Okay, maybe not perfect, but we couldn’t resist the airplane analogy. And, like an airplane, a well-designed landing page can help your business take off (see what we did there?).
The goal is to create a high-converting landing page. It’s more than just making something that looks good. Just as there are different businesses and different websites, there are different approaches to making the most effective landing page. There may not be a one-size-fits-all solution, but here are some helpful tips.
What’s a Landing Page?
Before we jump in, let’s make sure we have our terms defined. A landing page can be your home page, but the purpose of the landing page is to convert. You want to turn a visitor into a customer or someone who takes action.
Call to Action
The goal of your website is to get the person looking at it to do something — buy your product, donate to your cause, go to your event, etc. You can put this call to action on your home page, or you can create separate pages that are linked in an email message.
Keep it Simple
You don’t need a lot of bells and whistles to create a high-performing landing page. In fact, you want to keep the distractions to a minimum. A good rule is to have ONE call to action on the page. Maybe it’s to ask for an email address, or to click for more information, or to go to a shopping section.
You don’t want your visuals to be distracting, but you do want a site that has impactful images. The best sites integrate visuals and functionality, so you want to find the right balance. Don’t clutter up the page with a lot of competing elements. As with the call to action, keep it simple, but effective.
Use an Attention-Grabbing Headline
You want to immediately capture the viewer’s attention, and a good way to do that is with a killer headline that invites curiosity and action. Keep it short; no more than 20 words. A headline grabs the reader’s attention and tells them what your product or service is.
Videos are gaining popularity and are a great way to drive interest in your site. Adding a video could even double your conversions so it’s something that’s definitely worth considering. Video also encourages visitors to stay on your site longer.
You want to let everyone know that your site and business are legit, and a good way to do this is to include a phone number, email address and a physical address. You may also have a customer service pop-up window asking if the visitor needs help.
Your landing page is a big part of your marketing campaign, so it needs to be optimized for conversions. The above actions can help you make the most of it and keep your business flying high.
Farmhouse Creative knows all about building better landing pages and would love to help. Feel free to contact us.