Think about your visitors
When a person first visits your landing page, they are going to want to know a few things:
- Am I at the correct place?
- Does this site look trustworthy?
- How long will this take?
Your landing page should answer these questions almost immediately. Design your landing page similar to its accompanying marketing material. For example, if you sent out a direct mail postcard with the web address to your landing page on it, make sure elements of that postcard are on the landing page. You may even want to consider having a blurb of text thanking visitors for stopping by. If your landing page includes a form for visitors to fill out, ensure that their information will not be shared and keep the form as brief as possible. The longer the form is, the more reluctant people will be to take the time to fill it out.
Lead Visitors to Convert
Use typography, color and space to your advantage. Place important elements close to the middle of the page and avoid placing anything distracting in the sidebars. Be sure to pay attention to fold (the bottom of the screen before scrolling) and place all important content above it.
The point of your landing page is to promote your current marketing campaign, so avoid the urge to promote other things on it. You want people to convert, not wander away to somewhere else. If possible, remove anything that may cause a visitor to get distracted.
Test your landing page with a small group of people to see if it does what it’s supposed to do. Make sure your test group finds it easy to use and has no problems filling out forms or doing anything related to making a conversion. Make revisions to your landing page if necessary.
A landing page can help you gain new customers and increase sales, but if it is poorly designed, the results from your landing page could be disappointing. Designing a great landing page can be tough, which is where ACF comes in! Our team of experienced web designers can make you a landing page that is an effective support of your marketing campaign. To find out how we can help, contact us!