For many online businesses or businesses with a strong online component, landing pages serve as an important marketing tool. They typically offer a visitor some form of exclusive content, such as a whitepaper, or a deal of some kind on a product.
Of course, it’s not enough for you to simply throw up a page you threw together in fifteen minutes. Internet users expect a certain level of sophistication from websites, which means you must employ landing page best practices.
The following guide will give you five best practices to keep in mind for your landing pages.
1. Keep It Simple
A landing page should only do one thing. If you want more leads, the page should focus on generating those. That means simplifying the messaging.
For example, you might find yourself tempted to talk about your company history. Company history is a great tool for branding, but it’s almost never the point of a landing page.
It also means your website design must provide no obvious options for leaving, such as a navigation menu. Get your web design people to remove those distractions.
2. Value Focus
When it comes to landing pages, you maintain a value focus. What will the whitepaper you offer in exchange for email addresses actually provide the recipients? If you don’t spell out those benefits and the value, you can’t expect visitors to want it.
Of course, that means your content must provide actual value. It should facilitate some improvement to your visitors’ lives or businesses.
3. Solid Visuals
A good landing page needs at least a few solid visuals, whether it’s a mockup of an ebook cover for a whitepaper, an infographic, or a lifestyle photo. If you outsource the work, a marketing team or site design team will generally provide the images.
If you’re a solopreneur, it never hurts to brush up on your photo or image editing skills. One of the most common skills you need is removing an object from a picture in an editing program.
4. Responsive Design
With so much web traffic consumed on mobile devices and tablets, you need a landing page that works on any screen. That means you must start with a responsive design. A responsive site configures the text and images for best display on the screen size of the visitor.
The whole point of a landing page is that you want a visitor to do something. Don’t expect the visitor to intuit what you want. Ask them to do it with an obvious call-to-action.
A clickable button with phrases like “Order Now” or “Get Whitepaper” can take you a long way in the right direction.
Parting Thoughts on Landing Page Best Practices
Landing page best practices follow two essential prongs.
One prong focuses on simplifying the content and site design so that visitors don’t get distracted and leave. The second prong focuses on content. You must structure content so it conveys value and encourages some action from visitors.
CrazyLeaf Design specializes in web design, graphics, and app user experience design. For more information, please contact CrazyLeaf Design today.