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What Makes a Good Landing Page?

David Halmai, B.Comm.
  •  July 2, 2023


A landing page is a page separate from your main website that is associated with a specific marketing campaign. It’s purpose is to capture leads or convert visitors into paying customers.

You have probable come across many sponsored ads on facebook or in your google search results. When you click on the ad you end up at a home page, or what’s known as a landing page.

The Difference Between a Home Page and a Landing Page

A home page is the front page of your website. Although it may share many characteristics in common with a landing page, usually a home page to a multi-page website acts an an index for the content and categories of other pages on your website. The purpose of the home page is to establish credibility and authority in your niche, and act as a starting point to drive traffic to other sections and pages on your site. It might also contain a lead capture form, or top hero leading to a lead capture form. But as mentioned, the home page serves multiple purposes.

A landing page however, usually has one main purpose. That is either to capture leads, or to drive sales. As such, a landing page should contain as few links as possible (often times, no links at all besides a Buy or Signup button.)

So What are the Main Features of a Good Landing Page?

A good landing page contains 5 main features in order to maximize conversions effectively:

  1. The headline
  2. A video or image
  3. Benefits
  4. Social proof
  5. Call to action

Each of these five elements serve a different purpose on your landing page, and if one of them is missing, your campaign may not get the results you are after.

What makes a good headline for a landing page?

The headline tells the visitor what the offer or product is about. It should be clear and compelling. It appears at the top of the page in large bold letters. In the example below, from an instapage webinar landing page, you can see the headline clearly explains what page is about: “Master Instapage in 30 Minutes”.

instapage headline

Do not try to cram multiple benefits into your headline. It should be short, simple and easy to digest.

The headline from the home page of Content Folk reads Our content is the difference between a one-click stand and a long term relationship. It is a play on words, and may be somewhat witty, but it does not clearly explain the benefit or offer effectively.

bad landing page headline

Would you opt-in or signup after reading the above headline? Probably not.

Keep your landing page headline short and to the point with one clear benefit or offer.

Include a Good Hero Video or Image on Your Landing Page

Choose an image the puts your offer or product into context for the visitor. The image helps to make the landing page more real for the visitor. Include an image that helps to demonstrate the product in use, or convey the main clear benefit of your offer.

The landing page for the Mailchimp landing page creator shows a good example of a good image. The images shows the software open on a laptop screen with a persons hand engaged creating a landing page.

It is related to the headline: “Create must click landing pages” and helps the visitor know they are in the right place.

mailchimp landing page image

Including a video can also help to increase your conversion rates

Including a video can also help to increase your conversion rates making it worth the extra effort.

Organizational housewares e-tailer StacksAndStacks.com reported that visitors were 144% more likely to purchase after seeing a product video than those who did not.

A video is an opportunity to add voice, music, product demos and testimonials. It is an opportunity to make a full sales presentation and capture your visitors attention that text and images simple can not.

If at all possible, include a video as your main visual in your top offer. Nothing shows your commitment and professionalism like a well executed video.

A great example is from the MentorBox landing page. The video is a short summary of the offer that includes testimonials, celebrity endorsements and all the benefits of the offer.

Social proof helps establish trust with your prospect

The internet is a wide open medium where anyone can offer products, courses, books, seminars and services. So how can we sort the quality offers from the fly by night get rich quick schemes?

Social proof in the form of testimonials, affiliations and partnerships can help establish trust.

Social proof is like the references required by a prospective employer. You can say all you like about your skills and experience, but nothing helps seal the deal than a solid reference.

Testimonials from satisfied customers should be real in order to be effective. Do not use stock images, or made up testimonials. This will backfire on you.

If you do not have any testimonials to start, emphasize your corporate partnerships, experience or certifications.

Coco and Eve include many effective and well presented testimonials on their pages. The include photos, descriptions and the customer name.

The Call to Action Must Stand Out

A landing page must motivate visitors into action and convert them into subscribers or customers in order to do its job properly.

A clear call to action tells the visitor what the next step is on their journey.

Buy Now, Signup Now, Download Now, Get Your Copy Now can all be effective closers.

The call to action usually appears on the button, or above the signup form.

Choose a contrasting highly visible color for your action color, so that visitors know what to do next.

The Call to Action on the Netflix home page makes it clear you can Get Started by entering your email address. The color is bright, contrasts well with the dark background and is easy to read.

Closing Remarks on What Makes a Good Landing Page…

The purpose of a landing page is to convert visitors into buyers or subscribers. A landing page goes along with a paid ads or email marketing campaign and is separate from the main website or home page of your website.

The main elements of your landing page include:

  1. The headline
  2. A video or image
  3. Benefits
  4. Social proof
  5. Call to action

Be sure to include each of these elements in your landing page to ensure you convert more of your website visitors into subscribers and customers.

There are many other factors such as freebies (lead magnets), split testing, secondary call to action, navigation and footer sections which can also be included in your landing page. Follow along for future posts about these topics to learn more about landing page optimization.

David Halmai, Ads Specialist

David Halmai, B.Comm.

David is a Senior Paid Search Specialist at Clicks Freak, with over 23 years of experience in the Digital Marketing space working with B2B and B2C companies, in a variety of verticals. He is a Google Ads Certified and loves to help others out where possible. His goal is to deliver both consumers and clients the best experiences possible.


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