If your home page isn’t acting like a landing page – getting people to act by either by contacting you, providing you with their contact info or by directing them to a selling page – Let’s talk.
In terms of marketing a landing page is where you direct your traffic when running pay per click ads, promoting on social media or making offers through email campaigns. These pages are distinct from your main website in that they’ve been designed for a single, focused purpose: either to make the sale or collect information.
Two Types of Marketing Landing Pages
Ideally, you should have a separate landing page for each marketing strategy. Your message may be different from one to the next and your landing page should mirror your message. You’ll also want to target different demographics separately (ex: men VS women). Having separate landing pages also allows you to track which of your marketing approaches work best for your particular offer.
- 5 Elements of an Effective Landing PageUse these as a guide when creating your content for your marketing landing page:
1.) Your Unique Selling Proposition: headline, supporting headline, reinforcement statement, closing argument
2.) The Hero Shot: images/video showing context of use
3.) The Benefits of Your Offer: a bullet point summary list of benefits and benefit/features in detail
4.) Social Proof: a testimonial (I’ll have what she’s having)
5.) A Single Conversion Goal: your call to action, with or without a form
- Landing Page Design PrinciplesCreating effective landing pages isn’t the same as crafting a website or email newsletter. There are certain guidelines you should adhere to in order to maximize your page’s success.Have a Clear Goal for Success
What is the purpose of the page? Whether it’s the number of sales, the number of people who continue from your landing page or some other number based on your own goals, having a specific number to compare your actual results with is helpful.
A Clear Call to Action
Possibly the most important part of any landing page, it should be specifically tied to your goal and supported by everything else, from headline and body copy to images and overall layout.
Reinforce Your Brand
Your landing page design should still echo your main website branding with its overall look and feel. The style, colour scheme and fonts should coordinate. It should match your marketing efforts as well. If the designs are wildly different, your visitors may wonder if they’ve even ended up in the right place.
Just Say It
Every word on your landing page should serve a purpose, and that is to support your call to action. Be clear, concise and persuasive. Your visitors are already interested, so get to the point so they don’t loose interest.Less is More
With very specific goals, landing pages are greatly simplified compared to other web designs. Don’t include any extraneous information that may distract your visitors from converting.
Remove Website Links
To help guide visitors toward your intended conversion goal and to decrease the chances of your visitors abandoning your landing page, remove normal website navigation and limit the options available to them.
To avoid visual clutter on the page or anything that detracts from the message and call to action, your landing pages should use only 1 or 2 images at most.
For readability is a good idea, but don’t go overboard and put everything in a headline-size font. The ideal copy line length is 39 characters, so size your font (and column width) accordingly.
Only Ask for the Vitals
Landing page forms should require the least amount of information possible. Anything more decreases the chances of a visitor finishing and submitting.Above and Below the Fold
Some of your visitors have already been sold by the time they get to your landing page. Put a call to action right near the top of the page so they don’t have to scroll. Place a call to action at regular intervals on your page to minimize the scrolling for those visitors who decide to convert from your landing page.
Studies have shown that centered, single-column landing pages convert best, but there are still plenty of marketers who opt for two-column designs. Before committing to a design, test a single-column version against a two-column layout.
Don’t Forget Testing
Creating effective landing pages isn’t a one-size-fits-all project. What works for one site might not work so well for another. Finding the most effective page design is a matter of trial and error in a lot of cases. It’s important to test the different versions of your landing page to find the one that works the best for your particular situation. Without doing so, you might be leaving a lot of potential conversions on the table.
Long Page vs. Series of Pages: Which do visitors respond better to: a long scrolling page or a series of short pages (mini-site).
Mini sites generally have multiple pages with short content that funnel visitors from one step to the next along the conversion process. This has the advantage of getting users in the habit of moving from one page to the next, which can help get them in the right psychological frame of mind to convert. The downside to mini sites is that they work best for conversion funnels that need a lot of content.
Landing pages, on the other hand, are perfectly suited to content that’s shorter. They also have the advantage of only having to load once, which can be a big consideration for companies targeting people in rural areas or developing nations, where bandwidth and connection speeds could be an issue. The downside to landing pages is that they can get overwhelming with a lot of content, and can come across as spammy if not well-designed.
- 21 Quick Landing Page Tips• Ensure the primary headline of your landing page matches the ad visitors clicked to get there.
• Make your call to action (CTA) big and position it above the fold.
• Use visual cues to direct attention to your CTA (arrows/people pointing at your button).
• For lead-gen forms where the CTA is below the fold (e.g. due to a long form) – make the directional cue point down the page to the button.
• A landing page should have a single purpose, thus a single focused message.
• Every element of your page should be conceptually aligned with the page’s topic and goal.
• Show your product/service being used in context.
• Videos have been shown to improve conversion by up to 80%.
• Be succinct, remove unnecessary content.
• Simplify your copy using bullets.
• Real testimonials increase authenticity.
• Include partner co-branding to increase trust by association.
• Test new ideas using A/B testing. Let your customers decide which message works best for them.
• Provide a free trial. Try-before-you-buy is a standard and expected feature.
• Provide a guarantee to reduce/remove risk.
• If you are selling a book, or giving away an eBook via lead-gen, provide a preview to increase trust show that you are proud of your product.
• Segment by traffic source. Send your PPC, email, social media, organic and banner traffic to separate landing pages for better message match and measurability (which channel performs best).
• Segment by user type: don’t send offers about men’s health products to the ladies on your email list.
• Show your phone number so people know you are real and can interact with you on a personal level.
• Finally, don’t send inbound traffic to your homepage. Use a landing page!