Do you know what a landing page is? A landing page is a webpage that visitors come to after visiting or clicking on a promotional banner, link, online ad, paper ad, TV or radio ad, etc. Ultimately the purpose of the landing page is to convince the visitor that they should stay on your site to buy a product or service, signup for a newsletter, fill out a form, read an informative piece, etc. What's going to keep them there? The structure, the language, and the visual appeal all play a part. Check out these tips to create a great landing page, or reinvent the one you already have.


 
8 Tips to Creating a Landing Page
 


The Structure

People arrive at your site looking for answers. They scan to see if they're in the right place and assess whether it's going to be a quick and easy visit or a long grinding one. Your landing page is the welcome wagon inviting them in and feeding them the information they need. The structure of the page will both pull them in and encourage them to fulfill your goal, or distract and cause them to cut out before getting the whole picture.

The structure of the landing page in general should be matching that of the ad that got them there. For example, your online ad is targeting yellow mustang convertibles, your landing page should discuss yellow mustang convertibles, include pictures of yellow mustang convertibles, etc.

The Visuals

  • Copy placement - Strategic use of copy and graphics will catch the visitor's attention. Don't muck up the page with large, distracting graphics. Use plenty of white space and place your message in the central portion of the page rather than placing information down the sides, where the focus can be lost quickly. Keep the copy short. The visitor expects a precise message, so don't choke it up with tons of mindless text.

  • Beauty is in the eye - Use a consistent color palette. If you have advertising or banners that link visitors to your website, make sure the concept and color scheme match across the board. It's also a great visual indicator for the visitor because they can easily identify that they're still in the right place.

  • Simplify - Remove any distracting elements like advertising banners, links, or additional blocks of information from the page and get down to the specific message.
The Goal

Before you design the landing page, decide what the goal of the page will be. If you're looking for newsletter subscribers, the goal will be to have the visitor enter their information and become a member of your mailing list.

Be a Sleuth

Do your research. Keep your visitors in mind when building your landing page and tailor it to suit their needs. By narrowing your options and focusing on your visitor, you'll stay on target.

Keep Your Focus

Keep the focus on you. You've dangled a large poster board over their head and pulled them in. Now that you've got them, don't give your visitors a reason to wander.

Use a Call to Action

A call to action, such as 'subscribe now' or 'get this offer' reminds the visitor why they are on your website. Place them toward the top of your page. For users that want to click, it allows them to find it easily. For those who are still deciding, it's a great reminder.

Many sites place the consultation or contact form directly on the landing page, which may not be such a bad idea. Again, you need glaring calls to action. Don't add several useless links on the page that will take the visitor back to your main site; rather include the links that will get them to actually purchase your product/service.

Write like a Pro

No, you don't have to hire one to look like one. What's the best way to come off like a professional? Create landing pages with no grammatical or spelling errors. I recently hit a website offering "discount holideys".' As I clicked out, I pictured the four-star flea-bag motel by the swampland I might have booked if I stayed.

Reassure

People get leery when they're asked for their personal data. If you're asking for personal information, make sure you have a credible privacy policy to back you up.

 

 

 

 

Narrow Gate Media mainly serves Indiana businesses and specializes in professional website design and web development utilizing a powerful content management system.