What’s in a Landing Page?

Landing pages are usually distinct from your main website; and the former also tends to have no global navigation tying it to the latter. This is to allow the visitor to focus on the landing page’s content and guide them ultimately towards conversion. In a more general sense, a landing page is a web page that a visitor may land on by clicking from the search results or from a hyperlink from another web page.


Whatever the purpose and nature of a landing page, there are proven best practices to increase its conversion rates. These elements involve design and content, as well as SEO strategies. Put your best foot forward and be sure to strike a quick yet long lasting impression since it’s possible to get only a moment of the page visitor’s attention.


Attractive Headline

In marketing and advertising, there is an acronym devised to represent the stages of a sales process: AIDA (Attention, Interest, Desire, Action). The first stage is to attract attention. This is the job of a headline. An enticing headline lets the visitor know what you offer and how it will benefit them in just a few phrases.


Lead Generation Forms

Making use of forms can depend on what you want your landing page to do for you. If your landing page’s objective is to generate leads, then you will most likely use an online form to gather information from users. If you choose to use a lead capturing form, remember keep it simple and straight to the point. Be transparent and be reassuring since people generally feel iffy about giving out information online.


Highlight the Benefits

You have attracted visitors’ attention through the headline, now you need to hold their interest and encourage desire through engaging content. Provide a highlight of your product or service’s benefits through the landing page. Grab your audience’s attention by highlighting how your product or service will affect them in a positive way. The best way to highlight benefits is to simply think of how your product or service is better than the competition available, and focus on what sets the brand apart.


Value and Trust

Among other landing page elements that can be tweaked to work for your brand and offerings include: value statements, testimonials, and utilizing trust badges, to name a few. Value statements are often declarations that inform what you prioritize, what the brand believes in, and what sets you apart. By working with testimonials, on the other hand, you make use of customer reviews to share or better communicate what potential customers can expect through honest, good opinions provided by previous customers, etc. Lastly, trust badges make your brand more trustworthy.


Call to Action

The call to action can be a button that customers will click to submit their information or to purchase or contact, or another headline reinforcing what you want the viewers to do to lead them to conversion.


For more tips and to learn more how you can make the most out of your website and landing page, consult with the experts of MicroCreatives. Our designers, web developers, and copywriters will work closely with you to achieve the best content, design, and development strategy to boost conversion rates.