Web pages serve a variety of functions: helping users navigate your site, showing off an artist’s portfolio, giving directions to your closest location, etc (amongst a million other things).
A landing page, on the other hand, is much more rigid in its purpose, and therefore much more rigid in its design. Since landing pages are built to push towards a single conversion goal, it’s only natural that there would be a consistent set of components that help achieve that goal.
For the complete answer to “What are the key components of a landing page?” check out our article Landing Pages: The Fundamentals and Conversion Principles.
They are as follows:
A headline of a landing page succinctly describes the primary purpose of the landing page often phrased in terms of a benefit to the user. Good headlines are generally less than 15 words and are clear in both what they offer and how they’re useful to a user.
Description of Offer:
No matter how short your landing page is, there always has to be a small description of what you’re offering. It’s usually recommended to have a short description above the fold that summarizes the key points or features that your offering in order to encourage users to stay on your page before bouncing.
Offers can be broken down into either bullet points or simple to read sentences that make it easy for users to digest your content.
Depending on what you’re trying to achieve with your landing page, different pages will request different types of information which can include a user’s name, personal details, preferences, location, etc. What remains consistent however, is the form used to collect this data.
As a landing page best practice, try to reduce the number of form fields based on what you need to collect from your users since an increased number of form fields has been proven to reduce the number of people that will convert.
Call to Action (CTA):
A call-to-action is a button used to either submit a form or progress further in your sales funnel. Being the main element on the page prompting a user towards action, it’s important that people can quickly and easily identify where the CTA is and how they can engage with it. Try an use high contrasting colors for CTA’s to ensure that they pop off the page for easy access.
A few other noteworthy landing page components include (but are not limited to)…
- Customer Testimonials or Reviews
- Trust Symbols (like “certified by…” stamps)
- Website Popups