5 Most Effective Components of a Landing Page

No matter what your organization does—whether it’s large or small, new or old—your landing page is important. This page is where viewers will “land” after clicking on an ad or a link in an email, which means it’s where many of your potential customers will get their first impression of your organization and what you have to offer them. Because visitors come to a landing page with a specific purpose in mind, these pages are generally designed to fit that purpose with no frills attached. Landing pages are highly specific, but they don’t have to be intimidating. You can make sure your landing page is a good one by adhering to five basic rules for effective landing pages.

Keep your landing page simple

When designing a landing page, remember that the only real function of this page is to get conversions. You want to turn visitors into leads, and you want to do it as smoothly as possible. Elements like site-wide navigation tools and social media links are vital to have in other places across your website, but it’s better to keep your landing page streamlined. Present your conversion information as simply as possible, so that your reader knows exactly what you want them to know without conflicting information or an overwhelming amount of links and visuals competing for their attention.

Offer something valuable

You know exactly why a viewer should become a customer. You know the benefits of your product or service by heart, and you’re anxious to share it with people. The catch is that you have to present this information in a way that instantly appeals to other people; you have to make a great offer! To do this, address the following as concisely as you can:

  • What will a viewer gain from working with you? You should be able to explain this in a few words.
  • Do you have a definite understanding of who your audience is, and what their interests are? Viewers are always more likely to respond when you’ve tailored your efforts to match their interests.
  • Does your landing page make it possible for readers to clearly visualize the product or service? Don’t be afraid to use images or videos here.

Once you’ve got this information at your fingertips, you can use it to craft an offer that’s concise, appealing to your audience, and easy to understand.


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Call to action

Even if your offer is clear and can effectively stand on its own, you need a call to action. Tell your viewers exactly what next step you want them to take. If you want them to make a purchase, give them an obvious link to follow. If you’d like them to put their email address on your mailing list, give them a clear place to do so. As always, make sure your call to action uses decisive language, and use it multiple times throughout your website. The landing page is designed to convert visitors, but don’t miss out on the chance to convert them elsewhere!

Gain trust

No matter what your call to action is, it likely asks for something from your viewers. Even something as relatively minor as giving out an email address requires readers to trust that you’re going to respect their privacy and that giving their information will be worth it. There are a few good ways to let visitors to your landing page know that your organization is worthy of their trust. 

  • Have a professional-looking website layout, including fonts and images.
  • Include testimonials from past customers who have been happy with your work.
  • If your organization works on a rating system, include how many positive ratings you’ve received over time.
  • If you don’t have testimonials or ratings, include (with permission) logos from your partner organizations.

These are a few tried and tested ideas, but feel free to branch out. Anything that shows viewers you’re a dependable organization that has established a strong network can help build trust.

Track data

Even the best landing page can improve when you start tracking data. With a good data-tracking program, you’ll be able to see how much time viewers are spending on your site, what they’re clicking on, and where visitors are coming from. Once you know what your site visitors like and dislike, you’ll be able to tailor your page that much more to fit your audience. This behind-the-scenes information that data tracking provides will help you understand your site’s strengths and weaknesses and will enable you to make adjustments as your site develops and your organization grows.


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