Landing pages are an important element of any business website. Creating an effective landing page that converts is essential to success. Once a person lands on your website, whether it be the homepage or product specific page, how you layout your content is crucial when it comes to grabbing attention and getting people to engage more or to call.
There are several design concepts and ideas to think about when creating an effective landing page. First, landing pages should be intuitive and make it easy for users to take action. Visitors to your website should grasp quickly what they are looking for. Make it clear to people that they are in right place with very strong and relevant messaging above the fold. Online visitors tend to visually scan for information until they find what they’re looking for. Information is best digested in small bites, along with clearly designated headlines to make scanning easy. Indicators with small sections of text are optimal for the layout of a successful landing page. Use clear headers and sub-headers, use easy-to-scan bullet points to explain what they’ll get from the offer, emphasize key points using bolded text or italics, and keep things as brief as possible. People have short attention spans and it is important to consider that when designing your landing page. Try to find a way to strike a good balance of disseminating information with the right amount of text.
Avoid visual clutter. Images and graphics are good – but too many can be distracting and slow down the load time of your pages. The longer it takes to load your site – the more likely you are to lose that potential customer. Keep things simple, and make sure the images you use on your landing pages support — not distract — the pathway to conversion.
Calls to action need to be part of your layout and need to ‘pop’ off the page. Consider using contrasting colors to call attention to such elements such as “request a quote” or “sign up now.” Make sure it’s easy for visitors to see where they should complete that action.
Be sure to put your brand on top of all pages. People should know exactly where they are. This is particularly crucial for visitors who come to your landing pages from search and social media – external non-branded sources. Once you’ve decided on placement for your logo, be consistent by maintaining that position on all your landing pages.
Lastly, consider adding social media support to your landing pages. Adding third-party credibility to your content and offers can help boost conversions. For example, you might embed tweets from users who have downloaded your content and said nice things about it, or asking if you can quote someone who left a nice message on your Facebook page. Testimonials can also be effective.
Since landing pages are a key part of a successful marketing strategy and lead generation efforts, every campaign you run and offer you create should be tied to a custom landing page — as opposed to a general homepage. Keeping the ideas above in mind will help put you on the right conversion path to success.