When it comes to web design, few elements of your site are as important as your landing page.
The landing page is a single webpage where you send potential customers in the hopes that they’ll commit to your product or service. This doesn’t necessarily mean having them put money down right away, but your fingers are crossed that they’ll create an account, subscribe to a mailing list, or start a trial of your service.
It’s easy to mess up your website design, but this handy list will break down the most important parts of the anatomy of a high-converting landing page that will turn readers into customers with just a few clicks.
You don’t want the first thing that visitors to your page engage with to be a paragraph or list describing the product in detail. You want something for them to initially latch on to, a short and sweet banner that takes no time to read but communicates a positive message.
It is important to boast your product’s strengths in the header or subheader. However, keep it simple and brief. Headers are for engaging consumers so that they want to know more. So there’s no problem with somewhat generic statements about the benefits of using your product or service.
Include any promotional deals in the banner area as well, such as free trials or discount codes. If these aren’t communicated early on, a reader might lose interest before knowing promotions that could have made the difference in converting them into a customer.
Free trials or samples also show a respect for consumer satisfaction and a personal confidence in your product, which often appeals to customers.
Product description is an important element within the anatomy of a high-converting landing page.
There is an art to describing your product. You want to be clear about what the product is and why the customer should want it without giving them a novel to read. These descriptions should keep things short and in layman’s terms.
This section would also be a convenient place to add a quote from a real customer or a review. Add any stats that may sell your product’s performance, such as: “customers have saved an average of…”, “recommended by 4 in 5 professionals,” etc.
Basically, choose what you think will be most important to your consumer base.
A short form is a box where one can fill out a little bit of information to create an account right on the landing page. The short form shouldn’t ask for more than a few pieces of information (name, email, password).
The short form’s presence on the landing page will likely repel people if the viewer is faced with what looks like an exam.
This is the focal point in the anatomy of a high-converting landing page.
CTA stands for “call to action.” This would be the button on your landing page that a visitor clicks if they decide to engage with whatever your page is propositioning.
So, if your page has a short form, this would be the button at the bottom that submits their information. If you are offering a trial of your product or service, it will be the “start trial,” button.
It seems trivial to put much thought into such a simple tool, but remember that aesthetic and convenience factor in more than we realize when it comes to first impressions on the internet.
“Start trial” is a generic example to explain the function of the button. Your button should have a little more excitement to it.
Addressing the consumer with a phrase like “start your trial now!” can feel more personal and enticing. You could also consider referencing the function of the product, for instance, an audiobook platform might say “start listening today.”
The CTA button should stick out from the rest of the page. Customers should notice it the instant the page loads. Using a color for the CTA button that contrasts with the color scheme of the page can be useful.
Also, don’t be afraid to make the button a decent size. It doesn’t have to be huge, but remember that you’re trying to foster ease of use.
Outbound links are links that will take the visitor anywhere other than the landing page. Even a link to the homepage of the site can thwart the conversion.
Getting a relationship started with a potential customer is the operative function of a landing page, so it’s important not to give many options to “click around.” You don’t want them leaving unless it’s via the CTA button.
When it comes to breaking down the anatomy of a high-converting landing page, you can’t miss the issue of visuals.
It’s always good to have graphics of the product or even relevant stock photos depending on your business. Consider the goal of the product and why one would want it.
In addition to glamorizing the product, graphics also create a first impression that keeps the potential customers on the page. Having something other than just text makes the information feel easier to digest.
A well-organized landing page that includes clean, well-selected graphics conveys legitimacy and professionalism.
Organize the sections of the page so that they are distinct from one another—a box for the short form, a box for the description, a header and sub-header message, etc.
If the information is organized in one big block, visitors will be less inclined to read it, even if it’s technically the same amount of reading. Poorly structured text blocks can make reading feel tedious.
However, a few brief “stations” to easily consume the information is appealing and will encourage potential customers to keep scrolling.
The anatomy of a high-converting landing page is not to be taken lightly if you want it to be effective. Minor details matter when you’ve got a short amount of time to make a lasting impression.
There is a theme in this list that illustrates the most important thing to remember when creating your landing page: don’t make it a chore for the viewer. Keep it simple, make sure it’s digestible, and focus on the most important details.
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LAWYER & ONLINE ENTREPRENEUR
After graduating from law school and passing the bar, I struggled to find work, pay my bills, and make ends meet. That's when I decided to take control of my future and start working for myself. Now, several years and a handful of companies later, I'm sharing how I launched a successful business, and how you can do it too.