One of the best things you can do for your online marketing strategy is to create great landing pages. Even an irresistible offer will only get you so far if it is placed on a distracting, unattractive landing page.
Great landing pages are not only able to catch the eyes of visitors but convince them to complete a certain action, whether it is to sign up, download, or buy. Here are five tips to creating a terrific landing page:
#1 - PAY ATTENTION TO DESIGN
The design of your landing page matters a lot more than you’d think. Landing pages have one purpose in mind - to convince visitors to take a certain action. If you want to get people to convert, you have to make the process as easy for them as possible. This means that every single element on your page should contribute to that goal.
Great landing pages are created with striking color palettes and visual elements that add rather than detract from the objective of the page. Colors especially can be useful when drawing attention to the right areas of the page. Your call-to-action button, for instance, should stand out. By creating contrast with color, placement, and size, you can make it noticeable to anyone visiting the page.
#2 - SIMPLIFY
Although it can be tempting to throw in as much as possible on your landing page, it’s crucial that you don’t. Remember - everything on your landing page should be leading to one specific action. This means that popups, unnecessary information, and other elements may do more harm than good because they are distracting visitors from the main goal. You want people to convert, after all. By keeping it clear and concise with the essentials, you’ll be driving people further down the sales funnel rather than sending them off on another tangent.
Your copy should be simplified as well. Too many words in a complicated format will just overwhelm visitors and cause them to leave the page. Keep it short and to the point and make sure the essentials are placed above the fold. The design should be clean and attractive without pulling away from the overall message. You could even consider adding a video if you want to cut text down even further.
#3 - CONVEY VALUE IN THE HEADER
Your visitors should be able to clearly see what you are offering from your header. It isn’t just about stating what you’re offering either - you want to convince them that what you are offering is of value to them. You should be able to state this in your header, perhaps adding some supporting details in your subheader. If you wish, you can even use the subheader to state the actual offer. This really depends from case to case. Ultimately, you have to remember that you only have a few seconds to persuade them that your offer is worth a second thought, so make those seconds count!
#4 - USE TRUST SIGNALS
For visitors to take you up on your offer, they have to trust you. There are several trust signals that you can use to convince people of your credibility. A classic example of a trust signal is testimonials. People are more likely to trust peers than they are to trust you. By asking your past satisfied customers for testimonials, you can reassure visitors that you are worth trusting. Even putting a “like” or “follow” counter will help!
Another valuable trust signal is badges. If you have worked with popular brands and companies, putting their logo on your page may boost your reputability by quite a bit.
#5 - BE MOBILE-FRIENDLY
Since a growing number of people are surfing on mobile devices, it’s increasingly important for your landing page to be mobile-friendly. You wouldn’t want to miss out on a whole chunk of conversions, would you? By creating a page that looks and functions just as effectively on smartphones as it does on desktops, you don’t have to!
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The Waveguide Knowledge Base currently features bite-sized explanations of UX design patterns, mobile design examples (iOS and Android screenshots) and landing page examples (web screenshots).
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