How to Create an Effective Landing Page
Posted by Nikki Wardle on Aug 9, 2016 9:00:00 AM
Your website is only as good as the leads it generates for you. So if your site is only generating spam form submissions, or just one or two quality leads per quarter, it's time to address that issue.
Lucky for you, creating an effective landing page is fairly straightforward.
Wait, back up. What is a landing page you ask? In the digital marketing world, it is defined as:
a standalone web page distinct from your main website that has been designed for a single focused objective.
Below are some key points to consider and/or address when creating your landing pages. These tips can help you increase your quality leads generated by your website while also enhancing the user's experience.
Always Include Your Contact Info
Put yourself in your customer's, or potential customer's shoes. If you have to search over several pages on the website to contact a business, you will most likely get frustrated and leave. I know, personally, I have left a site if I couldn't find their contact information.
Post Forms on Every Page
Okay, I know what you're thinking. I sound like a hypocrite since there is no form on the page you're reading. But this is a blog post, not a page that is offering a product or service.
Website pages that offer your product(s) or services need to have a form. The easier you make it for the customer to ask you the questions they have at the moment they have them, the more likely they will give you information.
Another point to remember about forms is: "less is better." The fewer questions you ask a potential new customer, the more likely they will hand over that information. After you have established a relationship with that customer, you can ask for more information.
Don't Use Cookie Cutter Templates
Your customers know a generic template website when they see one. In the real world, there are no "one-size-fits-all” website templates.
When investing upfront in your website (and that amount will vary for every business), have a clear strategy and goal for each page or page types. A well thought out page design and focus will make the experience for the user better, and bring in more qualified leads for you.
Keep the End Goal in Sight
Generating leads is great, except when they are not the "right" leads. Or maybe they are the right kind of customer, but you are not offering them the right product at the right time.
Your landing pages should guide the user to exactly what actions you want them to take. And even after they have completed the form or taken the action you want, what's next? Can you guide the user further down the sales funnel? A well-defined starting point and end point will make it easier to turn leads into customers.
Whitespace Can Be Your Friend
Whitespace, a.k.a negative space, empty space or blank space (no, not a Taylor Swift reference), is a very powerful thing. When there is one very clear action your want the user to take, cutting up the page with other elements just to fill the white space will only distract the user and you run the risk of losing a potential customer conversion.
Test, Test, and Test Some More
When you are all finished (or think you are finished) building the perfect landing page. That's when you test, test and then test some more. Remember, just because you think the layout, message or images are crystal clear doesn't mean your users will think the same.
Try creating 2 or 3 different landing pages with variations of the same action or message and rotate those at different times. The results may shock you.
Testing landing pages is a great way to know exactly what works for your users and customers, and how best to get those website leads to become returning customers.
Written by Nikki Wardle
Nikki has a degree in Marketing from Boise State University and worked as an Inbound Marketing Specialist at Tribute Media from 2014 to 2019. She's a Google Whiz and dog lover, now serving as a marketing director for a local veterinary clinic.