Ten Key Landing Page Structure Features that Convert Users
An effective landing page structure is cornerstone of a successful digital marketing strategy. Without an effective landing page structure your business is bound to suffer. You want to drive traffic from your promotional campaigns to a page that is aimed at the one thing they clicked on your link for. Never drive anyone to your homepage that has a little bit of information about all of your services, when you can drive to a page that will have the best chance of converting.
1. The Headline
The landing page headline needs to tell the story of the entire page. It needs to be the exact reason the user clicked on that link, ad or search engine result.
2. Secondary Headlines
Although the main headline is the first things people notice, most users will skim over the content for the paragraphs that they actually want to read. To determine which paragraphs they want to read is the secondary headlines. These should not be confusing or boring, but direct and compelling. Make sure to address specific points so that the readers knows exactly what that section is about.
3. Body Content
You need to let the user know up front, what the offer is and why they need to have it. The headline, secondary headline and copy should compliment each other, in a strategic way. Make sure the message of the content is consistent with that sections headline.
Check Your Grammar: If you have any spelling mistakes or sloppy grammar, you will most likely lose any customer that notices it.
4. Use Trust Indicators
Be sure to build trust throughout the page with reviews, testimonials, press mentions, security certification, etc.These offers indicate that you and your offer are trustworthy. You can buy trust badges from stock graphic sites.
5. Clean Organized Design
The primary goal of your landing page structure is to easily convert, so make sure that all elements of your page are all working together towards the end goal of conversion. Makes smart use of color and eye catching images that help tell your story.
Take into account what is above and below the fold. You should always have your main call to action above the fold. This does not mean you can’t have it again below, but you want to try to catch as many conversions as possible before anyone begins scrolling if possible. Most website visitors know that there is more information the can scroll for, so don’t be afraid to be more descriptive down below and the key facts above the fold.
6. Use of Color
Certain colors are said to increase landing page conversions such as red or green. But more importantly, make sure there is a strong contrast between your button color and background. Don’t just assume red or green is best for you either. Regularly test the color placement and size of different landing page elements to discover your most effect landing page layout.
7. Videos & Images
A great way to get users interacting with your website is the use of videos. Make sure videos on a landing page are your own and not regurgitated info created by other companies or using other companies logos. If they are the expert, they would go with them. Create your own how-to or what we offer or how it works video that can highlight the key points of your offer or explain the details.
Make sure there is an image depicting the product or service being offered. If it is a product make it the best picture you have or of it in use. If it is a service, make the workers in the image happy and attractive people.
8. Remove the Clutter
The point of a landing page is to take one specific action, so remove all other options, like moving to another informative page or reading more about this service elsewhere. Take out all extra links, menus and buttons that could convince the reader to not convert.
9. Prominent Call to Action
The one goal of this page is to convert. You cannot convert without easy to find, big and obvious sign up forms or buttons. If the landing page is long, put another call to action at the bottom of the scroll.
10. Length of the Landing Page
An effective landing page can be both long or short as long as you are able to get the point across and convert. Most people will tell you to keep it short with not much scroll. But we don’t necessarily agree. The best way to convert is with easy to read content, and big blocks of paragraphs are not easy to read. A long scrolling page with easily digested information is naturally a better converter than a short page with everything crammed into one section.
Conclusion for landing page structure
To create a valuable landing page structure, your headlines and content need to be designed to make the sale. Effective landing pages have creative marketing headlines and prominent call to actions. Learn more about how to find your best performing content to turn into landing pages.
Are you looking for help in creating effective landing pages? Contact TracSoft today!