7 Steps to the Best Landing Page

September 10th, 2012

Landing pages can be a big deal when your company’s profit and sales figures are internet-driven. Imagine you have a decent budget to run Search engine Marketing campaigns, a great ad copy and tight ad groups – but you’re still paying really high CPC. The most probable reason could be a bad (un-optimized) landing page. A great landing page can give great impetus to your quality score – resulting in low CPC, higher ad position and eventually high conversions.

And yes, by a good landing page, we DON’T just mean a well-designed or beautiful-looking page, but a well structured and planned landing page. We have listed 7 points to keep in mind while creating a landing page.

    1. A big NO to cluttered layout:
    Keep things simple. Simple things work the best. Cluttered layouts don’t just look ugly, but also exhibit the least chance of your prospect being converted into an actual sale. Sit with your landing page designer, content writer and SEO person. Take their inputs and prepare the best combination of a neat page that has SEO-rich content. Cluttered pages will make your prospect dislike your page and he might just never visit it again. So be very careful when you zero down to the layout of your landing page.
    2. One Page Per Purpose:
    Don’t confuse the visitor who has landed on your page with the intention of taking the desired action. Have a dedicated landing page per purpose. Don’t feed in too many purposes on a single landing page. For example, if you are currently giving 20% of all women apparels, then prepare your page focused on that single purpose. Don’t mix up the page for men’s new formal wear collection with that. If needed, create a separate landing page for men’s new collection. This helps you focus on your sale, and does not disappoint the woman who has come on the page to see the discounted apparels.
    3. First Things First:
    Prioritize. That’s the key to a conversion-centric landing page. Always mention important things first. Sit and analyze what is more important for your customer to know. If there are 3 major things that you want them to see, prioritize and de-prioritize between those 3 things too. Rank and place them on their order of importance. This helps you leave an impact in the mind of the visitor.
    4. Provide Social Proof:
    Testimonials work – provided they are genuine. People hate being the first ones to try. They want an approval or recommendation by a person who has already used your product or service. Testimonials make your pitch believable. But be careful about which testimonials to publish on the landing page. Moreover, Google gives more importance to the pages that has genuine testimonials and ranks them high. So, provide social proof. It’s crucial
    5. Call To Action Buttons:
    The placement of your call-to-action has a major impact on conversions. And no, placing it above the fold is not automatically the best solution – despite what many best practice believers out there want you to think. Experiment with different placements of your call-to-action and see which one performs best. Try different versions with the CTA either at the top, the middle, or the bottom of the page.

    You also could try a combination where you place the CTA both at the top and the bottom. We’ve seen this combination work well on very long landing pages, where potential customers end up scrolling all the way to the bottom of the page.

    6. Edit, edit & edit:
    Marketers seem to be divided into two groups here: those who swear by short-form landing pages and those who prefer long-form landing pages. So depending upon your purpose of the landing page, we suggest you prepare a mock for both the styles.
    Review your landing page and ask yourself these questions:

  1. What do my prospects need to know in order to accept my offer?
  2. Is there any special/important information that’s critical to the offer?
  3. “Are there any specific points of anxiety or friction that we need to moderate?”
    If your landing page is very short, think whether there’s any important information you’ve left out. But, if your landing page is very long, check if there’s any information that is not necessary.

    Try experimenting with different amounts of information until you find the fit for your offer. So the key is to remove everything that is over the top. So edit, edit and again edit till you get what is just right for you.

    7. Be sociable:
    Let them share your content. If the visitors like the content on your page, they would want o share it on their social circle. This, eventually gives you a free publicity. So always give an option to your users to ‘share’ your content on other social platforms like Facebook, Twitter, Google+, etc. Higher number of shares leads to more page visits and high conversions. So be sociable.
    So that was our secret 7- step checklist that we shared with you! Use it, and share with us your landing page success stories!

Comments

  1. Abhinav September 12th, 2012

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  2. SpeedHost.in September 13th, 2012

    Thanks Abhinav! :)

  3. zonkater October 22nd, 2012

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  4. Mrinal January 18th, 2013

    I always do follow those step on my landing page design, those are best tips on landing page design.

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