August 5, 2022
building an effective landing page

Building an Effective Landing Page

building an effective landing page
Credit: Unbounce

A landing page, or lead capture page, is supposed to do one thing and one thing only–convincingly compel visitors to engage in a specific behavior. The problem with most landing pages is they attempt to be all things to all people. In other words, predict all the possible scenarios and have an “answer” for each one.

It’s kind of like packing grocery store marketing or casino tricks into a single place on the internet. In a grocery store, there are literally thousands of products, and you have to weave through aisle after aisle trying to find what you’re looking for. More expensive items are placed at eye-level, generics and store brands on lower shelves. The lights, sounds, busy carpeting and lack of clocks in casinos are to designed to keep you spending money.

If you’re a regular at that grocery store or a well-known wagering whale, those tricks and gimmicks don’t do much. But what about people who are new to that grocer or haven’t been in a casino? Wouldn’t they be overwhelmed? A good landing page does its one job well and doesn’t confuse visitors.

Good Landing Page Design

Let’s take another look at the new grocery shopper or novice gambler. The concept behind any landing page ought to be to direct visitors to do something, but not anything. Visitors have to be given an easy-to-follow road map from the moment the page loads. That’s not to say dynamic landing pages aren’t effective, but it is to say that too much is counterproductive. You want visitors to act as you intend, not as they intend.

A landing page is a place where visitors end up after being enticed there by a specific, targeted campaign–an offer for something desirable delivered via e-mail, social media or an ad. Often, the page plants that compelling offer behind a lead capture form, with the idea of converting visitors into leads that can be followed up on. A landing page offers visitors a hyper-focused experience: delivering them to a specific page, and giving them a clear path to follow. —NBC News

The whole point behind create landing pages is to lower bounce rate and capture leads. But those leads won’t comply if they are confused by what they see. So, making very clear what’s expected is what you’ll need to most focus on in order to make it worth your while–and worth the visitor’s time and attention. Give visitors what they came to get and your landing page will actually work wonders for your business.

Building an Effective Landing Page

Sure, you can look at all the landing page examples you want or try to fill in a pre-constructed landing page template but what you’ll likely get is a hodgepodge that’s a jack-of-all-trades and master of none. To build a great lead generation property, do the following things and do them well:

  • Make your credibility conspicuous. Show how much your product or service is appreciated by including testimonials from customers, news article write-ups, and peer reviews. Don’t overcrowd your page, but do make it a big part of the message.
  • Spruce-up your buttons. Your page will likely include buttons visitors are supposed to click, but ordinary just isn’t good enough. Give them some pop, a bit of flare to make them stand out. It’s okay to play with the color and size because you want them to be obvious.
  • Remember, less is more. A good portion of landing page optimization is taking things out, not adding more stuff. So, don’t include ancillary items like a newsletter sign-up link or form (unless that’s the reason for creating the page in the first place).
  • Say it with fewer words. Nothing will torpedo a landing page like too much text. Visitors aren’t there to read a novel, so give them the CliffNotes version. Visitors won’t read long copy anyway and bulky paragraphs are a road block to what you want readers to accomplish.
  • Make your CTAs powerful. Calls to action are inseparable from landing pages. So, make them efficient, easy to use and don’t distract or discourage by duplicating them all over the page.
  • Break away from accepted wording. “Order Now” and “Click Here” have their place, but it’s worth a try to think outside the box. Try something like, “See Your Steak Sizzle” or “Take a Glimpse at the New You” or “Give Me My Tech!”.

Lastly, put the focus on the end-user. Now, that’s all subtly implied with these tips, but it’s easy to get myopic and not see the forest for the trees.

Owen E. Richason IV

Covers social media, apps, search, and similar news. History buff, movie, and theme park lover. Blessed dad and husband.     

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