Creating better landing pages is an ongoing project for most businesses and web designers. What worked last year may not work this year. Or maybe the current landing page isn’t converting as often as you’d like.
Whatever the case, you’re always looking for ways to make better landing pages. It’s a long-term process.
We’ve provided an overview of what web design companies recommend to keep top of mind when building landing pages. That includes brevity, a headline that encapsulates what you offer and entices viewers, a clear call to action, a great image and forms that don’t ask for more information than you need.
Here, we get into more granular actions you can take to create better landing pages.
12 Landing Page Tips
Any of the below, or some combination, can help you build a better landing page that converts at a higher rate. Pay attention to the details. They make a difference.
Match Your Headline to Your Call to Action. If you have a Call to Action (CTA) that promises something free and then add a catch to that on the landing page, you are sure to lose consumers’ trust. Make sure that the landing page message exactly matches the CTA.
Make the Landing Page CTA Highly Visible. It should large and positioned high on the page.
One Message. A landing page should have one message. Consumers should leave their information to find out more about your product or service. That’s it. Don’t confuse the issue with a lot of unnecessary information.
Design Flow. Ensure that every element on the page leads visitors to the CTA and the form they need to fill out. This goes hand-in-hand with messaging in the copy. This post on the psychology of web design talks about how page elements can influence action.
Social sharing. Never miss a chance to get a free referral. Make it easy for visitors to evangelize your product and share it with others on social media.
Don’t Use the Word “Submit.” Has anyone in the history of the world wanted to “submit” something? That’s not an inviting word. Instead, if you’re offering a free white paper, have the CTA read “Get Your White Paper” or “Download White Paper.” People want to feel as if they are getting something, not “submitting” something.
Image. Make sure it’s an image of your product in action or in a very attractive setting. Or both. Think of the best way possible to show your product. That should be your image.
Add testimonials or security badges. Both can make consumers feel more comfortable about your product. Or, to put it another way, they reduce anxiety about giving information online. Relaxed people are more likely to enter their information.
Make the Form Short. Design the form where it looks small – people get turned off by long forms.
Free Trial. Provide one. Consumers have come to expect it.
Segment Traffic. Have different landing pages for how people enter your site, i.e., pay per click ads, email, social media, organic web traffic, etc.
Informative Over Clever. While it’s amusing to you to have clever landing page copy with, for example, a pun or a joke, that’s not helping. People want a clear headline that tells them why they are there, what action they can take and why they should take it. Period.
Keep these in mind when designing your landing pages. Test how well they convert and make changes as needed. Making better landing pages is an ongoing process. But with continuous improvement, it will get better and better over time.
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