Technically, a landing page is any web page that a visitor can land on, but in marketing, the term is commonly used to describe a standalone web page that’s designed for single, specific purpose.
The point of a landing page is to convert, whether there’s a form on it for visitors to fill out so that they can convert into leads or a link so that they can become customers.
However, we’ve been an SEO company in NJ / NY doing website design long enough to know that just because a landing page is designed with a single purpose in mind, that doesn’t mean it always serves that purpose well.
So, let’s go over a few tips for designing effective landing pages so that yours will not only serve the purpose they’re supposed to serve, but serve it to perfection.
No matter the objective, you need a catchy headline.
Just like when doing content marketing of any kind, the content on your landing pages needs to grab attention fast, and it all starts with a catchy headline.
It’s the first thing visitors will see, their first impression of the page, and they don’t typically stick around too long if it doesn’t interest them almost immediately.
And the headline shouldn’t just grab attention, but also let the visitor know what they’re in for as well. It should clearly identify what the page is all about and how they can act.
And if you manage to get your headline and any images on the page to work together to grab attention and let visitors know what to expect, then even better.
Just remember to keep headlines short and sweet, and that they don’t always need to be so clever either. Also, you can go into further detail or be more persuasive in a subheading under the headline if need be.
Be quick and concise.
In order for your landing pages to have any chance at being effective, they’ll need to get to the point. Trust us as longtime NJ SEO experts, this is not the place to be long-winded with your message.
Online visitors tend to scan and skim more than actually dive into content. Unless it’s about a topic they’re truly interested in learning every little detail about, they want to know what you’re offering and why they need it…fast.
And it’s not just about being quick and concise with your message in general; it’s about the entire layout and scope of the page.
Whether you use the bullet point approach to get the important parts out there fast, or you use larger text, bold, or italics to emphasize certain points, you need to ensure visitors can digest the content quickly while still getting all the information you need them to get.
You need a catchy call-to-action too.
Just as it’s imperative that your landing page has a catchy headline, and subheading if need be, you also need to ensure your CTAs grab the visitors’ attention and instill in them a sense of urgency.
Remember, a landing page has one specific purpose; it’s failed if no conversion of any kind takes place.
So, you need to think creatively about how you word your CTAs. Send and submit won’t cut it anymore. Those kinds of generic words have worn out they’re welcome on landing pages.
Just like when coming up with headlines, think creatively about how you can grab the visitors’ attention with your CTAs and entice them to click while still clearly letting them know what they can expect to happen after that click.
From there, as with any aspect of web design, try to be consistent with your landing pages to ensure things can only get easier for return visitors in the future.
About Us: Climb The Search, a leading SEO company in NJ / NY, offers the total package of search marketing services, including search engine optimization, social media marketing, and video production. At CTS, we help businesses grow, every single day.