Designing Killer Landing Pages
Landing pages are useful in driving traffic to your website and then guiding the visitor to a specific course of action. These are pages that the visitor will see when he responds to an e-mailed ad, a pay per click campaign, a blog post or banner ad.
What makes effective landing pages? Here are some ideas:
– Understand the “what” and “whys” of your landing page. Why do you need a landing page? What would you like the customer to do when he reaches this page? Determining your goals at the onset can help you during the design process for your landing pages.
– Lock in on the target and customize. How did the reader find you? Was a set of keywords used? Was he coming from a specific partner website? Was he reading your blog? Did he get to your page via Facebook or Twitter? You can create a better web experience for your would-be customers by customizing your landing page based on his previous actions and responses, as well as the keywords he used. Rather than simply using a one-size-fits-all approach, this targeted approach can help make the reader feel more connected to you and thus, more apt to respond to your call to action.
– Know your competitors. Not only do you need to know your customers, you should also know who is fishing in the same pond as you and what they are doing. This helps you benchmark on their activities, content strategies as well as their landing pages.
– Content is still king in landing pages. Although now, it is more effective to use crisp and quick-to-read copy, this should still be engaging and interesting. Use concise headlines, a supporting secondary headline and a short write-up. Mind you, only provide the needed information so as not to overwhelm the reader with a lot of information. Well-written content that uses impeccable grammar will inspire trust.
– Show an attractive, uncluttered page. Make wise use of color, fonts and images so as to present an aesthetically pleasing page, one that the eye can easily scan. The headlines should catch the reader’s attention. The call to action button should stand out and be easy to find. The same goes for any forms related to the call to action. This should make it hassle-free for visitors to convert. Just ask for the necessary information that readers can easily provide. Remember that a long and complicated form (that asks for a phone number and other sensitive information) will more often than not turn
– Make use of trust indicators. A quick way to build trust is to post your certifications and accreditation badges (i.e. VeriSign, partnership with a trusted brand or accreditation from a related organization such as the doctor’s association for medical-related websites). You can also add testimonials and newspaper articles covering your company, as well as its major achievements and awards.
– Use the funnel. The landing page should clearly guide them to the path you want them to take. Avoid using pop-ups, that are not only annoying to readers but that also detract from your call to action. The same goes for exit points that lead away from the desired actions or pathway. If hyperlinks are not useful in directing the reader on to the next steps, use these links sparingly. The call to action should be clear so as not to give the reader any questions or doubts about the next step.
– Back up your call to action with an irresistible offer. Show readers the benefits of your offer, as these benefits relate to them. Try to put yourself in the readers’ shoes and then answer the question, “What’s in it for me?”
– Utilize the thank you page. After they have responded to the call to action, use the thank you page to further solidify your recently established relationship with your reader. The thank you page can be an excellent place where you can do follow ups, ask for more information or point the reader to other links to your website.
– Test, test, test! Ask, what is working? Test from a number of combinations of content, call to action, placement of call to action buttons and other factors. This can help you adjust each element of the landing page to make them perform more effectively.
About Adaptivity Pro
Get more useful tips on how to design lading pages as well as Utah SEO, e-marketing and Pay-Per-Click services from Adaptivity Pro. Adaptivity Pro has extensive experience and expertise covering design, website analysis, copywriting and more. It specializes in Utah web design, as well as a wealth of other Internet based services.