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These notes outline the procedure we follow in designing landing pages. Adhering to the principals of card sorting the aim is to establish the importance of the various elements on the landing page.

For the sake of argument; if you could only have one element on your landing page - what would it be?

How would you add a second, a third or even an eighth element to a landing page?

Below is our thoughts on how we would do it:

1). The action button
Some might argue it should be your logo or your headline, we tend to favor the ‘action button’. In this very hypothetical scenario a user would be able to trigger your desired action - even if they don’t know what it is yet.

2). Your offer
The offer presented in text, a headline or in an image. The user will know the offer that goes with a button

3). Company Logo
The first of a few trust elements we’ll add to the landing page. The user will now know who you are. Don’t expect a good logo to automatically lead to a sale, but also know that a bad logo can definitely harm you.

4). Unique Selling Point
Why should a visitor do business with you instead of a competitor, - what sets your company apart?

If you are not able to give your users a strong enough reason to buy from you they probably won’t.

5). Testimonials
On every landing page test we have been done; - adding testimonial(s) increase conversion.

blah, blah blah blah, blah-bla-bla-blah

Users gets comfort by seeing other people are trusting/recommending your company.

6). Trust elements
Users trust payment options such as MasterCard and Visa. All of the following will increase customer confidence in you: awards, reviews, trusted partners, certifications, approvals, many years in business, ‘as seen on tv’ etc.

7). Product images
Images should be used to either show off a product/service or to show how happy your product has made other users (think volleyball on the beach or a magically clean kitchen floor). An image can add a personal touch to your landing page. Note: Caption text is one of the top items visitors will actually read - so make it work for you!

8). Information about your offer
Are the visitors presented with enough details? Too much or too little information tend to drive visitors away. Strike the balance with easily read text (stick to less than 60 characters per line) and add a couple of bullet points. Keyword bolding will help grab the attention of people skimming through your content.

This list is not conclusive, but it gives you a good start a designing your landing page.