A landing page is a fantastic way to drive targeted traffic to your website, boost sales, and find new customers.
However, with the typical landing page conversion rate varying from 1% to 40%, it’s fair to say that some pages are better at converting customers than others!
At Bubblegum Search, we have years of experience building exceptional landing pages for many customers. So, we know a thing or two about what to include to get those clicks-through and conversion rates nice and high! If you’re wondering what the elements of a good landing page are, we’ve put together a list of everything you need to include.
So, without further ado, here are nine landing page elements that are essential to any exceptional landing page.
1. A strong headline
Number one on the list of landing page optimisation elements to be aware of? A powerful headline.
Your headline is the first thing customers see when they visit your landing page, so it needs to showcase the benefits of your business and compel them to keep reading.
Stuck on what to include? Here are some of our top tips for writing a headline that people love:
- Keep it short and sweet – less than ten words
- Understand your target audience’s key pain point and work this into your headline
- A question can work really well; this grabs people’s attention and makes them want to know more
- Try several different headlines to see which one your page visitors like best
2. Minimal navigation and links
When you have a landing page, you want to keep customers on it until they convert. This means you need to remove anything that could distract them or cause them to leave.
Having links on your page, whether in the form of a header, footer, or links in your content, can reduce your chances of a successful conversion. The only clickable link you should have is your call to action button.
According to WordStream, 96% of landing pages have links that lead prospects off the page!
If you can remove the navigation from your landing page (or use a stand-alone landing page builder), we recommend doing so. If this isn’t an option, keep the internal and external links on your landing page to a minimum.
3. Powerful imagery
Imagine having to read through a landing page that’s just a massive wall of text. Sounds boring, right?
Well-chosen images and videos can make your page feel more engaging, tell a story, and show how you can offer value to your customers. Here’s how you can use images and videos on your landing page to your advantage:
- Avoid stock images and videos – invest in high-quality imagery that showcases your brand
- If you use videos, make sure you caption them. This helps with accessibility, and people who are accessing your landing page with the sound turned off
- Check how your images and videos appear on both mobile and desktop – you want to provide a great experience no matter what device they use
- Make sure your images and videos are optimised. Slow-loading assets can frustrate your visitors and cause them to lead your page
4. An impactful value proposition
What is a value proposition? A value proposition is a short paragraph summarising why a potential customer should buy your product or service.
So, for example, here is Hulu’s value proposition: ‘All the TV you love.’ It’s short, to the point, and neatly summarises what you get from signing up to the platform.
You can add your value proposition to the top of your landing page or split up the different components and use them all around your page.
When writing a value proposition, it’s vital to know your target audience. What do they need, and how can what you provide solve their problems? Your value proposition is also a great way to show what you offer that your competitors don’t.
5. Commanding copy
The copy on your landing page can make the difference between landing a sale, and potential customers getting bored and moving on. While it’s important to convey all the benefits of your product or service in your page copy, you need to do so in a dynamic, relatable, and engaging way.
Not a lot to ask for, we know!
How long should the copy on your landing page be? It depends on your product or service, your target audience, and your goals. Some landing pages are short and sweet, while others go into fine detail. Testing your copy with your target audience can help you determine that sweet spot.
Don’t forget to break your copy up to make it interesting to read. Headings, bullet points, and emboldened text can make your content easier to read and digest.
6. A stand-out list of benefits
Have you ever heard the saying, ‘sell the sizzle, not the steak?’
This means that you need to focus on the benefits your product or service offers rather than the features, as this is what your customers will be most interested in.
For example, if you sell headphones, don’t say they have the latest noise cancellation technology. Instead, say they let you immerse yourself in your favourite playlists and podcasts without distractions.
You can use your list of benefits as part of your landing page copy or as a series of images to break up your content.
7. Trust signals that make you a credible choice
When promoting your landing page to potential customers, you need to show that you’re reliable and trustworthy. This is especially true if it’s the first time they’ve heard of your business or you’re asking them for money.
This is where a trust signal, or trust element, can help. This is a piece of content that demonstrates that you’re a credible choice in the eyes of either your previous customers or your industry peers. This can be a review, a testimonial, a logo from a business that uses your services, or an award you’ve won.
In fact, two-thirds of customers say that at least one trust signal on a page makes them more likely to convert.
Here’s an example of a landing page trust element from Hello Fresh – Instagram testimonials. The text and photos from happy customers add credibility and tempt potential customers to hit that order button.
8. An easy to fill out form
It’s important to note here that not all landing pages will have a form to complete. However, if the aim of your landing page is to collect user data, a well-thought-out form is a vital landing page element.
Your form needs to be long enough to get all the information you need to qualify leads but short enough that your customers want to fill it in. According to Gartner, the ideal form length is three to five fields, but you may find that more or fewer fields work better for you.
Experiment with different form types and see which one your page visitors are most receptive to.
9. A tried-and-tested call to action
The last, but by certainly no means least, landing page element you need to have on your page? A solid call to action button.
A call to action button is the button your customer clicks when they’re ready to convert, so it’s vital that it’s powerful, engaging, and stands out from the rest of your landing page content. Here are some top tips to consider:
- Only have one unique call to action on your page – multiple different call to actions can confuse your customers
- While a call to action is traditionally at the bottom of a page, we recommend repeating it across your landing page to get people’s attention
- Experiment with different text, button colours, and button sizes – even a tiny change can have a significant effect on conversions
Your landing page elements checklist
Want to check that your landing page is ready to go before you launch? Here are the essential landing page elements to make sure are on your page.
- Do you have a strong and punchy headline that encourages visitors to keep on reading?
- Have you ensured there are as few internal and external links on your landing page as possible?
- Have you chosen images and videos that showcase what you offer and make your landing page easier to read?
- Have you created a value proposition that showcases your unique selling point?
- Have you reviewed and tweaked your copy so it is clear, crisp, and persuasive?
- Have you distilled the main benefits that prospective customers can get from your product or service and displayed them prominently on your landing page?
- Have you added trust signals like a list of accreditations or awards, testimonials, or logos of existing customers?
- If you’re including a form, does it hit that all-important sweet spot between asking for all the information you need from prospective customers and being easy to complete?
- Is there one clear and prominent call to action?
Need a landing page that brings in the leads and sales?
Landing pages are like jigsaws. Snap together the right landing page elements, and you’re one step closer to a page that delivers the right results.
Of course, if you don’t have the time or resources to build the perfect landing page for your business, we can help. We’ll design and create a landing page that entices potential customers to click, carrying out testing to ensure your conversion rate is as high as it can be.
Take, for example, our work with garden outhouse designers Into the Garden Room. We worked on an extensive SEO campaign, including creating landing pages to appeal to local customers. As a result, they saw a staggering 330% increase in organic traffic and an 181% boost in clicks.
Want similar results for your business? Get in touch with us today for a free consultation.
All we need is 15 minutes of your time to assess your current website, understand your needs and goals, and put together a plan of action. Then sit back, relax, and wait for your conversion rates to skyrocket!