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Successful Landing Page Features

Your landing page is the focus of one goal that you want to achieve. Whether it is selling a particular line of products, getting form data, or advertising a new service. All landing pages should be optimized to perform well and help reach targets. Here are some features of a successful landing page.

Minimal Distraction

Your landing page has a goal. While it is tempting to add lots of information, only include what is relevant to the goal that has been set.

A visitor has clicked on the link for a reason, and therefore you need to keep them on track. If there is anything that can get them off track, it will negatively affect the number of people fulfilling the purpose of the page.

Simple and Easy Forms

If you want visitors to give you data while on the page, don’t make the process a hassle for them. Giving them too many fields or making them write paragraphs will only drive them away.

It is Relevant

The visitor has likely found the page by searching for a specific term, or clicking a link that interested them. Research indicates that people decide whether to stay or leave a webpage within the first 3 seconds. So, ensure they are enticed to stay from the start.

The term they searched for, or something similar, should be present in the heading of the page.

Make sure there is consistency. Having the page include irrelevant information will not convince the customer to stay. They are probably only there for one reason.

Easy to Understand

A customer may not know all the terminology of the product/service you are offering. While your target audience may be people who do know this, you would be foolish to not gather new customers who are new to the subject. Give clear a simple explanations of what it is you do.

Make sure the Call to Actions clear as to what they do. The customer should know what is going to happen if they click it.


Some landing pages can seem untrustworthy, as if someone has made the site to mimic the real one. If your landing page does not have the same branding, colour design, theme etc, people may find it suspicious and leave.

If you are too sales driven, use language that is not reflected on your main site or the page is too cluttered, this could all put a customer off, too.

Combat any suspicions by reassuring a secure checkout, reviews and contact details.

Mobile Friendly

With 60% of all searches originating from mobile, it is more important than ever to make sure your webpage is mobile friendly. Keep page load time low. Ensure Call to Action buttons are clear and easy to click.

Thoroughly Tested

Some aspects of a landing page are dependent on your product or service, and there is no right or wrong answers to base the design of your website on. So, for these features that are ambiguous, test them and see what performs the best.

Experiment with A/B testing by changing a feature and seeing which is most successful.


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