Landing Pages 101
Written by Brittany Shuck
Your guide to a landing page that converts
While your homepage serves as the main entry point for visitors, landing pages are designed with specific functions, audiences, and goals in mind. Mastering landing pages—creating ones that truly convert—can set your brand apart from the competition.
By applying a few best practices, you can enhance your brand perception, build trust, and ultimately boost conversions. At first glance, a landing page might look similar to your product page or homepage. However, a landing page is hyper-focused to align with your paid media campaigns, with the sole purpose of driving visitors to take a specific action, making them excellent for conversions.
1. Use the right visuals
Selecting the right visuals for your landing page is crucial to its success. Visuals help create an emotional connection with your audience, highlight the benefits of your product, provide social proof of the transformation customers experience, and capture attention. Experiment with various types of visuals—from product shots and lifestyle imagery to user-generated content and videos—to see which resonate most with your target audience. For instance, W&P effectively uses a mix of visuals to promote their Clean Kitchen Storage Set. They showcase great product shots, lifestyle videos, and models using the products, demonstrating how the CKSS can seamlessly fit into your home and lifestyle.
2. Keep it Simple
Your landing page should have a single focus with one clear call to action (CTA) and exit point. While multiple CTA buttons can be used, they should all direct users to the same destination. A single exit point ensures that visitors either follow the CTA or leave the page. To maintain simplicity and limit distractions, remove all other navigation links. If you include a CTA button in the navigation, ensure it leads to the same place as all the other CTAs. Nori excels in this approach by ensuring that all CTA buttons link to the shopping section on the page. They also ensure the navigation has no external links, with the CTA button in the nav directing users to the shopping section as well.
3. Focus on Benefits
A common mistake brands make on landing pages is focusing on technical details or ingredient lists in their copy. A landing page should be engaging and resonate with your audience, not bog them down with specifications. Instead, emphasize the benefits your product offers. Highlight how it will transform the customer's experience and solve their specific problems. Solawave excels in this area with their landing page messaging. They grab visitors' attention with a powerful headline, “Say goodbye to acne in 3 minutes,” and focus the copy on the benefits and results users will experience. Throughout the page, they continue to emphasize the positive outcomes their product delivers.
Creating effective landing pages is essential for converting visitors into customers. By using the right visuals, maintaining simplicity, and focusing on the benefits, you can significantly enhance your landing page's effectiveness. Implement these strategies to not only improve your brand perception and increase trust but also drive higher conversions and set your brand apart from the competition. Remember, the goal of a landing page is to engage your audience and compel them to take action—so make sure that every element counts.
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