What should be in a landing page?

What components are present on a landing page?

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Catchy title

A typical landing page usually begins with a catchy headline that immediately grabs the visitor's attention. Catchy headlines act as the first impression and should immediately convey what the page is about and why it is worth reading further. Well-written headlines can generate curiosity, create a sense of urgency and entice the visitor to explore the page's content.

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Support material

This catchy headline is supported by elements that reinforce the message such as an image, video or inspirational text. It is vital that these supporting elements are carefully chosen to maintain the relevance of the landing page and hold the visitor's attention.

For example, if the headline talks about a specific offer or product, the image or video should be related to that product to maintain consistency. This ensures that the visitor will not be confused and continue exploring the content or leave the page too quickly. In addition, brevity is also important. Too many images, text or videos can overload the page and distract from the main message. It is important to strive for balance and focus to hold the visitor's attention.

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Call-to-action

A crucial element of a landing page is the call-to-action (CTA), such as a button with a clear action, such as "Buy Now" or "Sign Up." This button should stand out and be easy to find. Often the CTA is repeated several times on the page to ensure that visitors do not miss an opportunity to convert. It is advised to place this CTA already high up on your landing page for the first time. In an ideal situation, this first CTA will be immediately visible when the page is first loaded so that a visitor knows immediately what is expected of them.

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Forms

In addition to a clear call-to-action, you can also choose to include a form on your landing page to request visitor information. Keep the form short and only ask for essential information to keep the barrier low. Use clear, concise labels for the input fields and include an eye-catching call-to-action button with text that encourages action such as "Sign up for free" or "Download now," this type of active text works better than "Submit" or "Save." You need to proactively reflect the benefit the visitor gets from filling out the submission button.

What other components can you apply to a landing page?

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Above, we explained the use of a good headline, supporting material, forms and a clear call-to-action. But there are other components you can apply to a landing page to increase conversions. These components are optional and will work better for certain brands and audiences than others.

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Countdown

To create urgency with your visitors, you can use a countdown element. When people feel time pressure to take an action, they are more likely to do so than when they have all the time in the world. Thus, you can use a countdown to count down to a time when, for example, a discount code no longer works or to a deadline to sign up. If you want to count down to a specific moment on your landing page such as a product launch or an event, you can use a countdown element as well. You set a specific date and time in advance and on your page the countdown keeps constantly counting down to that moment.

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In addition, there is also a cookie countdown element. It will count down a different countdown for each visitor. You set this countdown based on the first moment that visitor visits your landing page. If that visitor returns at a later time, the countdown is still counting down based on the first contact moment because it is stored in a cookie. After the cookie countdown ends, the clickable elements, such as buttons, on the landing page will stop working.

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Multistep form

Visitors to your website have no desire to fill out long forms. To achieve more conversions you need to split long forms into several steps, which is possible with a multistep form. A multistep form transforms your long form into an interactive quiz that invites visitors to leave their data. To transform your multistep form into an interactive quiz you need interactive quiz elements.

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Interactive quiz element

Interactive quiz elements, also called QA elements, have the same function as a standard form on a landing page, only you get more conversions through them. These elements are multiple-choice questions in the form of clickable images, and these can also be multiselect multiple-choice questions. These interactive quiz elements add a playful and engaging aspect to your landing pages, encouraging visitors to stay engaged and take action, resulting in higher conversion rates and a more engaged audience.

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Personalization

Increase your conversions by personally addressing your visitors. There are landing page editors and website builders where you can address visitors personally through filled-in form fields or utm parameters and personalize your offer per visitor. When a visitor feels personally addressed, they are also more likely to perform the desired action on a landing page.

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Are you looking for a  landing page builder where you can apply the above elements within landing pages? Then see if the AdPage editor could be something for your organization or your marketing agency. Besides landing pages with multistep and personalization features, you can also use it to build beautiful popups that can be implemented on any website via a popup script. You can also start completely free with the editor to test if it is something for you, or schedule a demo so you can get a clear overview of what the possibilities are.