In this article, we discuss the six essential elements of a high converting landing page.
If you’re running paid advertising but just not getting the results that you want then this article is for you!
#1. An Engaging Hero Section
So firstly let’s clarify what a ‘hero section’ is.
The hero section is the area of a landing page that appears on your screen when it first loads before you scroll.
The hero section is vital because on the web, seconds count, and your first impressions are essential.
Otherwise, people will hit the back button on their browser, and they’re gone forever!
To avoiding bouncing traffic, the hero section needs to be highly engaging, including:
- A fantastic headline
- A supporting subheading or tagline and
- A great image or background video.
One Additional Pro-tip: Is that you should have complete alignment between your ad creative and your hero section on your landing page. As an example, if your ad creative says “Your Hot Water System Fixed Within 4 Hours Guaranteed”, then make sure your landing page headline says the same thing.
#2. A Unique Value Proposition
In other words – why the heck should someone choose you and your business?
What are you offering them that no one else is?
My previous example of a guaranteed fix to your hot water system within 4 hours is a clear value proposition. Suppose it’s between this and a competitor promising a solution within 24 hours, who do you think will capture the lead?
Thus, make sure you possess and communicate a unique value proposition.
#3. Clear and Concise Copy
You have to balance the line between effectively communicating the benefits of your product or service and ending up with an overwhelming amount of text.
Massive blocks of unbroken text are an absolute conversion killer.
Thus, keep your copy easily understood and to the point.
When writing your landing page copy, rather than merely talking about your product or service, make sure that you include number 4 below.
#4. Social Proof
Social proof is a fancy way of saying things like client testimonials or customer reviews.
It is proof that your business genuinely delivers the benefits that the landing page states it does.
Honest and believable testimonials and reviews will give your landing page much-needed legitimacy in the eyes of the visitor.
#5. Clean and Modern Design
In my opinion, nothing is a worse credibility killer than a poorly designed landing page.
Now, that is not to say that you need an award-winning design for a high converting landing page. However, the inverse of that statement is definitely true.
If you have poor design, poor legibility, poor user experience, then your conversions will suffer.
By making sure that your landing page uses a clean layout, professional imagery and a modern design aesthetic, your conversion rates will improve.
#6. One Clear Call To Action
Your landing page must have a clear call to action with a single conversion objective.
One objective only;
- Submit an enquiry
- Complete a download
- Make a purchase
- But not all three!
After all, that is the whole point of using a landing page, to ensure that the visitor only has two options:
1. Take the action that you want them to, or;
2. Leave.
Despite that being the reason that landing pages exist – we still consistently see landing pages that have too many calls to action!
These include ‘give us a call’, ‘submit your information’, ‘get a quote’, ‘join our newsletter’, ‘follow us on social’, ‘leave a comment’, and too many more – this gives the visitor too many options!
Rather than giving you multiple bites at the cherry, which is what people mistakenly think it does, it just dilutes your message and lowers your conversion rates.
In Summary
- #1 Engaging Hero Section: Quickly capture someone’s attention
- #2 A Unique Value Proposition: Why should someone pick you or your business?
- #3 Clear and Concise Copy: Communicate a benefit, but do not overwhelm them with words
- #4 Social Proof: Back up your claims with real people who like what you do
- #5 Clean, Modern Design: Look good, convert good.
- #6 One Clear Call To Action: Be single-minded and don’t go for multiple bites at the cherry,
Do all of that – and you’re on your way to a high converting landing page!