The Anatomy Of A Perfect Landing Page [Infographic] [Updated]

1. Think Of A Click-Worthy Headline

Which headlines from below would you click on?

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Thought so!

As one of the important factors in a landing page design checklist, a headline is the first thing that catches a users attention and if it fails to make an impact it could lead to a higher bounce rate. Having a catchy headline complemented by an engaging sub-headline gives you the required edge that encourages visitors to read further.

Moreover, the secret to creating a click-worthy headline is fairly simple and includes three main elements;

• It should be short, simple and straight-forward without being vague. (15 Best-kept Secrets For Successful Blogging)
• It should comprise of a benefit that a person can avail. (Successful Blogging)
• It should include words (Best-kept Secrets) that build up curiosity which will get you that all-important click.

2. Create Benefit Focussed Content

To convert visitors into leads, you need to ensure that your content aligns with your headline. Your landing page copy should reflect what your headline promises and as such when creating a copy for your landing page you need to focus more on the benefits rather than the features of a product or a service.

Your landing page copy should be persuasive enough for a visitor to perform the next step, which is to provide you with their email ids or make a purchase. Thus, if you want to keep your audience engaged then you need to;

• Keep the copy of your landing page brief and to-the-point.
• Clearly state the benefits that you are offering.
• And to improve readability, make use of bullets instead of large paragraphs.

3. Pick An Actionable Call-To-Action (CTA)

A call-to-action button draws the audience attention towards the next step that you want them to take. “Download my free eBook”, “Start Your Free Trial”, “Sign-up now” all these are CTAs that propels users to take an action. Therefore, ensure that you add an interesting and goal specific CTA when designing a landing page.

Additionally, here are a few landing page best practices when it comes to creating an effective CTA.

• Make sure that the CTA catches the attention of the visitors by using a bright colour.
• Add a brief yet an actionable text like Try it for Free, Learn More, One-time offer.
• Use large fonts to set it apart from the rest of the content on your landing page.
• Lastly, place the CTA above-the-fold.

4. Choose The Right Colour Scheme

This one is another vital criteria for designing that perfect landing page for your website. While contrasting colour scheme seems to work best, it is important that you test varied colours before settling on anyone.

While designing landing page templates, the thumb rule is to add no more than 2 colours. As such, you may want to play by this rule if you want to create a visually striking landing page design. Moreover, here is a list of colours that work well with certain types of industry.

• The colour Blue is associated with trustworthiness & communication and is more often used by financial institutions, networking sites (Facebook, Skype, Twitter) and others. Here is an example of how Blue is incorporated in a car loan landing page template.
• Green is a colour that reflects good health, wealth, and is associated with nature. This colour is often used by government agencies, medical institutions, tourism industry etc.
• Associated with creativeness, fun and exuberance, Orange signifies optimism and is used by the entertainment industry, sports and childcare businesses. In addition, this is the colour that is mostly used to create CTAs as it helps capture user attention.
• Another youthful and energetic colour that signifies positivity, cheerfulness and friendliness, Yellow attracts users attention and is mostly used by food and drink industry, in signs and banners among others. However, one needs to use this colour sparingly as too much of it could irritate the eyes.
• Red is a colour that promotes urgency. It evokes strong emotions such as excitement, confidence, hunger and romance and is used by clothing, fashion, hospitality, and food industry.
• Exuding sophistication and power, Black is associated with luxury and exclusivity. It is mostly used by manufacturing and oil industry and corporates in tandem with white spaces or negative spaces.
• Associated with royalty, wealth and wisdom, Purple is a soothing colour that is often related to yoga, aromatherapy, astrology and is used to promote skin care, beauty and anti-ageing products. For instance, check out this beauty and personal care landing page that uses Purple optimally.
• Depending on the shade, the colour Pink can signify numerous things like fun, nurture, excitement and warmth. This colour is mostly related to romance and used to market feminine products.
• Use for marketing health-related products for infant and dairy products, White is associated with cleanliness, purity, sincerity, sterility and simplicity.

5. Include Images and Other Multimedia

According to research, content with images get 94% more total views than those without. Thus, include relevant images and other multimedia on your landing page such as a video, to boost conversion.

The images on a landing page should, like the headline, complement your landing page copy. Further, according to various studies, personalised images work better than Stock photos when it comes to enhancing user engagement. Hence, make use of real high-quality photos of your product or service or your staff/team if you want to create a best landing page design for your website.

What are the Benefits?

• It helps build user trust.
• It improves your brand’s credibility.
• It makes your landing page stand apart from the rest of the generic landing pages on the web.

6. Display Social Proof and Other Trust Symbols

Social proof and trust symbols help enhance the credibility of your landing page. By displaying social engagement numbers like subscribers, social shares, followers etc, you are able to win the trust of your audience. Plus, it helps relay the effectiveness of your product or service without using too many words.

Similarly, Trust symbols or Trust Seals like MacAfee Secure, SSL etc assures your audience that your landing page is safe and any sensitive information provided is secured. Thus, if you want to;

• Build trust amongst users.
• Drive more traffic.
• And boost conversion.

Then, displaying social proof and trust symbols is one of the essential elements of a landing page that you just can’t ignore.

7. Incorporate Credible Testimonials

Testimonials are another social proof. By incorporating authentic testimonials on your landing page you are able to display the experiences of your existing clients/customers who have used your product or service and found them useful. And this, in turn, helps increase user trust and boost brand’s credibility.

Furthermore, Testimonial is one of the basic components of a landing page that you can’t do without if you want to grow in the online world. Hence, ensure that you include descriptive testimonials with name, photos, company name (if any) if you want to covert prospective leads into buyers.

8. Keep Navigational Links To The Minimum

Like mentioned above, a perfect landing page focusses on a single goal and as such, to ensure that it delivers or converts as expected, you need to keep the navigational links to the minimal.

Providing your audience with too many choices diverts their attention from the goal that you want them to accomplish leading to a higher bounce rate. Therefore, when designing a landing page do away with unnecessary links in order to improve user experience and to increase the conversion rate.

9. Ensure That Your Form Fields Are Short

This is one element that you’ll find on all lead generation landing page. When it comes to the anatomy of a great landing page, an optimised lead capture form is the most vital part that’ll ensure you get your money’s worth.

Thus, a simple formula for creating a landing page lead capture form includes determining the value of what you are offering vs the information your asking. And this, in turn, will help you create a lead generation form that is;

• Proportionate to what you are offering.
• Short and Simple with relevant fields.
• Goal-oriented which will help you garner more qualified leads.

10. Place Your Lead Generation Form Above the Fold

The placement of your lead generation form plays a crucial role in the success of your landing page. It is a simple fact that anything that is placed above-the-fold gets the most number of eyeballs. Thus, for greater conversion, you too need to adhere to this principle when designing a landing page.

Moreover, to get the maximum out of your optimised lead generation form ensure that your form;

• Stands out from other design elements on your landing page through the use of contrasting colours and bold texts.
• Includes Directional Cues to increase engagement.
• Only has the required number of fields.

11. Make Use Of A/B Testing

There is no one-size-fits-all when it comes to landing page designs. The landing page design best practices that work for one business may not work for another. Thus, you need to conduct A/B testing on your landing pages to determine what works best for you.

It is only through A/B Testing various design elements, such as contact form, CTAs, headline, eCommerce testing and others, that you would be able to create an effective landing page design that delivers results.

Thus, running a test on different versions of your landing page is important in order to create that perfect, well-optimised and high converting landing page for your business website.

CONCLUSION

This about sums up the basic anatomy of a landing page.

The points that I have covered here – a catchy headline complemented by a concise copy and personalized images. Followed by the use of contrasting colours, optimized lead capture form and social proof, is pretty much all that you need to create a perfect landing page.

However, as stated above, there is no one-size-fits-all and thus, testing your landing page is crucial for it to convert better.

Lastly, to make the most of this anatomy of a landing page infographic, download the PDF that accompanies it which you can refer to when creating a landing page design for your website.