What’s the difference between a landing page and a regular webpage? Technically, a landing page is simply where your visitors first arrive (or “land”). When it comes to marketing vocabulary, a landing page has a much more focused meaning: It’s a standalone webpage designed for one objective, to guide your visitors toward a specific action. Ideally, you capture information from potential leads using a form as well. How can your landing page best accomplish this? Here are nine best practices for landing page design and content that get results.
1. A single, focused message.
Your page needs a call to action that offers something to your visitors. Examples include “Download a free trial” or “Use this coupon” or “Schedule a free consultation.” Whatever you choose, it needs to be have compelling value for your visitors.
2. A big, bold, clear headline that makes your CTA clear.
This might seem obvious, but there’s always a temptation to get a little carried away with a creative headline. Keep it simple and don’t lose focus. If you want visitors to download a free trial, that should be your headline.
3. Match your ad.
If your visitors are clicking through to your landing page from an ad, make sure your headline matches the one you used in your ad. Your visitors need to know right away that they’ve arrived at the right place.
4. Be succinct.
We all know about short attention spans when it comes to web page content. Keep it easy for your visitors to scan with bullet points and short paragraphs instead of dense, long chunks of text.
5. Keep important information above the fold.
Yes, that’s an old newspaper term, but the principal is the same. Don’t make your users scroll down to get to your button or your form.
6. Limit navigation options.
The point of the landing page is to get users to take that one, crucial action: fill out a form, click on a button. Keep navigation options limited so your visitors don’t wander away before you get a chance to capture their data.
7. Use videos and images.
Relevant images and videos are attention-grabbers. They also help your visitors process your information more quickly, so choose meaningful images that reinforce your CTA.
8. Keep your form short.
You need to ask for names, email addresses, and other information in your form, but stick with the bare minimum to get the lead data you need. Visitors get turned off when they’re asked too many questions. Addresses or telephone numbers can be especially troublesome.
9. Avoid the boring “Submit” button.
Here’s a small but valuable tip: When your visitor fills out a form and clicks the button to submit, give that button a better name! Try something less generic and more engaging, something that reflects the action they’re taking: “Register” or “Download Free Trial” or “Sign up” might be better choices.
These simple tips will help you herd your visitors toward the action you want them to take, and move them closer to your goal. Your landing page, used for good, is a crucial tool for getting leads that are truly interested and engaged in your product or service. So keep your message, your content, and your design clear.