A Guide to Landing Pages
A Landing page is a web page that is created for marketing purposes for an advertising campaign and where a visitor lands if they click on a link or an ad. A landing page that is informational and well designed can increase your sales conversions. A landing page is a more specific place to take a visitor than the general website where they may need to travel around the site before they find what they are looking for. A landing page needs to be designed differently than a website and there are particular guidelines that you should understand in order for the page to be the most effective. The following are some of those guidelines that will help you with the design, content and framework that will make the landing page a benefit.
First, you have to decide what the goal of the landing page is. You will need to have an answer for why you brought the visitor to this page. Once you have a goal, then the design will be easy. After a goal, the expectation of the page will be needed. How many sales do you want to produce from this page? How many subscriptions, class sign ups, video trainings and requests for more information would you like to set at the standard? The landing page is the place to put the call to action and you will have to design a clear and precise one so that the visitor knows exactly what you want them to do. The call to action and the goal are partners in your landing page and one has everything to do with the other.
A landing page needs to be quick and easy to read. They should be extremely simple and be different than the rest of your website. Because a landing page has a specific goal, the addition of other information will not work. A visitor is here for just one purpose. The page should not have a lot of content, just enough to achieve the goal. It should be persuasive and well edited, only explaining the basic points. Remember, people are coming from somewhere else to get to this landing page and they have already shown interest in your offer. But, now that they are here, they want to start whatever process they need to get to what they want. Every sentence and every word on your landing page is serving a purpose, and that purpose is to support your call to action. Tell them what they want to know and get them to respond as quickly as possible.
Often, a landing page will include a form that a visitor has to fill out in order to sign up for something or receive information or even a gift. The form should only ask for vital information. Just ask for an email address. It is easy to fill out for the visitor and asking for anymore information will decrease the chances in them filling out anything else. Once they are onboard, you can ask them for more contact information. If they are filling out the form so that they can buy something, then you will need an address and phone number along with the email. Billing information is necessary to get the product delivered to them. Then, you will need a confirmation screen just before they place their order. Keep it simple and concise.
The design of a landing page is just as important as the copy. A good design should support the call to action. And this is especially true for the less is more.theme because the simpler your page and its design, the more likely it is to get someone to sign up or buy. A regular website will have lots of navigational tools and tricks on the pages. A landing page has no navigation. They only have clickable links which are the call to action and one that goes to the website. The design can still reflect your website with the same art and logo, color scheme and any other branding. The visitor does need to know where they are! Landing pages have been designed to be short and not multi paged. This is supposed to be the place for ultimate simplicity. If you need a visitor to do multiple tasks, create another landing page. These pages load quickly because they are not heavy with many applications. Short and speedy are the theme when it comes to landing pages.
The call to action, the reason for a landing page, should be located at the top of the page. Not only will a visitor see it first and know why they are there and what to do, but they will not have to scroll through tons of content in order to find the reason for the location. You still want the content to be helpful and full of information because this is where you hook them to become your customer. Many designs will also have the call to action button at the bottom of the page just in case someone read all the way through the content and NOW they are ready to sign up.
You don’t need lots of images on a landing page. Just a couple of powerful images will do the job. You can make the font size larger for easier reading and minimal clutter. And the larger the print, the less distraction. Even though you should use a bigger font size, don’t make it all headline size. The perfect line length for copy readability is 39 characters. Font size should match.
An email campaign that partners with a landing page should mirror each other. The attitude, personality and feeling should be the same between each. A landing page is the next rung of the email campaign and readers need to know they are following the same path. A very different design between the both may confuse the reader and make them not confident that they should be ordering or signing up. Repeat the same fonts, images, and colors from your email to your landing page.
The key to spreading your online visibility and establishing business credibility is a well-built website that reflects your products and services in an organized, modern, and aesthetically pleasing design. We at Everest Direct Mail and Marketing, can help you boost your online presence by creating an original website, fit to your business’ specific needs. We know that no two businesses are alike – so we won’t just throw your content into a basic pre-created template. Our experienced web designers will work with you to make sure each page reflects your products, services, and anything else you’d like to include. We guarantee we’ll provide you with a website you will be proud of, that reflects your professionalism, pride, and hard work you put into your business.
