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The 4 pillars of a great landing page

A checklist

May 3, 2020

As part of a digital marketing campaign, landing pages are in most cases the main attraction: the essential component that will make or break a carefully crafted plan. That is because landing pages turn your visitors into customers. Without an optimized landing page, your likely customers are probably going to end up buying similar products/services from your competitors instead of you. So we asked: what are the essential elements of a landing page?  What elements make the most successful landing pages with the best conversions? We came up with the following four.

The Offer

Getting your offer right is a necessary part of any landing page. The truth is that It doesn’t matter how wonderful (or terrible) the page looks: if you don't have a solid offer to back up your design, you’ll have a very difficult time selling or promoting your content.

So how does it work? A typical offer contains 4 critical triggers that have little to do with the core offer itself:

  • Clarity
  • Emotion
  • Relevance
  • Visual

Even if you have a wonderful-looking offer, the page will not work its purpose if the visitor cannot understand what the offer is. In short: ask yourself whether the page describes clearly what you want to show and whether the landing page user will be clear about what the offer is and what it means for their future.

Make sure that the elements on the page match the inbound reference -- i.e., the ad or promotional piece that leads to the page. You can do this by comparing the landing page copy with the ad copy that got the users to the page. Make sure that you are using similar words and visuals on the ad and on the landing page. Keep the visitor's journey consistent from start to finish.

The visuals are only part of the big picture. If your offer is not relevant to your audience, you are wasting your time and paying a premium for no reason. Ensure that you are at targeting the right emotions, that your message stays on target, and aligned with the point of origin (the ad.) If you are clear and concise, and will definitely see your conversions jump. Remember that you cannot rely solely on the copy (text) to sell your product, services, or ideas to visitors. Along with a clear and concise summarizing copy, you need the readers to visualize the product, its features, and the potential benefits that it will provide.

The Question

You need to answer a question; in other words, you need to be clear about the goal of your offer . When someone lands on the page, they need to instantly recognize what, why and what they should do next. What is the “next” phase? There are a couple of things that you should do in order to make ensure tthat the visitors get the most out of your landing form and the CTA.

First: If you are using the lead generation form, make sure the length matches the value of your offer. The rule is simple: the simpler and less value the offer, the shorter the form. For example, if the form is for a subscription to an email newsletter, then ask for the email (and maybe the name). If the form is an offer for a demo, then you'll need to ask for more! Your visitors will understand.

Second: Make sure the call-to-action (CTA) is visible, enticing, visually attractive, and re-iterated on long pages. Keep reminding your visitors about the goal of the process: people have a very short attention span: they need constant cues. Give it to them.

The Trust

People don’t like to give away their personal or billing information to people and organization that they don’t already trust. If you are not contacting them on behalf of a well-known brand, or if you are not yourself a well-known authority in your niche, then you don't have what we call brand authority on your side. This means that you need to build some kind of relationships prior to engaging with your prospect. One effortless way to accomplish this is to rely heavily on the design of the page to convey authority. Design does not mean that the page is beautiful or aesthetic, but it means that it should not look like it was put together in a scammer’s basement.

Reassurance and external validation are keys to the success of your offer.  Show how reliable you are as a business. For example, if your form asks for personal information, make sure to include a privacy policy. If you ask for billing information, share the guarantee or use security certificates.

The easiest way to get people to trust your page and your business is to confirm that other people have used your product and/or service already and liked it. Display authentic customer testimonials, ratings, or reviews (in your own B2B space, if that applies to your business model). You don't have any testimonial? Then if you are in the B2B world, share your clients’ logos -- but only if the associated companies are real clients of yours, of course.

The Visuals

We referred to the design aspect of your page in the trust section above, as well as pointed to the  design elements of CTA. However, in this section we use "visuals" with a different meaning because it is about two things:

  • The message sequence
  • The visual queues

Put your "design" efforts on the items on a page convey a message. This means that you need to pay great attention on what a copy says, what the images show, why they "speak" to your prospect or visitor, etc… You should not drop random images on the page simply because they look good: you want to use these visuals to emphasize the message, not the other way around! A good visual sequence will take care of enriching your message. Use the visuals to answer the "what" and the "why" first;  then (and only then) ask the visitor to engage (subscribe, buy, etc.) using a variety of form elements throughout the page.

You can use additional visual cues to emphasize the most important content and to highlight important information. Such cues can be arrows, circles and frames that point to or highlight one part of your page's content. Once that is done, you need to make sure that the theme is consistent throhout,  and: that it will render well on every device. If you are not targeting both mobile or desktop devices, you will push some visitors away. Do not rely entirely on so-called "responsive" page themes: while they will solve the device-specific rendering problems, they cannot address the sequencing issues (outside the box).

So, again, if you want a high converting landing page, you want to optimize:

  1. Optimize the offer
  2. Ask the right questions
  3. Emphasize your credibility
  4. Use page design

 

The Mailman

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