Top Characteristics of a Landing Page
Headline and Subheaders
Persuasive copy is how you are going to entice someone to stay on your landing page. This copy comes in two forms: a headline and a subheader.
The headline generates interest and attention. It compels the user to continue interacting with your page and pushes the reader’s attention down the page. A good headline explains a unique value proposition of your product or service, as well. This can be something that differentiates your product from any other product.
A subheader persuades the user further. Positioned directly below the headline, it tends to generate more interest and describes what value the service or product can provide for the user.

Pictures
Providing a visual for the user not only removes the need to read but provides the user with a quick understanding of what the page is all about.
A picture provides an immediate impact on the user. When someone views an image, they immediately come to a conclusion to what the landing page is about.
With this in mind, including relevant and high-quality images is crucial. The image is the first impression to the user and providing them with the best visual of what your brand could make or break their potential to convert.
Explanation
Understanding what you offer needs to be made perfectly clear. If your landing page is offering a free trial, then what the free trial is and what is included needs to be understood.
This explanation can be integrated within the subheader or header; however, providing extra copy on the page that thoroughly explains what is provided after the form-fill can increase conversion substantially.

Call-to-Action
Without a doubt, the most important characteristic of a high converting landing page is the call-to-action. The call to action is intended to induce feeling from the user and entice them to click a button or complete a form fillable.
A great call to action will have compelling copy and a contrasting colored button. The contrasted colored button will catch the eye of the user, and the compelling copy will draw the user in.
The positioning of this call-to-action is just as important. You want to make sure that the button is visible from above the fold so that the user can see it when they land on the page from Google.
