A good landing page focuses on reaching a single goal, whether for the customer to sign up for a newsletter, watch a video, or make a purchase. The landing page design must be simple enough to highlight the call to action button and the message.
Here are more discussions on what makes a good landing page:
Content Appeals to Specific Personas
A good landing page must cater to two or three customer profiles. The site owner or the digital marketer must think of the characteristics of their target audiences and create distinct personas that will serve as the basis for creating campaigns, as said by Digital Authority Partners.
For example, there is a persona for high-end customers of laptops, a persona for average customers, and a persona for budget customers.
The site owner or the marketer will list each persona’s buying habits, lifestyle, purchase capability, and preferences and create content that caters to their unique personality. Writing specifically for each persona will help narrow the focus and tell messages that appeal to the target audience.
According to Illinois News Today, content targeted towards a persona is more relevant. This type of content touches the heart of users, and they see it as more personal.
Consider a topic relevant to the attributes of your target audience. Subsequently, create a content marketing strategy to help the landing page become effective.
Headline and Description Are Gripping
A good landing page has an attractive headline that captures the customers’ attention and persuades them to get to know the brand more.
The brand’s unique selling proposition (USP) can be an area of interest for the customer. Thus, the site owner or the digital marketer can take advantage of the brand’s unique character to highlight it in the headline.
Some examples of the attention-grabbing headline are:
- Enjoy viewing your same-day edit wedding video during the reception.
- Flash your wedding photos right after the ceremony
- Unlimited black pearls for your milk tea order
- Midnight craving satisfied with our 24/7 Fried Noodles delivery.
Provide more content after the headline to describe what the customers will receive when purchasing a product or availing of a service. The content can explain the brand’s benefits and guide them on how they can order.
The site owner or digital marketer can add more descriptions about the brand, telling how it differs from others and why they are getting the best deal right now.
Some examples of descriptions are:
- Have an on-the-spot premiere for your wedding highlights with our same-day video coverage and editing service. Laugh together and smile at tender moments as you watch candid shots on the big screen. Enjoy the best of the moment with our same-day video coverage and editing.
- Not all photographers are created equal. We capture light-hearted moments and tender glances that highlight your special day. Have critical seconds stop with our slow-motion shots that tell your unique story.
Photos Connect to the Target Audience
A good landing page has a captivating image or photo that tells the copy’s message. The picture delivers the point of the copy and invites the customer to look more at the brand.
The site owner or the marketer can choose a photo that best elucidates the meaning of the copy.
Some marketers opt for purchasing stock photos, especially when the deadline for a project is nearing. However, investing in an exclusive photoshoot session gives the advantage of designing elements in the image that precisely bring out the intended message.
For example, designing outfits and props exclusively for the brand photo shoot helps highlight a product’s unique selling proposition. Also, site owners can hire models exclusively for the brand to project the emotions intended for the photo.
Trust Signals Are Visible
According to Forbes, people buy from brands they trust. A business must be able to grow the customers’ trust in every step of its journey.
A good landing page displays proof that the brand is trustworthy. Providing evidence that the brand has good quality or excellent service makes a difference in sealing the deal.
Trust signals are also referred to as proofs and evidence of brand credibility.
Some examples of trust signals are:
- Brand awards from reputable Consumer organizations
- Reviews from newspapers and magazines
- Testimonials of previous and current clients
- Accreditations from recognized national and local organizations
- Permits and licenses from the government
Trust signals help customers verify and affirm whether the brand is worth their commitment. Trust signals are also helpful in guiding customers on what to expect after purchasing the product.
Social Proof Is Compelling
A good landing page also includes social proof as a word-of-mouth strategy. People like to know what others say about a brand.
A word-of-mouth strategy helps encourage previous and current clients to spread the word about the brand and give feedback. Meanwhile, local businesses benefit from a word-of-mouth marketing strategy because the community members quickly pass on the information from one neighbor to another.
Examples of social proof are the massive number of followers and case studies.
Social proof, such as the vast number of followers, can help convince customers that the brand has already established patronage from its target market.
On the other hand, case studies offer in-depth documentation of a client’s journey and experience while availing of the service. Site owners or marketers can highlight the solutions that helped the clients solve their problems. Case studies offer rich insights that prospective clients can learn.
When clients see that the brand or the company can help them in a similar situation, they will have the encouragement to avail of the service.
One Page, One Message
A good landing page features a single message that has a simple design. It must focus on its goal for the website.
The site owner or the marketer must decide the intended result for a landing page, whether for lead generation or conversion.
The landing page can guide visitors to sign up for the newsletter for lead generation. For conversion, it can persuade users to buy an item immediately and receive free shipping or a discount.
Here are some ways to maintain focus on the landing page:
- Decide on one purpose for a landing page. Choose to spread brand awareness, gather more inquiries, or increase sales.
- Include one call to action (CTA) button. CTAs are those short boxed words on a page that persuades the user to make an action. Some examples of CTAs are: “Buy Now,” “Sign Up,” “Call Now,” “Send us a message,” or “Watch the video.”
- Feature one message. Tell the user one crucial issue that needs immediate attention, such as “Skip the long lines through our digital bills payment app.”
- Try the minimalist design. This style helps the website show a clean look that highlights the message well. It allows the user to find the CTA button easily and take the necessary action.
- Have a dedicated location landing page. Site owners and marketers may find the need to boost sales in a specific branch.
Assigning a landing page that caters to a specific geographical location will help site owners or marketers focus on a particular group. It is like local landing page optimization in which marketing is more direct and personal.
Final Words
A good landing page directs the user to understand the brand’s key message and make the next step, such as viewing the product or purchasing it. Keeping a single purpose on the landing page helps include the essential elements such as the headline, photo, description, and CTA button in the right place.
A good landing page is the one that makes the user click the button.
