A landing page is a standalone web page that helps marketers promote their offers to targeted audiences. When you advertise your offers through focused landing pages instead of cluttered homepages, you effectively increase your chances of scoring higher conversion rates.
Every landing page should be created for only one offer, whether you’re promoting a free trial of your SaaS service or a chance to buy your ebook. Landing pages can be used no matter which industry you operate in because they have proven to deliver higher conversion rates in comparison to any other website page.
Landing pages are gaining popularity with each passing year because they help you target specific audiences and enable you to collect valuable user information (such as email address and phone number). Higher conversion rates and targeting are precisely the reasons why most marketers create landing pages in today’s business world.
Creating an optimized landing page can be quite a challenge if you’re new to the process. There are many page elements you need to add in with the perfect balance so you can convert visitors into leads, and leads into loyal customers.
To that end, eight core elements make up an optimized landing page, and each element must compliment the others to have the right persuasive effect on your visitors:
- Primary headline
- Secondary headline
- Unique value proposition
- Trust indicators
- Call-to-action buttons
- Lead capture forms
There are certain criteria and landing page best practices that determine the efficiency of each landing page core element. For example, your primary headline must have the clarity to convince your visitors to stay on your page and your call-to-action button must call-out to your visitors so they convert.
The upcoming chapters of this guide will focus on the core landing page elements. Each chapter will explain the criteria by which each element is judged while showcasing landing page examples that have mastered that particular element criterion.
First, let’s take a look at a few landing pages that have the right mix of optimized page elements.
The GoToWebinar landing page has:
- A primary headline that mentions GoToWebinar converts 25-50% more qualified leads than other webinar providers.
- A secondary headline that supports the main headline and elaborates on the three main goals of the service (host webinars, promote attendance and engage audiences).
- The copy mentions the unique value proposition of the service in bullet points.
- The service uses customer testimonials, company badges and a contact number as trust indicators on the landing page. Trust indicators reduce friction on a landing page and persuade visitors to click on the CTA button. Furthermore, the “Research by TechValidate” badge assures visitors that the company is not making false claims.
- The primary call-to-action button is a contrasting blue color and includes personalized copy.
- The secondary CTA button is smaller and below the fold.
- The image depicts a satisfied GoToWebinar user, is relevant, and adds human appeal to the service.
- The lead capture form is easy to complete; all form fields are labeled appropriately.
The Google Docs landing page has:
- The primary headline lets the visitor know they’re about to “Get Started” with a new and improved Google Doc experience.
- A secondary headline elaborates the purpose of Google Docs.
- The main image is a screenshot of the Google Doc dashboard with the primary and secondary headline written on it — allowing the user to see the product in use.
- There are animated boxes for the product’s features that come into action when the user scrolls up and down.
- The page includes GIFs that explain how you can use the new features and updates.
- The call-to-action button is a contrasting color, but it’s not written with personalized copy.