29 Jun 2017 Best Practices for Landing Pages
Let’s start with the landing page basics:
What is a landing page?
A landing page is an online web page used to drive traffic, make sales, or collect lead generation information. For example, if you’re an author who just wrote a new book, you might create a landing page for book pre-sales. You’d include a headline, a summary of the book, and a form that users can fill out. Collecting this data will give you a pipeline that you set up marketing automation for or send advance copies of your book.
When it comes to creating a landing page, though, you don’t want to just start slapping content and pictures and forms on a web page. You want to approach it strategically. You need to know the best practices.
2017 LANDING PAGE BEST PRACTICES
Match the headline on your landing page with the ads you’re running for an improved user experience
The goal: creating a landing page that converts. The way to make that NOT happen: create a terrible user experience. The first place you should start when creating your landing page is matching the content to your ads.
Here’s the deal:
It doesn’t matter if you’re running ads on Google, Facebook, Pinterest, Instagram, or anywhere else. If the content in the ad doesn’t match the first piece of content a visitor sees on your landing page, they’ll bounce. When the content does match, then it’s like an instant connection. You want that connection. You want visitors to immediately go, “okay. I’m in the right place.”
Use directional cues to keep visitors moving in the direction you want them to on the page.
Your website landing page should flow how you want it to. You’re going to want to avoid a page where visitors control all of the shots. A “choose-your-own-adventure” style landing page won’t convert traffic into leads let alone customers.
You might find this surprising:
Using directional cues like arrows, images, and even content, you can direct your landing page visitors to follow the process and flow you want them to. Can’t get the form above the fold? Then use an arrow to keep visitors scrolling. Need to get your traffic to read a specific piece of content, use an image of a person looking directly at that content. It all comes down to the directional cues you give them.
Keep landing page content laser focused on engaging your audience the entire time they are on the page.
You did all of the hard work of getting visitors to your landing page. You might have even dished out a few bucks with sponsored advertisements. Do you really want to blow that hard work and money by offering unfocused content? No. No, you don’t.
Here’s what needs to happen:
You need content so focused on your topic it could cut through steel. (Not literally, of course). The content you provide on your landing pages should be focused, clear, and concise. Visitors aren’t looking for a novel. They’re looking for specific information, direction, and a clue as to what you’re offering and why they should care. This isn’t a place for you to go off on a tangent. It’s a place for you to get your message across.
Simplify content to make landing pages more scannable.
Whether you love writing compound sentences, compound-complex sentences, or you hate writing altogether, your landing pages are places to keep it simple. You can be the world’s greatest writer of long-form sentences. It doesn’t matter here. Your website landing pages are a place for brevity. Bullet points. Informal writing. And sentence fragments.
It all still needs to make sense. Don’t try and condense everything only to lose the visitor because they’re confused. You have to think about the most important content. What does the visitor absolutely have to know? Focus on benefits not features. How can you make a positive impact in their life? Show them. Tell them. Keep it is simple, sweet, and short.
Use trust indicators to ease your visitor’s mind about the buying process.
Wait. What’s a trust indicator?
It’s something that will signify to the landing page visitor that your brand, product, or service is trustworthy. Sometimes, we call this social proof. It’s anything, literally anything, that’s going to indicate that your visitor is going to be safe by filling out a form, making a purchase, or anything else that you’re asking them to do.
Some examples include:
- Social reviews
- Supporting data
CTAS and buttons should demand attention by standing out from the rest of the page.
Finally, you aren’t driving traffic to a page with just content. You’re driving traffic because you want those visitors to do something. You want them to take action. To purchase something. To fill out a form. To download gated information. Whatever your goal is, you have to make it obvious.
Try using contrasting colors to make buttons and CTAs stand out. Make them larger than the page elements around them. Do whatever you need to do without completely disrupting the flow of the page to get your visitor’s attention. You want them to take notice of this. You want them to click that button. Fill out that form. You want them to take action.
It’s time to start creating landing pages that convert traffic into leads or sales. With these landing page best practices in your toolbox, you’re ready to start creating pages that nurture leads and generate real potential.
Need a little help?
That’s where the team at Iconic comes in. We’re design geeks and word nerds who love breaking web pages down. It’s about combining beauty with functionality. We have the touch. We understand the magic. And we’re ready to help you create landing pages that work.
Let’s get started!