3 min read

What Makes a Great Landing Page

Published on
August 30, 2024
Phoenix Baker
Product Manager
Lana Steiner
Product Designer
Drew Cano
Frontend Engineer
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To change the game for the content marketing of your business, you need a well-designed landing page. Are you looking to generate leads, sell products, or simply provide information? Bottomline is you need to nail your landing page. In this article, our content marketing agency explores the qualities that make the perfect landing page, help convert and leave a lasting impression on your visitors.

Relates to Your Audience

Is your landing page relevant to your target audience? An effective landing page knows your target audience's preferences, pain points, and interests. And knowledge of these preferences and thoughts should be founded on research. The best way to know your audience’s thoughts is to ask help from a marketing agency to conduct an audience research – done through methods such as focus groups, polls, and online surveys. Data gathered from this research is useful in tailoring the content and messaging of your landing page.

A Compelling Headline

The best headline comes in three things: what the offer is, what’s in it for them, and a bit of razzle-dazzle. The headline is the first thing visitors see, and there’s this pressure to make it grab their attention immediately, in just a few words! Anyone who visits your landing page is clearly there to look for an offer. With the help of content marketers and copywriters, you can make sure that you clearly communicate the offer, as well as the benefits and how these benefits are different from what your competitors are offering. Lastly, a compelling headline is said in a catchy and positive tone. What you say matters, as well as how you say it.

Engaging Visuals

Did you know that the human brain could process visual information as fast as 13 milliseconds? That’s 60,000 times faster than how we absorb text! This is how visuals are so effective in grabbing the attention of the visitors on your landing page. A great landing page incorporates eye-catching visuals that support your message. Marketing agencies can provide high-quality images, videos, and infographics that also convey information and create an emotional connection with the audience.

Clear and Concise Copy

Great headlines do keep their language clear, concise, and focused on the benefits, so does the rest of the copy of your landing page. A clear and concise copy explains what the offer is, how it solves a problem, and why it's unique. Bullet points, subheadings, and short paragraphs are definitely helpful for easy readability.

An Effective Call to Action (CTA)

True to its name, a Call to Action invites the audience to take some form of action. We use this from our social media pages to our landing pages. It is the most critical element of your content pages. Imagine putting all the effort into writing a clear copy and providing high quality images only for your audience to refuse to take the final step. That would mean the whole thing is a flop! Thus, an effective CTA motivates your audience to do what you want them to do such as to download, reserve, purchase. It should be prominent, compelling, and action-oriented. The use of strong action verbs is also helpful as it creates a sense of urgency.

Social Proof

It’s an old marketing tactic that is effective to this day. Ever wondered why user-generated content on social media gains more trust these days than brand generated content? It’s because of the bandwagon effect that social proofing gives us. It makes conversion rates higher, thus it is one of the qualities that make the perfect landing page. These are the incorporated testimonials, reviews, or case studies that build trust and credibility. It is highly persuasive when you showcase positive experiences from previous customers. Aside from testimonials and reviews, other types of social proof include client logos, awards, trust badges like Visa and Mastercard, user-generated content (UGC), and star ratings.

Trust Signals

Credible landing pages include trust signals such as security badges, privacy statements, and any relevant certifications to reassure visitors that their information is safe with you.

Mobile Responsiveness

According to the statistics, 55.5% of the entire web traffic is now coming from mobile phones. This means that a large number of online users are consuming content through their phones. You would rather have your social media time using mobile apps now. Gone are the days when we would open our social media accounts through web pages! And we would surely prefer consuming any online content that has a mobile-friendly format. The perfect landing page ensures that it is fully responsive on various devices, particularly mobile phones. A significant portion of internet traffic comes from mobile users, and a poor mobile experience can deter potential leads or customers.

No Distractions

You would want to keep your landing page clutter-free for reasons such as more clarity in messaging, improved user experience, and faster load times. The best landing pages would rather stray away from social media content feeds, links to social media profiles, external links, and pop-ups. It is best to remove navigation menus and extraneous links that might divert visitors away from your primary call to action.

Load Time Optimization

Load time is the amount of time you have to wait until the web page finishes loading its content. With the average attention span of humans now being 8.25 seconds, you wouldn’t want your audience to keep waiting for your landing page to load. We’ve all experienced closing tabs of websites that do not load fast enough as we move on to the next thing that grabs our attention. Fast-loading pages are indeed essential. Compressed images, leverage browser caching, and utilized Content Delivery Networks (CDNs) ensure that the page loads quickly.

The perfect landing page is a blend of art and science. Content marketing and social media marketing agencies will help a brand understand their audience, set clear goals, and follow the above strategies in order to create landing pages that convert visitors into leads or customers. They remember that continuous improvement is key, and with ongoing analysis and optimization, their landing pages become even more effective over time.

Reach out to us if you're ready to take your brand's landing page to the next level so that it converts and leaves a lasting impression. We offer a free 30-minute consultation to discuss your landing page needs and how we can help you achieve your goals.