What Makes a Great Sales Landing Page?

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If you want to sell products or services, you have to attract attention to them. And if you want to attract attention to them in the digital age, you have to have a great sales landing page. 

The question is: what makes a landing page great? There are a number of components that go into it. We're going to discuss the most important of those landing page components below.


A Top-Notch Headline

A great landing page starts with a great headline. The headline is what should pull the viewer in. So, if it's not attention-grabbing and informative, it's not going to serve its purpose. 

Good headlines are short, concise, and easy to understand. On average, it's wise to keep them between 4 to 10 words long. However, if needed, you can drag them out to a maximum of 20 words. 

The headline is not the place for wordplay. You want your headline to get the point across as clearly as possible. Stay away from turns of phrase, complex metaphors, and the likes.

It's also a good idea to work your primary keyword into your headline. So, if you're a plumber in Denver, you'll want to put the keyword "Denver plumber" or "Plumber in Denver" somewhere within the headline. 


An Informative Subheadline

The headline should catch the viewer's attention and provide them with a general idea as to what the website is about. But, a headline alone isn't enough. To really get the point across, you'll want to implement a subheadline as well.

Subheadlines go directly under headlines. Their fonts should be smaller than those of their headline counterparts and they should do something to persuade the viewer. So, in keeping with our Denver plumber example, the subheadline would read something like "budget-friendly plumbing services in Denver and its surrounding areas". 

The subheadline doesn't usually need to be as short as the headline. Whereas the headline should stay between 4 to 10 words, the subheadline could reasonably go up to 20 words. If necessary, it could even go up to 25 or 30 words. 


A Detailed Explanation of Your Product or Service

In most cases, a headline and a subheadline won't be enough to get your point across. To truly sell your product or service, you'll need to write about it in greater detail farther down the landing page. 

This is your opportunity to let the viewer know why your product or service is different from the others on the market. Explain everything there is to know about it. But, more importantly, explain how the consumer will benefit from it. 

If you're a plumber like in the above-mentioned example, explain your certifications, your experience, your awards, and your other positive attributes. Discuss the fact that you provide emergency services; discuss the precision of your work; discuss your highly-trained team. Discuss whatever is needed to convince the reader of your quality and your legitimacy. 

If a viewer is reading this part of the page, it's because they are truly interested in utilizing the service. This is your opportunity to sell and sell hard. 


Photographs

The human brain processes image much more quickly than it processes text. As such, if you want your landing page to catch viewers' eyes, it needs to contain photographs. 

The question is: what kind of photographs? When choosing photographs, there are three main things to prioritize: size, quality, and relevance. Your landing page photographs should be big, of high quality, and relevant to whatever it is that you sell or provide. 

Ideally, you'll have a large header photograph posted across the top of your page. This might even underlay your headline and your subheadline. In any case, make sure that it's big enough to span the entirety of your website without becoming pixelated; blurry photographs are a no-go. 

As was noted above, the content of the photograph should hold relevance to your business. So, if you are a plumber, it should be either a picture of you and your team or a picture of plumbing tools or something else that relates to the subject. 

Note, you don't have to limit yourself to just one photograph. You can drop smaller photographs into the lower parts of the page. Just make sure that your photographs aren't doing anything to substantially slow down page speed. 


SEO-friendly Practices

When creating a landing page, you must keep your mind on SEO or Search Engine Optimization. This phrase describes a series of actions and practices that are used to help a website rank high on search engines such as Google. Landing pages that practice good SEO are bound to rank higher than those that don't, providing them with more traffic over time. 

There is a lot that goes into making a landing page SEO-friendly. Not only do you have to worry about the visual aspects of the page itself, but the code that is used to create the page as well. The basics include using relevant keywords and optimizing images. However, there are also the issues of title tags, and schema markup, and so on.

The truth is, if you really want to conquer this task, you're going to have to read up on it in detail. It can be painstaking, but it can also make a world of difference. 

While SEO is the most important part of inbound marketing strategies, it's not the only inbound marketing strategy that matters. Email marketing and social media marketing are hugely important as well. 


A Great Sales Landing Page Can Make All the Difference

You can't underestimate the importance of a great sales landing page. Getting your landing page right can make all the difference for your business, taking it from a frail startup and transforming it into a lucrative and legitimate business. 

Looking for other landing page and web design tips? Look no further than our website. 

Check out our other articles now on web design, landing pages, marketing funnels, conversion rates, A/B testing, and much more! Visit the Web Dev section of the Bootstrap Business Blog right now!

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