A landing page is a standalone web page that potential customers “land” on after they click on a link, usually from an online marketing campaign or advertisement. Landing pages are designed for a specific purpose: to encourage visitors to take a specific action, such as filling out a form, downloading something, or making a purchase.
They usually don’t link to other webpages or have information on them besides the intended call to action. Unlike normal websites, landing pages of this nature often get taken down once the campaign is over.
If you’re interested in creating a landing page, here are best practices you should employ to make it a successful part of your marketing campaign:
Have a clear goal
A landing page should have a clear and specific goal that is easy to determine within a few short seconds of being on the site. The page should be designed to guide visitors towards the desired goal with a clear CTA (call-to-action). As such, any irrelevant information may confuse your visitor and cause them to leave the page without completing an action; be sure to keep it sharp and to the point.
Keep it simple
When it comes to landing pages, minimalism is king. Visitors should be able to quickly scan over what the offer is and how to take advantage of it. Avoid clutter and focus on the most important elements. A good way to achieve this is to be upfront about what your visitor will gain by completing an action on your landing page; make this the first heading or few sentences.
If you need to provide a lot of information, employ design elements (such as arrows) to draw the visitor’s eye towards certain parts of the page. This way, you can guide them through all the information in a way that feels natural, but still informative.
Use a clear headline
The headline should clearly communicate the value and benefits of the offer. Use simple and easy-to-understand language, and make sure the headline is prominent and stands out. The catchier the headline is, and the more obvious its position on the landing page, the better.
Use compelling visuals
Visuals such as images, videos, or graphics can help convey the benefits of the offer and capture the attention of visitors. High-quality visuals that are relevant to the offer can support the message of the landing page and get your point across faster.
A landing page with too much text can make the visitor feel overwhelmed, so visuals help the page breathe. However, there needs to be a balance between text and visuals, because too many visuals could clutter up the landing page or dramatically slow down the site’s loading time. It’s important that you employ standard graphic design principles when creating landing pages with visuals, so you’ll need to hire professional graphic designers for the job.
Include social proof
Including customer testimonials, case studies, or user reviews can help build trust and credibility with visitors. Social proof will work to convince visitors that the offer is valuable and worth taking advantage of, especially if they’re unfamiliar with your brand or uncertain about the offer.
When providing social proof, don’t keep the testimonials anonymous or provide vague details. Include videos with real people and verifiable reviews, and give enough information to be perceived as authentic.
Optimize for mobile
Make sure the landing page is optimized for mobile devices, as many visitors will be accessing the page from their phones. Use responsive design and make sure the page loads quickly.
Test and improve
Monitor the performance of the landing page and use A/B testing to optimize elements such as the headline, visuals, and a CTA. Continuously test and improve the page to boost its effectiveness. This will ensure it has the best reach and the best impact.