Having a strong, well-balanced landing page is a key component in turning clicks into conversions. All the perfectly-written ads and well-chosen keywords in the world will be meaningless if a potential customer arrives at a poorly-designed landing page and bounces. What, then, are the elements of an effective landing page? How can you make sure you have one?
The first impression of your page matters. Engaging layout, professionally designed graphics, and quality copy all contribute to this effect. It's important to keep key information "above the fold"--meaning that every key element your visitor needs to see is visible to them without scrolling down. Contact information, details on the services or products available, and the Call to Action should all be front and center.
Use eye-catching colors and visual cues to direct attention to the places where you would like your reader focus. Arrows, banners, and unexpectedly placed graphic elements (also known as "interruption") are useful in this exercise. An experienced designer can help you design a page that accomplishes this feat without coming across as forced or gaudy.
Using credibility builders can help potential customers feel more comfortable making that final step and reaching out. These are easier to identify than you think. Ask yourself questions that those researching your service might like to know. How many years have you been in business? Is this a family-owned business? Locally-owned? Are there customers on your roster that help build your reputation? Positive Customer Testimonials are also a great way to personify your business. Especially if they can be paired with images of real people, they lend authenticity.
If you have licenses, accreditations, or other relevant affiliations, highlight them. It's surprising what a difference it makes to potential customers to see that Better Business Bureau rating, or know that a business is insured and bonded.
Arguably the most important element of any landing page, a strong call to action is where you "seal the deal"--this can be presented as a contact form, email signup, or a simple phone banner--depending on the most desirable result for your line of business. A plumber will likely want potentials to simply pick up the phone and call, whereas a salon might like to build a contact list so that they can provide ongoing offers for repeat business.
Use dynamic language, and provide a clear message. Give readers incentive is by offering them something. A Free Quote, Internet Discount, or Special Download will all appeal to the desire for added value. "Call Us," is never as compelling as "Call Today For Your Free Quote!"