How to Design a Professional Landing Page with the Right Components

How to Design a Professional Landing Page with the Right Components

Last updated on by Stephanie Mialki in Conversion Optimization


It’s Friday night and you finally have the chance to relax and prop your feet up on the couch. You grab the remote and start scrolling through Netflix to find a movie.

Next, next, next. Oh, what about this one?!

What made you stop on that movie? The cover image, right? Or maybe it was the title paired with the image? Sure, the description (and probably the rating) will encourage your final decision to watch it or not, but the image and the title of the movie are likely what got you hooked enough to bother reading the description.

That’s because first impressions are a big deal.

And not just when it comes to Netflix, or even meeting people for the first time; but also when it comes to online search behaviors. In fact, website first impressions can be assessed in just 1/20th of a second, and those quickly formulated first impressions are 94% design-related.

So a professionally designed, visually appealing landing page has the potential to leave a great first impression on your visitors, and substantially improve your conversion rates.

It’s worth pointing out that no landing page can guarantee 100% conversion rate. But by using professional landing page templates to create your page, you can make a killer first impression, generate conversions, and ultimately, drive sales.

What is a professional landing page?

A professional landing page is a standalone web page that uses persuasive elements to convince its visitors to convert on an offer. Offers may include purchasing a product, downloading an ebook, signing up for a newsletter, or registering for a webinar.

The word “professional” has a particular connotation and “good vibe” feeling about it. You know it when you see it, especially when it comes to landing pages.

Before we get into the essential elements of a perfectly optimized landing page, take a quick look at this landing page:

professional landing page internet marketing guide

Does it appear professional to you? Does it demonstrate a great first impression and make you want to download the survival guide?

My first impression was, “Is this it?” There’s practically zero information to let visitors know what the guide includes, or how they can benefit from it.

What about this one?

professional landing page lawyers

This one contains more landing page elements — a headline, bulleted copy, a lead capture form, and a customer testimonial. But since everything is crammed together with no white space, and it contains multiple footer links, it still doesn’t give off a professional vibe, does it?

In contrast, this AppFolio landing page gives off a much better impression:

professional landing page AppFolio

Notice how it includes a benefit-oriented headline, bullet points with minimal copy, an optimized form, sufficient white space, and a number of trust signals? This is what a professional landing page looks like.

The landing page conversion process all starts with generating traffic to the page. But once you’ve caught your visitor’s attention and they’ve explored your landing page further, how do you get them to convert?

It all comes down to getting inside their head, knowing their pain points, and convincing them that your product or service is the best solution to their problem. To accomplish this, there are several key components that make up a professional landing page.

Elements of a professional landing page

Compelling headline

Just like the title of that Netflix movie piqued your interest and made you want to learn more, the headline of your landing page should do the same for your visitors. It should capture their attention immediately and entice them to browse your page more.

So, how do you create an effective headline that’s sure to make a great first impression?

No matter what your landing page is promoting, it’s critical that the headline:

Here’s an example from The Joint Chiropractic that accomplishes each of the above:

professional landing page joint chiropractic

The main point of the page (and the UVP) is clear from the headline — get adjusted to relieve back pain. This provides empathy for those who may be struggling with back pain and offers them a solution to their problem. Also, you can’t miss the headline since it’s the largest text on the page and the white contrasts well with the blue background.

Here’s another example of optimized headline, this time from Therasoft:

professional landing page headline

Again, the headline is large which makes it noticeable immediately. It’s also clear and straightforward, providing the benefits of purchasing Therasoft software (help with scheduling, documenting, and billing for less time and effort spent).

Readable copy

People are not on your page to read so get straight to the point with your landing page copy. Don’t overwhelm them with large blocks of text. Simply relay the benefits of your offer in as few words as possible so they can determine your offer’s value quickly and easily.

Typically, your landing page copy should be:

This LegalZoom landing page is a great example of using customer-centric copy, as they use first-person in the headline, the body copy, and the CTA button:

professional landing page copy

Notice how there is minimal copy and LegalZoom’s benefits are highlighted with bullet point checkmarks so visitors can quickly skim the page to find what they’re looking for. The font is legible and the copy is simple so prospects should have no problem reading and understanding the message.

Engaging media

Almost always, media is more engaging and quicker to comprehend than text. So when in doubt, opt for media over text.

For example, a hero shot can help your visitor envision what it would be like if your product or service solved their problem. On the other hand, a product shot, a gif, or even an explainer video can help demonstrate how a new or complicated product works.

Let’s refer back to the Therasoft landing page again. The company uses several product shots throughout the page to help demonstrate various product features:

professional landing page media

A video testimonial is another form of media that adds an increased level of engagement to your social proof and makes it seem more real to the viewer.

Bryan University uses video testimonials on their landing page. They also added an introduction video to provide prospects with an overview of their mission, a preview of their campus, and highlight some of the key benefits they offer students:

professional landing page video testimonials

Optimized form

Lead capture forms are your ticket for obtaining visitor information. Here are some basic rules for creating a perfectly optimized form:

The lead capture form on this Buildium landing page moves with prospects as they scroll, so they never lose sight of it and there’s less effort required when they’re ready to convert:

Attention-grabbing CTA

This is what it all comes down to. It’s the last step in convincing your prospects they should redeem your offer, so it must stand out among everything else on the page.

Consider these essential components to create the best possible CTA button for your page:

Look how Lauren Clark Law optimized their CTA button:

professional landing page CTA button

The button is below the fold, is large enough for visitors to see, contrasts with blue and white, and uses personalized copy (“my”) and enticing (“free”) to convince visitors to click.

Trust indicators

Before prospects can convert on your offer, they need to be able to trust your brand, so incorporating trust indicators is crucial. Trust indicators come in a variety of ways, here are some of the most common:

SpareHire uses customer testimonials and company badges to add more trust to their offer:

professional landing page testimonials

Notice, though, it could use some improvement. There’s not much detail included with the testimonials — names, business information, and headshots are all missing. They also included a review that only received 4.5 stars instead of 5. This might make prospects wonder what they did to lose a half-star.

Financial Engines does a much better job with their trust indicators:

professional landing page customer logos

The key difference here is that Financial Engines added a full name, job title, and headshot to their testimonial, which significantly increases credibility. They also displayed several authority badges, including some well-known company logos and an award badge from InvestmentNews in 2016.

Build your professional landing page today

The difference between an unprofessional landing page and a professional landing page can make or break your chance of conversion. Settle for an unprofessional landing page and miss out on a lifetime customer.

Use the blueprint in this article and learn from the other examples to make your best first impression and generate more conversions.

Get started creating your own professional landing pages with Instapage today. Our 100% customizable templates and designer-friendly software will allow you to create fully optimized pages in just minutes.

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