When considering top landing page designs, most industry experts will tell you that every landing page is unique and has its own requirements. They’ll tell you that landing page elements will differ depending on whether you’re promoting a service or a product, and what that service or product does will also change what’s on the landing page.
Yes, of course, every landing page will differ. Landing page best practices dictate that each page should provide unique value to consumers. That’s absolutely true.
But there are nine essentials to a perfect landing page that nearly every one ought to feature. Include the following nine elements on your landing pages to tap into the deepest parts of marketing psychology and help your consumers learn why your product or service is the ultimate.
Essential Elements of the Landing Page Format
Each item includes a description underneath the mock landing page below.
To describe the elements of high-converting landing pages, we have created a fictional robot butler that specializes in cooking breakfast. We’ve optimized a landing page to solve a problem for consumers searching for phrases such as “no time for breakfast” or “robot that cooks.”
Information-Rich Heading – 1
Your heading, styled using the <h1> and </h1> HTML tags, should:
- Summarize the purpose of your product or service
- Capture attention with witty or clever copy
Your heading is the first thing the customer will see and will determine whether he or she stays to look at the rest of your landing page or bounces. Aim to sell your product or service in less than six words.
Visual Media – 2
Not every customer is a reader, so to appeal to the visual type (almost everyone), add large visual media to your landing page format that’s easy on the eyes. Images, animations, and videos should:
- Demonstrate the action or purpose of your product or service
- Evoke an emotion that will provide inspiration to continue down the landing page
Keep your visual media compressed but beautiful. Use tools like TinyPNG after resizing your images and animations to their appropriate size. This way, your landing page loads fast and doesn’t keep your customer waiting.
Explanation – 3
As the consumer scrolls down the page, he or she is building an understanding of your product or service and determining its value step-by-step. The explanation is your opportunity to influence the consumer’s thoughts and build onto the skeleton provided by your headline and visuals.
A good landing page explanation should:
- Offer hard facts about your product or service
- Highlight what makes your product or service different than that of your competitors
Before you begin explaining the benefits of using what you provide to customers, make sure they have all the information they need to apply benefits to real features you offer.
Benefits – 4
The benefits section of a high-converting landing page takes the raw facts about your product or service and shows the customer how those apply to his or her problem.
A successful benefits section should:
- Concisely list how your features help
- Begin the process of convincing the consumer that your offering is superior
Negative Impact (Problem) – 5
One of the most poignant elements of a good landing page is an appeal to emotion that stems from a problem the consumer is having. We can address the problem and its toll on the happiness of the consumer by identifying a negative issue that calls an unpleasant response.
The negative impact should:
- Help consumers recall the problem for which they are seeking a solution
- Stir the consumer’s emotions and concerns so you can appropriately address them
The purpose of the negative impact is not to upset the consumer. It is only to make him or her aware of the problem for which you are providing the solution.
Positive Impact (Solution) – 6
Pull your consumer back from the negative and introduce a positive solution in your landing page copy. Use language that conjures thoughts of pleasure and happiness.
The positive impact should:
- Remind customers that your product or service is a viable solution to their problem
- Restore emotions to a level at which consumers are prepared to purchase
The positive impact makes you look like a hero. After presenting the problem and your unique solution, most customers will be ready to dive into what you offer.
Testimonials – 7
Best practices for landing page conversion dictate that your customers have to trust you. Even if they love your product or service and are convinced that your solution is perfect, there is still a threat of loss.
Too-good-to-be-true merchandise and high-expectation, low-value service exist in droves in the real world. You need the backing of pleased customers to convince those with a lot to lose that they have nothing to worry about.
You can do so with testimonials, which can come in text, image, or video format. Testimonials should:
- Provide real insight from actual customers about your past performance
- Build undeniable trust with your potential customers
Contact Info – 8
Don’t forget! Your customers can’t get in touch with you to ask questions or request service without the essential contact info. Your contact info should:
- Include a sales or service email address for corresponding directly with customers, a working phone number, and the address of your headquarters
- Be easy to find – phone numbers at the top of the page are well-loved by customers, as are email addresses.
Make sure your logo is easy to find as well so that new customers begin building an image of your company’s brand and what they offer.
CTA – 9
Follow up your testimonials with a last call to action. Avoid impersonal or threatening CTAs such as Click Here or Submit. Instead, relate on a personal level with your consumer.
An effective CTA should:
- Tell the customer how easy it is to get started with your company
- Reassure the customer that you’ll guide him or her through the entire process.
The Rest Is Up to You
Landing pages can include more, but usually should not include any less. You can structure your landing page to fit the flow of information better for your particular product or service, but ensure that each element is in your landing page and is easy to find.
What makes customers click through landing pages is a cohesive, uninterrupted experience that fully explains and promotes your product or service. Don’t cut corners on your landing pages, and follow best practices each time to achieve consistent, high-converting landing pages across the board.
Creating high-converting landing pages is one of our specialties at Leverage Marketing. If you’re having trouble getting conversions, try making your landing pages the Leverage way!