Guide to a Great Landing Page
“Landing pages are the new direct marketing, and everyone with a website is a direct marketer.” ~Seth Godin
For those of you that don’t know, a landing page is a web page that serves as an entry point to a website. Think of it as the front window of a store: it shows a small amount of the product that the store has to offer, but leaves room for curiosity and imagination. It’s all about first impressions and needs to draw people in, and if it fails to do so people will walk by without a second glance.
Before diving into designing your landing page, answer a few questions about your website:
- What is your goal?
- Who is my audience?
- How did they get to my landing page?
A good landing page is essential for your online presence. Here are a few tips and tricks to amp up your landing page and convert more sales:
Headline and Explanation
This is one of the first things your viewers will see. Your headline should be clear and cut to the chase. It should not be longer than 20 characters, and should be kept closer to 10. Your headline should grab the viewer’s attention and tell them what the product or service is offering.
Along with an awesome headline, an explanation is essential. Your headline is attention-grabbing, but it doesn’t entirely explain in detail all your product or service has to offer. Using the words “you” and “your” have proven effective because it gives visitors a more personal feel. Make your explanation benefit-oriented in order to make the explanation more compelling.
Use a Clear Call to Action
When a store window grabs your attention, a call to action comes into play: walk into the store. The store window has done its job of capturing your interest, which is great, but it won’t be profitable unless you walk into the store and BUY something. In order for the store to capitalize on your interest it needs to convert the interest of the customer into some sort of purchase.
Using a clear headline and explanation will help your website go from good-looking and intriguing to profitable and functional.
Watch Your Grammar (& Spelling!)
Yes, this seems like a no-brainer, but it deserves recognition. Even if you’re fluent in English (or whatever language you’re using for your site) your credibility will decrease very quickly with the smallest grammatical error.
People can be quick to look for reasons not to trust others on the internet, and you need to establish your knowledge with every detail from the very beginning.
It may seem minuscule in the grand scheme of your website or business, but a simple comma misplacement or wrong form of “your” could change the way many people view your business.
Have multiple people (friends, family, employees, etc.) proofread your copy and make sure you get input from many different people. If you are working on your own and lacking people in your industry to proofread, you can even hire freelancers to proofread on sites like Upwork or Fiverr.
Implement Images and/or Video
Visuals have certainly earned their place being effective. However random or even slightly irrelevant footage or images can be misleading about what your website has to offer. Visuals should be relevant to the copy surrounding them. Like anything on your landing page, you should put a lot of thought and depth into the visuals that you’re using. They should be an introduction to your website, and set the aesthetic tone that the rest of your pages should loosely follow.
If your website is selling a physical product, you should have pictures (or a picture) of your product on your landing page. People want to see what they’re getting themselves into right off the bat. If your website is selling a service, you should have attention-grabbing photos that will sell the overall tone and style of your company.
These photos should be large and, again, very carefully thought out. Cheesy stock images are spotted a mile away nowadays and people want authenticity.
Try New Tactics
Don’t be afraid to try new things. Test out different tacts and pay attention to what works, and what doesn’t. This can include trying anything as drastic as trying a completely new layout, to anything as simple as using that new funky font you like. Like many aspects of marketing, landing pages don’t come down to a complete science.
When you start making your landing page, combine all these elements and make sure they are all relevant to each other and your product or service. Each element should be thought out both individually and in accordance to the other pieces of your landing page.