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Landing Page Best Practices: 10 Simple Steps

October 01 2020 by Anne Carson

This article was written by Anne Carson of Design Wizard part of our contributor series. 

Versus a home page, a landing page is meant to be far more specific. In other words, whereas your home page may contain a ton of extraneous information regarding your brand, products, team and so forth, a landing page is designed to direct users to a specific concept and/or action. The landing page, you might say, is a highly effective way to explain to a user precisely what you want them to do.

That said, it becomes an invaluable piece of online real estate and therefore needs to be optimized so as to elicit the kind of user behavior you’re after. So how do you create that perfect landing page? What elements, design choices and content should go into your landing page effort in order to make the proposition irresistible to whomever does land there?

Landing Pages and Conversion Rates

The goal of the landing page is to get leads, right? More leads equals more conversions. Landing pages tend to have much better conversion rates than home pages—in the neighborhood of 5-15%. And high quality landing pages perform even better!

So when it comes to your marketing plan, your landing page most definitely needs to be a key player in your overall strategy. It’s a way to more effectively control the user experience. Your landing page guides them to where you wish to take them. When perfectly executed, it proves to be a tremendous signpost within the context of your digital advertising strategy. Below are 10 landing page best practices to aid in your marketing efforts.

  1. Keep it simple:

    This may seem pretty basic advice, but you’d be surprised at how many developers and designers overdo landing pages. Again, this is about showing and telling the user exactly what you want them to do. An overly cluttered page is going to make that mission a bit trickier. Get to the point and make sure that point is right there in front of them as soon as they arrive at that landing page.

  2. Remember That Call to Action:

    To this end, be sure to have either a form to capture their info or a button/link that directs them to such a place. So for instance, “join today” and a link that brings the user to a submission form. The key is to make it impossible for them to miss this CTA and therefore compel them to act accordingly.

  3. Match Your Messaging:

    If a visitor is coming to your landing page because of an email for example, make sure that the two pieces of marketing material are relevant to one another. You don’t want your landing page to be completely disassociated from whatever it was that led the user to it. This will only result in a confused and frustrated visitor who likely will not be venturing any further along the sales journey.

  4. Make it Valuable for the User:

    What can you offer on your landing page that will make the experience a valuable one for the user? A free webinar perhaps? A whitepaper with information pertinent to your field/topic? You are asking them to take action, so what, in return, can you present to them?

  5. That Headline Should Standout:

    Run-of-the-mill copy is not going to get it done. Something unexpected by way of a landing page headline, something that immediately grabs their attention is going to be far more effective. You want them, after reading your headline, to want to read more, dive further into the journey. You also want them to know what you are all about as soon as they read the headline, so along with creativity, specificity counts as well.

  6. Include Visual Content:

    Words are great. Attention grabbing headlines are key, but on their own, they will fall flat. You need to spice it up, make the page exciting for the visitor, and the best way to do this is through images, graphics, photos, even videos. Everything needs to come together seamlessly in order to create that perfect landing page experience. Without any visual content, and what’s more, truly interesting visual content, a user is probably just going to bounce.

  7. Address Their Pain Points:

    People are interested in that which can help them. We all have issues with which we’re dealing. Everyone has some sort of pain point—acknowledge this. And consequently, explain how your offering addresses said pain point. One of the best ways to get their attention is by creating a connection based upon an understanding.

  8. Offer a Guarantee:

    Users want to be reassured that in purchasing, or calling, or giving you their info—whatever the CTA may be—that they will be guaranteed something in return. Of course make that guarantee realistic. You don’t want to promise them that you will change their life necessarily, but you can offer something by way of a money back guarantee or even a privacy guarantee.

  9. Limit Navigation:

    The user has come to this page because you have carefully directed them here through a variety of marketing/advertising efforts. So don’t let them leave. That is to say, if you give them numerous options in terms of exiting the landing page, they’re probably going to do so. Don’t make it easy for them to walk away.

  10. Offer Relevant Testimonials:

Social proof can be hugely compelling. If a product/service has received great feedback on one of your social media platforms, you might think about including snippets of such feedback. Users tend to be highly receptive to reviews, so use this to your advantage.

Creating that best landing page doesn’t have to be difficult. It’s about carefully thinking through the elements on the page and getting creative with how you present them. The right combination of content, images, headlines and buttons will help you boost those conversion rates!

About Author
Anne Carson

Anne is a former English professor turned content writer. Holding a PhD in Literature, she spent almost a decade in academia putting that degree to use, until finally realizing it wasn’t exactly the best fit. A full-time writer now for the past seven years, she’s learned a great deal about the numerous subjects she’s gotten to tackle, everything from real estate investing to the scarier side of online dating—sometimes more than she actually wants to learn. A mom of five (two teenagers and three dogs) she has her hands full on any given day…and would have it no other way.

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