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Best Practices for Landing Pages

August 21 2017

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Landing pages are the first page that someone visiting your site will see. It gives them insight into what the website is about, what their user experience will be like and the goals they will be able to achieve by using the site. First impressions make a big impact, and a bad one is difficult to correct, especially when a visitor to your site has countless other possible sites to go to. That’s why it’s crucial to get the landing page right. Here is a run-down of the most important things to think about when creating an ideal landing page for your target audience:

Design and Layout

  1. You want to keep your content simple. Visitors will decide in a few seconds whether the website they’ve been directed to is worth staying on. So you need to present content in a way that is very readable and accessible. One way to do this is by putting your content in bullet points, making them easier to read.
  2. You also need a bold, big call to action (CTA) that is to the point and grabs the reader’s attention, ideally at the top of the page rather than lower down, so readers don’t have to scroll to find it. You can include cues directing people’s line of vision to the CTA, which can be arrows or highlighting borders, as well as images.
  3. The headline should match the advert that took them to the site, so that it’s clear that they have been taken to a landing page, rather than an unrelated site which might be suspicious or a spam site.
  4. Then again, why only go for two landing pages? You can create multiple sites for different traffic flows. Depending on whether your visitor comes from an email link, social media platform, QR code or somewhere else will effect the purpose of their visit and the landing pages can be designed to make it easier form them to complete that particular task.
  5. Message and Medium

  6. Your message needs to be simple, single-focused if possible. It should leap out at your visitors in a couple of seconds. It also needs to be congruous: every element needs to be aligned with and refer back to the primary goal of the landing page.
  7. Use video! Video content is popular, shareable and can improve conversion by as much as 80%. Keep it short and relevant, introducing you, your company or product on offer.
  8. If possible, preview the product. For example, if the product is a book then provide the first chapter for free. Use multimedia to put the use of the product or service into context, since it might not be entirely obvious how it is used at first.
  9. Creating Trust

  10. Social proof indicators, such as positive reviews or number of sales, are cues that your products are popular with people, which is taken as a sign of quality and reliability.
  11. The same is true of authentic testimonials by customers who have used your product or service.
  12. Include risk-guarantees, i.e. replacing a faulty product or allowing customers to return a product they recently bought. This will help potential customers to make the decision to buy. You can also offer them a free trial.
  13. Finally, let them know who you and your associates are. Give your phone number or contact details so that they can contact you for feedback. Include partner co-branding if you are partnered with another company, as this increases trust by association.

These tips will help you to craft a memorable, helpful and user-friendly landing page which will convert visitors into customers and help to spread the word.