What to Include on the Perfect Landing Page

Last updated on by in Conversion Optimization



Building a landing page for perfectionists is annoying, isn’t it?

“Pick a new featured image,” they say. “That testimonial doesn’t have a last,” they complain. The list of seemingly pointless requests for changes feels endless.

The only thing is, those requests probably aren’t as meaningless as you think. Even the subtlest things, like the gaze of a model in your featured image or tiny details about your testimonials, can significantly impact your conversion rate.

Those perfectionists are annoying, but they’re right, and they’re creating better landing pages than everyone else.

While you can never build a landing page that converts 100% of its visitors, you can get as close as possible. There’s the basic anatomy of a landing page, and then there’s the anatomy of a perfect landing page that amasses conversions. Here’s what you need to know to build it:

(If at any point you see a term you don’t recognize, you can find a simple definition of it in the Instapage Marketing Dictionary.)

How to build the perfect landing page

Eliminate all escape routes

If you read this entire article in one sitting, we’d be surprised. Why? Because you’re probably inundated by distractions right now. Your phone is buzzing, a Facebook notification appeared in your browser, and your boss just walked by to remind you of your team’s afternoon meeting.

Newsflash: Your prospects are just as preoccupied as you are. Why add more to the list of potential distractions with outbound links on your landing page when they have the potential to detract from your conversion rate?

Every link that’s not your call-to-action is a temptation that whispers “click here,” to your inquisitive visitors. That’s why your conversion ratio should be 1:1, meaning the number of links should be equal to the number of calls-to-action on your landing page. And you should always only use one CTA (using multiple CTA buttons that lead to the same page is ok, too).

An exception can be made for your terms of service or privacy policy, but outside of that, there should be no links on your landing page. Keep your footer minimalistic and your navigation menu non-existent. Follow the lead of this EMSI PR page (click through to see the full page):

Draw people in with an irresistible headline

Write a bad headline and it won’t matter if the rest of your landing page is perfect. No one will read it, or watch the video you embedded on it, or even see the call-to-action. They’ll click the “X” in the upper-right corner of their browser and find a page with a headline that promises them more.

So what does a headline look like on the perfect landing page?

It’s the second headline, right? That’s because it’s specific, letting the reader know that its writer made $5,000 in a week with the hack that’s being offered, which makes them think, “If he did it, then maybe I can too.”

Check out this headline from Ben Settle:

It’s longer than the traditional headline, but it makes you want to read more, doesn’t it? It offers a quick, easy, and lucrative solution. Who could resist down?

Show off with the help of your advocates

If you attended a play in France in the 18th century, you probably would’ve thought you enjoyed it, even if you didn’t. That feeling was the result of something called a “claque,” one of the earliest examples of the power of social proof.

Developed by poet Jean Daurat, a claque was a group of people planted in the audience, given free tickets in exchange for positive public feedback during the show. When those “claquers” initiated cheers and applause between acts, the rest of the audience followed their lead.

The technique became so effective that claques were eventually used to elicit all kinds of audience emotions. Businesses formed to offer trained claquers to theaters at a price:

As an audience member, you’d see rieurs laughing and think, “This must be funny, I should laugh too.” You’d see chatoullieurs cheering and think, “This must be good, I should cheer too,” and so on.

The concept holds true even today. Research has discovered that even if TV watchers find laugh tracks annoying, networks can boost the perceived funniness of a show by using them.

Formally the concept is known as “social proof,” and instead of funniness, on your landing page it can be used to boost the perceived value of your offer. Social proof comes in many forms:

There are four factors that impact the persuasiveness of your social proof.

Second, the more specific they are about how your product improved their life, the more persuasive your social proof is. What’s more persuasive — a Facebook logo on your landing page under the label “clients,” or a testimonial from Mark Zuckerberg, Founder, reading, “This product boosted our advertising ROI by 50%”?

Here are some examples of near-perfect social proof from MasterWriter:

Above you see photos along with glowing reviews and fulls, complete with title and even accolades. These testimonials go over and above. Aim to get feedback like this for your landing page.

Create an attention-grabbing CTA

We have a serious bone to pick with most landing page CTAs. “Download,” “Submit,” “Request Consultation” — they’re making your business look lazy and they’re not doing their job.

What’s the job of a call-to-action button on the perfect landing page? It’s to get visitors excited to claim your offer by reminding them what they’re going to get — or even better — what they’ll become when they click it.

Look at this CTA:

Does it get you excited to hire experienced web designers? Does it remind you what you’ll get by doing so?

Not even close. To be honest, we scrolled right by it at first. This CTA button comes a little closer:

But its designers could make “Yes — Give me the list” even better by asking themselves one question: “What will my visitors become after reading this list?”

What will the list actually do for them? Prospects don’t want the list; they want to be a millionaire. How is this list going to get them closer to that million-dollar payout?

A few other things to consider:

Think you have the best CTA for your offer? Find out.

Use media to show instead of tell

Whenever possible, it’s almost always more effective to show instead of tell. While bulleted copy can emphasize the benefits of your offer, media can do it in a more engaging and easy-to-understand way when you have a complicated product or service.

Use each of these as you see fit. And remember, the best way to find out what your visitors really want is by A/B testing.

Create a frictionless form

Finding the balance between reasonable and valuable is tough when it comes to forms. Those 15-field behemoths are likely to scare your prospects away, and the one-field wonders don’t capture enough information. So what are some rules for creating a perfect form?

With these in mind, you’ll be able to create forms that don’t intimidate your prospects, but at the same time, capture enough information for your team.

Make your landing page a breeze to read

Your copywriters love to write — heck; you might love to write too. But what matters on your landing page isn’t what you like or want, it’s what your visitors like and want. And they don’t like to read.

Your landing page isn’t the place to channel your inner Robert Frost. It’s the place to get the benefits of your offer across in as few words as possible so that your visitors can determine the value of your offer and move on. On the perfect landing page, copy has these traits:

Take a look at the benefits of using AdButler:

Next to each icon, you learn quickly about the benefits of using AdButler. Now take a look at this page:

Much more intimidating, right? Maybe even so intimidating that you’d abandon this page before figuring out the benefits of the offer.

It needs more white space, less copy, and a more readable typeface in some places. Can you read that pink lettering easily? We couldn’t.

Learn which fonts are most readable, along with more tips on writing the perfect landing page copy in this blog post.

Create the perfect landing page in minutes

Creating a near-perfect landing page takes work and creativity. Follow these best practices, never stop testing, and you’ll come as close as possible.

Focus more on the content and less on the code by using the web’s most designer-friendly platform to build yours.

Show Me The 35 Best Landing Page Tips