Relevant ContentThe content of a landing page needs to stick to the point without side-tracking your visitors. Its purpose is to draw in your visitors and turn them into customers, so distracting them with any content that is not completely relevant to the product or service you are trying to sell is something you must avoid. Relevance greatly impacts the decision-making process of your potential customers. Whether it is images, text or video, all of your landing page content needs to be informative, compelling and useful to the visitor.
A Clear Call to ActionOne of the most important elements of any landing page is the call to action. This should stand out close to the top of the page so that visitors do not have to scroll down to see it. It should be one of the first things that they see when visiting your landing page, and it should accompany any useful and relevant content which applies to the product or service you are trying to sell. Use a distinct style to highlight the call to action - it should instil a sense of urgency while providing value to the customer by way of a special promotion or something else which seems irresistible.
Easy NavigationMost Web users have a limited attention span, and even if the content of your landing page is perfectly written, most visitors will still turn away very quickly if they find themselves being bombarded by confusing navigational features or an oversupply of links. Keep the design of your landing pages as simple as possible, providing all essential information as well as any multimedia content which compliments it on a single page. If you must have links or menus on your landing page, ensure that they are essential and are not likely to distract your visitors.
Useful InformationYou already know about the importance of keeping your landing page simple and avoiding an information overload. However, you'll still need to provide the information that your visitors will be wanting. They need to be convinced that they have reason to trust your organization and share their personal information with you. They want to know what they will get from the product or service you are selling, and you should present this information in the form of a bulleted list of features and benefits. Your landing page content should be entirely scannable to make it more readable.
QualityQuality is critical for building up trust and rapport, and your landing page needs to set a perfect example for your business and its professionalism. This means having neat and professionally designed graphical elements and visual styles, completely error-free writing and high performance and reliability. The average visitor takes only about three seconds to determine a website's worth, and if you haven't got their attention and earned their respect within those few critical seconds, they will likely turn elsewhere.
Written By: Scott Whitehead