6 Features Your Landing Page Should Have

By Abinaya Harish

A landing page is a single web page that people are directed to after clicking on a search engine result. Its general aim is to convert visitors into leads and it is typically used in Inbound Marketing*. It is the first thing that a website visitor will see and so it needs to be direct in getting its message across, but at the same time, appealing enough that the visitor would want to explore the website.

There are several particular features that a landing page should have in order to

achieve its purpose—more conversions.

1. Clarity

Using clear expressions and headlines allow visitors to understand the purpose of the landing page easily and allow them to have a clearer idea of the product that you are promoting.

2. Focus

The entire landing page should have a central theme which it does not deviate from, such as not to confuse the website visitor and allows the marketer to focus on getting a particular message across. There should also be a single Call-To-Action, which encourages the visitor to take up the offer of content in exchange of contact information (and thus becoming leads). Make your Call-To-Action stand out by using conversion design rules such as white space, contrasting colors and directional cues.

3. Rewarding

Nobody gives away their personal details for nothing in return, that’s begging to be spammed. As mentioned above, this contact information is usually exchanged with something of value to the website visitor, such as ebooks or whitepapers. It is at the landing page that this trade takes place, and thus where the contact information is acquired. This information can be stored using cookies so that repeated visitors can receive personalized tags and smart fields. Also, this serves the purpose to obtain more information about the lead by asking for other details rather than just names and email addresses.

4. Logos

Branding is important when it comes to receiving the trust of website visitors – after all they’re giving you their personal information. Your company logo reassures them

that you are legitimate and not out to scam them.5. Integrated Networks

Links to your social media platforms indicate that you are connected to other networks which the website visitor can go to if they are interested to find out more about the product. This could be, for instance, a link to your blog promoting your product.

6. Promote

Appealing features of the product along with testimonials, if any, will give the leads a better perception about the product, which in turn helps in the process of turning them into consumers.

Kudos! You now have a presentable landing page. But even having the greatest landing page in the world would mean nothing without the website traffic. Hence, marketers have several methods of pulling in traffic to their websites.

In Search Engine Marketing (SEM), websites pay search engines such as Google to display their landing pages on the first page of search results corresponding to particular keywords. Similarly, Search Engine Optimization (SEO) achieves the same effect.

Traffic is sent from a banner ad or sponsorship graphic to a landing page specifically designed to address the buyer persona.

Traffic is sent from a link in an email promoting the product. Traffic is sent from a blog post or sidebar link (the process of Inbound

marketing works in a closed loop) to the landing page. If the page you’re currently on is a landing page designed to attract website

visitors into the links of networks.

Through these methods your landing page can effectively convert visitors to leads, which in turn can become customers.

When you've got your landing page all set up, you can also read How to Get More Leads By Solving Landing Page Problems.