Landing Page Best Practices: Part 1

Posted by Graham Henry | Posted in Advice, Landing Pages, Tips and Tricks | Posted on Mar 03, 2013

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What are Landing Pages?

Think that your great landing page could do even better? Follow our week-by-week tips to learn how! Sometimes, just a few small tweaks are all that a page needs to reach its full potential. When reviewing your page, ask yourself these questions:

Are you segmenting your landing pages based on your sources?
Would you click through an ad that didn’t make sense to you? Of course not. But a comprehensive page goes beyond just good writing and an intuitive design; it also needs to be relevant. Leads coming from a Pay-Per-Click Ad like Google AdWords are probably looking for an in-depth product breakdown and/or a good price. Current customers/verified leads, on the other hand, already know at least something about your product and will be looking for short updates and special offers. Always consider who you’re directing to your page and what’s on it, and you’ll be able to hold a tighter grasp on the market and boost conversions without having to increase your distribution.

Leads

Have you made it easy for your visitor to say “Yes!”?
You never get a second chance to make a first impression. An effective landing page must convey, often at a glance, exactly why yours should be the product to buy. How do you make sure of that? By having a plan and making your Page clear and direct.

Say Yes Landing Pages

Have you used a compelling headline and action-oriented benefits?
People don’t respond to bland. Be sure to take the time and write a headline that draws attention and gets the customer excited about your product. Positive action words like “Imagine”, “Create”, and “Inspire” will invigorate your customers and subtly bring them to an “action-ready” state.

Headline

Is your actionable item above the fold?
Your Landing Page wants to give your customers a clear course of action. Let it! Explanation of a product or deal may be necessary, but your Landing Page is not the place! Keep your headlines and subheadings short and let your actionable item stand out.

Above the Fold

Have you conveyed trust and security?
There are so many reasons to distrust a page: losing privacy, the fear of getting scammed, a lack of information; it’s easy to see why people can be hesitant. So what can you do to make sure that your visitors feel safe? A good layout conveys work ethic and strong motivation, but that’s only the first step. Your page will also need excellent copy, guarantees, and, if possible, video and text testimonials from satisfied customers.

Testimonials

Another important element for conveying security is trust symbols. These could be anything from seals of approval from reliable sites to awards won or partners collaborated with. By providing these symbols, you’re showing the customer that you are a trusted partner and an honest business.

Trust Symbols

Note: VERIFY YOUR TRUST PARTNERS. It’s great that Example.com loved your product, but if your link to their site doesn’t reflect that information directly, your trust symbol is suspect. Our advice? Dedicate either a part of your homepage or a special landing page to partners and testimonials. The extra layer of information will satisfy most people’s curiosity.

Join us next week for more Landing Page Best Practices! We’ll be focusing on Web Forms and how to turn your Landing Page into an automatic lead generator!

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