In this era of online marketing, a landing page is not a luxury, it’s a necessity. In most cases, the difference between closing a sale and having a consumer choose a competitor can be chalked up to not having an engaging landing page.
Professionals in the field can immediately spot if a landing page has the right features that will convert visitors or simply make them look for something else. But what are these elusive elements that make up the perfect elements of a landing page? We asked 11 experts from Forbes Agency Council to share some of the crucial and irreplaceable components a landing page should have in order to convert visitors. Here’s what they said.
Members share the essential elements your landing page needs to be successful.
Photos courtesy of the individual members.
1. Simplicity And Efficiency
Limit the narrative. Simplicity is key in telling the story efficiently. Be focused with your approach and don’t make it about multiple offerings. Center on that one thing that makes the product or service the best option and make sure it’s obvious. Great visuals help, but to convince a consumer, you need to hammer home the value. – Paul E. Benninghove, Pavone Marketing Group
2. Crystal-Clear Value Proposition
A crystal-clear value proposition will make or break your landing page’s conversion rate. If a visitor doesn’t immediately understand what you’re selling, and why they must have it (or learn more about it), you’ve lost them. So don’t get too clever in your headline — just make sure it’s working hard to convey the compelling reason a visitor should read on. – Howard Breindel, DeSantis Breindel
3. Direct Message, Minimalist Design
A direct message and a minimalist design are key to a successful landing page. I have seen a 30 to 50+% conversion on landing pages with a concise message, form at the top and simple form with fewer than five fields. A landing page with a simplified design and direct message increases your conversion rate and gets the prospect to the next step of the buyer’s journey. – Elyse Flynn Meyer, Prism Global Marketing Solutions
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4. Fast Loading Time
Load time plays a critical part in the success of a landing page. Visitors don’t like to wait, and each year, that wait time becomes shorter before they decide to hit the back button. The last thing you want is a beautiful landing page that nobody sees load. Always consider load time when creating landing pages; watch your image sizes and make sure to compress any that are too large. – Randy Soderman, Soderman SEO
5. Message Match
The most important part of landing pages is message match. You have to make sure your landing page (particularly the copy) matches where they came from. If they clicked on an ad about a 20% off promo code, your headline needs to say exactly that. People are looking for instant confirmation they are on the right page or they will bounce off. Make sure your lander matches up with your source! – Marc Hardgrove, The HOTH
6. Strong Call To Action
Apart from the obvious requirement for eye-pleasing design with minimal wording, you need a strong call to action. Limited-time offer deals are one of the most effective ways to trigger impulse buying and increase sales, in addition to selling a solution to a common customer problem. Know your target market! – Sophie Bowman, Brand Branding PR
7. Problem-Solving Differentiators
Include problem-solving differentiators. As marketers, we can get caught up in showcasing features. We can’t forget that the landing page needs to provide a valuable solution. Filling your pages with jargon can do more to alienate audiences than convert them. How will you save them time, cash and business headaches? Focus on how your unique approach will add greater value than your competition’s. – Bernard May, National Positions
8. Authenticity
You must express “why” you, your company, your product or your service has value and purpose. No one is going to dig to find out what you need them to know. Keep it simple, direct and impactful, and make sure it’s authentic to your brand and consistent with all other communication platforms. Be clear on what you offer and what people can expect when they engage you. – Pat Fiore, FIORE
9. Great Creative
Your brand is your story, and if your creative is an afterthought, your potential customer may be turned off. Show your customers you care about your relationship. With all the clutter out there, it’s helpful to stand out and know the story you’re telling. Putting effort into your communication, both your messaging and visuals, will give your story the presentation it deserves. – Marc Becker, The Tangent Agency
10. Testimonials, Mobile Optimization
There are two key elements that I consider really important: 1) Testimonials — at least three real reviews or videos from actual customers increase the conversion rate dramatically; 2) Mobile optimization — it seems obvious in 2020, but many people still don’t realize how optimized should a landing page be, and they don’t test it on several mobile devices before launching it. – Stefano Mongardi, TheWebMate
11. Quizzes And Tests
Include quizzes and tests in your landing page. We found that quizzes and tests perform better. Not all landing pages can have a simple “Do You Qualify?” style test, but if you can, include it instead of a standard contact information form. – Peter Boyd, PaperStreet Web Design
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Author: Expert Panel®, Forbes Councils Member
