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What Makes a Landing Page Effective?

By Ken Chen

There’s no exact formula to create the perfect landing page, but an effective landing page converts visitors into leads. What are best practices you can apply to your landing pages?

  1. Use a clear, concise value statement.
    What is the purpose of the page? You’ll want your visitors to understand what they are getting out of it right away. Keep your body copy on point, flowing logically from your headline and offer, and leave off any tangential information. Every digression is a conversion lost.
  2. Focus the page on one call-to-action and make it stand out.
    Your call-to-action should be highly visible and above the fold. There are design elements and directional cues you may use to guide the visitor to take an action, such as:

    • Leave whitespace around the call-to-action.
    • Use a stand-out color to make the call-to-action jump off the page.
    • Use images, arrows or lines to direct the visitor to the call-to-action.
      Make the call-to-action really stand out.
  3. Establish trust.
    Consumers should feel like what you’re offering is legitimate and authentic. For instance, use veritable facts to support your value statement, real customer testimonials, partner or reputable celebrity endorsements, a professional-looking design and links to terms and conditions and privacy statements.
    Furthermore, it is essential that users feel safe. Make a clear promise to protect their privacy, not inundate them with spam, etc.
  4. When possible, use interactive media like video.
    According to, video “provides a passive engagement medium where visitors can experience your message with very little effort.” Good videos can draw your consumers in and give them more time to consider your offer.
    Use video to draw visitors in more.
  5. Give them a reason to take action.
    Make sure what you’re offering has real value for your target consumers. Use effective language that will help the visitor to understand what the offer is and why they need it. How they get it is important too — balance the amount of information you’re requesting with the perceived value of the item being given in return.
  6. Optimize for SEO.
    Focus on keywords that your audience is searching for, and use them in your headline and copy throughout the page.
  7. Use modal dialogs for supplementary information.
    Instead of diverting visitors to your main website to get more details about the offer, keep them on the landing page.
  8. Use a mobile-first approach.
    In today's on-the-go world, it's imperative that your page is designed mobile-first (or responsive), which in turn means a different layout as well as a reduced form with fewer fields. Keep in mind, it also has to load fast for spotty data connections.

If you have the opportunity, test elements of your landing page (headline, offer, call-to-action, subtle points of copy) to determine what actually works best with your visitors. By using the best practices above, testing and implementing changes based on customer feedback, your landing page should drive more leads for your business.

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About Ken Chen

Ken Chen is San Francisco-based online marketing consultant and owner of EM Marketing. EM Marketing specializes in marketing strategy, product launches, customer acquisition, and mobile & social marketing.

One thought on “What Makes a Landing Page Effective?”

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