However, just as a landing page will positively affect the performance of your website, so too will the specific design and layout of this page affect it's own performance.
In this article, I'll highlight the key areas that you should have covered when designing your landing page. These points are in no particular order of importance, just try to make sure you have them all covered.
Tip One: Eliminate Clutter
While you want to get all of the necessary information across to your potential lead, clutter can be the enemy of a great landing page. You don't want your visitor being overloaded with useless information, which might lead them to abandon the page without taking any action.
You could use the points below as a guide to the essential elements to include on a page.
Tip Two: Include Great Call To Action Buttons
It's really important to pay close attention to detail with these. For example, a traditional form might consist of a few entry fields and then a button at the bottom that says something like 'submit'. This is a terrible idea. You want your call to action button to be positive-action based - something like, 'Get Your E-Book Now', or 'Let's Talk'. It might seem like a small point, although this kind of thing will help to improve your conversion rate significantly.
Also, you should make this button very obvious and attractive to the eye - greens and blues seem to work very well here in terms of button colours.
Tip Three: Make It Crystal Clear To The User What They Are Getting
This might seem very obvious as you will probably have mentioned this in the advert/page that directs your users onto the landing page. However, your visitors will also expect to see a clear summary of what they will receive in return for their details when they get there. Continuity is key here.
Tip Four: Remove All Sign Of Normal Navigation Buttons
This might sound a little strange, although you really don't want to link to other pages on your website from your landing page. This is because the sole purpose of your landing page is to persuade the visitor to take a specific action - giving them other links to click on will simply reduce the chances of that happening.
However, it's a good idea to make your header logo link to your main site homepage, just in case your visitor really does want to check you out a bit further before proceeding.
Tip Five: Don't Forget About Social Sharing Buttons
Although you want to remove almost everything else from your page, social sharing buttons should be the exception. After all, if a website visitor likes the look of what you are offering they are likely to want to spread the word - a great way for them to do that is through social sharing.
Tip Six: Use Concise Language, Preferably Bullet Points
On each of your landing pages, you want to get to the point as quickly and as clearly as possible. You want your visitor to quickly and easily understand what you are offering - bullet points are a great idea here as they can be easily scanned and understood.
Tip Seven: Ask For As Little Information As You Need To Qualify The Lead
When it comes to your actual form, there is a fine line between asking for too much information and not asking for enough to make it a viable lead. Generally, the least amount of form fields the better - name, email address and business name are normally enough for the first time. You can then gather more details (such as phone numbers) as you move them through your lead nurturing system in the coming weeks and months.
Tip Eight: When It Comes To Language, Be Creative And Persuasive
Something else to think about is the form title itself. Although the standard method would be to say something like, 'Fill in your details to get your e-book', you might find that the following types of headers might work better:
- Where should we send your e-book?
- Tell us how we can send this e-book to you...
Tip Nine: Test, Test And Test Again
A crucial part of developing a killer landing page is in testing the success of tweaks and variations. You want to make sure that your landing page converts to it's highest potential and that means you're going to have to test different layouts, colours, calls to actions and more.
After a few tests, you'll have found the best combination and will built yourself an excellent landing page that will help deliver the best ROI on your lead generation campaigns.
Thanks for reading,
By Alan MacDougall
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Revenue Builder is a small business marketing strategy and tips blog designed to help small business owners and startups maximise sales revenue.