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What are the most important elements of a successful landing page, and how can you write copy that converts?

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A landing page is a web page that aims to persuade visitors to take a specific action, such as signing up, buying, or downloading something. It is often the first impression that potential customers have of your brand, so it needs to be clear, compelling, and convincing. How can you write copy that converts? Here are some of the most important elements of a successful landing page, and how you can apply them to your own projects.

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Afreen Dharar ????

Helping CEOs & Founders build standout LinkedIn brands with strategic content!
Anne McDonnell

Marketing Strategy | Digital Marketing | Investor Relations | Corporate Communications | Sustainability | Social Media…
Naomi Saines

Growing purpose-driven brands through strategic marketing

1 A clear and catchy headline

The headline is the first thing that visitors see on your landing page, and it has to grab their attention and communicate your value proposition. It should be concise, relevant, and benefit-oriented. For example, instead of saying "Learn Communication Skills", you could say "Become a Confident and Effective Communicator in 30 Days". This way, you highlight the outcome and the urgency of your offer, and make it more appealing to your target audience.

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Afreen Dharar ????

Helping CEOs & Founders build standout LinkedIn brands with strategic content!
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let's simplify, 1. Get to know who you're talking to. 2. Show what your thing can do for them. How will it make their life better, easier, or more fun? 3. Use words that hit them in the feels. Make them excited, relieved, or curious. Stir up those emotions. 4. Create a little urgency. Why should they act now instead of later? 5. Address any doubts they might have. Show them you've got their back. 6. Keep experimenting. What works for one might not work for another. Find what clicks. 7. Don't overload them with info. Keep it straightforward and easy to understand.

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2 A supporting subheadline

The subheadline is a short sentence or phrase that expands on the headline and provides more details or context. It should reinforce the main message and address any possible objections or questions that visitors might have. For example, you could add "No prior experience required, just follow our proven system and get feedback from experts" as a subheadline to the previous headline. This way, you show credibility, eliminate doubts, and create curiosity.

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3 A captivating hero image or video

The hero image or video is the large visual element that dominates the upper part of your landing page, and it should support and enhance your copy. It should be relevant, high-quality, and emotionally engaging. It should also show your product or service in action, or feature a happy customer or a testimonial. For example, if you are selling a course on communication skills, you could use a video of a student sharing their success story, or an image of a confident speaker addressing a crowd.

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4 A compelling call to action

The call to action (CTA) is the button or link that tells visitors what to do next, and it should be clear, visible, and persuasive. It should use action verbs, convey urgency, and emphasize the benefits. For example, instead of saying "Submit" or "Register", you could say "Start Your Free Trial Now" or "Enroll Today and Save 50%". This way, you create a sense of scarcity, value, and exclusivity, and motivate visitors to take action.

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5 A concise and credible body copy

The body copy is the text that explains the features and benefits of your offer, and it should be concise, credible, and customer-focused. It should use simple and direct language, address the pain points and goals of your audience, and provide social proof and guarantees. For example, you could use bullet points to highlight the main advantages of your course, include testimonials from satisfied customers or experts, and offer a money-back guarantee or a risk-free trial.

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Elise Cassol

Chargée de projets
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A good landing page doesn't usually allow a lot of text. Find a way to convey your message in short sentences: users should quickly get a good understanding of your product/service, and what they get from it. Identifying strong key words to build text around is a great start to make a catchy page.

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6 A simple and user-friendly layout

The layout is the way you organize and present the elements of your landing page, and it should be simple, user-friendly, and consistent. It should follow a logical flow, use white space and contrast to create hierarchy and focus, and avoid distractions and clutter. For example, you could use a single-column layout with clear headings and subheadings, use colors and fonts that match your brand identity, and remove unnecessary elements like navigation bars or sidebars.

By following these elements, you can create a landing page that captures the attention, interest, and desire of your visitors, and persuades them to take action. Remember to test and optimize your landing page regularly, and measure its performance and conversion rate.

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Naomi Saines

Growing purpose-driven brands through strategic marketing
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I think a simple and user-friendly layout is one of the most important elements of a successful landing page. You can have great copy, but if it's not displayed in a simple, user-friendly way you'll lose your audience. A few items to keep in mind: - Intuitive navigation: guiding visitors through the page - 'F Structure' design: placing elements where visitors naturally look first - Whitespace: this helps them focus their attention on the most important content - Bullet points: list key features or benefits for easy scanning - Trust signals: including testimonials, badges, and logos

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Anne McDonnell

Marketing Strategy | Digital Marketing | Investor Relations | Corporate Communications | Sustainability | Social Media | CRM | Brand | PR | Head of Group Marketing & Communications HUB24
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Understand your audience for your landing page make sure the journey is consistent from ad copy to landing page and give your audience plenty of opportunities to convert throughout the page

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Laura Hoy

Strategic Communications Leader | ESG & Stakeholder Engagement Expert | Driving Organisational Alignment & Brand Growth
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Absolutely agree with Anne. Different people will need different degrees of information before they're willing to make a decision. Some may scroll all the way to the end, others might just want to see your background and they're sold. It's important to cater to all of these groups by offering multiple conversion opportunities.

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What are the most important elements of a successful landing page, and how can you write copy that converts?

1

2

3

4

5

6

7

1 A clear and catchy headline

2 A supporting subheadline

3 A captivating hero image or video

4 A compelling call to action

5 A concise and credible body copy

6 A simple and user-friendly layout

7 Here’s what else to consider

Communication

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What are the most important elements of a successful landing page, and how can you write copy that converts?

1

2

3

4

5

6

7

1 A clear and catchy headline

2 A supporting subheadline

3 A captivating hero image or video

4 A compelling call to action

5 A concise and credible body copy

6 A simple and user-friendly layout

7 Here’s what else to consider

Communication

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