Your luxury landing page can be so much more than a website ‘portal’ – here’s how

For luxury brands, a landing page must be carefully designed to capture the attention of the world’s richest individuals. The attributes of ultra-wealthy people differ from those of the mass market consumer, and this must be reflected in the design of a luxury landing page.

There are several different types of landing pages, including landing pages with forms, which are designed to capture visitor data; click-through landing pages, intermediary pages designed to funnel traffic to a desired page on the website; and sales landing pages, which are focused on converting visitors to buy a brand’s products or services.

Content to convert

Search engine optimization is a fundamental part of a luxury landing page, and the page should be fully optimized for the keyword you intend it to rank for. At Relevance, we use leading SEO software that enables us to benchmark every luxury landing page we develop against other pages trying to compete for the same keyword, giving the page a score out of 100. Key considerations are natural language patterns, including the use of semantic keywords; the effective use of different heading types, addressing frequently asked questions around the topic; content length; and the number of images.

The copy on your luxury landing page should be carefully crafted, using simple-to-read yet elegant language that aligns with the brand’s tone of voice and accurately reflects its unique value proposition. Headings can help break up the text and act as signposts to guide readers through the pages, while bullet lists can also help readers quickly digest key information. While readability isn’t considered a key ranking factor, it will heavily influence a visitor’s decision and help prevent a high bounce rate, which can impact ranking.

Layout is vital when creating an impactful landing page for a luxury brand website. We find a z-pattern layout often works best. This layout mimics the way the human eye travels when reading online text, going from left to right while zigzagging from the top to the bottom of the page. This layout lets the reader scan the page while quickly absorbing key information. We often use a design that uses multiple content boxes in a z-pattern layout, using high-end imagery and drop-down boxes with frequently asked questions at the bottom of the page, enabling us to take a deep dive into the subject matter. Finally, it is of course key that the design of the page is mobile responsive.

Images, CTAs, testimonials

Using high-end imagery is a must for a luxury brand. Ideally, the imagery should be original, not stock, and it should reflect a luxury brand’s unique value proposition. Using a video as the lead image at the very top of the landing page can help create a truly impactful and memorable experience.

Regular calls to action (CTAs) are vital to a landing page, acting as the final push to convert visitors. CTAs should utilize action-orientated language tailored towards the audience’s interest, instill a sense of urgency, and be positioned prominently on the page. Using a contrasting color scheme for the CTA helps ensure it stands out and captures the attention of visitors. Research shows that personalized CTAs convert 20% more effectively than generic ones, making clear and actionable CTAs a must.

Testimonials are a great way to build trust with your audience and can also help with SEO as part of Google‘s E-E-A-T guidelines. They are also especially important for luxury brands as our research shows that Ultra-High-Net-Worth Individuals are more likely to be influenced by their peers than the average consumer. Testimonials can also help enhance readability by using them as a refined design feature on the page, such as a piece of pull text that helps break up longer chunks of copy.

When all these factors are taken into consideration, a luxury landing page can become so much more than just a portal to your website.