What is the main purpose of a landing page? Of course, it’s to direct visitors to perform an action; whether that’s inputting their e-mail address, signing up for a service, or entering their details. It’s easier than you think, as long as you design your landing page with this in mind; your potential customers are not sheep to be flocked, they’re humans with needs and purpose. They landed on your page for a reason, and it’s up to you to offer them something that makes their visit worthwhile.
They key here isn’t to be ruthless and follow all the marketing and sales rules relentlessly; everyone’s seen that before, and people are wise to when you’re trying to sell them something, so there’s not much point trying to be subtle about it. Instead you should aim for your landing page to be honest and make people aware of all the features and offers related to your fantastic product. Be likable, and be impressive. It can seem a daunting challenge to find the balance between a beautiful design and enough information to sell your product, but I promise, it really is possible.
The Big Deal
There’s a reason you’re making a landing page, so make sure that reason is in the forefront of your mind; because that needs to be the focus of the whole page. Are you generating customer information with this landing page? Then perhaps you need a special offer for tempt them to input details. Or maybe you’re generating leads for your software? Then you need to highlight your product – perhaps with a free trial? Once you’ve decided what you’re tempting potential clients and customers in with, make that selling point into a header image or banner.
Don’t be tempted to trick people; if you’re trying to sell something don’t hide behind a free gift or special offer, because people can see through it. Offers and freebies do work, but they’re not the be all and end all. Instead research what the best points of your product or service are, and decide why your customers use you already, then highlight that. If you tempt people to sign up for something they don’t really want in order to obtain a free gift, they will simply unsubscribe later. Your landing page needs to give them more than one reason to sign up.
And of course, keep your banner clean and punchy; it should instantly let people know what they’re in for.
The Selling Points
Here you need to quick-fire some short but persuasive points that will entice people to take you up on your offer. Why not survey your current customers and ask them what features they love most about your product or service? Ask influential bloggers and industry experts to trial your product and give their opinions on it – that should give you plenty of content for selling your product, and it will also give you a good idea of what features people like, so you can upsell them.
The Big Picture
Images are everything. People love them. They instantly grab attention and as they say, a picture can say so much more than what you can write in text, plus it looks more beautiful than heaps of text. You only have a few moments to capture your visitors attention before they will lose interest and click away, so make sure your image leaves them wanting to know more, as it’s likely the first thing their eyes will be drawn to. Show your product in use, and use an image that fits in with the rest of your design.
The Perfect Lead Generation Form
It needs to be short and sweet with a call to action button. No one likes filling in forms, and even fewer people like giving away too much information. Usually just a name and e-mail address will suffice for most purposes. Be friendly and include a privacy statement to assure potential customers that they can trust you with their details. If you’re asking people to sign up for something remember that you can always get additional information at a later stage; the landing page is just a quick-fire promotion to entice interest and create a quick conversion.
Added Marketing Value
In this age of digital marketing you’ll find there’s no harm adding a few social media buttons to your landing page; people may not fill in your form, but they may be tempted by a quick ‘click to like’ button. This will give you a later opportunity to tempt a potential customer. Don’t got social media overkill though, as too many buttons will clutter up your page. Use previous social media analytics to decide which social networks are most likely to product leads and conversions, and then only highlight the most popular.
Hopefully this short guide will offer some idea of where to start with your next landing page; the truth is every market sector is different, so what works for some may not work for others, and the only true way to optimise your landing page is by using split testing. However, the rules in this article are a good place to start!
About the author
Kirstie is a marketing executive at Webtise, an ecommerce website development agency based on the Wirral.