8 Steps to Great Landing Pages

By on 10/27/2017

Before we examine best practices, let’s talk about what “landing page” means. A landing page is a stand-alone page on your site where a visitor can fill out a form to request gated content like a white paper, subscribe to your email newsletter, buy a product or set up a meeting. A good landing page is valuable to your business because it helps turn traffic into leads. A great landing page is attractive, easy to navigate and has the customer ready to take action.

Step 1: Understand your campaign goals

To quote the famous book, start with why. Why are your customers coming to this page? It should be immediately evident when they arrive as well as easily accomplished. If you want your visitors to join your mailing list, have a clear call to action following your body copy that says “subscribe to our newsletter.” If you want them to sign up for your seminar, make sure they can do that then and there. Have one goal for your landing page and stick with it.

Step 2: Have a clear headline and engaging copy

Unlike casual browsers, visitors arrive on a landing page with a specific intention in mind, so you have to show them how to achieve that goal instantly. A well-crafted headline should be compelling and state what you can do for them. Engaging content can captivate your reader and lead them to respond to your call to action. In writing your copy always try to answer these questions: Why are they here and what will they get from me?

landing page design wire frame

Step 3: Control your CTA

All the effort you’ve put into your landing page design up to now has led here: action. The best calls to action have a single, simple objective–do something. The CTA must encourage your audience to act now, so get as specific as possible with your words: order my t-shirt, join the webinar, schedule a consultation, start my free trial, etc. Make it clear what the visitor will get when they click that button. You should also ensure CTAs are strategically placed on the page to catch your customer’s attention quickly; don’t make them hunt.

Step 4: Keep your design clean and simple

Don’t underestimate the importance of quality design and graphics on your landing page to keep users from losing sight of the goal: converting. Ideally, visitors should see a beautiful, compelling landing page and still be able to convert in just one click. Remember that you only have a few seconds to convince them before they move on to another site. People are more likely to stay on your page longer if there is an engaging video playing, so consider creating a 30-second video to promote your giveaway, webinar, program, etc.

Step 5: Emphasize what you have to offer but don’t ask for too much in return

The ease with which readers can locate your form and input their information plays a huge role in garnering sign-ups. It should be easy to understand and to complete; make sure there’s limited friction by not asking them for too much personal information. The value of the data your visitors are requested to provide should feel equal to the value you will give back. But don’t get greedy; only ask for the information you need. The length of your form can be as daunting as the number of fields; be aware of how your form appears to the visitor.

Step 6: Provide a consistent experience

As part of your brand and overall site concept, your landing page design needs to feel like it’s integrated into your website. Cohesiveness is crucial here: customers should have no doubt they are still on your site and can trust you to deliver on your promise of useful content in exchange for their email. Don’t forget to create a mobile-friendly landing page since more and more people access the internet via mobile devices.

mobile friendly web design phone computer

Step 7: Prove that your brand is trusted

Through compelling copy and a clear value proposition, your landing page should articulate the value of what is being offered to a visitor. Quickly and painlessly deliver what you promised to establish and maintain the credibility of your business. Use your newly acquired customer information wisely. Don’t squander the trust you’ve created with your customer by bombarding their inbox. Who among us hasn’t unsubscribed when bombarded with multiple follow-up emails to a simple request for an e-book or case study.

Step 8: Say thanks

Lastly, don’t forget to link your landing page to a thank you page. This connection allows the customer to confirm their request has been successfully completed and lets you track conversions and say thank you.

We understand that not every business has the time to implement these tips for designing landing pages. Black Bear Design is here to help you create a stunning and compelling landing page as part of a larger website or as a stand-alone project. Contact us to see how we can help.

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