The landing page is central to all online marketing processes: collect data about your visitors, increase conversion rates, earn leads, and succeed in search engine optimization. Anyone who has created a landing page knows that it’s not so easy to design: layout, design, and text work together to affect the reader. In this article, we have collected the most important information about landing page design, which will help you attract new customers!
1. Need a punchy headline
The landing page title is the first impression when someone clicks on your Page. It’s worth being interesting, but at the same time short, because people don’t like to read long and complicated sentences. Focus more on the value of your product and service. If you can convince your visitor in the address bar (and the following short introduction), you’ve most likely acquired a new lead.
There are several ways to try when choosing a title for your landing page: highlight good features (such as waterproof LED strip) and try to get more clicks in negative or positive terms. For example Durable LED lamp: if you are tired of continuous bulb change or Save tens of thousands with an LED light source!
2. Focus on the benefits
In general, concise, benefit-focused content works best. The purpose of the landing page is to motivate the visitor to complete the task we have set: purchase, request an offer, sign up, etc. To do this, you can formulate a specific problem or customer demand that your service is the solution to.
Remember, even though you’ve caught the attention of the visitor with the title, you’ll also need to maintain interest with a well-composed text. With these few tricks, you can beat the competition at lightning speed:
- Advantage-focused content: support the usefulness of your product with good features. For example:
- With an LED light source, you’ll have less electricity: the LED light will use less unnecessary heat during operation, so it won’t use any unnecessary electricity.
- Use a list: put your thoughts in points and lists, because people prefer to read articles outlines.
- Highlight the point: make sure your Page is transparent so that the visitor goes through it and gets to the form. Feel free to apply a bold or italic style to important parts.
3. The power of images
If you want to visually enhance the effect of the landing page, you may want to place images of the product or brand on the site. Because our brains process visual information much faster, you can get your prospective client up in seconds by interspersing the text with the right images.
Staying by the example of the LED light source, if you want to sell a smart lighting set, you can present the products in the set in one image. But sharing complicated graphics or lots of photos below each other isn’t worth it: if you have to scroll a lot to the form, your visitor might change their mind and click away from your Page to see another offer.
4. Be reliable radiant elements
I’m sure you’d rather spend on products that you know your friends have tried and I’m sure to have worked for them. In the case of a landing site, this works the same way on the Internet: in unknown situations, people are happy to follow others. It’s your job to provide information about yourself or your company that you can use to confirm to your customer that you will make the right decision if they choose you:
- positive customer reviews
- articles and videos about you in the media
- number of satisfied customers
- awards, professional recognitions
Elements that radiate reliability work best when they’re in front of or next to the form right after you’ve explained your benefits. And if you want to have a longer introduction to your business, you can go into more detail on the About us page.
It’s a basic requirement, but we can’t say it enough: real customer feedback and serious professional awards are needed to make your business credible.
5. What makes the form good?
A key part of the landing page is the form (especially for lead generation campaigns) because, with the entire content on the website, we intend to convince the visitor to fill it out. That’s why you need to think about where to place it within the structure of the page first: in an immediately visible location, or at the bottom of the page.
If you’re promoting a free bait product or a service that doesn’t need to be presented in detail, it’s best to place a form after the short lead (for example, next to the lead on the right side of the screen). For a more complex service, you can also draw attention to the request for quotation and sign-up at the beginning of the page. In this case, we like to use so-called anchor links: if the user immediately clicks on the bottom of the page, we can direct the user to the form.
Another big question is how much data you should request on the form for lead collection. Our experience is that less is always more: it is worth asking for as much data as is absolutely necessary for bidding or preliminary consultation. Long forms can significantly reduce conversion rates (bids/purchases per 100 users), so unnecessary data should be deleted.
For example, in the Marketing21 contracting form, we ask you to:
- Contact details: name, email address, phone number
- Website address: the website allows us to find out all important information about the company, so it is unnecessary to ask for, for example, a company name or the address of the office
- Short message: the contracting authority can list the marketing objectives here and mark the necessary services
6. SEO Considerations
For best results, some technical SEO requirements are also worth following. Title and meta descriptions are almost mandatory. Google searches will help you get more chances to get to the first page. In addition, the meta description provides a short introduction option. For more search engine optimization tips, see 40 free search engine optimization tips.
7. Testing and optimization
It is worth constantly improving and testing landing pages. There are now plenty of web analytics tools available that can measure conversion rates and identify dropout points. Good ideas need to be implemented as quickly as possible, and then you can validate your changes by testing them.
Summary
There are basic rules that can greatly boost the efficiency of your landing page. But you should also consider that some services need to experiment with the best solution. Sometimes longer texts work, and in others, a short description is enough for the form. The important thing is to adapt your content to your goal.
