Having a landing on your website is necessary in today’s highly competitive landscape.

With so many online businesses vying for the attention of your target audience, it’s important you set yourself apart from the competition and offer people what they want, as well as an easy way to get it.

That’s where landing pages come in handy.

A good landing page on your website has the potential to drive traffic to your website, push people through your sales funnel, and get people to convert. But the key here is to have a good landing page. If your landing page isn’t well-designed and actionable for your site visitors, it will become just another webpage on your website.

That’s why today we’re going to look at the most important elements on a highly converting landing page so you can create a place for people to land, read what you have to offer, and take action – every single time.

But first, let’s take a look at what a landing page is.

What is a Landing Page?

A landing page is a webpage on your website that is designed to convert site visitors into leads and customers, like the one seen below for Casper mattress.

Elements of Highly Converting Landing Pages

People usually find landing pages organically using keywords and high-ranking search results. They are also found in email campaigns and on social media platforms. That’s just one more reason why your online business or WooCommerce shop must focus on SEO optimization

Each landing page you create will have a very specific purpose: 

  • Inform people about your business and what it has to offer
  • Encourage people to sign up for your newsletter in exchange for a lead magnet (e.g., eBook, resource, or exclusive discount)
  • Convince people to push through to a product or services page
  • Get people to request a quote, make a purchase, leave feedback, share something on social media, or take some other type of action
  • Showcase your value proposition and how you can help solve people’s pain points

Of course, this sounds a lot like what your homepage and blog posts do right? 

The difference with a landing page is that you are targeting a specific audience that is likely to convert, rather than just anyone that happens to find your website while browsing the web. And when it comes to creating a highly-converting landing page, there is no optimal length, only optimal elements, which we are getting to right now.

Top Elements of Highly-Converting Landing Pages

1. Zero Navigation

Having zero navigation on your landing page seems weird right? After all, the goal of many website owners is to get people to explore more of their website. And the only way to do this is to give people a navigation menu they can use.

On a landing page, however, things are different. You don’t want people navigating away from your landing page until one of two things happen:

  1. They leave their contact information so you can send them follow up email campaigns
  2. They click your CTA button and push through to the section on your website you want them to engage with

Check out how Magento’s landing page is centered around getting people to do one thing: sign up for a free demo. Even as you scroll down, the CTA is always to sign up for a free demo.

zero navigation example Elements of Highly Converting Landing Pages

Your website’s landing page is not another homepage. Because of this, it shouldn’t like one either.

2. Killer Headline

The goal of a landing page’s headline is twofold. First, you must capture and retain the attention of anyone that lands on your website’s landing page, whether they did it by accident or on purpose. Second, you must highlight the main purpose of your company’s product or service.

For example, InVision has a compelling headline on their site’s landing page, “Design better products, faster.” 

headline example Elements of Highly Converting Landing Pages

Because of this headline, people instantly know a little bit about the company, before looking any further. And if it’s convincing enough, they’ll continue to see what the business has to offer and possibly convert as a subscriber or customer.

Your landing page’s headline is often the first thing people see when they arrive. The amount of engagement you get from site visitors will depend on how well you tell people who you are and how you plan to help solve their pressing problems. 

If you need a little extra boost to help leads interact with your landing page, you can always do what Capella University does and add a subheadline too.

subheadline example Elements of Highly Converting Landing Pages

Notice how their subheadline emphasizes the main, attention-grabbing headline and builds on how their university will help people live their lives and pursue their degrees, at the same time.

3. Include Images

Visual content is an important part of a highly-converting landing page, which makes sense since people process images 60,000 times faster than text. This means that in addition to your compelling headline copy, site visitors are going to see and process your landing page’s imagery immediately and make a decision whether to move forward or not.

Here are some landing page image best practices to follow, no matter your industry:

  • Pictures should be large and bold
  • Images should be relevant to your products or services
  • If you sell products, the image should depict one
  • If you offer a service, the image should reflect relevance to people
  • All images should be high-quality and optimized so they don’t hurt your site’s speed and performance

Growthhackers is a great example of how using the right image to match the service being offered can make converting more appealing.

image example Elements of Highly Converting Landing Pages

In the end, your target audience needs to relate to the images they see on your landing page if you expect them to convert and become loyal customers.

4. Lead Capture Form

The lead capture form is probably the most important element on your WordPress landing page. After all, this is how you’ll collect information from prospective customers and begin to build long lasting relationships with them. It’s also how you’ll fulfill your end of the deal if you’re offering a lead magnet in exchange for an email address.

lead capture form Elements of Highly Converting Landing Pages

Just remember, you don’t have to collect a ton of information from leads in the beginning. In fact, narrowing your form fields to just three can help boost conversion rates by as much as 25%. Adding to that, as you add more form fields, you hurt your chances of converting leads because people don’t have the time to fill out lengthy forms. Nor do they want to hand over that much personal information on their first interaction with a new company.

Conversion rate Elements of Highly Converting Landing Pages

There is a balance to be struck between the number of form fields you include on your landing page. For example, fewer form fields mean more conversions. But it also means more people subscribing just to gain a free lead magnet (with no intention of buying anything in the future).

hubspot example Elements of Highly Converting Landing Pages

On the other hand, more form fields may lead to fewer conversions, but the leads are likely to be much higher in quality. Notice how specific Brand and Demand gets with its landing page lead capture form.

brand and demand example Elements of Highly Converting Landing Pages

Anyone that takes the time to fill out that landing lead capture form fields is truly interested in what Brand and Demand has to offer.

Wrapping Up

And there you have it! The top 4 most important landing page elements if converting more site visitors is your goal (and it should be!).

Creating a landing page is an integral part of building a thriving online business. But the point of spending all that time and effort making a landing page is so that it generates more leads and customers for your company. Otherwise, it’s a waste of time and directs site visitors to just another page on your website.

Don’t forget, one of the most important things you can do while driving all this traffic to your highly-converting landing page is to ensure the user experience is seamless. And this all begins with a powerful hosting solution that can offer speed and performance enhancements such as a CDN, image optimizations, automatic scalability, and software updates across the board so everything runs smooth.

Are you in need of a better hosting solution? Get in touch with Scale Dynamix today and see how we can help your growing online business continue to grow and succeed, despite the competition.