ACHI
SYSTEMS
A high-converting landing page is the most important asset in digital marketing. Every element must work together to drive one clear action. Below are the key features to consider when designing or auditing a landing page in 2025–2026.
1. Single, Crystal-Clear Goal Every landing page should have exactly one primary objective: sign up, buy, book, download, get quote, register. Remove navigation menus, footer links, and sidebars that lead away. Use a sticky CTA button that follows the scroll on mobile. Multiple goals dilute focus and drop conversions by 30–50%.
2. Strong, Benefit-Driven Headline The headline is read by 80–90% of visitors; the rest never scroll. Make it bold, 5–12 words, and focus on the main benefit. Example: “Get 40% Lower Electricity Bills in 60 Days – Solar Installed in One Day” beats “Solar Panel Services”. Pair with a 1–2 line subheadline that adds proof or urgency.
3. Hero Section That Converts in 5 Seconds Above the fold must answer: What do I get? Why now? Why you? Include:
- Large, relevant hero image or short video loop (under 15 s)
- Prominent primary CTA button (contrasting color, action verb)
- Social proof badge (e.g. “4.9 ★ from 2,300+ clients”, “As seen on Citizen TV”)
- Trust signals: logos of media mentions, partners, certifications
4. Above-the-Fold Trust Builders Place 3–5 trust elements immediately:
- Customer count or years in business
- Verified review stars (Google, Trustpilot)
- Security badges (SSL, payment icons)
- “As featured in” media logos
- Guarantee badge (“100% Money-Back” or “Free Site Survey”)
5. Focused Copy Structure (AIDA + Skimmability) Use short paragraphs (2–4 lines), bullet lists, bold subheads. Follow AIDA:
- Attention: headline + hero
- Interest: 3–5 key benefits (not features) in bullets
- Desire: proof (before/after, testimonials, case studies, stats)
- Action: repeated strong CTAs
6. High-Quality, Relevant Visuals Use real photos of your team, product in use, or happy clients (not stock). Avoid generic smiling people. Show the result: clean house after cleaning, bright smile after dental work, full inbox after lead magnet. Compress images to <100 KB. Use WebP format.
7. Mobile-First Responsive Design Over 70% of landing page traffic in Kenya is mobile. Test on real devices. Ensure:
- Large tap targets (≥48×48 px)
- Readable font size (≥16 px body)
- No horizontal scroll
- Fast load (<3 seconds) – use tools like PageSpeed Insights
8. Fast Loading Speed Every extra second delays conversions by ~7%. Achieve:
- Lazy-load images below fold
- Minify CSS/JS
- Use CDN
- Enable browser caching
- Compress images aggressively
- Avoid heavy sliders or pop-ups on load
9. Social Proof & Testimonials Place 3–6 short, specific testimonials with real names, photos, and locations (e.g. “Sarah W., Kilimani”). Video testimonials convert 2–3× better. Add review widgets or star ratings. For B2B, show client logos.
10. Urgency & Scarcity (Used Ethically) Limited slots, countdown timers, “Only 7 spots left this week”, “Offer ends midnight” work when true. Fake scarcity destroys trust. Use countdowns only for real promotions.
11. Clear & Repeated Call-to-Action Primary CTA button should appear at least 3–5 times: hero, mid-page, bottom. Use action verbs: “Get Free Quote”, “Book Now”, “Claim Discount”, “Start Free Trial”. Contrast color (orange/red on blue/white background usually wins). Add secondary CTA for hesitant visitors (“Learn More”, “See Pricing”).
12. Form Optimization Keep fields minimal: name + phone is often enough in Kenya. Add WhatsApp button as alternative. Use multi-step forms for complex offers. Show progress bar. Pre-fill city if possible.
13. Exit-Intent & Smart Pop-ups Show a 10–20% discount or free guide when user moves to close tab. Keep it subtle. Never auto-play sound.
14. A/B Testing Essentials Test one element at a time: headline, hero image, CTA color/text, form length, trust badge placement. Use Google Optimize, VWO, or Hotjar for heatmaps.
15. Tracking & Analytics Install:
- Google Analytics 4 + GA4 events
- Meta Pixel
- Google Tag Manager
- Hotjar or Microsoft Clarity for recordings Track scroll depth, CTA clicks, form starts vs submits.
Final Checklist Before Launch
- One goal
- <3-second load
- Mobile perfect
- Headline + subheadline benefit-focused
- 3+ trust signals above fold
- 3–5 testimonials
- Repeated strong CTAs
- No navigation distractions
- Clear value proposition
- Fast, simple form
A well-designed landing page turns cold traffic into warm leads or sales. At Achi Systems we build high-converting pages that follow these principles and deliver measurable ROI.
