12 Tips On How To Design A Good Landing Page
I don’t know about you, but there’s been a lot of talk about building an email list these days. Especially after some hot news of online marketers getting banned by their email marketing system for some reason they did not know of. LOL
Anyway, you can’t do email marketing without a landing page. So, what’s a landing page? It’s the page your website visitor arrives at after clicking a link. The link could be on any page on your website, pay per click (PPC)) advertising, banner ads or even keyword search.
The goal of a having a landing page is to make your visitors take definite action. You don’t want your visitors to leave until you get them to do what you want them to do. To click on the buy button, to sign up for an affiliate program, to download a free e-book or software, to sign up for a course, or to subscribe to your free newsletter, etc etc etc.
The landing page is a direct marketing copy. OK, so your visitors will land there through a link on your webpage, an ad, a keyword search, pay per click advertising, banner ads, and now you want to CONVERT them.
Here are some tips on how to design a good landing page.
1. Content Relevance
Your landing page content must be relevant to what people were looking for when they applied the click through. The closer the match, the higher the chances of conversion. If your ad is promoting a free trial, your landing page should also be about an ad featuring a free trial. The language in the ad should also be similar. This kind of matching consistency helps reinforce content relevance and ultimately, a positive landing page experience.
Internet writing is different than offline writing. Generally, when people surf the web, they give short attention span to what they are reading. So your ad must be as concise as possible. When visitors arrive at your landing page, they are already predisposed to buy, or they want to get more information of your product or service.
Yes, by all means, give them those information BUT be concise. Never use more than 3 sentences to communicate a point. Think thoroughly on what you want to put across. You may convey your message in bullet form to communicate the benefits of your product or service.
3. Get straight to the point
The landing page is a highly customized marketing copy for your product or service or affiliate product or service. So, why would anyone want to distract their visitors with advertisements or links to other websites? Don’t let your visitors wade through a whole bunch of hosh posh before they get to want they want.
Dedicate one landing page to only ONE product or service. Don’T try to promote multiple products (unless they are of the same product group) or services on one page. Create separate landing pages and campaigns if you have multiple products or services to promote. Focus on one product or one product group on each landing page.
5. Be Factual
Use facts and figures instead of generalities.
EG. General: Huge discount!
Factual: Prices Reduced by 70 percent!
6. Clear Call to Action
Tell your visitors what you want them to do. Buy now, click here to download, fill in name and email address to subscribe or whatever. Keep all call to action text in bold.
Some very simple ways to improve your landing page CTA include placing your CTA in a location where visitors are sure to see it, designing your CTA button in a contrasting colour, and last but not least using actionable and enticing words and phrases, such as “Download My Free Guide Now!”
7. Readable Text
Sure, there’s nothing much to look at a page with white background and black fonts. But it’s definitely easier to read the text than a red background with black fonts. Remember, it’s the words that sell! Your website visitors must be able to read your text with ease.
8. Navigation Links
Not at all, if you could help it. The only link you want your website visitors to click on your landing page is the call to action link.
9. Graphics and Images
Keep visual effects to a minimum unless you are running an online audio or video business, real estate business, or selling holiday destinations. Keep in mind that for direct marketing, it’s the words that sell. Graphics and images serve only to enhance your text communication, not cloud it.
10. Grammatical and Spelling Errors
Proof read your texts and correct all grammatical and spelling errors. Otherwise it gives your website visitors a negative impression of you and the company you represent. Once visitors have a negative impression, it becomes difficult to convince them of the product or service that you are promoting. First impression counts a lot!
11. Make it personal
Make it personal to connect with your visitors. Use a lot of You and Your in your text. It’s important that you speak to your visitors in a warm friendly tone for both your ad and landing page copy. Remember, you want them to be relevant to each other, so it’s critical to use the same friendly tone with both. When writing the copy for both, think of it as speaking to somebody in your target audience — in-person — rather than online. Doing this will help your copy sound more natural, making it easier for prospects to engage with you.
12.Make your text clear and simple to understand
Avoid colloquialism or jargons. Use terms and phrases that people readily understood. Use short sentences, and phrase them in the active voice. Using active voice in your writing means that the subject of the sentence comes first and performs the action that the rest of the sentence describes. This is the most straightforward way to present your ideas, because it creates a clear image in the reader’s mind.
Eg. Active Voice: I can help you increase profitability.
Passive Voice: Your profitability can be increased with my help.
A good landing page will always sport good conversion rate as compared to a poor one. Take the time to think and rethink, work and rework your landing pages. Don’t make the mistake of just optimizing for the search engines. You need to optimize your landing pages for humans too. Ultimately, it is humans that give you the sales. Cheers!
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Ari Tumijo is a full-time Brand Consulting Practice Executive as well as Head of its Digital Strategies with Rayan Daniyal Consulting (RDC) brand practice. He possesses 5 years of digital marketing experience and this website is the result of his continuous seeking and sharing of knowledge. With RDC, he is responsible for developing the solutions for clients seeking to improve their digital presence and brand equity in the social media space. In addition to account servicing role, Ari is also involved in business development for Brand Capital, a subsidiary brand of RDC. He has a Diploma in Mechatronics Engineering and spent his early career years in F&B Management and Semi-conductor industry.