September 27, 2016
Landing pages are an essential component of any well-crafted business strategy. Whether you’re looking to generate leads, sell products, or collect data, your landing pages are where the action happens.
Well-optimized landing pages allow you to take the prospects you attract to your website and convert them into leads. Investing the time into creating well-designed and optimized landing pages is critical because these are your means for generating leads for your business.
With the growing challenge of attracting and holding people’s attention online, it’s more important than ever to design your landing pages to trigger instant conversions.
Let’s answer that by first establishing what a landing page is not. That’s important because there are a lot of different definitions out there. The biggest difference is the term “landing page” being used to refer to any ol’ page on a website. You know, they’re all pages on which one might “land.”
However, many marketers prefer to differentiate landing pages a little bit more than that. Instead, we would call any page on the web on which one might land a “web page,” whereas a “landing page” is any page on the web on which one might land that: 1) has a form and 2) exists solely to capture a visitor’s information through that form. In other words, all landing pages are web pages, but not all web pages are landing pages.
As a rule of thumb, a landing page usually includes a compelling header, interesting copy, minimal navigation, and an optimized form.
Now that a landing page’s definition has been made clear, it’s time to go over some design guidelines. Hopefully you’re already implementing some of these on your site – if not, there’s plenty to test, so take these ideas and implement them on your own landing pages.
Is your design professional-looking? Are there any formatting or spacing issues? Has your copy been checked for spelling and grammar? Remember that your landing page is your visitor’s first impression of your company. Don’t show up to a date with a dirty shirt — you want to woo, not repulse.
Look at your competitors’ landing pages and compare them to your own. Even go so far as to print out the various pages and spread them out on a table to compare them. Keep in mind that while you don’t have to exactly mimic your competitor’s landing page, you do want your landing page to be industry-appropriate; no glittery ringtone offers if you’re marketing whitepapers, etc.
Choose a few (but seriously, just a few) quotes, awards, badges, etc., from reputable sources, satisfied customers and established colleagues, and display them on your landing page.
Simplify your landing page’s design compared to the rest of your site. Think of a landing page as a place to showcase your offer, like putting a spotlight on a Lamborghini or surrounding a diamond ring with a swirl of blue velvet. You should eliminate distractions so that your visitor can focus his or her attention on your offer.
People don’t come to your landing page to check out the rest of your site, they come to see if what you’re specifically offering on that single page aligns with what they’re looking for. Don’t give them ways to exit off the page; instead, provide them with what they’re looking for, and nothing more. It’s kind of like setting a cupcake at your feet and then diving the hell out of the way when a rampaging fat kid lumbers over to take the bait.
Continue reading more tips with examples of truly awesome landing pages!
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