A landing page is a page designed to convert leads, or rather to increase the likelihood that people will become customers. So your only goal is conversion. These pages contain fewer elements and links than the normal homepage. The goal is to lead the person to the landing page, in order to achieve a conversion. This could be, for example, to download an eBook.
However, design a landing page isn’t easy, but neither is it complicated.
What elements should be included to design a landing page?
To design a landing page, there are certain almost mandatory elements that should be included.
Meta titles
Many people come to the landing page after just reading the header. Thus, these are the most important elements of this page. They should therefore be catchy so that people are interested in your offer.
Image
Design a landing page using an image that reflects your offer. This is one of the first things people will see on the page. When placing an image, avoid the generic images from the already widely used image banks as this may hinder conversion.
Offer Description
Your landing page should include more descriptions of your offer in addition to the title and subtitle. This description should sell the idea well, eliminate doubts and align expectations. For this:
- Divide the text by points, as they make reading easier;
- Write fragments or short sentences that are easy to read;
- Highlight important terms in bold;
- Refer to the benefits, not the features of your offer.
If the offer is more complex and needs further explanation, you can use an explanatory video or preview of the material, for example using SlideShare.
Forms
The form is required because without it there is no conversion. When designing the form, think of the information that will be most relevant. Don’t ask your leads for too much information, as the more you ask, the lower the conversion rate. Think about the information you will most need to contact leads, for example email.
Other elements you can use
Direct visitor’s gaze
You can use arrows or other elements that draw attention to the form. People’s eyes will follow these indicators and may influence the conversion.
Social proof
Put evidence that other people bought or downloaded the material, finally, that they found value in the offer. Social proof will increase conversions as people tend to accept what others have recommended. You can do this with social sharing buttons or number of downloads of the material.
Sense of urgency
On the landing page, you can place the date the offer expires, encouraging undecided visitors to act faster. You can use, for example, timers that count the hours and minutes to the end of the offer. This is very effective, for example, when selling show tickets or hotel reservations.