July 5, 2017

Landing Page Best Practices

hand pointing to Sales that is on a whiteboard

Your landing page is most likely the first thing visitors to your website will see, usually because they have been directed there through an internet search result. This page says a lot about you and creates the first impression of your website … and possibly you business too. So, you will want to make sure you follow landing page best practices.

Give careful consideration to what you want your landing page to state, and what you would like your website visitors to do.

By the way … squeeze pages, lead pages, list building pages; these are a few of the names others have given landing pages in order to gain a new focus on this topic. Don’t kid yourself; they are virtually the same thing.

What is a Landing Page?

It is a page which may be either separate from your website (a standalone web page) OR it could be a dedicated page on your website. What truly defines a landing page is its goal … and, the chief goal really should be conversion.

Therefore, your landing page should be designed with features to encourage your website visitors take an action that you want them to. Landing pages are valuable marketing and advertising tools to help you make sales, generate leads, or build relationships with your site visitors … and hopefully potential clients.

There are two main types of landing pages: lead generation (or lead capture pages) and click through landing pages.

Lead Generation Pages

The main goal of a lead generation page is to get contact information from your website visitors, requiring at the very least, their name and email address. This information will enable you to make future contact with them and hopefully foster a working relationship.

Lead generation landing pages which require more information usually make use of a form for collecting the data. You may choose to use a landing page builder or landing page template that contains a form to help you with this process.

By following the best practices listed below will help you to learn how to effectively implement this method for boosting your conversion rate.

Click Through Pages

These landing pages encourage your visitors to take another action by “clicking through” to get to a new web page, which may provide additional information to make them more comfortable, prior to making, say, a purchase.

This method can help to establish your credibility by not bombarding them with a “buy it now!” button straight away, and it can also help to build their confidence in you.

Many website owners use this method with success. If your potential client follows through your call to action then your probabilities for conversion using this method should also be increased.

A direct sales page is a good example of a click through landing page.

If you want to see some landing page examples simple search using Google and you may even find some being offered free. You may even see expanded classifications for the different types of landing pages, but they all generally fall into the two previously mentioned categories.

Creating a landing page is really not that difficult, but if you feel that you need help, you could consider getting help from a web designer.

Key Elements of a Landing Page

Developing an effective landing page that actually converts comes down to using the best practices. There are some essential elements which must be given attention to in order to have a properly targeted landing page. For instance:

  1. What is your goal?
  2. Is it lead generation, relationship building or direct sales?

What you would like to accomplish will determine the type of features you need to use on your landing page.

11 Best Practices for an Effective Landing Page

1.) The first and foremost rule you need to adhere to is to have a singular purpose and focus for your page. This will mean that you have to think about what you would like your site visitors to do before creating you page.

Example questions to ask yourself:
   Are you using this page as a lead generator?
   Do you want to make a sale?
   Or would you like them to click through?

2.) Next, you will want to create a catchy headline which will speak to your visitors. How you say it is almost as important as how you present it. Use appropriate font size and colour in order to gain their attention.

Research has shown that over 60% of people prefer to see every first letter in a title capitalized. Some websites which have conducted A/B testing on their landing pages have discovered that a change in the landing page title to a more effective one has boosted their conversions very as well.

To support a catchy headline, you may also want to make use of a secondary headline which clinches the basic point of your purpose. For this too, pay attention to the font style, size and colour you use.

screen print of catchy headlines

3.) Another extremely successful tool is an explanation video. Some landing page tests have revealed that the use of these videos have boosted their conversion rates to close to 150%!

4.) You should give serious consideration of including a telephone number in a strategic location on this page. This lets your website visitors know that there is an actual person (or persons) behind the business offering this page, and this in turn helps the confidence of your visitor and can boost your credibility.

5.) Including trust indicators is another good practice to incorporate. Information such as trust and security seals … for example from the BBB or testimonials, ratings and reviews, can be very helpful in achieving conversion.

Trust indicators are such things as seals of approval, a privacy policy, a money back guarantees, return and refund policies; In other words, anything that adds to your visitor’s ability to trust your business.

This is beneficial whether you are reaching out to individual customers or trying to accomplish lead generation through B2B. Trust indicators have been proven to enhance internet lead generation, boosting conversion to between 40 and 60%.

6.) Using bullet points when explaining. This makes it much easier for your visitors to read and understand quickly.

7.) If you choose to use an explanatory paragraph, it is of great importance that you give attention to proper grammar. If your message contains grammatical and spelling errors, it is very likely that your site visitors may become sceptical of your credibility, which will cause you to lose business.

8.) Many lead pages have chosen to remove the navigation bar, eliminating all unnecessary distraction. By removing these temptations for your potential client to navigate away from your page, they are more likely to follow your call to action.

9.) Another distraction can come in the form of links. Greatly minimize the use of links on your landing page to prevent visitors from becoming frustrated with having to visit too many other pages or websites before making their decision.

If you must include a link or two, they must absolutely contribute to your objective. However, if you are getting visitors from several sources, you may want to use extra landing pages instead of links.

10.) Formatting is the final landing page practice we will look at here. This takes into consideration the placement of the information on your page. It must be visually appealing and flow.

11.) Consider placing your call to action button above the fold on this page to prevent your visitor from having to scroll down to get to it. The button should also have good visual impact.

TIP: If you are including images ensure that they are “spot on” in terms of relevance, and that they are appropriately positioned.

By following the best practices for an effective landing page stated above, you only need to be concerned with what you will be offering, and your landing page will do the rest!

Sharing this post will help us to help you with more great posts in the future. All comments will be greatly appreciated.


Credit for Header: image by © Vaeenma | Dreamstime.com –Internet Marketing Photo

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