In this article, we discuss the key elements of a good landing page design. A well-designed landing page acts as an online showroom. Inviting potential clients to explore in-depth information about your business… Including your products and / or services. Yet, not all landing pages are set up to achieve the best results.
To convert as many visitors as possible into customers… It’s important to understand more about the elements of a good landing page design… And how to optimize it for conversions. If that sounds interesting to you, keep reading… Because we’ll cover key elements and tips for setting up a good landing page.
1. A headline encouraging readers to read more
You’ve got a potential customer who clicked your ad… For example in Google… Now, when they are being redirected to your website… It’s important that the next page they get to see, matches the text of your advertisement.
Let’s say you’re an accounting firm in Amsterdam. For best results, you’ll need to make this visible in your landing page title.
For example: Accounting Firm Amsterdam – From €X per month – Your Accounting Firm Name
Additionally, it’s important to immediately communicate your unique selling point (USP). Keep it simple, engaging, and in line with your marketing message. Use persuasive language that appeals to your target audience.
2. Attractive visual elements
The impact of images and videos on a landing page is sometime underestimated… And especially integrating them seamlessly with the rest of your page. By adding images and videos in the right way, you can improve the look and feel of your landing page.
High-quality and relevant visuals done well can capture and hold attention… And not only that… They can also evoke emotions and make information easier to understand – than only text alone. For best results, always make sure your visuals align with the style of your business. And also support what your business stands for.
3. Concise and persuasive copy
Your copy should be clear, concise, and persuasive. Focus on the unique benefits of your product or service, not only the features. Benefits often convince the buyer, with features playing a supporting role.
Use short paragraphs, bullet points, and subheadings to make the content easy to scan. Most visitors don’t read the entire text and instead scan through the headings. That’s why it’s important to use this to your advantage. Well-written copy guides visitors through the information they need. And helps them make an informed decision.
4. Persuasive call-to-actions (CTAs)
The call-to-action is an essential element on any good landing page. Its purpose is to help visitors to take a desired action.
To make a good landing page, make sure this section stands out. You can do this by using contrasting colors, wording that makes sense, and if relevant, a sense of urgency. Don’t use fake urgency though. We don’t like countdown timer that remain visible even after the “deadline”. Only do this if, in the example of the clock, your offer actually expires once the clock hits 0.
Whether it’s “Try now for 30 days free,” “Free consultation,” or “25% off your next order,” the CTA should be compelling. And aligned with the action you want visitors to take on your landing page.
5. User-friendly design for a good landing page design
A cluttered or confusing layout can drive visitors away. Aim for a clean, effective design that guides users with zero effort through your page. Use white space to avoid overwhelming visitors. And to focus their attention on the key elements.
6. Mobile-friendly design for all screen types
With a growing number of visitors accessing websites on mobile devices… It’s crucial to ensure your landing page is 100% responsive. A hassle-free mobile experience is essential for a nice and professional user experience. And it’s a must for ranking higher on search engines with your most important keywords.
If your website isn’t optimised for mobile devices today, you’re losing in search engines. Not only that, why would visitors stay on your website if it’s too difficult for them to use? They won’t, and you’ll likely lose them to your competition.
7. Add elements helping to build trust
Add trust elements to help visitors trust your company’s credibility. Add customer reviews and client logos to your website. Also add industry-relevant certificates that guarantee the quality of your services.
As an example, there’s ISO 9001. Which is a globally recognized standard for quality management. Suitable for almost any organization, from metal companies to healthcare institutions. In other scenarios, it’s important to show industry-specific certifications. Trustworthiness is a crucial element in convincing visitors to take a desired action.
8. A/B testing
Always keep testing and improve your landing page through A/B testing. How? For instance, start to experiment with different headlines on your page. Or change the colors of your most important CTA buttons. Or try different text variations. Or layout changes. All with the goal to determine what resonates best with your audience and converts.
Running A/B tests can provide you with valuable data. And then use it for making informed decisions for Conversion Rate Optimization (CRO).
9. Website loading time
A page that loads too slow can lead to high bounce rates. This means that a visitor leaves your website almost immediately after visiting it. The reason because it takes too long to load. And that’s a missed opportunity.
Here you see an example of our website’s loading speed with a score of 98 (!) out of 100.
But what can you do to optimise your website’s speed to make it load faster? There’s lots of elements involved to make a site load fats for visitors. An overview of all the elements to include and factors to consider will become overwhelming… Fast!
Some points you can optimize include your images as well as using browser caching. There’s also something called a Content Delivery Network (CDN)… In most cases, this helps you speed up your website. It’s something we recommend setting up as well. That’s only the beginning though. To achieve great website speed results, the work from experts is usually required.
10. Easy navigation menu
Visitors should be able to find what they are looking for with as little clicks as possible. Keep your navigation menu simple and make sure to organise the menu structure in a way that it makes sense. A way to achieve this is to only add your most important pages to the navigation menu. Also, have your CTA button stand out too.
Something to keep in mind when you’re unsure what to add to your menu… Think of it from a website visitor’s perspective. And only add navigation elements if they improve the user experience. This is key for a good landing page design.
11. Forms for collecting visitor information
Do you want to collect information from website visitors? If so, make sure all your forms are easy-to-use and only ask visitors for the most important details. Make it possible for visitors to auto-fill their information. Like their name, email address and phone number by using autofill features. Be upfront about the next steps and what visitors can expect next.
12. Website analytics integration
Want to get detailed insights into your website analytics? Tools like Google Analytics help you to track visitor behavior on your landing page. These tools can help you understand and analyze visitor behavior better. A clear understanding of visitor data helps you to continue optimize your landing page… And get great results!
13. Social proof: can’t miss it on a good landing page design
Make sure that visitors can find social proof on your landing page. Because showcasing positive customer experiences and case studies can be very effective. It’s another way that helps you to build trust and credibility.
Here’s a review from a client who we helped by building their website and designing their logo.
Reviews confirm that you are the expert, not because you say so yourself, but because others say it about you. It provides trust to potential buyers. Sometimes, reviews can get visitors to take action and contact you… Instead of your competitors. For that reason, always show those great reviews from your clients!
14. Personalized landing page
Tailor your landing page content based on user segments or preferences. The art of personalising a website helps enhancing user experience. Because visitors will feel more connected to your brand.
To summarise, a good landing page design is a mix of attractive visuals, persuasive copy and great design. When you focus on clarity, engagement and optimization, you can create a good landing page that not only attracts visitors… But also turn them into valuable, loyal clients for your business.
Make it a habit to analyse important website metrics, gather user feedback and keep adapting your approach… Doing this will help you win in the ever-evolving digital landscape.
