In digital marketing, a landing page is a standalone web page, created specifically for a marketing or advertising campaign. It’s where a visitor “lands” after they click on a link in an email, or ads from Google, Bing, YouTube, Facebook, Instagram, Twitter, or similar places on the web. It has to be the highest converting part of your customer funnel as it leads to someone buying from you.

Essentially when I’m building landing pages I’m looking to design the ones that create conversions. A conversion is simply a goal that you have for people when they land on your website, these are typically things like signing up to an email list or buying a product or membership. 

In this article I go through the core things I look for in a great landing page – here is a video overview of a review of a great landing page and how I’m implementing the same themes on my own page. 

If you’re not a fan of reading – Watch A Live Video Overview Of This Article

Here are the core themes I look for on high converting landing pages. 

1. Immediate Calls To Action

A CTA (Call To Action) is simply a button that takes someone to complete the action you want them to do on your website. This is literally one of the most overlooked things I see on websites is people leave the core action they want their visitors to do until people have scrolled down two-thirds of the page. 

Your landing page exists for a reason and your whole goal is to get people to complete that action – ensure your landing page has multiple CTA’s throughout the scrolling experience. 

2. Trust Builders

The internet is a scary place. People can scam you left, right, front and centre. One way to alleviate fear from your prospective customers is to introduce trust builders. These are brands logos that you want to put on your website to say “I’ve been featured in these outlets – trust me or at least believe that we’re credible because you’ve seen trustworthy or credible things in those outlets”.

3. Customer or Product Testimonials

Central to the theme above people don’t want to get scammed and they want to know that their money is buying them something of value. A quick way to convince people that you’ve got a great product is to get customer testimonials up on your landing page. 

These can be from anyone and everyone but these need to be from those who have worked with you or your product. 

4. Copywriting That Speaks To Your Target Customer

Great landing pages speak to their prospective customer in a way that makes them feel like they’re already a part of their community. BossBabe is an online entrepreneurial female-led space that gives women the tools to succeed in business. The way BossBabe talks to their prospective customers above is a great example of how the founders speak directly to their visitors. 

The core thing you want to look for in great landing pages is whether or not you feel like you’re a part of that brand’s community. The way to do this is to use the language that your target customer speaks. 

5. Brag Metrics

People love to know they’re in the hands of an expert and a quick way to validate your work is by putting your numbers on your landing page. This can be the total number of clients you’ve served, hours you’ve spent on your trade or your social metrics. This is simply a way to impress upon others that you’re good at what you do and the numbers say so. 

If you’re wanting to look at driving viral traffic to a page check out this article on creating viral copy here and leave your questions and feedback in the comments below.