Great Landing Pages are ones that drive a visitor to take action. Whether it is to fill out a contact form, place an order, or to subscribe; that is the entire purpose of your Web Page. Every word, image and graphic element on your web page should be designed to serve that one and only purpose. You want them to share their info and then click on the Call to Action. The CTA button is that primary graphic to which all messages on the page will be naturally drawn to the eye.
This is why really great Landing Pages pay so much attention to the User Experience (U/X) design as they do to the language that is used in the messaging. Before I go through my best practices tips for Landing Pages though, we need to make sure we fully understand what a Landing Page is.
Landing Page: In electronic marketing, a Landing Page is a separate and independent web page. It is created specifically for the purposes of a marketing or advertising campaign. This where a website visitor “lands” when they have clicked on a Google search result or similar.
How Is The Landing Page Unique Or Different From Other Pages On My Website, Like The Home Page?
The purpose of most web pages is to communicate detailed information. Your product pages, services pages, about and contact pages are going to tell their own stories to help educate the website visitor. They will include navigation links to other pages with even more comprehensive information.
A Landing Page has its own special purpose. It is there entirely to collect your prospective client’s personal information. It doesn’t make a difference whether they are buying something in a transaction or asking for a free download.
Usually, the potential customer has arrived at your Landing Page by clicking on a link that they have found on another web page, advertisement, or social media post. This explains the specialized marketing term, “Landing Page.”
U/X (User Experience) Tips For Landing Pages
1. Get To Your Point Quickly
People are going to come to your Landing Page for a reason. Focus on that reason directly by emphasizing the value of your offer. Use clear and concise headlines and bullets that quickly explain the offer and use bold text for emphasis. Each and every single element should support and strengthen this goal. The fewer the distractions and confusion that your visitors experience, the better the results.
2. Remove The Navigation Bar
Since your Landing Page is there for a single purpose, your visitors need to only be at that specific place . No leaks or links to any other page should distract your user. Online business studies have shown a substantial conversion rate when the Navigation Bar has been removed.
3. Make Your Lead Capture Forms Quick And Easy
The length of the form for free offers matter greatly. If the form contains too many fields, you will see high abandonment rates unless they are able to see a good reason to go that far. For instance, if the visitor has the opportunity to receive a full copy of a published survey, this would help justify collecting more personal information to help the surveyors and the marketers.
In general, think about your lead capture form as an equal exchange. The less complicated the offer, the fewer the number of fields that will need to be used.
The social form fill option will make it easier for your Landing Page visitors. It will enable them to complete forms with only one button by linking to their Facebook, Twitter or LinkedIn profile information. Most of the larger marketing automation platforms, such as Hubspot and Marketo, will give you the tools to integrate social form fill options into your Landing Pages.
You will also need to consider progressive profiling. This technology will allow you to take small and deliberate steps in your relationship with each buyer by steadily gaining lead intelligence. After initially obtaining their basic information, you can later ask for their location, phone number, etc. This will allow you to ease your way into a more thorough look at your buyers.
4. Organize The Page For Clarity Of Your Objective
This element would appear to be a fairly simple principle, but in actuality many Landing Pages lack this. They lack it both in their content and their design. Did you know that nearly 79% of web users scan the page rather than actually read it? If we make our visitors struggle to learn about our offer, the conversion rates are going to go down.
Information Hierarchy is the order in which the elements on the page are presented. These elements should have the appropriate flow and should be connected, with the necessary ingredients having dominance visually.
5. Include A Disclaimer
Many marketers will also include a disclaimer statement. For example you could use; “We will not sell, rent, or barter your email address to third parties”…or in so many words. This may sound comforting, but in fact the CANSPAM Act already made that practice illegal a long time ago. Even in 2018, though, it will help to persuade an otherwise reluctant visitor to give you their information.
Copywriting Tips For Landing Pages
1. Define Your Audience
Are you confusing Landing Page visitors with your usage of language? Possibly you are calling a resource an “Executive Brief” but it’s not only intended for executives, but for everyone with an interest. One best practice is to define and specify the audience by job title, right there on the page. If you are going to conduct a webinar for example, specify who should attend.
2. Put Things Into Context
The context on the page needs to be powerful and persuasive, in order to increase the conversion rates. In order for you to convince your visitor, it requires the content to be according to the user — how much the user already knows and what they need to know.
The channel or means that was used to bring the visitor will have given a brief outline, but not the details of the offer. This is due to the fact that ads do have certain limitations. Your job is to keep the main message the same as that of the advertisement and then also provide additional information that will continue to persuade.
The design of the Landing Page should also continue and maintain the branding and identity of the campaign . This is both in terms of design and voice. Brand Voice refers to the communication tone and the writing style.
3. Write A Headline That Summarizes Your Offer
The headline should also communicate the exact point of the campaign and describe what the page is all about. Be sure that you remember to include your logo and branding styles. Make sure that they are reminded who’s making this offer, and who will be collecting their information.
4. Add Social Proof Or Informational Social Influence
Social Proof is based on the idea of normative social influence. This theory states that people will conform or follow in order to be liked by, similar to, or accepted by an authority or society, as a whole.
If you have a customer testimonial, a celebrity endorsement, industry recognition, an award, or a certificate of some type, it will be persuasive to incorporate this in your summary section.
5. Test For Success
If you launch your Landing Page and you are seeing that few, if any leads are coming in, here are a few things you can do:
- Make sure that all of the appropriate back-end tracking has been set up.
- Use your test leads to guarantee that you are receiving confirmation emails for planned events, that your trigger emails are firing, and that your leads are being routed to the right lists, etc.
- Test, and test again, and then ask your colleagues to test, as well. This will give you another opportunity to discover any little errors that you may have overlooked.
Once you have all of these things covered, it’s all right to have some fun and let your creative juices flow. It’s very possible that if your message makes your target audience smile, you are going to be more likely to be remembered. And in the vastness of Google search results, being memorable can be a very good thing. Great Landing Pages are going to keep new leads flowing into your sales funnel in a consistent stream.
Thanks for taking the time to read my post on How To Create A Great Landing Page. I hope it provided information for the reader and was helpful in some way. You are welcome to pass it on to someone that may need the information. Please feel free to leave Comments or Questions below. Take care.