Components of a High Converting Landing Page
A landing page or homepage is a page added to any website that helps convert traffic into leads. These pages usually present a summarised overview of the company or brand. They usually have short forms that allow website owners to gain information in exchange for an offer of value.
A high-converting Landing Page is simply like a funnel that directs the traffic with efficiency. Your web traffic will not have to spend time stumbling upon your CRT or moving around your homepage unnecessarily. The users can immediately find it on your home pages and subscribe, signup, or buy instantly.
The high-converting landing pages are becoming popular every day because of their functionality and ease. However, a common problem most people are encountering is coming up with the right high-converting landing page. If you are also having trouble with this, then you should know that you are not the only one. We understand it and we have explained the landing page anatomy below to ensure that you come up with the best landing pages for your site.
Before we begin, it is important to let you know that there is no universal formula for a high-converting landing page. The landing page differs from businesses, people, to industries. Different brands address different niches and have different ways to have their landing page. For example:
One landing page is selling zero-drop shoes to athletes.
Another landing page is inviting in-house marketers to a two-day conversion conference in Toronto.
A third landing page is asking sommeliers to take an online pairing quiz.
As you can see, each of these has its own particular needs and requirements and one shoe will not fit all sizes. However, there are a few elements that are common in successful web pages which will be discussed below. Studying and understanding these elements might help you decide on your home page. So let us begin with our list.
Components of a High Converting Landing Page
The first thing you need to pay attention to is the title. You can captivate traffic more efficiently if you take the time out to select the right titles. The headline helps the visitors make sure that they are in the right place for their requirements. It will also help you make potential leads if the headline resonates with the user’s needs. The easiest way of doing so is coming up with a headline that is close to your value proposition as it increases the quality of your website.
The headline will help you gain the attention of the users but there is still more to do. It is safe to add a few more sentences that confirm that the customer has come to the right place for its needs. It is called the Problem Solving Support Copy.
Clear Call to Action
Your support copy probably has your customer hooked to your website by now. Therefore, it is time to make your intentions clear. An easy way of doing so is writing sentences like: “I want to ____________”. Clarifying your vision to the visitor will help you clear out any confusion. An additional thing you could consider is writing your CTA in bold colors that stand out so that the visitors notice it.
These statements are used to reinforce the idea to the customers as the name suggests. Most of these statements are followed by a few more sentences known as the Solution Grid. We suggest displaying your reinforcement statements in large point-size fonts.
Add a solution Grid
A Solution Grid is a summarized design layout that explains the key features or benefits. It helps the visitors assess your area of expertise and if your business is a good option to get their problems solved. You can also use images, or sublines to further elaborate your solution grid. The solution grid is personalized and can be as short as 3-4 points and as long as 6-8 points depending on your preference. However, we suggest maintaining symmetry for better layout and presentation.
Detail Support Information
The Support services provided by any company/brand are one of the key factors that most users use. You can present your support information in various ways. We suggest using multiple sizes, fonts, and colors to make your support information more prominent. You should also consider adding a sub-heading, support body copy, relevant image/icon, and an optional CTA.
Utilize Bullet Points
Another important thing to do is to add bullet points to your website. Bullet Points are a great way of conveying information in an orderly and readable fashion. You can cover the essence of each point in bullets and provide additional details on their relevant pages.
Images are Important
Another essential thing to keep in mind is that you should always have relevant images on your landing pages. These images should be of good quality and could have a little text on them. The more engaging your website images are, the better you will do with your landing page responses. These images are a striking way of explaining your business and engaging the audience too.
Focus on your Form
The most important thing to keep in mind is the purpose of the landing page. We have already discussed that these landing pages are present to capture new leads and generate potential customers. The easiest way of doing so is to add an opt-in form. You can use these forms as a means of goal (download an eBook, sign-up to a newsletter, complete an application, or add to a shopping cart).
Another important way of doing this is adding a lead magnet (e.g. eBook). However, you should keep in mind to repeat the opt-in form not more than 2 times on a web page. We believe you will not have trouble with designing landing pages that convert if you use these steps correctly. The possibility of such pages is limitless. So, make sure you invest some time and research on your own as well.