What is a landing page?
A landing page is a standalone web page, created specifically for a marketing campaign. Think of it as the place a user “lands” when they click on a display ad or other similar campaign link. Usually, a landing page will have one focused objection or call to action (CTA) and will be simple, clean and to the point. Are you looking to grow your email list? Promote a new product? Push a promotion?
There is no magic formula for creating the perfect landing page. Think of landing pages like snowflakes. Each is individual and unique-just as no two people looking at the landing page are the same. However, there are some best practices to follow in order to better convert viewers to customers.
Let’s break it down and take a look at the top 3 elements your landing page needs to be successful:
A Headline that Attracts
Everything starts with the headline. When someone lands on the page, they need to understand what you’re offering and how to access it in a fraction of a second or they will look elsewhere. In order to accomplish this, the headline should be short and compelling. Bonus points if you include a complementing image.
If you need more text to get your point across, use subheadings. This way, you can keep your headline brief and impactful while offering further explanation below it.
An Offer that Entices
Your landing page is only as good as the offer you are promoting. Your call to action is the whole point of the landing page, right? You need people to DO SOMETHING when they land on the page,so make sure your CTA is clear and easy to find. This is the element that actually converts users into customers, afterall.
One way to make your CTA stand out is to simply make it BIG. Another great way is to use a bright or contrasting color to catch a visitor’s eye. And most importantly, make it a button. This really isn’t the place to be innovative or creative. People know what to do when they see a button. They click it. Easy peasy. No need to reinvent the wheel.
Visuals that don’t distract
You’ve heard the phrase “Keep it Simple,. Stupid.” Well, it rings true when it comes to your landing page visuals. It’s easy to get swept away with images and graphics and fill up your page with every product photo in your library. But please fight this urge.
A landing page converts best when the offer is easily accessed. And an offer is best seen when it isn’t competing with other elements on the page. Try out a single, high resolution image that complements the offer without overpowering it.
There you have it, the top three things to consider when creating a landing page that converts.
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