5 Tips for Making Great Landing Pages
Posted by Matt
The idea of a landing page is one that has been around for as long as search engines have existed, but the way they are designed has changed a lot over the last few years.
Initially, landing pages were keyword-stuffed ‘doorway pages’, designed for search engines more than they were for the end user; so they weren’t particularly engaging or useful to actual human beings.
When Google’s algorithm improved, marketers changed their tactics and started making landing pages that were full of calls to action instead. These long, sales-text-heavy pages; often with no navigation menu, were designed to trap users and stop them from leaving the site. This type of landing page hardly provides a great user experience either – it’s like owning a high street shop and locking the door behind any potential customers who happen to venture over the threshold.
A good landing page should intrigue your visitors and make them want to stick around – not keep them on your site simply because there’s no easy way for them to get out. Sure, it might make your analytics look a little better with an improved ‘average time on page’ due to the length of time it takes people to find the back button, but it’s hardly productive.
In the interests of improving the real results of your landing pages (whilst also saving a few web users from feeling trapped like a fish between two cats), here are 5 top tips for creating effective landing pages that convert.
1. More Than One Page
According to research carried out by HubPages, increasing the number of landing pages you have will increase your conversion rate. So design a landing page for each specific product or service that you offer and you will appeal to a wider range of customers who have related specific needs.
2. Have a Clear Point
What are you selling? Who are you selling it to? Why should they buy it? Answer those questions in your landing page. Users don’t have the time or inclination to delve deep into the details of a product or service they don’t know a lot about, so don’t make them.
3. Be Bold
Bright colours and lots of contrast can make your sales page nice and eye-catching and can be used to direct attention to your calls to action, such as your sign-up form or your ‘buy now’ button. Make sure that the colours are web-safe and colour-blindness-friendly too, so that your page is as accessible as possible.
Mobile-friendliness is more important today than ever before. In June 2014 mobile web traffic exceeded desktop web traffic for the first time, and mobile use is still continuing to grow. No forward-thinking business can afford to ignore that huge potential audience.
5. Use Social Features
Check for positive references to your company on social media. Add Twitter, Facebook and other relevant social feeds to your website and pull quotes from satisfied customers, using them as testimonials. This will add a sense of authenticity to your copy and contribute to increasing your conversion rate.