A landing page is often times the first thing a potential customer or reader will see when coming to your website, so it’s super important that you make them really stand out.
That said, landing pages can be a bit tricky to create. But, by following the general guidelines listed below, you’ll be well on your way to creating the perfect landing page that really grabs the attention of your readers.
Let’s get started!
1. The Landing Page Branding Should Match the Ad Copy
Most of the time, people are coming to your landing page because they were directed there after clicking on an advertisement, like a Google Ad or Facebook Ad. To ensure that your message isn’t lost, the branding of your ad needs to match the branding of the landing page – this way, potential customers will be more likely to put two and two together. For example, if you use a certain image or catch phrase in your ad, make sure that you use the same image and catch phrase on the landing page where the ad directs.
2. Compelling Headline
Headlines are always important in any content creation, and landing pages are no different. 8 out of 10 people won’t make it past the headline of any article, so it’s your job to create a headline so compelling that they’ll have to keep reading. Try focusing on the problem your product or service will solve and really cultivate a sense of curiosity.
3. Descriptive Subhead
Maybe equally as important as the headline, the subhead will give your readers just a little bit more information on what’s to come in the following article. This is your chance to reinforce the reason why they came to your landing page in the first place and really compel them to keep on reading through to the end of the page.
4. Emotionally-Charged Images
Our brains process images 60,000 times faster than text, so it just makes sense to include as many relevant images as possible within your landing page. Focus on images that invoke a sense of happiness and target the emotions that will cause potential customers to want to learn more. Make sure you images are also large and high resolution, as this causes them to look much more professional.
5. What is the Value?
What’s in it for your customer? What do they get out of your product or service? Whatever that may be; be sure to highlight the values and benefits that your business can offer your customers. Give them a reason to want to learn more about your product or service.
6. Solve a Problem for Your Readers
Going along with instilling value, think about what problem your product or service solves for your customers. Maybe it saves them valuable time in completing a task or maybe it helps them to stay better organized. Whatever the problem, you need to convince your potential customers that your business has the ability to alleviate the pain associated with that problem.
7. Offer a Guarantee
Sometimes trying new things can be scary, especially if you aren’t sure how the end result will turn out. Reassure your potential customers by offering some sort of guarantee for your product or service. Maybe that means offering a money back guarantee – whatever it may be, make sure that you clearly highlight it on your landing page.
8. Include Glowing Testimonials
Nothing is more convincing to potential customers than a positive, glowing review from people who’ve already done business with your company. Collect as many positive testimonies from past and present clients that you can, and include them on your landing page for a bit of social proof that what you’re doing truly does work.
9. Don’t Forget Contact Options
Always include a way for readers to contact you directly from the landing page. This not only helps to increase the response rate but also instills a sense of trust from readers, as they become convinced that you are ready to answer their questions. Some options here would be a “contact” button directing readers to your own contact page, a “call now” button for mobile or even an embedded contact form directly on the landing page.
10. Focus on the Content Above the Fold
This is content development 101 – the important information needs to occur above the fold (or what you see when clicking over to a website without scrolling down at all). The information that appears above the fold will work to connive readers to keep reading the rest of the words on the page, so make sure that your most compelling information is placed there.
11. Get Rid of Distractions
When a potential customer visits your landing page, you don’t want them to be distracted by a newsletter sign up, a link to your blog or any real outside links for that matter. You want them to be able to focus on the content of the page so that they keep reading through to your call to action at the end. Set your landing page up in a way that minimizes distractions by including fewer links and sidebars.
12. The Landing Page Call to Action
Perhaps most important of all – the call to action, your final chance to convince readers that they need to become customers. The number one rule here is to be as specific as possible. Make it abundantly clear as to what it is you are asking your readers to do. And keep it short and simple. The body text of the page should have already warmed your readers up to the idea, so you don’t have to go overboard with the text in your call to action. Just make a quick, specific ask to close out the landing page.
Landing pages aren’t difficult once you get the hang of it and practice a little bit. And with these tips under your belt, you’ll be well on your way to landing page success!
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