7 Features of a Great Landing Page

With all the endless talk around great user engagement, trendy social media strategies, and a leak-proof sales funnel, it’s time to focus on the one thing that can make or break your audience’s impression of your brand: your landing page.

But what exactly is a landing page? Remember that one webpage that pops up after you click on a social media ad, where you can buy the product or download a piece of content? That’s the landing page for that post, campaign, or product.

When users choose to interact more with your brand and its products/services, they are directed to a relevant stand-alone webpage. This webpage contains details about your brand, what you do, and how they can find what they’re looking for.

This stand-alone web page is created solely for that specific marketing campaign for your brand. It has to be an outstanding piece of work to ensure a great user experience.

Related: Check out the different types of landing pages and make sure to use the right one.

Let’s take a look at some features you can include on your landing page to boost user experience and engagement. 

Features to include in your landing page

Source: Unbounce

1. An Eye-Catching Theme 

Let us bring you in on a little secret. No one likes a boring webpage theme. The best way to guarantee an extremely quick exit by a user is by having a dull, uninteresting theme.

While creating your landing page, research various themes available online. Then, determine which is the best fit for your brand and campaign.

Make your landing page exciting and eye-catching by adding quirky and relevant graphics. You can also use bright colors and a well-spaced layout to enhance the user experience.

2. Easy to Navigate 

Since your landing page greatly influences how users respond to your brand and its products/services, why not make it easy to use? Ditch the 54926373 clickable buttons and another 10000 sub-fields.

Make your landing page with microinteractions clear, to the point, and compact. Remember, your users will be accessing your landing page from various devices (tablet, mobile, laptop, etc.). So, it is important to keep accessibility and ease of navigation in mind. The best landing page builders render pages responsively by default.

A few ways to make your landing page easily navigable:

  1. Plan your layout in advance. This will help you chart out all the things you need to put on your page, the things left, and the things you need to avoid. 
  2. Keep your content as crisp as possible. The lesser content you have, the lesser field and redirection buttons. The fewer buttons, the easier it will be for a user to browse through your page without getting caught up in the 54926373 fields. 
  3. Limit distractions. Curb the urge to add too many external/internal links. These links will reduce user engagement and attention on your landing page. 

3. Transparency About What You Do 

A sketchy webpage with the bare minimum information about your campaign? Not a good idea. While writing the copy for your landing page, keep the details clear and honest.

Add details about what your company does, and what your product/service aims to do for your users. This transparency creates a greater feeling of trust. This also enhances the brand image for anyone visiting your landing page for the first time.

Including crisp details about your vision, goals, and services is a great idea as well! However, make sure to dedicate a majority of your landing page to your product campaign. You can add an external link to your company website/social media pages instead.

As a reminder: Transparency about your company is the key to building a great user experience!

Example of a bad landing page


The above image is an example of a bad landing page. There is no signup button above the fold. What’s worse, there’s a confusing sidebar menu that takes up nearly a third of the page. It’s confusing and ineffective.

4. Easy-to-read Content

We cannot emphasize this enough. The biggest make-or-break factor of user experience is its readability. Tiny font, a weird formatting style (with no Heading 1/Heading 2 divisions), and grammatically incorrect language is a huge no-no.

While designing your landing page, keep these points in mind:

  1. Make sure you devote ample space to your content. You can experiment with different text placement settings.  
  2. Pay close attention to the formatting of your content. Stay away from hard-to-read font styles and font colors! (Your content should be in actual words, not “quirky” fonts and an unreadable color) 
  3. Once you’ve created your landing page, run it by people on different devices and linguistic backgrounds. If it’s easily readable and understandable, you’re good to go! 

5. Focus on SEO-Rich Content 

Surprise, surprise. SEO truly is everywhere. The biggest mistake many brands make while constructing campaign pages is ignoring the SEO side of things. If your business website exists, you need to pay attention to SEO, simple as that.

Conducting an SEO Audit, conducting keyword research, etc., or consulting experts who can provide SEO services for your landing pages is extremely important.

Integrating SEO-friendly content and other aspects of organic reach on your landing page can help it integrate well with your company’s web presence as a whole. And hey, organic reach is always a plus point for your marketing campaigns!

To help further, here are a few SEO-based aspects you can keep in mind while creating your landing page

  1. Research and focus on the right keywords: Keywords help with search rankings and help with brand visibility in the long run.
  2. Publish to a custom URL: This makes sure you do not confuse search engines with brand consistency and help with a small rankings boost as well!
  3. Include relevant keywords: Not only in your copy, but also in your Headers, Title Tags, Meta Descriptions, and Image file names!
  4. Secure backlinks: The number one way to boost organic search rankings? Link building. Here’s why. Backlinks boosts page credibility in the eyes of a search engine (Think – If it’s liked by so many other sites, it must be relevant!) Create good, solid content, and make sure to collaborate with influencers, industry leaders, and other non-competitor brands in your niche! 
  5. Optimize your page: A slow-to-load landing page? You can bid those potential customers goodbye. Optimize your media and webpage so that they load quickly on all devices and network speeds. It helps, trust us!

6. Engaging Visual Material

Here’s food for thought: engaging visual content is more important than you think. Your landing page defines your brand image for many first-time users that are looking for a relevant and useful piece of content or offer.

A landing page with zero visual material and loads of text is NOT on their list. As mentioned in earlier sections, don’t hesitate to include engaging images, GIFs, videos, and graphics on your page. There are various media creation apps and sites that help you create a large variety of visual material for your landing page.

Comparing the attention span of humans vs goldfish

Here are a few tips to help you further:

  1. Include interesting graphs and infographics. Studies suggest that with a gradual decrease in our attention span, these charts may be the best way to capture user attention!
  2. Include videos. Videos are becoming a crowd-favorite and including a few engaging snippets (even a funny GIF) on your landing page can make user interest go from a 0 to a 10!

7. A Clear CTA

Imagine this: you go on a treasure hunt a short pirate with a sneaky-looking parrot gave you. You cross an entire ocean and reach an island, only to find that the map has no further instructions. What a bummer! That is exactly what a user experiences if you don’t have a call-to-action (CTA) on your landing page.

You’ve created a marketing campaign, a solid landing page (not too solid, when you think about it), and a product page waiting for your users to visit and shop, but haven’t included a CTA. CTA is a statement or instruction that tells your users what to do after knowing about your product/service and making the choice to opt for it.

A CTA can look something like this – “Visit our Products page to opt for a smartphone of your choice!” or “To support our social initiatives, click here!”

As a reminder: Without a CTA, your landing page is as ineffective as can be!

8. Customer Assurance

A great landing page always fills up with strong security as everyone is worried about personal information being shared. So, it is necessary to have a secured page before a customer lands on it. To do so, an SSL certificate is essential and there is nothing to worry about as there are low-priced SSL certificates available.

Few popular among different SSL certificates are Cheap Positive SSL, RapidSSL certificate, GlobalSign SSL certificate, etc. You can get certificates from cheap SSL certificate providers that will save you time and money.

Wrapping up

We hope that after reading this post, you know exactly what needs to go on your landing page to make it a giant success! These features not only enhance your landing page but also set it up for both short-term and long-term successes. 

Making it easy-to-read, visually engaging, and clearly defined as part of your user’s journey is just a few of the many things you can do. Trust us, your landing page will thank you forever. And so will your users.

Ronald Gabriel

Ronald Gabriel is the Assistant Editor at Commerce Mentors. He has over 8 years of experience in writing about eCommerce, Retail, Marketing, and Technology. He is also a numbers guy who enjoys his Crossword and Sudoku.