The Essential Elements of a Successful WordPress Landing Page
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Crafting a catchy landing page that converts leads is no easy feat. There are countless considerations to keep in mind. In addition to aesthetics, you must leverage the psychology of conversion to make your page more effective.
So how do you go about this seemingly complex process and deliver a landing page that is not only amazing but also effectively converts leads?
Keep reading as that’s what we’ll be going over in this post.
No Standard Blueprint
No matter what you’ve heard from various online marketers around the web, there is no standard blueprint for creating an effective landing page. The simple reason is that there cannot be a one-size-fits-all, step-by-step guide because landing pages are differentiated by varying factors.
For instance, you’ll find a landing page inviting online marketers to a webinar or conference whereas another page is designed to sell a hot new app. Still another page may be inviting coding students to an exclusive hackathon and so forth.
Evidently, there is a huge variation in target audience, product, intent, purpose, niche, perception, value proposition, and many other factors. When it comes to landing pages, there’s no one solution for every industry.
With that said, successful landing pages tend to have a couple of unifying elements that make them standout irrespective of other differentiating factors. When you’re creating a new landing page, be sure to pay attention to the following salient elements.
Your landing page starts with the headline; needless to say, the headline is the most critical element of your page because it is what first draws in a page visitor. Get it wrong and your efforts will go to waste. A headline is designed to accomplish two primary goals:
To grab attention.
To briefly explain what the product or service is all about. In some instances, emphasis may be achieved through careful use of graphics (images or an illustration).
Limit the number of words in your headline to less than 15 – ideally.
A headline is followed by a supporting sub headline to provide a little more clarification. If the headline catches a reader’s attention, the subheadline should keep them on the page. There are some vital considerations for a winning subheadline:
It should be positioned directly beneath the headline, typically using H2 headings (main headline uses H1).
It should be persuasive. Choice of words here is paramount as you don’t want to be too aggressive and make it appear like an outright sales pitch. Ideally, your subheadline should simply expound on the concept of your headline and add a tinge of persuasion. Depending on the nature of your landing page, the subheadline may be a little detailed.
Here is a page from teamtreehouse that clearly demonstrates the headline and subheadline point:
Images or graphics are extremely powerful attention grabbers and they have instant impact on page visitors. As with the main headline, images draw attention to your product or service. Needless to say, the images you use must be relevant to your product. And remember, high quality images only. There’s no room for subpar images on a landing page.
The headline and sub headline offer a clue of what your service or product is about but they don’t go in-depth. In whatever form it comes, an explanation is important but the best ones are those that are straight to the point; cuteness doesn’t work on a landing page.
Some landing pages integrate the explanation with the headline or sub headline while others keep it separate. A separate explanation typically combines elements from the various parts of the page – headline, sub headline, image, and others. Considered separately, each of these elements doesn’t offer a full explanation of the service or product.
This is pretty self-explanatory. Explain in clear terms how users will benefit either from the service/product or by signing up. Benefits should focus on the user rather than your company. Things such as “our awesome company” are not beneficial to users. Preferably, the benefits should be summarized in a bullet point list. In short, benefits should explain how your service or product solves your prospect’s problem.
A Features List
Highlighting the salient features of your product helps to support the brief bullet list benefit statements. A good approach to this is to combine it with your value proposition statements (benefits); list the feature and explain how it benefits the user. That being said, you can separate features and benefits if you so wish.
Often, you’ll want to use images when listing features to show what the features will look like when in use. Again this depends on the type of service or product.
Here is another part of the teamtreehouse page that illustrates most of the aforementioned points – graphics, feature list, and benefits.
In the world of online buying, most prospects feel more comfortable buying a product that has been bought by many other users than one that is newly launched. If your product or service is already in use, show it.
Social proof is an extremely powerful persuasion tool and there’s no better place to exploit its power than on a landing page.
After providing social proof, it’s time to back up your claims with proof in the form of trustworthy testimonials. Like social proof, testimonials are a trust signal and indirect persuasion tool as well. Reliable testimonials are those backed up by verifiable data and told by people who easily relate to your target audience.
Call To Action (CTA) And Contact Details
What’s your conversion goal? It’s the purpose for which you created the landing page. It’s what keeps you focused on the main goal when designing other parts of the page.
To a page visitor, a CTA is typically a distinct button that may or may not be part of a lead generation form. This element is critical to your conversion rate because it is the only element that requires some kind of user interaction.
Finally, you should include a contact method for prospects that may need clarification or any other kind of support. Live chat is currently a popular (and seamless) method of contact but it’s recommended to offer multiple contact channels.
Without a doubt, your landing page directly affects your revenue so don’t mess it up. Each of these elements represents a core part of a successful landing page. But as you’ll discover, the process of designing a killer landing page is never finished. Keep testing and making improvements as you go.
Over to you now. What do you consider an absolute essential element that is not listed here? I’d love to hear your input!
Brenda Barron is a writer from southern California. Her work has appeared on sites like Elegant Themes, WPMU DEV, and VentureBeat. She also blogs at Digital Inkwell about the life of a freelance blogger.