The biggest challenge any business faces is convincing their prospects to convert. Your website is the first thing consumers come across when they Google you or click on one of your PPC ads. Your website therefore is the online face of your business, but it only has seconds to capture visitor interest. Your site should be professionally designed, attractive and engaging, and your landing page particularly so, in order to quickly gain visitor attention and retain it.

What is a landing page?

A landing page is the page that users land on when they visit your website. Your landing page has the power to turn a random Internet user into a lead or a customer for your business. But making an effective landing page is not an easy job. If done poorly, you will lose potential customers.

Here is a list of key web design elements that make a difference between an effective landing page and a poor landing page:

1. Attention-Grabbing Headline

The headline is one of the first things your prospects see on your website. Headlines that fail to make clear what your business is all about will confuse people and worse may even make them leave your website. So, when you’re writing a headline for your professional business website, go for clear, explanatory, effective and attention-getting words.

Keep your headline short and clear. If you use a sub-headline, keep the headline’s font size larger than that of the sub-headline or of the text that follows it. Also ensure your headline uses a high contrast color. This means using light-colored headlines on dark-colored backgrounds and vice versa. Finally add space around your headline so that it stands out visually.

Bloom That does an excellent job in this regard by having a headline with a one line description of what the service is all about, written in large letters with high contrast in the background.

Always keep testing what type of headline works for your audience.

2. Quality Content

Content plays a much bigger role in the success of a website. Content affects user-engagement, readability, SEO, social sharing and even click-throughs. The content of your landing page should clearly describe what your company does and what products or services it offers for its customers. Text should be very simple to understand and clearly convey the message about your business to the audience.

There are different ways you can frame the content of the landing page to ensure visitors stay longer on your website. To ensure more people visit your website, use SEO tactics such as using keywords related to your industry in the content. Search engine spiders that crawl the Web and index pages will easily be able to locate your landing page.

3. A Clear Call-to-Action

A call-to-action (CTA) is an action you are asking your visitors to take. The action that you want people to take could be anything – sign up for a newsletter, subscribe for a service, download an eBook, attend an event, contact you, see a product demo, etc. The CTA button that you place on your landing page will depend on your business goals.

For instance, if it’s a tech news blog like Mashable, the immediate goal is to attract more traffic via social sharing. It’s therefore important to place social sharing buttons on the landing page.

Your CTA should be the most prominent feature on your landing page. The design, placement and the content of CTA buttons all require consideration. Make your CTA buttons clear with contrasting colors. Placing buttons in prominent locations such as the top section of a web page will lead to higher landing page conversions as users are likely to notice them and take action. Keep the content of these buttons short and action-oriented. “Click Here” is a poorly written CTA. But “Download the eBook” tells visitors exactly what to expect upon clicking the link.

4. Social Proof

Social proof is the concept that people will conform to the actions of others under the assumption that those actions are reflective of the correct behavior. Social proof is thus a powerful convincing feature for your visitors.

Customer testimonials are one example of social proof. Testimonials work by providing proof of the legitimacy of your product or business. The simple addition of a trust symbol to a landing page has been known to increase conversions by 42%.

Other examples of social proof are media appearances, customer reviews, contact information, awards from a reputable organization, social media buttons, etc.

5. Appealing Images

A picture is said to be worth a thousand words. This is particularly true online. Images are the most shared and liked content on social sites. They are very effective on your lead-generating landing page as well. Your ideas can be communicated easily with images than text. Images grab the attention of your landing page traffic. High-quality images will increase the visual appeal of your landing page. Though make sure images don’t slow down load time as only a landing page that loads quickly gets better response.

Adding images or graphics that are relevant to your product and business will support your message instead of diverting attention. The more a potential customer likes your page, the more likely they’ll convert. If you are an eCommerce store, include high quality images of your products.

Using the above mentioned 5 design elements correctly will give you an effective landing page, which in turn will generate qualified leads, thereby increasing the ROI for your website.


Pete Peranzo

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