Web Design Tips for Landing Pages

Posted by | October 20 | Digital Marketing & Strategy, Search Engine Optimization – SEO, Web Design

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In Internet Marketing terms, a landing page is the page that appears when a visitor or potential customer clicks on an advertisement for a website, product or service on the web.

A landing page is also known as the lead capture page. When the advertisement or link is clicked, it takes you to a page that has important and compelling information about that product or service. The various means to reach a landing page are search engines, email marketing and other online advertisements. Landing pages are customized to improve lead conversions in Pay Per Click (PPC) campaigns. You would be amazed at how well a good landing page can increase your overall conversion rates general web sales. Today we are going to mainly focus on how to improve lead conversions via Pay Per Click (PPC) campaigns. Alright, let’s dive in and give you a high level overview of what should be considered when you are putting together a landing page.

Tips for Landing Page Design

1. Create Very Specific Landing Pages: What I mean by this is create a single product specific landing page. If you are selling mountain bikes, for example, then consider what kind of person would be shopping around for a quality mountain bike. They are not going to simply type in mountain bikes because today’s consumer is well researched, and knows what they are looking for. They are more likely to type in something more focused like Trek 8000 Mountain Hardtail. The main difference between shoppers and buyers, is that buyers know what they want and are ready to pull the trigger if given the right opportunity. If you ran a pay per click campaign promoting the Trek 8000, and they click through to land on a page that only describes the Trek 8000, and nothing else, then you just met the needs of your visitor head on, and you have a far greater chance of making the sale than if you just pointed them to your homepage. If you can create that type of laser focus on products, you will love the resulting revenues that come from your efforts.

2. Have an Interactive Call to Action: Alright, so they have arrived at your landing page. Now what? Think about what you want them to do. Do you want their information? Do you want them to subscribe to something? Do you want them to buy a product? Your call to action is what all of this comes down to. It is your job to get the customer to engage in the process by showing them what to do next. You should almost always have a statement that says something like “Subscribe Today,” or “Buy Now,” or even “Get Started.”

3. Cut Out Unnecessary Information: This can be difficult for those who like to write, because it is easy to tell customers everything about the product. It is critical that you do not crowd your landing page. Remember that online viewers are skimmers, not readers. They like headlines, bullet points, buttons – and hate full paragraphs of text. Let it be crystal clear with facts that are essential for your visitors to make the right decision and perform the action. Anything more, and you have inundated your prospects with excessive content.

4. Design With a Theme in Mind: Your landing page should always have a theme and your theme should always stick to your goal. Avoid cross selling other items on your pages. Any distraction or links to other pages will only result in lower conversion rates.

5. Keep it Simple: This is a golden rule with every page you design (landing page or otherwise). The simpler your website looks, the better the response from your customers, facilitating a higher conversion rate. Be straight to the point because that is the only thing they are looking for. Everything else will be seen as an obstacle. Remember, we are an ADD culture now, and our minds are just itching to wander elsewhere.

6. Keep the Page Content Concise: I know you are thinking we might have already covered this, but when I say concise, I am referring specifically to limiting your content to a half page. Some refer to this as “keeping it above the fold,” which basically means no scrolling. If a visitor has to scroll down the page to find the most relevant content and call to action, you need to start slashing content immediately.

7. Test. Retest. Trial run: Pay extra care in testing and changing the design for your landing page according to the taste and preference of your potential customers. If you only rely on what you think looks good, then prepare for a sobering reality check. This is where you really want to step up your game and try a few angles. Learn more about A/B testing to see how visitors respond differently to different types of landing pages. You can have a few horses in the race at the same time. Just watch those web stats, and the best type of landing page will make itself known through conversion rates. Any research you can do about customer preferences ahead of time will definitely fetch great results.

These simple web design tips can boost your conversion rates and make your landing pages a lucrative platform for your business. I would also encourage you to Google around for landing page case studies so you can see some great before-and-after examples. Now it is your turn. Create some landing pages, and tell us about your experiences.

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