Creating a perfect landing page that is high converting can feel like a daunting task. You may think that it is as simple as throwing together a page that matches your brand;  however, effectiveness is deeper than just designing a page that is visually appealing. 

While creating a landing page is not all that challenging or complex, it does require research. Even though there is no recognized universal manual, landing pages should be designed with one thing in mind: speaking to your audience and drawing them in. 

What is a Landing Page?

A landing page is actually different from other pages on your website, in the sense that they have a different purpose. Landing pages are centered around your audience taking action and typically feature a call-to-action (CTA). The main goal of this page is to convert. While this can be your homepage, it is not always the case. Home pages are typically found through organic search. Landing pages are typically a page that a user lands on after clicking on targeted marketing strategies, such as an ad.  

When planning the perfect landing page, there are some aspects you will want to consider before you start designing. First, think of your audience. What is the demographic that you want to target? Next, think of your goals. What are you hoping to accomplish from this landing page? This will help you to organize your thoughts to craft a landing page that will be clear in it’s offering to help solve a problem. 

The perfect headline 

One of the first things your audience will see is your headline. You will want to create a headline that will be captivating to your audience, as well as easy to understand. Remember that first impressions are everything and this will help determine whether or not a user stays on your page. Keep it short and sweet; around 10 to 20 words. Use phrases that will grab the reader’s attention and keep it, allowing them to find out more information from your page.  

A persuasive subheadings

Although often overlooked, subheadings are just as important. The headline helps to draw the reader in, while the subheading should make them want to stay longer. Think of the subheading as the hook. The subheading is generally located right underneath the headline, which can allow the subheading to go into more detail about the product or service. 

Visual content

Give your audience something to look at, as it is easier for the brain to process images than text. When a user clicks onto your page, the first things that will be processed are the images. Keep your pictures large, but keep in mind that their quality needs to be high. Do not use images that are pixelated or blurry. Use visuals to your advantage, utilizing them to help you explain your product or service. 

Transparency

Be transparent with your audience. Offer your product or service in a way that is easy to understand and is straightforward. Confusing your audience can lead to frustration and the loss of a potential customer. How you explain what you are offering is up to you, as it could be part of your headline or left separated. However, think of the explanation of your landing page as being more of an overall goal. You can create the perfect landing page that is easy to understand through the combined use of visuals and text, even if your explanation is not written out word for word. 

A Call to action (CTA) 

One of the most important factors when creating a perfect landing page is to implement a powerful Call-to-Action. Without one, your landing page will suffer. You will want your copy to be compelling to your audience, without using generic terminology. This means ditching the typical words of “submit” or “enter.”  Consider the positioning of your CTA, as well as the color design. While you will want the color to follow your brand, you will want the color of your CTA to stand out. 

Creating a perfect landing page may seem like a daunting task at first. However, keeping your audience in mind throughout the creation of every element will help to streamline the process. A high converting landing page is where you will connect with your audience and earn revenue, so take the time to make sure it is done with care.