Beginner's Guide To The Perfect Landing Page
Creating an effective landing page is not the same as designing a successful website or email newsletter. In order to maximise your page’s success, there are certain criteria you have to bear in mind.
What’s the purpose of a landing page?
Your landing page must have a clearly defined purpose. You also need to be clear in your mind as to what you expect from it in order to gauge its effectiveness. The best way of determining success is to measure the total number of conversions, the number of people who proceed past the landing page or another figure, based on your own goals and the purpose of the site.
Having established the purpose of the landing page, you then need to create a clear call-to-action. This is probably the one most important piece of copy on the whole page. The call-to-action should be tied to your purpose and must be strongly supported by all the other content on the landing page and must be the focus of your visitors’ attention above everything else.
Keep it simple
Your landing page must be kept simple in its content and layout. You do not want to distract visitors by including superfluous information which might lead them away from converting.
The copy you use for the landing page should be clear, concise and persuasive. Whilst it’s true to say that visitors to your landing page are already interested in your product or else they would not have clicked through to your page in the first place, this doesn’t mean they will stay interested.
Edit your copy ruthlessly and remove anything that does not directly support your call-to-action. Make sure that you tell your visitors what they need to know as briefly as possible and urge them to respond to your call-to-action as quickly as you can.
Visitors to your landing page will not provide you with detailed personal information. They don’t know you or your business and you must build up an element of trust first. Keep your information requests to the bare minimum to reduce the risk of alienating your prospects.
If you’re asking visitors to sign up for an email or circular, just ask for their email address. If you’re selling a product, keep your information request for the vitals only: billing and shipping information and a confirmation screen before the order is placed. Leave additional information requests until after they have placed their order.
The design of your page should support and direct attention to the call-to-action rather than detract from it. Less is definitely more.
The only clickable link on your landing page should be your call-to-action. Unlike your everyday website, there should be no unnecessary site navigation links or buttons. A link to your home page is useful in case the visitor wishes to find out more about your company before converting, but forget about everything else.
It’s very important to place your call-to-action at the top of the page so that visitors can click on it without having to scroll to find it. You want to make it as easy as possible for prospects to convert rather than them having to waste their time hunting for the appropriate button to click which is buried somewhere at the bottom of the page.
That said, it’s also a good idea to include calls-to-action elsewhere on the page tied into the copy and this is clearly important if your pages are long. Don’t go overboard though as a call-to-action every other paragraph can become irritating and appear ‘spammy’ and unprofessional.
Don’t go overboard with images. A landing page should have two relevant images at most; more than this is merely clutter that distracts visitors from the purpose of the page. Keep your font size fairly large to keep it easy on the eye and space your paragraphs so that visitors are not confronted with blocks of text which can be off-putting.
Research has shown that single-column, centred landing pages convert best.
Whilst keeping your call-to-action as the focal point of the landing page, it’s still desirable to keep your brand identity by using your main website colour scheme, logo etc.
Finding the most effective design and layout for your project is a case of trial and error. What works for one site might not necessarily work for another. Therefore it’s important to test each version of your landing page to see which one yields the best results. Make a note of your findings for future reference.