First impressions matter, and your landing page is often the first thing potential customers will see. Once on the page, viewers will decide within a matter of seconds whether your offer is worth pursuing. The last thing you want to do is present a landing page that looks s confusing, cluttered, or unprofessional.
Landing pages are a cornerstone of your inbound marketing strategy. So important, in fact, that according to Hubspot’s 2012 Marketing Benchmarks Report, companies see a 55% increase in leads just by increasing the number of landing pages from 10 to 15.
But while having more landing pages for your business is great, appearance is equally important. Without a visually appealing page, including a user-friendly layout, complimentary images, and formatting, your lead generation will suffer. So what is the anatomy of a great landing page?
- Include your logo. This way your visitor knows exactly where they are. Studies show that the best place for a logo is in the upper left corner of the page.
- Be consistent. Use consistent branding for all of your landing pages. You can change things like color and images, but keep the layout similar.
- Don’t overdo the visuals. An overabundance of visual content can distract your viewer from the purpose of the landing page. And that is the last thing you want to do. Use visuals only to enhance your message.
- Use visitor-friendly copy and formatting. As with all website content, keep your message succinct and engaging. Check out our blog post “9 Tips for Writing Great Business Website Content” for more helpful information on this topic. Use formatting, including a clear headline, secondary headlines, call-out boxes, and bullet points for longer text to spotlight your valuable offer.
- Choose contrasting colors. Call attention to your most important information, such as your main call-to-action, by using eye-catching contrasting colors that will pop on your page.
- Consider a social component. Increase your credibility by adding social proof (i.e. customer posts or testimonials from one of your social media sites) that speaks to the value of your offer.
- Skip the navigation. Leave out the top level navigation (or most of it) on your landing pages to eliminate distractions.
- Consider using video. Video can be a powerful selling point if it showcases the value of your offer.
At this point, you may be thinking, “OK, I understand the need to redesign my landing pages, but I am not a designer.” Never fear. You have a couple of options. If you want to give it a go on your own, you can get free or low cost landing page templates that allow you to essentially drop in and customize your landing page. Hubspot offers some great free landing page templates and tutorials. A second option would be to have a professional web design company design your landing pages. This can be helpful if you lack the time to put together your own or would like professional guidance with your business in mind to make your landing pages as effective as possible.
Using the components mentioned above, you can create landing pages that look good and get the results you are looking for.
Do your landing pages convert? If not, we are here to help. Our Boston web designers can help you optimize your current landing page(s) or create new ones that cater to your business goals and potential customers to encourage leads and customer conversion rates. Contact us to request a quote or find out more.
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