A landing page is essential to converting your web visitors into valuable leads. Since Microsoft developed the idea of a single-use page for a product sale conversion in 2003, landing pages have grown to be incorporated into virtually all successful digital campaigns.
What is a landing page?
A landing page has many names, including a lead capture page, single property page, destination page, splash page, and conversion page. This list of terms is used to describe a single-purpose page that is designed to convert visitors into leads or even buyers. These pages are often linked to social media posts, video ads, web pages, or other assets of a marketing campaign.
How important are landing pages?
Landing pages are crucial to a successful digital marketing campaign. A proper landing page helps marketers understand their visitors, collect lead source data, increase user experience, decrease frustration in the sales cycle, and lastly increase conversion rates.
How to design a compelling and effective landing page?
Landing pages are increasingly popular because of their positive effects on user-experience and conversion rate of web traffic, however, to experience these positive effects the page must be optimized with a few key elements. Below is an inclusive list of key factors that your landing page should include to keep visitors engaged and continuing their path towards conversion.
Landing Page Key Factors
Graphics and imagery selections are extremely important when designing your landing page. Remember a landing page is a single purpose page so think quality over quantity when selecting imagery. A professional and impactful graphics will outweigh flooding the landing page with imagery.
2. CTA Content
There are two components of a compelling call-to-action (CTA), styling and language. When styling the CTA make the button treatments stand out by using complementary colors, a specific size, or even padding. Language should be actionable and specific. Check out the examples below.
The more whitespace the better. Significant spacing between sections allows visitors to focus on one section at a time, making it easier for them to digest the information. The majority of web users are comfortable with scrolling - we don’t need to squeeze everything above the fold. Let the page and your visitors breathe!
4. Short & Sweet
Keep section headings short, simple, and targeted. When designing the landing page ask yourself: What is the visitor looking for? What problem are they trying to solve? Use the large headings to address the visitor's needs. Use smaller body text to describe the actual product or service.
5. One Primary Goal
A landing page should have one single objective. This factor is crucial and is even asserted in the definition of a landing page. If your landing page has more than one purpose the user will not convert as easily and could find the page frustrating and too busy.
6. No Distractions
This ties into the last bullet, your landing page should have a single purpose so it is important to remove all the other features as these are distractions and will take away from the action the page is funneling the user to take. Remove distractions like the main menu, secondary menus, or social links. Navigating the visitor to other site sections or content is not that objective. We want to keep visitors focused on the conversion once they have reached this page.
7. Include support information
Adding popular FAQs or other ways to quickly contact your support staff will look favorable to your visitors who might be on the fence.
8. Embed your forms
Landing pages are designed to convert traffic. To do this you must remove any extra clicks or steps between visiting the page and converting. Embedding forms visitors need to fill out directly into the site as opposed to making the visitor click to complete it will streamline their process and increase conversions.
9. Text Alignment
If section body text is long, ensure proper alignment and line length. It is recommended to left-align text that is more than two lines - avoid centering or justifying. Keep a max-width on paragraph text to limit lines to 55-100 characters.
10. Display Authority Symbols
If your company has an award or claim to expertise relevant to the landing page's topic then you should include them on your landing page. This claim to authority on a subject will let the visitor know your expertise without moving to other pages of the website.
11. Spend time on the color scheme
Your web visitors will appreciate the look and feel of a well-coordinated landing page and will relate this polished look to your product. The use of black and white shows a lack of effort. Even shifting to a dark gray for text could have a favorable effect.
Now it is time to design your landing page
Building a landing page that converts traffic will take some effort and time, but a proper landing page will pay off in terms of web traffic conversion and even leave your visitors with a more positive user experience.
A landing page is not designed to trick your customers into becoming leads it is simply a way to take away all the web noise and allow them to focus and the products or services that got them to the landing page, to begin with. Now it is time to design a landing page that will drive leads to your business.