visitors come to your page after clicking a link. Maybe it was a paid search result, maybe a tweet. Regardless, it is important to consider why they clicked and what they know before arriving. Your landing page should build off of your ad, not contradict it or simply repeat it.


Persuasive with Clear Calls to Action


A good landing page contains a convincing call to action. It transparently describes to visitors what will happen when they click a button or complete a form, and provides information as to how taking these steps will benefit them.


Concise and Direct


Content should be used to support the call to action, but a good landing page does not overwhelm its visitors. Your website exists to inform and teach about your company. A landing page should talk specifically about the good or service you are offering.


Informative but Focused


The content provided by a landing page should explain the value of your offer. Whether using metrics to demonstrate efficacity or exhibiting testimonials from satisfied customers, strong landing page content differentiates your statements from boasts and spam. Just remember to stay focused and on point.


Linear with few Exit Points


When a visitor arrives on your landing page, they should be ushered in one direction and one direction only - toward the call to action. You should never include links to external websites or open a gateway to an information loop. At the absolute most, a good landing page will include a link to your site’s homepage.


Aesthetically Pleasing


This is obvious, but sometimes taken for granted. It is absolutely worth springing for a well-designed page that appears slick and professionally done. Landing pages offer visitors only a brief glimpse of your business. You may have all the substance in the world, but in this short timeframe, you’ll need a little style to complement.


Easy to Navigate


Just as you want to avoid overwhelming visitors with expansive content, you also want to ensure the visual layout of your page does not distract or confuse. Simple designs with obviously clickable icons work best. If a visitor cannot complete a call to action without having to solve a puzzle your page will not be a success.


Directed to Your Audience


Did visitors arrive at your page via a search engine? Did you target a specific demographics through Facebook? Understanding who your visitors are will better allow you to engage with them. Try customizing your page to accommodate different points of arrival.


Concluded with a Follow Up Message

When a visitor completes a call to action - makes a purchase, submits information, etc. - they should receive some type of confirmation. The most common type of confirmation is a thank you email. This sort of message helps to further develop a relationship with the visitors, and if nothing else, reminds them that they initiated contact with you.