11 Characteristics of Highly Effective Landing Pages
Landing pages are designed to push a website visitor down the conversion funnel so that they can become a lead or even a sale. If you are a business owner, you must put a great deal of time and energy into creating highly effective landing pages that generate new customers and grow your business. Here is a list of the top 10 characteristics of highly effective landing pages:
Fast Page Load Time – The average website visitor does not have the patience to wait for a page to load. Therefore, you should make sure that your landing pages load in 3 seconds or less. If your landing pages take more than 3 seconds to load, website visitors will likely abandon them.
H1 Tag with a Relevant Keyword – The HTML tag that indicates a heading on a website is known as the H1 tag. Your H1 tag must include a keyword that is relevant to your business. For example, if you are selling kitchen appliances in Charlotte, your H1 tag should say “Kitchen Appliances in Charlotte.”
Short Copy – When it comes to copy on your landing pages, less is more. Website visitors skim content rather than read it so keeping your landing page copy short, sweet, and to the point is the way to go. Instead of filling your landing pages with paragraphs, ensure they contain bullet points and short statements that do not overwhelm website visitors.
High-Quality Images – Your landing pages should include high-quality images that are relevant to your product or service. Images can spark visitor attention, engage emotions, and build trust. If possible, use original images rather than ones you purchase online.
No-Index, No-Follow – To stop search engines from crawling your landing pages and penalizing them for duplicate content and improper optimization, you should place no-index, no-follow tags on them.
Great CTA – The call to action or CTA can make or break your landing pages, making it imperative that you have a great CTA. A great CTA is placed in the path of a website visitor, features compelling copy, is in a button format, uses a contrasting color, and does not compete with the other elements of the pages.
It should direct your website visitor to buy a product, fill out a form, call a phone number, subscribe to a newsletter, or perform any other action that will help your business thrive.
Trust Signals – Trust signals are displayed on landing pages to help potential customers feel secure in their decision to buy a specific product or surface. Some examples of trust signals are customer testimonials, social plugins, and third-party badges and certifications.
Effortless Forms – When it comes to landing page forms, you should make sure you only ask for the information you need, use radio buttons to reduce typing, use directional visual cues, and spend time writing the CTA. Forms should also be mobile-friendly.
Contact Information – Visitors shouldn’t have to dig for contact information on your landing pages. It should be placed in an area that is easily seen.
Conversion Tracking – In order to determine the success of your landing pages, you should track conversions. You can do so through Google Analytics and/or Google AdWords.
Minimal Links – It may surprise you that while it’s good to include links to other resources on your site pages that you want the search engines to love, it is NOT best practice for landing pages. Minimize opportunities for the user to go anywhere else on your site before completing a conversion goal.
By keeping these characteristics of highly effective landing pages in mind, you can capture new customers, keep existing ones, and meet your business goals.