June 2017

Landing Page Best Practices

You only have about 6 seconds to grab someone’s attention and then they are on to the next thing. Here are some tips for creating compelling landing pages that will entice them to take action.

 Hone That Headline

A headline is the first thing a visitor to your landing page is likely to see.  Avoid headlines that waffle, are weak or ambiguous. Instead, make sure your landing page’s headline sums up the content of the page in a concise, engaging and eye-catching way.  This way, visitors will be more inclined to stay on the page and follow through the call to action.

Align Your Landing Page’s Offer with Your Audience

Ensure that the offers and deals on your landing page cater as closely as possible to the requirements of your target audience.  Failing to provide an offer that caters for the needs of your target audience will result in poor performing conversion rates.

Use Great Images

Avoid overloading a landing page with images but ensure there is sufficient visual content to bring the page life. Including relevant and inspiring images help attract visitors to landing pages by making them more visually stimulating. That said, not any old image will do. The more original and striking, the better.

Position Images Strategically

They should be carefully positioned. Rather than placing images haphazardly on a landing page, position them so they direct the visitor to the call to action.

Striking images that draw attention to call to action help boost conversion rates.

Make Good Use of Video

A short, concise and entertaining video works well on landing pages and can help boost conversion rates.

Provide Emotive Content

Content that appeals to the emotions and crafts a sense of tragedy, sadness, happiness and deliberation is often significantly more effective than bland and boring landing page text. Spice up your landing page by creating content that makes visitors feel emotionally connected with the page and what it has to offer.

Address Specific Concerns and Anxieties

An effective landing page provides answers and solutions to problems. A landing page that eliminates concerns and apprehensions helps build trust with a brand. Improved brand trust results in visitors being more likely to convert.

Make Landing Pages Mobile Responsive

In 2016, research showed that mobile web usage overtook desktop for the first time. Given the prolific use of getting information online while on the go, landing pages need to be mobile-responsive to garner the best results.

Put simply, if visitors are unable to navigate to or use your landing page from a mobile device, they’re likely to dismiss your site, often in favor of a competitor’s site.

Break up Text with Bullet Points and Subtitles

Online readers are lazy. There we said it! Ensure your landing page text is easy-to-read and digest by using plenty of bullet points and subheadings.

Place a Phone Number and Other Contact Information on the Landing Page

Don’t feel afraid to make the company number or your direct phone number visible on a landing page. Build trust with visitors and potential clients by letting them know they can contact you directly.

Share Landing Pages on Social Media

You’ve created a landing page you’re proud of. Shout about it!  Social media is an effective tool for lead generation. It should be used to promote landing pages and encourage followers to visit them by sharing the link alongside some promotional text on social feeds.

Place Call to Actions ‘Above the Fold’

Above the fold refers to the section of a webpage that does not require strolling to. Make it as easy as possible for visitors to carry out your call to action by placing it ‘above the fold’.

Practice Consistency

Another landing page best practice to consider is to make the page consistent. Make the text and message on the page consistent with the tone of the rest of your website.

Make Your Brand and Personality Resonate

As well as being consistent with the overall tone of the website, a landing page should reflect the overall personality of your brand. This way, visitors will be able to identify your brand within the page.

 

Tech Tips are Brought to you by

LIASB Technology Co-Chairs,

Joy Graceffo – Long Island Essential Software & Training Joy_Graceffo@liesoftware.com

Fred Dunwoody – FJD & Associates fdunwoody@fjdassociatesinc.com

June 2017

Landing Page Best Practices

You only have about 6 seconds to grab someone’s attention and then they are on to the next thing. Here are some tips for creating compelling landing pages that will entice them to take action.

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