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8 Tips to Creating a Landing Page
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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.
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8 Tips to Creating a Landing Page
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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.
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About NGM
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Narrow Gate Media is an award-winning eMarketing Communications firm that has received international recognition for outstanding production, design and content in the field of new media. Narrow Gate Media designs and develops Internet Solutions, Interactive Media Products and Multi-Media Presentations that effectively communicate your message to your target audience.
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