Does your landing page speak to your audience?

The anatomy of your landing page is crucial, so focus on writing an exceptional headline and supporting headline:
Your landing page’s conversion rate hinges on its ability to cut through the noise and prompt action. The problem: you are not your customer. The images, words, and design elements that resonate with you might…

Your landing page’s conversion rate hinges on its ability to cut through the noise and prompt action. The problem: you are not your customer. The images, words, and design elements that resonate with you might not speak to your target audience.

So, what makes a good landing page? It must adhere to landing page best practices. Content should follow a hierarchy, meaning the most important information should sit at the top of the page. Visual elements should educate and inspire while remaining true to your brand. And finally, you must test your landing page with real-life users, a game-changing step that’s easier than you think.

Let’s explore these three landing page best practices in more detail.

Three landing page best practices for a high conversion rate

Structure your content

When you break down high-impact landing pages into their core components, a pattern will emerge. The most important information – your unique selling proposition (USP) – will sit at the top of your landing page, typically within the main or supporting headline. You’ll also need a hero image or video that communicates the value of your product or service. The rest of the page will likely unfold as follows:

  • The key benefits of your product or service
  • Social proof, such as customer reviews
  • A call to action

Keep in mind that the average time spent on a website is just 54 seconds. That means you have less than one minute to get your message across. There’s no room for waffle, and if you bury your USP in a wall of text, you’re shooting yourself in the foot. The anatomy of your landing page is crucial, so focus on writing an exceptional headline and supporting headline:

  • Keep your headline short and to the point. Be explicit about your USP – if a visitor is going to read anything on your landing page, this is it. So, avoid vague or flowery statements that confuse your message.
  • Your supporting headline should be short, too. You can either expand on what you wrote in the headline or include a secondary USP.
Your website is the center of your digital eco-system, like a brick and mortar location, the experience matters once a customer enters, just as much as the perception they have of you before they walk through the door. Fabio Duo Fabio Duo Founder @EasyUserTest
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