7 Features of a Landing Page that ConvertsLanding pages are an essential factor in your online marketing strategy.

These are special pages that are created with the sole purpose of converting visitors, often for the purpose of signing people up to an email list.

They come in a range of styles, designs, and purposes.

But the core landing page features stay the same.

To help you with yours, here are seven features that are always essential if you want your landing page to convert.




1. It Starts with a Strong Headline…

The first and most important part of any landing page is the headline.

If your headline does not speak directly to your prospects and encourage them to read on, they’ll more than likely leave immediately.

Headlines are important in all forms of sales and marketing copy, from emails and sales letters to ads and blog posts.

But while these headlines often have to capture attention, a headline on a landing page has a different role.

It’s often the ad or CTA on another page that drives traffic.

And once your customer arrives on the landing page, they need to know they’re in the right place.

One of the most effective strategies is to offer them a compelling benefit, some way in which their lives will improve by converting.

It could be that they will learn how to make money and be independent, or to learn a valuable new skill in a short amount of time.

The perfect headline is a hotly-debated topic, and there’s a lot of advice on writing a good headline online.

Gems include advice such as using curiosity to keep your prospects reading and urgency to encourage prospects to act quickly.

If you drive traffic from an ad, make sure the headline is similar to the message contained in the ad.

This is called message match, and it’s essential if you want to reduce friction for your prospects.

If you’ve mentioned a discount in the ad but there is no sign of a discount in the headline, your prospects think they are in the wrong place and leave without converting.

7 Features of a Landing Page that Converts - strong headline


2. …And Ends with a Compelling Call-to-Action (CTA)

Skipping forward to the end, every good landing page should have a strong call to action (CTA).

This is where you tell your prospects what they need to do next.

Never assume they will know, and always make it crystal clear.

Ask for an email address to sign prospects up to your list, but make sure you request as little information as possible.

Pre-fill the form if you can to make it quicker.

If you are selling a product via a pre-sell landing page, encourage prospects to click through to the product page where they can purchase.

Avoid CTAs like “Submit” because these don’t provide enough information. Be clearer.

“Click Here to Download Your Free Book” or “Start Your Free 1-Week Course” is much more effective.

Remember, this is the moment of truth for your prospects and they may be reluctant to click if they are unsure what the next step is.

Let them know clearly what they should expect and don’t leave any room for guesswork.


3. Include Genuine Social Proof

Social proof is essentially using the opinions of other people to increase confidence for your prospects.

The most common form of social proof for business success in 2019 are testimonials.

These show the views of other people praising your product or service.

When your prospects see that other people think your product is amazing, they’re more likely to trust their views (which are more trustworthy than your own opinion).

Use photos, real names, and even videos to make your testimonials more convincing.

And you can use even more kinds of social proof in your landing page too.

Highlighting your high subscriber list, listing your massive social following, or providing details of big-name clients who trust you are just a few examples of great social proof for your landing page.

Think you need hundreds of thousands of happy customers to gain real social proof?

Think again.

There are some inspiring e-commerce businesses for sale online that have built huge consumer bases off the back of a few loyal customers and their genuine testimonials.

Find your repeat customers and reach out to them.

They’re loyal for a reason, and they’ll be happy to wax lyrical about your product or service.

7 Features of a Landing Page that Converts - social proof


4. Pack in the Benefits

Benefits should be used everywhere you can get them in.

We’ve already mentioned using your key benefit in the headline, but they can also be used throughout the page.

Bullet points are a great place to include benefits.

Sometimes you can create a short landing page that includes nothing more than the main benefits in bullet format.

This quickly communicates what prospects get out of your offer and helps them to make a quick decision.


5. Offer a Strong Guarantee

A guarantee should be considered essential on most types of landing pages.

Don’t worry about your offer coming across as lower value or that people will take you up on the offer and get a refund.

Remember: Your prospects are wary.

Even when they are only handing over an email address, they may be reluctant to do so.

If you are selling a product, explain how they can return it in a month, no questions asked.

For a subscription, tell them they can cancel any time, or offer a free trial that they can cancel.

Reassure your customers every step of the way.

Recommended reading: SEO Process – A Simple Guide To The Basics


6. Build Trust Quickly

Use trust elements on your landing page to quickly get across that you are someone to be trusted.

This is similar to social proof, and it will help to make your offer look more compelling.

If you are asking for an email address, add a link to your privacy policy so they know you won’t pass on their email.

And use security symbols too, especially if you are requesting a payment.

Let prospects know they can trust your site when they make a payment.

You could also use endorsements from people they are likely to know.

Press mentions are also effective, as are certifications of organizations you belong to.

You could even show how much your clients have earned via your services, or how successful your students have been after signing up for your course.

This will boost trust further and create a stronger bond with your audience.

7 Features of a Landing Page that Converts - building trust


7. Keep It Simple

Landing pages can be short or long, but they should always be simple.

Divide longer pages up into sections, and only use the text and the images that you need to.

Your page should be fast loading to prevent visitors getting impatient and leaving.

This is something many entrepreneurs fail to remedy, so check your landing page yourself to test its loading speed first.

Failing to deliver? It might be time to hire a web specialist to audit it and bring it up to speed (pun intended).

Crucially, get rid of any links.

Links provide an easy way for your prospects to leave the page.

Ideally, you don’t want any links at all.

That way, the only way out of the page is via the CTA.



These are seven of the most important factors to include if you want a landing page that converts.

But while they’re all vital, perhaps the most important thing of all is to always test your page.

Change the headline, the CTA, the main image, the benefits, and more.

Test it over and over again to find out what works best, and always work on creating a landing page that converts.


Guest Post By – Microstartups.org