Having a great landing page is an essential component of small business strategy. A successful page has the immediate benefit of generating sales and sign-ups as well as longer term benefits like developing brand recognition, trust, and loyalty.
Most landing pages follow a similar layout: a title; a “hero graphic”; a list of benefits; some sort of supporting evidence, such as testimonials; and the call-to-action button which your customers will click. A quick search online will give you lots of basic information about layout.
Designing good pages is easy but it requires good planning first. Here are our top tips for creating an awesome landing page!
1. It’s about the customer
You’re a great business and you have a great product, but don’t forget that your landing page is about the customer. Design your page through their eyes. How does your product or service benefit the visitor?
2. Less is more
Too many landing pages are bogged down with unnecessary detail. What you’re actually looking for is the Goldilocks approach – just the right amount of information; not too much, not too little. A short list of just the key benefits carries greater impact than a long list of fluff.
3. Keep it simple
Begin with a short, sharp, attention-grabbing title. A subheading allows you to reinforce the title while keeping it short. Use white space to achieve visual balance. A trick used by graphic designers is to focus the eye to the side of the page to get a feel for the “flow” of the content.
If it feels too busy it probably is! You’re looking for a clean, uncluttered landing page.
4. Using video
With HTML5 you can replace the traditional “hero image” with a video. This works very well for products and services which are a bit more complex. Try searching Youtube for “Inbox by Google” for a good example.
5. Go mobile first
As much as a third of all e-commerce now comes from smart phones and tablets. By designing your landing page for limited screen sizes, you get the added bonus that you are forced to keep your design simple. You can then scale up your mobile template for more detailed desktop versions.
6. Why stop at one landing page?
If you have good internet presence you’re going to visitors arriving from different places. Some will come from clicking ads; others from social media like Facebook. This gives you an opportunity to have multiple landing pages. Each is tailored to a different audience.
Remember to keep your design consistent between the origin and destination!
7. Build credibility
You’ll want to include several elements to build trust with your audience. This includes awards, trust seals, and testimonials. It’s also common practice to include a privacy statement to reassure your customers.
Be careful when referencing external customer reviews; many people use these facilities to troll or be misleading. Also, a single bad review might undo all of your hard work!
8. Limit the exits
The idea of a landing page is to capture your audience so you don’t want to provide too many links off the page. An alternative is to include a phone number or live chat option.
This caters for potential customers who aren’t quite ready to commit but who might be with more information.
9. Your call-to-action
This is the climax of your landing page. Make sure it is clearly visible and obvious. Can you make it more attractive by including a free offering in the button’s wording? Is it clear what the customer gets when they click your button?
10. Keep tweaking!
Once your landing pages are up and running, test them against free online grading tools. Don’t forget to keep checking webstats for page visits.
You’ll probably need to tweak your pages occasionally to optimise their effectiveness but in time you’ll end up with an awesome landing page.