These Key Landing Page Attributes Boost Conversions

Want to really sell your product and attract your ideal customers? It all starts with a good landing page.

Having a successful landing page on your website is digital marketing gold. It has the power to transform simple clicks to genuine inquiries, sign-ups, subscribers, and ultimately, new waves of clients. But to do this effectively you'll need more than a couple of eye-catching images and enticing CTAs. There's a science to it all, and starting the process with your best foot forward is always the winning strategy.

In this blog post, we'll take a look at the key attributes which make a good landing page experience for users, so that you can make this very important part of your website work for you.

Why a good landing page is important

Let's start with the basics. A "landing page" is unlike other pages of a website as it is designed for one specific goal in mind, and that's conversion. Whether the goal is to gather subscribers, make a purchase, or sign up for a clarity call, this page should be focused and optimized for users to be inspired to take action.

When it's done right, a good landing page immediately grabs your attention, offers a seamless journey for the user as they scroll and navigate, and communicates the brand's value in a clear and concise way, before ending with a strong call to action. No fuss, no muss. 

Why does this matter?

Simply put, a good landing page can work well for you. When built with intention, it can:

• Turn passive browsers into engaged customers

• Elevate your brand value

• Streamline your workflow (get the data of what's working and what's not, for instance)

And that's just the beginning! 

Need some more context? According to the latest marketing statistics, the average conversion rate for a landing page is 6.6% (according to Unbounce). This means that you want at least 7 out of 100 people who stumble upon your page, whether on desktop or mobile, to become an active user on their first visit.

While the average conversion rate depends on the industry you're working in, building your landing page for above average conversions is enough for you to stay in the game. 

11 essential landing page experience attributes

The first step in creating an effective landing page is asking yourself two fundamental questions: What is my final goal? (conversion, selling a product, getting people to subscribe, etc.) and How do I want to guide the user toward that goal? Once these two points are clear, applying these key attributes to your landing page becomes much easier and far more intentional.

1. Start with a clear, compelling headline

First impressions matter. When crafting your business' landing page, it is important to begin with a headline that communicates the benefit of your offering. Make that one sentence quick, clear, and effective so browsers will have their curiosity sparked and want to keep scrolling.

To jumpstart the process, decide what your unique offering will be. Then build on the WHY behind your service (Why would people want it? How could it benefit them?) and have the answer be your hook for your perfect opener.

See how the headline for Canva Pro's landing page is clean and clear.

2. Engaging copy throughout

Not only do good landing pages have a clear and compelling headline, they also have engaging copy throughout the page. From top to bottom and everywhere in the middle, including the buttons and any 'cookies policy' copy, because you'll want every word to matter.

And on that note, don't overwrite. Don't fill your landing page with stuffy copy. Instead, make each word intentional, and one that will work to effectively communicate what you are offering.

3. One-on-one message match

This is the central focus of your landing page. When we say "one-on-one message match" we mean creating a page with one single conversion and goal in mind, driving its purpose. All of the content on this page should be directly related to conveying that message, from the copy to the images and everything else. You don't want any distractions but a clear pull towards conversions with your messaging.

Message matching in marketing is key for conversions — so definitely don't overlook this step when building your landing page. Put the message at the centre of your build and all will fall into place afterwards.

4. Create a visual hierarchy

   
   

Begin with a bold headline and then you work your way down — a good landing page should have a strategic visual hierarchy that highlights your message and offering. The page should be built to seamlessly guide the user through a crafted flow of content filled with clear CTAs, benefit-driven copy, and value propositions to keep the focus on the goal.

The MasterClass homepage is another example of a good landing page design.

5. Optimize for mobile

A good landing page should be very user-friendly, and that means being completely mobile-friendly. We all know this by now, but most sites are viewed on mobile versus desktop. Remember how the average conversion rate is 6.6%? In that same dataset, mobile use was clocked at 82.4%. With such a high percentage of traffic driven to our phones, you definitely want to focus on making your landing page mobile-friendly for users. 

So when in development mode, best to think of how effective the site will be in mobile vs computer or laptop browser. A good developer and UX UI experience pro will be well versed in this and guide you through the process.

6. Minimize use of links

One major mistake that many businesses make with their landing pages is creating distractions such as what seems like endless links scattered throughout the page. Having too many links on a page that is supposed to have one single and clear message is an easy way to deter users and ultimately, decrease conversions. 

Our recommendation is to save those helpful hyperlinks for the end CTA and a couple more on the page, ensuring that every link is strategically placed to benefit the user.

7. Trust signals and transparency

If someone has only a couple of dozen seconds to get to know your business, then what do you want them to know? Planting what's known as "trust signals" is another key attribute for a winning landing page. They are basically any elements that establish trustworthiness and transparency, such as a rolling section of customer testimonials to show that you are in fact, a real business with real customers. These will help you establish trust with your audience as well as build credibility.

It's also important to be transparent with your potentially new clients. Small, intentional gestures like clarifying your website's privacy policies underneath any contact form will communicate a clear message that you care. This is the start of your customer-business relationship and you want to show that you will be honest with them from the get-go.

8. Only high-quality images and video

Always use visuals to help tell your brand story and highlight your product. A good landing page should always have a couple of high-quality images and videos that fit the narrative.

The images should be high-quality, but it’s also crucial to optimize their size to avoid slowing down the website. As a general rule, aim for images under 300kb, ideally in WebP or compressed JPEG formats.

For videos, instead of uploading them directly to your site (which can heavily impact load speed), we recommend hosting them on YouTube or Vimeo and embedding them. It keeps your landing page fast, smooth, and more SEO-friendly.These small adjustments can make a big difference in overall page performance and user experience.

The messaging here in on the SohoHouse homepage is captivating and clear. The selling point is there and images are used in the landing page to tell a story.

9. Focus on page speed for your landing page

Not only will a slow loading landing page increase its bounce rate, but slow loading times are a fast way to deter users away from the page. You want users engaged, going through your selling point, and clicking on the CTAs for a full user experience journey. 

Prioritizing page speed and functionality increases your conversion rate and helps to turn browsers into paying clients. High bounce rates also negatively impact your page's SEO, so keep that in mind as well. Sites like Pagespeed are great for analyzing a webpage’s loading time across all devices. 

10. Use heatmaps

Getting real data insights is key to ongoing optimization. As you work on your landing page, implement tracking tools like heatmaps and A/B testing. These are there to help you monitor how users interact with your page, as well as identify any areas for improvement. Hotjar is a handy tool –– their free version offers unlimited heatmaps and Session Replays.

11. End with a strong Call-to-action

You want to close out your landing page experience just as it started, and that’s with a clear and concise message for the user. Complete your messaging with a pitchy, eye-catching call-to-action that communicates your offer and invites people to engage with your unique product.

How Heyvii can help you

At Heyvii we don’t just build websites, we create landing page experiences that convert. Our mission is to empower impact-driven businesses, freelancers, and startups with the tools they require to thrive in digital marketing through expert Web Design Services and a curated, conversion-focused strategy to remain competitive.

Whether you're launching a new offer or in re-brand mode, Heyvii’s Service Packages are everything you need to captivate your audience and convert interest into value, income, and sustainable business growth.