Creating landing pages that convert: four key elements

In order to get higher conversions of visitors-to-leads with your landing pages you will need to concentrate on four key aspects of the landing page design. This blog will focus on each of the four aspects in a little more detail to see how to optimise each of them.

Example of a landing page

Headline

With the attention spans of online audiences decreasing to almost nothing (a recent study found that a one second delay in page load time can result in an 11% reduction in page views, i.e. people are turning away from your content before they even see it!), your headline has to tell them what they need to know immediately. When you’ve written the headline, perform the blink test – can the viewer understand the offer and what you’re asking them to do in less than five seconds?

Body

Having captured your reader’s attention with your headline, your body copy needs to be short and to the point in order to convince them that taking up your offer is the best thing for them.

You need to be able to quickly convey the value of the offer to the reader, so keep the paragraphs short as walls of text will turn people away. Use bullet points and numbering to simplify the visual layout of the text and use bold or italicised text to highlight the main points.

Image(s)

The image is a key factor in conversion, often overlooked in landing page design. Use an image of something representing the offer such as the cover of an eBook or the profile photo of a webinar presenter.

Forms

When creating your landing page you should always keep in mind the end goal is to capture some vistor data through the completion of your form. Generally, the shorter the form is, the more likely the vistitor is to fill it in. You might want to ask a string of questions to help guide your lead nurturing program but you should only ask the questions that you absolutely need the details to at that point in the lead generation/qualifying process.

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