Crafting a high converting landing page is not for the faint of heart.
There are dozens of different components to keep in mind, a whole science of psychology lurking beneath the surface, and the vague idea of “what the customer wants” whispering in the background.
This means that creating an effective page involves more than simply designing something that “looks good.”
So how can you demystify the process and unleash your landing page, to the amazement of the watching world?
Keep reading, and I’ll lay it out for you.
But before we get started, it’s important to note that there’s no standard manual on the creation of a perfect landing page.
You might be in search of a straightforward, step-by-step guide to putting together a foolproof design. And it would be great if that existed!
After all, the Internet has guides for everything, including topics as complex as how to build a real rocket.
So isn’t there an easy, go-to guide for landing pages?
Sadly, there’s no one-size-fits-all instruction book. No matter how hard you look, you’ll never find a landing page Holy Grail.
My goal with this FastEye Review is to create the closest thing to it.
So why is it so challenging to find a definitive answer as to what makes a page?
Because landing pages have so many differentiating factors.
Landing pages are as different as the people looking at them. Each one has a different call to action to drive, a different reader in mind, a different product or service to offer, and a different niche to address.
For example, consider these three scenarios:
The page that works for any of these three is unlikely to work for either of the other two.
That’s because there’s an incredible amount of variation among their audience, purpose, intent, product, angle, focus, industry, niche, perception, buy-in, cost, messaging, value proposition, and testimonial approach.
(Among a whole host of other factors.)
So one size does not fit all.
But there are unifying elements that characterize highly successful landing pages.
Despite the huge potential for variation, some things do remain constant. High-converting landing pages often have several characteristics in common.
That’s why in this post, I’ll cover 12 elements you should aim to include in all of your landing pages.
Although this article does not provide a full review of each one, my goal is that by the time you finish reading, you’ll know enough to get to work creating your own compelling landing page.
Landing Page Essential Element 1: Killer Headline
A headline is where everything begins — interest, attention, and understanding.
It’s what compels a user to stay and learn more about what you’re offering — or not.
Here’s what it needs to accomplish:
It’s also worth noting that if your headline complements an image that explains the product or service, then you don’t need to go into quite as much detail in the copy.
Now that we’ve established the basics of an effective headline, let’s jump into some examples of companies who’ve written them well.
First, take a look at this landing page for a social skills course.
The quote, “I’m tired of being awkward” emphasizes the problem that the course solves so that readers immediately know the problem that it’s designed to help them overcome.
If a visitor relates to this statement, this will pique their interest and make them want to learn more.
Next, take a look at this eCover Wizard Pro Review. It does not attempt to be clever but identifies exactly what the service is intended to provide.
For a service that helps businesses capture photos of consumers at events, this is perfectly clear.
As soon as a user lands on this page, they know what the company is offering.
Now, we’ll look at an example that isn’t quite as straightforward.
Monsoon’s headline, “We are product people.” is attention-grabbing, but it doesn’t tell visitors exactly what they offer.
Fortunately, they include further explanation in a subheadline. And once you read that subheadline, it’s clear why they wouldn’t put all of that information in the main statement on the page.
It’s just a little too wordy for visitors to read and comprehend immediately. So they use a brief statement first to capture users’ attention, then give more details.
Plus, the page’s clean design helps give power to the image and headline. Because there aren’t a bunch of other elements distracting from it, readers can focus their attention on the copy.
If your product or service is too complex to be summed in up 10-20 words, this could be an effective approach.
Our next example, from MailChimp, does a nice job of summarizing the company’s main goal, instead of a specific product or tool.
This is another effective approach for companies that offer a variety of services.
Of course, landing pages for individual services can be more specific. But if you’re aiming to create a page that sparks visitors’ interest in your company as a whole, naming a high-level goal is often the best way to do so.
In this case, MailChimp uses a simple, declarative statement to democratize its product and emphasize its importance.
Essential Element 2: Persuasive Subheadline
The next element you need to create an effective landing page is the subheadline.
If the headline makes the user look, then the subheadline should make them stay. Together, these pieces of copy make up the one-two punch of a landing page’s power.
Here’s what to keep in mind as you create yours:
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