1. Clear Message
The first impression matters. The headline and a strong visual element should immediately communicate the goal of the campaign. A clear message can be formulated in a short sentence and should capture attention and create an emotional connection.
2. Storytelling Focused on Emotions or Facts
Storytelling on a landing page can be either emotional or fact-based, depending on the target audience and intent. An emotional approach appeals to the visitors' feelings, creates a personal connection, and often encourages them to explore the content further. For example, a travel website might evoke a desire for new experiences through inspiring images and adventure stories. In contrast, fact-based storytelling focuses on precision and credibility. It is particularly suitable for industries like technology or finance, where users are seeking clear, verifiable information and numbers. The ideal approach is often a combination of both: emotions generate interest, while facts build trust.
3. Simple and Visible Call-to-Actions (CTAs)
The call-to-action (CTA) should be immediately noticeable, such as "Donate Now" or "Download Whitepaper Now." Well-placed, visible buttons should be used at several points on the page.
4. Build Trust
Trust is built differently depending on the content of the landing page. For donations, trust is generated through transparency; for financial topics, through certifications or affiliations; and for products and services, for example, through customer reviews or successfully completed projects.
5. Mobile-Friendly Design
Since many users now access websites via smartphones, the landing page must be optimized for mobile devices. An intuitive interface and short load times are crucial here.
6. Quick User Flow
The landing page can vary in length depending on the type and presentation of the content. The conversion process—whether it’s making a purchase, registering, or completing a donation—should be as short as possible.