A landing page is a single-purpose page. The aim of it is to get the visitor to carry out the call to action you want them to do.
For my current industry, this is normally to fill in a form to request more information or a call back, or to contact their usual representative. Everything else on the page is designed to persuade them to carry out this action.
Short and to the point
Landing pages should be as short as possible and include the minimum amount of supporting material needed to get the visitor to carry out the call to action.
At the heart of the campaign
The landing page sits at the heart of the campaign, whether offline or online. All advertising, emails and social traffic should point to the campaign page.
Don’t forget mobile
The rise of mobile means that responsive design is key to a successful landing page – your page needs to work well on both tablets and mobile phones. Think about the language you use; tap instead of click for instance. Do all your elements work on smaller devices? If using Flash do you have an alternative?
The anatomy of a successful landing page
1) An effective headline
The headline on your landing page needs to explain to the visitor exactly what is on offer.
2) Straight to the point content
Copy should be short and to the point. If you need to provide further information link to further pages or documents. However, don’t use further information to hide or block the call to action.
Use the same words and phrases in the landing page as you do in your advertising and emails. However, don’t just copy them – the landing page should be a natural follow on.
3) Highlight benefit
Make sure the offer is of value to the visitor. In the body copy of the landing page explain the offer in more detail and what the benefit of it is. Focus on solving problems and avoid lists of features.
4) Make it easy to read
Think about how the text can be presented to make it quick and easy to read. Long paragraphs will turn the visitor off. Use short sentences, short paragraphs, no fluff, bold text, colour and bullets to put your proposition across.
5) Page design
Keep the page short, clean and appealing. Use a strong strap line alongside a relevant image, animation or video to portray your message. You have a split second to make an impact and around 5 seconds to encourage your visitor to complete the call to action
6) Clear call to action
Make it clear what the visitor needs to do next – whether it’s to download a paper, call a number or complete a form.
7) Enable sharing
Visitors that come to the landing page may find the offer so compelling that they want to share it. Make it easy for the visitor to share the page through social media and social networking sites.
8) Say thank you
Don’t forget to thank your visitors for completing the call to action. This is also a great opportunity to suggest next actions.