What is a landing page and what attributes makes a good one in 2021?

In order to create the best landing pages, there are certain practices that we strongly advise you to follow.  

Key Attributes That Describe a Good Landing Page Experience

Knowing which attributes describe a good landing page experience can help you optimize the ones you currently have or create great new ones. 

White Space Minimalist Approach: Having a minimalist approach with white space will make it easier for visitors to navigate the page. Get to the point and remove the fluff. This will help you focus your visitor’s eye on the one thing you need them to do.

Visual Content: The brain processes images much faster than text, which means that a visitor is going to be drawn to the images on the landing page immediately. If you are going to be using visual content on your landing page, the pictures, infographics, or short videos need to be large, high quality, highly relevant to your service or product, and grab the attention of the visitor. This is not the time to have low-quality stock photos since you need the first impression to be a good one. Make sure they are not just decoration, but really help convey your message.

High Converting Landing Pages

High converting landing pages have some things in common. 

• Smart and Enticing Headline: Your headline is where it starts. They are used to compel the visitor to learn more about what you are offering and stay on the page. Write a headline that will both grab your visitor’s attention and be memorable while boasting what your service or product is about. It should be short, limited at about 10 words and not more than 20. If you have a headline that accompanies an image, then you won’t need to go into much detail in the copy. 
• Short and Compelling Copy: Copy can be optional. You do need to make it perfectly clear what you are offering. If the customer doesn’t understand your service or product then you have lost them. If you have a simple service or product then you may be able to get away with just a headline and an image with a short sub headline.

Regardless of how you want to explain, you should keep it as short and relevant as possible. The explanation needs to be complete and should be benefit oriented. Be personal and empathetic when addressing your customers; do not feel the need to use a formal writing style. While you can keep copy unique and fun, the priority of the copy should be clarity. 

• Forms: Most landing pages are used as a touchpoint by companies to connect with the users and create opportunities to engage with them in the future to persuade them of making a purchase. In order to create these opportunities, landing pages often include forms, asking the users for their name, email address and so on. However, a bad form could be reducing your conversion rate. Firstly, the number of fields in your form should not be random. Do not discourage your visitors by including too many fields; only ask for information your company absolutely needs, and try to limit the fields to five maximum. Secondly, when possible, elect for buttons rather than typing fields; their efficiency will please most lazy users. Make sure your forms include a good amount of white space and keep the mobile experience in mind. Most of your visitors will be filling up your forms with their phones, make sure it’s easy for them.     
• One Clear Goal and a Strong CTA: A strong call to action is the most important part of the landing page framework. The rest of the content on the page is going to drive your visitor’s attention to your call to action. The CTA should be the most important copy on the entire page. You want to avoid the word “submit” and instead use something persuasive, which quickly highlights the benefits of your users interacting with you. Also, use a button since many people are trained to expect a CTA to be one. 
• Trust indicators: Because landing pages are by definition asking your visitor to perform an action, users tend to be extra cautious when browsing one. Make sure they are comfortable by incorporating trust indicators. There are many different trust indicators that can be used, including but not limited to:

Statistical evidence of your claims

A third-party trust seal or trust badge. There are many online data collecting services known for their secured information collection and/or payment transactions. Their trust badges on your page let the users know that any information shared is secured.

A comprehensive and easily readable privacy policy.

Reviews or testimonials: The last element that you should include on your landing page is social proof. Let your users know that they should follow in the footsteps of all your previous satisfied customers by including one or two positive testimonials or reviews!

Special Case: Landing Pages with Payment Gateway

While landing pages are typically used to capture leads, you can also use landing pages to collect payment. The elements of a landing page with payment gateway are going to be similar to a regular landing page. You want to make it easy and efficient to buy with no redirects and just one-click. Since more and more people are using their cellphones to browse the web, you also want to make sure that it’s mobile friendly. You should be considering the mobile experience of every landing page, especially ones with a payment gateway, because you don’t want to lose the interest of your visitors.