1. Powerful Title
The title of your landing page is one of the most important elements. It needs to explain the purpose of the page in as few words as possible. Make it short, visible and direct. ( This Mailchimp example is not a landing page rather their website homepage, but demonstrates a large title)
2. Consistent Headline
The purpose of a landing page is to transition a visitor from one location to the next (Example: from an ad to your website) . The headline helps to bridge this gap. You want to use this messaging to relate to the ad and assure visitors that they are in the right place. Typically placed within close proximity to the title, the headline should serve to connect the ad copy and landing page title.
Use colors that match your ad. This text shouldn’t be as noticeable as your title, but it should still be visible and succinct.
3. Strong Call to Action
The call to action on a typical landing page is either a button or a submission form. A button is used to direct the visitor to another page (Perhaps to fill out a form), while a submission form captures personal information or creates a user account.
In using buttons, choose your colors wisely. Red is not always a good choice, while green or blue can increase clicks by 30%. Experiment with color, size and position. If you are using a submission form, you should only ask for three to four pieces of information. Long forms are tedious and visitors often bounce after a few seconds.
Tip: Use a madlib-style submission form to increase your conversion rate.
4. Concise Body
As with the other aspects of your landing page, you want the body text to be straightforward and concise. In this section, highlight your benefits. A simple list format will help you hold attention.
Remember that features are not the same as benefits. Benefits are about the visitors and features are about your product or service. Never mistake features for benefits on your landing page.
5. Picture Perfect
Despite popular belief, the title is often not the first thing your leads will notice. Typically, the picture is what your leads will notice first, so it’s important to pick the perfect one. While some people will argue that the most traditionally beautiful pictures perform best, it is often the unique, even odd, pictures that really convert.
Don’t forget the frame of your picture. Does your graphic work best in a frame or as a standalone on the landing page? Test and optimize.
6. Build Trust
Not surprisingly, people are often more curious than not when seeing a landing page for the first time. Building trust gives you added credibility and authenticity, which you will need to push leads through the sales process. Make sure your ads match your landing page, and your landing page matches your website. If you are selling something online, make sure you have very obvious security and anti-fraud certifications in place. If you are asking for information whether it be an email or a phone number, explain how you will use this information.
7. Clean Layout
You want to keep things simple with a clean, organized layout. Don’t create clutter by placing all of your landing page elements close together. Make sure each item has its own space and that there is a clear flow from one item to the next.
Test your layout with these exercises
1. Take three steps back from your computer screen and squint your eyes. What stands out the most? Is it the most relevant or important piece?
2. Sit at normal distance from your computer and turn your head sideways at 90*. Is it still clear what the page is trying to sell/do?
3. Without explanation grab a friend or acquaintance who don’t know your service or product and ask them for feedback. Ask them: Is it clear what this page is for? Do you know what to do? What is your first impression?