Let’s talk landing pages
Landing pages can be a huge asset to your company. We use them all the time here for tons of clients, including auto clinics, real estate agents, non-profits, and ourselves. But what exactly are they?
A landing page is a single web page that you drive traffic to through Google AdWords and pay-per-click. It basically allows you to easily capture a visitor’s information through a lead-capture form (AKA a conversion form). The ultimate goal of a landing page is to convert potential customers into paying clients. Whether you’re selling a physical product or a service, landing pages can be your best friend!
Because their main goal is to attract attention to your business or product, how you design your landing page matters a lot. Everything down to the color of a button should be considered, so let’s talk about how to design a landing page that really converts!
How to Design a Landing Page
1) Clear and Concise Headlines
As one of the first things people will read, landing page headlines shouldn’t be confusing or boring. Instead, they should compel a visitor to take a closer look. For example, addressing a specific point that is related to the content of the page will catch a reader’s attention more than having a vague and uninteresting headline.
2) Avoid visual clutter
Keep things simple and make sure the images you use on your landing pages support — not distract from — the pathway to conversion.
Consider your formatting as well. Clearly laying out your headlines, images, copy, capture form, and other elements can help you highlight the value of your offer and create a visual-friendly user experience. This will more easily guide visitors to complete the conversion and become a paying client.
Avoiding clutter also helps with load times, which is really important when you consider that a one-second delay in page-load time results in 11% fewer page views, a 16% decrease in customer satisfaction, and a 7% loss in conversions.
3) Add social proof
Similar to adding case studies or recommendations, try including some social proof on your landing pages. This adds third-party credibility to your content and can help boost conversions. Consider embedding tweets from users who have downloaded your content and said nice things about it. Or, ask if you can quote someone who left a nice message on your Facebook page.
4) Use contrasting colors
Keep in mind that you always want your main call-to-action, something like “take advantage of this offer”, to really POP off your landing page. So, when you’re encouraging visitors to fill out a form and click on that ‘submit’ button, make sure it’s easy for them to see where they can complete that action. Using complementary and contrasting colors is a great way to call a visitor’s attention to exactly where you want it.
Landing Pages Create Customers
The whole point of a landing page is to get you new clients. You want the intention of the page to be clear, the design to be simple, and the call-to-action to be obvious. Also, make sure you always get at least a name, email, and phone number, otherwise it’s just all pointless. The best way to do this is through a lead capture form. For loads of info about lead capture forms, check out our blog post!
If you’re wondering how to design a landing page well, remember that, in general, if you stick to good web design rules overall, your landing page will be a success!