Landing pages serve several purposes, and outstanding web design is essential for the best landing pages, even if they ultimately appear quite simple. With your landing page, you’re trying to induce a visitor to go to a specific page, make a purchase, give permission for email or phone follow-up, or provide feedback. Most companies use multiple landing pages, each designed to appeal to those who arrive via search engine, social media, or other channels.
Multiple landing pages let you tailor your message to different users.
What do the best landing pages have in common? They build enough trust with the user to prompt them to take the action you want them to and “convert,” moving toward a narrower stage of the marketing funnel. The more appealing landing pages are, the more conversions you’ll get and the more leads will be generated. Here are the top elements of a successful landing page.
An Outstanding First Impression: Headline, Sub-Headline and Images
Great first impressions are essential for effective landing pages, and the first step toward prompting landing page conversion is carefully developing your headline, sub-head, and images. Your headline must be brief and capture attention, focusing it on the purpose of the page. Your subhead lets you take the concept in your headline a little further with a bit more detail. Images should be illustrative of your message or product, and of outstanding photographic quality.
Solid Copywriting to Build Trust
If you sabotage your visitor’s trust immediately by promising something great but offering ungrammatical, poorly worded content on your landing page, don’t count on conversions. Landing page content doesn’t have to be great literature, but it should be clear, specific, and offer compelling proof of benefits before expressing a call to action that leads to a landing page conversion. Excellent copywriting builds trust.
A Narrow Focus
With your landing page, you want a specific action, so tailor everything on the page toward gaining that specific action. Don’t overwhelm visitors with choices. In fact, although navigation on the rest of your website should be clear and logical, you don’t need a navigation bar on your landing pages, because they take away from your focus. Likewise, detailed information like your company philosophy are better left to your “About Us” page.
A Form of the Correct Length
In general, the longer the form you ask visitors to fill out for a landing page conversion, the less likely they are to proceed. However, in some cases a more detailed form can help you collect fewer, but higher quality leads. Some companies use data enrichment services that compare form data to that in huge databases and augment it with valid data that has already been collected elsewhere, allowing them to keep forms short.
Users don’t want to relate their life’s story in order to download a white paper.
Your Call to Action: Urgency and Incentive
Landing page conversions depend on a clear call to action that promotes a feeling of urgency and offers an incentive, such as a discount code, a free e-book, or access to restricted content. The call to action should be specific (“Watch the video now” rather than “Click here”) and indicate what the user is going to receive in return for filling in the form and clicking. Color, size, and placement of your call to action button can also affect conversions.
Analytics so You Can Test and Improve
Web design is as important to the deceptively simple landing page as it is to the rest of your site. Accordingly, it should collect sufficient analytics so you can double down on what works, and change what doesn’t. Analytics allow for effective A/B testing of every element, from different headline versions to different images to different colors and placements. If what appeals to visitors changes over time, your analytics keep you aware so you can respond appropriately.
There’s no one template that will give you the ideal landing page. That’s because the intersection of your brand, products, and visitors are unique. You will most likely develop multiple landing pages to appeal to users arriving from different places, and you will need to test them to learn how to fine-tune them for better conversion results. Your web design company should understand the importance of landing pages, how to develop them, and how to test them for effectiveness.
Maxburst, a Long Island-based web design and development company, considers the unique requirements of every client from the idea phase through everyday operation and beyond. Maxburst understands the characteristics of the best landing pages and knows how to apply these principles to your unique brand, maximizing landing page conversions and starting off the customer relationship positively.