6 Critical Landing Page Features That Affect Conversions

Landing Page features

Last Updated on April 23, 2021 by Ruchika Gupta

Want to design a high converting landing page? Follow along to find the must have landing page features and boost your conversions.

If you have an affiliate, eCommerce, or lead-generating website and are still not profiting much, then have you considered changing a few things right inside your website, maybe?

Well, have you tried creating a good landing page? 

In case you heard this term for the first time, I don’t blame you. It’s okay. Landing pages are game-changers that can bring about a significant amount of audience and potential clients to your website. 


Well, you see, websites have so many elements, products, or offers, and all of these elements cause distractions if you are trying to achieve one focused goal.

It is like Jack of all, master of none. Once a visitor comes to your website, he gets confused or lost in something else. Therefore, you lose a chance to convert him into your lead or a buyer.

Confused visitor

And this is where landing pages come into the picture.

Offers Page – (distractions + other offers) = Landing page


Let’s get into a few technical details at first. Keep reading. We’ll gradually unfold the best practices and landing page features in this post.

What are landing pages? 

Landing pages are optimized pages designed to focus on one clear conversion goal. 

What are Landing pages

A landing page can be your homepage or any other page solely dedicated to a specific campaign, sale, or product. A landing page might be found organically with the purpose to inform, convenience, and act as a gateway to your website. 

What are the benefits of landing pages?

A good converting landing page is the best option to target a specific audience. 

It helps you focus on a single product or sale and enhance it in a better manner so that your audience is fully aware of it and makes the most out of it. It is excellent to track down sales and curate the marketing goals accordingly, which again comes down to higher conversion rates!

A highly converting landing page will act as an invaluable portal for the visitors to directly stumble on that specific landing page, which will lead them directly to the subscription page to the signup, buy or subscribe button! 

Isn’t it surprising that everything just boils down to higher conversion rates? Well, that is where the main business lies!

What are the best landing page features?

Well, you might be considering that with so many benefits, curating a high-converting landing page might be a tedious process. Others might convince you in that way, but let us assure you that creating a high-converting landing page is certainly not rocket science!

We have listed down some significant landing page features that can help in making the high-converting landing pages. Implement these 6 easy tricks to increase your conversion rates, starting today.

Let’s check them out.

1. Eye-catching headline

It is the first thing a visitor will see and perhaps the most important thing. The headline can make or break the entire interest, attention, and understanding! It is that one specific part that compels the visitor to stay on your page and explore more. 

Therefore, a headline should be something that resonates with your customer problems and promise them a solution.

Like in the below example, Ahrefs headline messaging is clear and resonates with its ideal customer avatar pain points: High Traffic and Better Ranking.

Headline: landing page feature

The main goals of a headline are:

  • The headline should instantly grab the attention of the readers within seconds.
  • Keep the headline short and concise. Limit is not just 10 to 20 words maximum.
  • Mention the main detail of the service or product adequately.

If you feel that the word count isn’t sufficient to describe the full product or service, use a brief controversial statement that will make them click on the link! Or maybe distract them towards our website! 

But if you have multiple products and services, giving a high-level goal as the headline might be a better option. This might help emphasize your website a little better.

2. Persuasive subheadings

While the main headline is used to grab your visitor’s attention, the subheading helps make them stay. Your users can learn about your platform from the subheading, and your persuasive tone will make them realize its importance for them, and voila, they will directly land on your respective page.

Like in below example, the subheading underlines the benefits you will experience by using Fresh books.

Landing page features

Keep in mind the following points:

  • Position it directly under the heading.
  • Be exceptionally convincing and persuasive. 
  • Add some detail about the product and services if you haven’t mentioned much in the main headline. 

Since we are talking about a target audience, trigger the right sentiments and emotions. Mention the issues and problems that are very common. And mentioned how your products or services could be the quick fix!

3. Compelling Pictures

Visual content is yet again highly crucial in a landing page. A human brain can process and store an image much faster than just a random text. Thus, your visitors are bound to be affected by good visuals.

Your picture should represent your promise so your visitor can visualize your promise. And that’s what you see by using Grammarly, one the widely used writing assistant.

Landing page feature- Compelling pictures

Some essential points are:

  • The pictures should be adequately sized. Not too small or not too large!
  • The pictures should be purely relevant to the service or product. (Else, why would it even matter?)
  • Curate the picture in such a way that it can quickly grab the attention!
  • Visualize the relevance.
  • High-quality, top-notch pictures are compulsory!

These can easily shape or even imprint the first impression on the visitor’s mind, and thus you cannot afford to lose or compromise on the quality at all! 

4. Social Proof

Every time you proceed to buy online, you surely scroll through the reviews and testimonials of the product to help you make the right choice. It is precisely the same here!! 

Social proof is yet another powerful tool of optimum persuasion!

Below is the example of landing page builder I use for my funnels, it comes with little proof elements (see the bottom left) which you can add in your marketing funnels and landing pages.

Some social proof tacts that you can include are:

  • Customer reviews
  • Latest or ongoing customer count
  • Awards form valuable and reputed organizations 
  • Expert testimonials
landing page feature
Different social proofs

Simply add these to the landing page, and this will make your user aware that you are not bluffing or just sugarcoating and will take you seriously! This way, they are more likely to click and convert! It also creates a solid foundation of trust right from the first step, making it a super start!

5. Strong Call to Action

Now, when you have finally caught the attention of your visitor, you should also mention what to do next! 

A strong call to action will mention the next follow-up steps, leading your visitors directly to your website page, sales page, or opt-in! 

Remember, your call of action can either make your funnel a high converting funnel or break your expectations. Therefore, it is one of the most critical elements of your landing page.

But before you begin, be clear on how your CTA will benefit your visitors if they click it. 

Some general phrases you can include are:

  • Get a free quote now!
  • Get your free trial today!
  • Download now!

Or customize them according to your conversion goal or USP. 

Let’s check the below Tailwind example; the call of action is pretty simple but doesn’t look salesy.

Here are some more call to action examples:

call to action fwature

Add a loud call to action with a very distinct font and background color so that the user can spot the next step instantly! Instant responses are required. Thus, a compelling call to action will help your users head directly to the checkout page!

6. Above fold

Even though the first rule states that landing pages should be short and concise, yet many pages require us to scroll down and read the rest of the information. That is where many landing page creators make mistakes. They keep the important stuff in the below fold where the visitor needs to scroll down to check that.

But what if they don’t scroll down at all? 

A few points to note here:

  • The most important and impactful headings and subheadings should be on the topmost page
  • All the call-to-action phrases and lines should be in the above fold.

All the above examples (images) have clear and concise messaging above the fold so that your visitors can comprehend what your landing page is about at one glance.

It will provide a better view to the users, and this is proven to offer a better response rate in comparison to the regular ones.

Some Interesting Landing Page Optimization Tips Based on Statistics

  1. Offering multiple products on your landing page can reduce your conversions by 266% -source
  2. Even a 1 sec page loading delay can reduce your conversions by 7%
  3. Having people in your images can boost your CTR to 66% and images of women always get higher CTRs (12% more)- source
  4. Adding videos can boost conversions by 86% –source
  5. Requesting age can reduce conversion rates – (Lol don’t ask my age again)-source
  6. An increasing number of landing pages improves the lead generation rates –source

Start building your landing page

There are countless essential features that your landing page should have. But if you are just starting, these tips can help create a high-converting landing page with the least effort and time.

Well, you might have to brush up on your creativity and convincing skills, though. But, rest assured, these few features can make your website a huge hit right from the very beginning. This will provide a professional look to your complete website, and of course, let’s remember it again, High Conversion Rates! Thus, what’s stopping you?

You can also check your page builder’s templates. Usually all good landing page building platforms have variety of templates to choose from and with little customizations you can create a winning a landing page for your business.

Don’t delay any further since the right time is now! Start with your first landing page and enjoy the growing growth and sales!

Don’t have a landing page builder? Check this lifetime free funnel builder and grab your account before it gets out of beta.

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