Landing Page: What an Effective Page Looks Like

A landing page is a fundamental digital marketing tool that guides users to carry out a specific action, which we call conversion, which responds to a precise objective. Unlike traditional web pages, marketers design landing pages to eliminate all distractions and focus on that single goal, such as getting people to fill out a contact form, sign up for a newsletter, download an ebook, or purchase.

Its structure and content must be clear, compelling, and relevant to the target audience.

A good landing page has a clean design, clear copy that gets straight to the point, a strong value proposition, relevant images, and a prominent call to action. In addition, it often includes elements of social proof, such as testimonials or reviews, to increase trust and credibility and increase the likelihood of conversion.

What makes an effective landing page? We break down its essential elements and provide practical examples of how businesses use these pages to improve conversions.

Landing Page: Definition

A landing page is a web page specifically designed to capture the attention of visitors and push them to make a conversion, i.e. to perform a desired action (such as buying a product or filling out a form) that satisfies the goal of the company for which they wanted to create the said landing page.

Therefore, a landing page has a well-defined goal and features a clean, focused design to guide the user towards a desired action.

A good landing page has a clear title, often centred on the benefits a user should convert for, a compelling value proposition, relevant images or video, and necessarily a prominent CTA (Call to Action), contact form, or purchase button. Often, to prove the goodness of the offer, the landing page brings testimonials or reviews from other users or customers that increase the sense of trust. We can use landing pages for various purposes, such as selling products, promoting services, generating leads, or registering for events.

Three things to know about a landing page

1. Focus on a single topic. The landing page has a commercial slant and focuses on a specific topic, such as buying a product, trying a digital service, or signing up for a subscription. It is crucial to delve into this topic, dissecting it in every detail to provide all the necessary information to the user.
2. A single goal: conversion. Each landing page must have a single goal, which represents a conversion. Even if it is not a financial transaction, optimising content and the user experience is essential to guide the user towards this goal.
3. Respect for brand identity and autonomy. A landing page should respect the company’s brand identity, but it can be something other than traceable to the leading site. It has to live a life of its own, have an independent sense, and function effectively outside the graphic context of the company website.
   
   

Three fundamental elements of a landing page

1. There is only one message per landing page. Clarity is key. Refrain from overloading a landing page with words, images, or an endless scroll. It should have as few distractions as possible, focusing on a single message to guide the user to the desired action.
2. There is only one button per landing page. Avoid distracting users with too many options. Resist the temptation to include newsletter sign-ups, links to other services, or additional contact forms. A single unambiguous CTA (Call to Action) is essential, along with a single form, if needed, to keep the user focused on the main action.
3. No distractions from the target. Design your landing page for a single purpose: to convince or convert. If the user differs from the right one, they must immediately understand this and leave the page. On the contrary, they need to know exactly what to do without distractions if they are the right target. Therefore:
   1. No links to other pages
   2. No navigation menu
   3. No elements that deviate from the primary goal

Goals of an Effective Landing Page

A successful landing page must always consider three main aspects:

• The expected results
• Managing the perception of risk related to change
• Improving our customers’ current condition

Key Elements

1. Customers buy the result, not the product: it is essential to clearly show the concrete benefits and results that customers will get by using our solution.
2. The perception of risk is blocking: customers must feel safe buying our product without fear of risks or unforeseen events.
3. We are all trying to improve our current condition, so our offer must improve the customer’s situation.

The strategy to maximise conversions

We must simultaneously address all three of these objections to get the most out of our landing pages. This means:

1. Clearly show expected results: Use testimonials, case studies, and complex data.
2. Manage risk perception: Offer guarantees, free trials, and a flexible return policy.
3. Highlight the improvement in the current condition: Compare your solution with existing ones, highlighting unique advantages and benefits.

Structure of a landing page

Before we look at the individual elements, let’s look at a landing page and its structure.

What’s “above-the fold”?

Above the fold is the part of a web page that is visible to users without the need to scroll. It’s the first thing they see when they land on your page, and it’s crucial to grab their attention immediately. We must use this space strategically to get visitors to stay and engage with your content. Internet users are often impatient and inattentive. According to numerous studies, most people decide whether to remain on a web page within a few seconds. If the above-the-fold content is not compelling, there is a high chance that the user will leave the page without exploring its content further. That’s why this space must contain essential information and a clear message. What do you need above the fold?

1. Catchy title: The title should be clear and compelling. It must immediately communicate the value of your offer.
2. Explanatory subtitle: A subtitle can provide additional details and clarifications, making the message even more understandable.
3. Relevant images or videos: Visuals can grab attention and make the message memorable.
4. Call to action (CTA): A well-placed above-the-fold can immediately guide the user to the desired action.

The value proposition

The value proposition is the main message that clearly explains the unique value of your offering. It should explain why a user should choose your product or service over the competition. A compelling value proposition is clear, concise, and geared to the user’s needs. How do you develop a compelling value proposition?

1. Know your audience: Understand your users, their problems, and how your product or service can solve them.
2. Clear benefits: Highlight the key benefits of your offering so users can immediately understand the value.
3. Differentiation: Explain what makes your offering unique from competitors.
4. Visual support: Use images, videos, or infographics to make your value proposition more effective.

Design Thinking is a structured approach that can help you develop a strong value proposition. During the Discovery phase, you can use tools such as user interviews, empathy maps, and prototype testing to gain valuable insights into your audience and their perceived value of your offering.

The importance of a clear CTA

The CTA is the element that guides the user towards the desired action, whether it is filling out a form, making a purchase or subscribing to a newsletter. A clear and well-placed CTA is crucial to the success of your landing page. What does a clear and compelling CTA look like?

1. Clarity: The CTA should be easily understandable and leave no doubt about the action the user needs to take.
2. Visibility: It must be visible, using contrasting colours and strategic positions.
3. Uniqueness: Avoid overloading the page with too many CTAs. A primary CTA and, if necessary, a secondary CTA may suffice.

How many CTAs should I put on the landing page? It depends; a good rule of thumb can be:

1. Above the fold: Place a CTA above the fold to grab users’ attention immediately.
2. Mid-page: A second CTA can be placed in the middle of the page, especially if the content is long.
3. At the end of the page: A final CTA can help convert users who have read all of the content.