What Makes a Good Landing Page?

Kimberly Burghart May 14, 2015

Landing pages are valuable tools that marketers use in order to generate leads and customers for businesses. Just like with any digital marketing endeavor, landing page optimization requires following best practices and performing testing and evaluation to achieve successes. Let’s take a look at what goes into creating successful landing pages.

What is a Landing Page?

In order to determine what constitutes a good landing page, we first need to answer the question “What is a landing page?” A landing page is a single web page designed to present an offer and convert a prospect into a lead. The landing page should be relevant to search queries performed or call-to-action buttons clicked. The page will almost always have a form used to capture visitor information. Let’s take a look at some landing page examples:

 

Landing Page Best Practices 

When it comes to landing page design, there are a few key best practices you should follow. Let’s review some of them.

Headlines: Clear and Obvious

Visitors will be looking to the headline to determine what they’re getting from this page and what they need to do in order to get it. Use action verbs such as download, register, sign up to make the purpose of the page very clear. Make sure to also state the offer in a concise, yet clear way. What exactly are they downloading or registering for?

Describing the Offer: Get to the Point

You could probably go on and on about your wonderful offer, but remember:  you don’t have a lot of time to communicate with your visitor. Explain briefly the essential details of the offer, but do not forget to elaborate on the offer’s value. Try to answer the question “How would a person benefit from receiving this offer?”

When writing the content to describe your offer, don’t forget about visual appeal. Use bulleted or numbered lists to help guide your visitors. Highlight important parts by using bold or even a different color font. Make sure the key points of the content are identifiable even to page skimmers.

The Form: Ask Enough but Not Too Much

Firstly, make your form is clear and relevant to the offer. If your offer headline states “Download our eGuide,” your form should include a button that also uses the word “download,” and, upon submission, should provide users with explicit instructions on how to download the eGguide.

When deciding what fields to include in your form, think about the offer you are providing. If you are offering a more educational or informative eGuide, this is a more top-funnel offer and your visitor is likely just looking to increase his or her knowledge. Asking for more than basic contact information (name, email, and company name and/or website) may be seen as too intrusive. Conversely, if you are offering some type of consultation or assessment, your visitors are likely more in the middle or bottom funnel and would be willing to provide more information such as company size, industry or areas of need.

Images or Video: Get Visual!

You don’t want your landing pages to just be a plain wall of text, so make sure you include relevant images or video.  If you’re offering an eGuide, show us the cover and/or a couple of the pages. If you want us to sign up for a demo, how about a quick one or two minute video that shows me a little more about your product?  Don’t overdo it, but a little creativity could go a long way when it comes to landing page design.

Navigation: Don’t Lead Visitors Away

Remember, the main purpose of your landing page is convert your visitors into leads or customers by having them fill out the form. You want them to stay on the page long enough to do so. This is why the majority of landing pages do not contain the typical website navigation menus. Including the navigation gives your visitor an easy exit, which is something you usually don’t want to provide.

There are certain exceptions; however, where a limited version of your website navigation may be appropriate. This could be be useful for something like a top-funnel offer where it would be beneficial for a visitor to learn more about your company by visiting different pages on your site. If you are going to use this method, make sure you are especially attentive in evaluating its effectiveness.

Test and Test Again

While the above best practices are important to follow, remember landing page optimization isn’t an exact science. Not everything you create will work the first time. Use A/B testing to experiment with different landing page designs. You can try everything from testing two completely different pages to testing ones with just some subtle differences in the headlines or images, for example. Make sure you have the proper tracking in place to determine which ones are performing better.

What are your challenges when it comes to landing page design and optimization? What landing page best practices have worked well for you? We’d love to hear from you in the comments below.

Have any questions about these best practices or want to learn more about how optimized landing pages can play key role in your marketing strategy? Contact us today to speak with an experienced digital marketing advisor. 

 





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