The landing page is the first page visitors see one the get to your website. If they come from a search engine, they can land anywhere so you can plan your pages to be attractive, but If they clicked an ad, it would be a specific page you designated for this ad and this page you MUST design with care.
In this post, I’m going to share with you a list of rules and tricks I’m using when building a landing page to make it more effective
The most important rule
Never promote the home page.
The home page is the home page, and not a landing page. Home pages are general pages that show the face of the company. In a landing page, you must highlight a certain special aspect that your audience wants to know about.
So if you have your own website, of if you joined some business opportunity – don’t promote the home page! Create your own unique squeeze pages that will be more attractive and clear to a person who just lands on the page.
- Headline – the most important part
Your visitors came by clicking on some link – banner, text ad, a line in an email etc.. You MUST relate the headline to the text that triggered the click. For instance, if your text ad said: “Learn how to build your own home”, then the headline would contain this phrase.
- The content – make it short and to the point
Try to write as less as possible, while keeping things clear so that a user can read it all quickly. Use bullet points to give the main points. This might seem obvious, but make sure the ad text is relevant to the text on the page.
If you have a video as part of your content, you’ll probably get 500% more conversions. Just take a look here: click here to see
- Call to action
The purpose of the landing page is 1 – get the visitor to take action. An action can be: click a link, subscribe to a list, purchase a product, call a phone number and so on. You decide what the action is, but remember – only 1 action per landing page.
Keep those to a minimum and mostly out of sight. Most landing pages have links at the bottom like disclaimers, TOS etc., but some have more. It is especially true if the site is on your main website, and you neglect to remove the usual menu you have at the top…
Either ask your programmer or do it yourself – the landing page should focus attention on the offer.
- Emphasize the action tool
The action can be a button or an opt-in form. Make them BIG, and on various parts of the page – especially at the top and bottom of the page. The thing is – you don’t know what would trigger the user to act, so give him the action tool handy on various places on the page (some landing pages are very long, so they might contain even more than 10 checkout buttons).
- Look and feel
Make sure the landing page gives the look and feel of your site, or the company’s site. For instance, if you promote Amazon, then you’d like your landing page to have the clean look of Amazon.com in addition to a touch of its logo. This way, when people click the checkout button and get to your site to purchase, they feel they are still on the same “safe haven” they decided to purchase from.
There’s actually a wordpress theme that works on that same element – it gives your site the feel and look of youtube, and the results are amazing: people are staying and interact with the website around 250% more! Check it out here.
That’s about it in terms of the general structure rules for the landing page. Try to create a few landing pages until you feel comfortable about building them. It’s very simple when you get the hang of it…