The Structure of a Great Landing Page

Image blog WebSelf

Many types of websites can meet different needs. If you want to sell your products, you need an online store. If you only want to present your business or services, chances are that a showcase website is sufficient. If you wish to create marketing campaigns with a precise goal, you might need a landing page. Let us more closely see the structure of a great landing page.

What is a landing page?

To begin with, what is a landing page exactly? It is a web page where people land to do a specific action like subscribing to a newsletter, a course, or purchasing a special offer. A landing page differs from your website homepage; it is less general. Consequently, the structure of a landing page is different from a homepage.

Let us say you want to promote your new courses on social media. You probably wish for your potential customers to subscribe to it easily. A way to avoid distractions and optimize the subscription process is to use a landing page made especially for your offer. A landing page can help you increase your conversion rate and sales.

The structure of a landing page

Now that you know a little more about the potential of landing pages, what do you need to keep in mind when creating them? There is no limit to the number of landing pages you can create; it is even recommended that you have a page made specifically for every campaign you have.

The header

Let us start with the header. Several articles mentioned that the website header and menu are necessary to help with the browsing. Here, we do not want your visitors to check other sections or pages of your site. There must be no distractions between them and the page objective. Consequently, it is better to remove the menu when possible; however, you can leave your logo to secure your potential customers. 

If you have a website made with WebSelf, you just need to go to your page settings to remove the header and hide the menu on your landing page. 

The title and description

When you create a website, it is vital to place the most important information at the top of the page. It is what we call prioritizing the content. Since there is no menu on a landing page, visitors will first see the title. Think about using a short, captivating, and relevant title. And you can even use a subtitle if needed. If we take back our example from above, a suitable title could be: Learn to cook like a pro: even your Italian mother-in-law will love your food!

Below the title, it is recommended to add one of two sentences that explains your special offer. It must be simple: take our online classes created by our team of well-known chefs to become a pro cook!

The call-to-action

After you have worked on the title, it is time to look at the call-to-action, at what you want your visitors to do when they arrive on your landing page. It can be something like clicking on a button to proceed with a purchase or filling out a form. In sum, after the title and short explanation text, it is what people should see. If you want to use a form, remember only to ask the necessary questions. The more your form is long to complete, the more chances your potential customers could decide to walk away.

Regarding call-to-action buttons, it is recommended that you use a short word that summarizes well what happens. For example, choose something like subscribe, create my account, or try for free. 

The argument

Your potential customers may only be partially convinced and need more information before proceeding with your offer, especially if they need to buy something. To answer the questions they might ask themselves, consider adding content explaining your offer and its benefits under the call-to-action section. Consider adding a FAQ section.

Moreover, a way to secure your potential customers is to display testimonials of satisfied customers directly on your landing page. Indeed, showing that others already use your offer should help your credibility. Of course, the displayed testimonials must be authentic. 

The footer

As with the header, the footer is often nonexistent on a landing page. Once more, it would help if you reduce distractions as much as possible. You can make different tests, but the conversion rate is usually better when there is no footer. If needed, you can create a lightened footer according to your potential customers’ needs. 

If you have created a website with WebSelf, you can also decide to hide a page footer in the page settings.

The general style

Indeed, the general style is not exactly a part of a landing page, but it remains an essential component. In sum, the style must be refined and representative. We must be able to recognize your brand quickly and not be distracted by the use of too many pictures or different visual elements. It must be kept simple.

And regarding pictures, remember to use great quality images and photos. Indeed, blurry pictures will directly impact the credibility of your landing page and brand in general. There are many ways to get great photos for your website

In conclusion, creating a great landing page is not very complicated. You only need to make a selling page with the help of the components of your brand image and then simplify it as much as possible by keeping what is essential only. Remember that your landing page should only have one goal and call to action. Good luck!