Do’s and Don’ts of an Effective Landing Page
When you decide to build a website for your business, you start with the basics: Home page, About Us page, product pages (if applicable), contact form, and so forth. Eventually, however, you will need to expand your web development to include other pages.
In particular, you may find yourself in need of landing pages to support your online marketing efforts. The web design of landing pages differs a bit from that of other web pages. Here are a few of the biggest do’s and dont’s of landing page web design.
Do optimize for mobile.
If it sounds like mobile is dominating the web design landscape, that’s because it is. With 90 percent of online searches starting on mobile devices, and with Google accounting for mobile friendliness when deciding which pages show up first in the search results, making sure your website is easy to access on mobile devices is a necessity.
The same is true of your landing pages. They need to load quickly, read easily, navigate intuitively, and look pleasing on any mobile device. In fact, creating a mobile-friendly page is probably the most important step in creating a landing page web design that converts.
Don’t clutter your page.
Since a landing page is usually the first piece of your website that visitors see, and since it gives them their first impression of your business, it can be tempting to load it up with every message and graphic you can find.
However, unless you want to confuse your visitors and convince them to visit a competitor’s site instead, you need to keep your landing pages streamlined and clutter free.
Follow this landing page web design rule of thumb: If it doesn’t contribute to the main message of the page, it doesn’t get a place in your landing page web design.
Do use calls to action.
A call to action is simply the next step you want visitors to take. Since landing pages need to move visitors closer to engaging with your business, they need to include a call to action.
Good landing page web design places this call to action front and center, where it is eye catching, obvious, and appealing to website visitors. For example, make the call to action button large and colorful, and use action words to tell visitors what their next step should be.
Don’t distract visitors.
Your goal with landing page web design is to convince visitors to take a specific action. Do not distract visitors with a landing page web design that encourages them to do anything else.
For example, avoid navigation bars, multiple calls to action, or talk of products other than the one featured on your landing page. When visitors land on your page, make sure they immediately know what to do next.
Do follow up with visitors.
Once visitors do take action on your landing page, they will want to know that their actions have had an impact. Make sure your landing page web design includes a follow up.
For example, send them to a thank you page, order confirmation page, or a similar page that assures them their action has been noted and will be followed up on. Then, keep your promise to ship the item, send the email, etc.
Don’t write too much.
Keeping your landing page simple and streamlined includes keeping your copy simple and streamlined. Every word you write should be relevant to the topic of the landing page.
To that end, avoid blocks of text that do not appeal aesthetically and are intimidating to read. Consider using bullet points. Eliminate copy that is not relevant. Emphasize simple, focused text that will concisely communicate your main point.
Do emphasize benefits.
Make sure that the copy you do have as part of your landing page web design is focused on the benefits you can offer visitors. For example, discuss how a product can improve visitors’ lives. Outline how your nonprofit can make a difference. Explain how your organization stands out from others.
By clearly explaining the positive things you bring to your customers or supporters, you create a strong argument for why your website visitors should engage with you. And, that kind of message in your landing page web design is more likely to win you conversions.
Don’t forget consistency.
People will be coming to your landing page from other locations, such as social media or advertisements. As a result, you need to be sure that your landing page web design is consistent with the look and messaging of your ads, social media presence, and so forth.
For example, say you use certain fonts, styles, or colors in your advertising. Your landing page web design needs to reflect those same fonts, styles, and colors.
Consistency in your design and messaging reassures visitors that your business is reliable. They feel confident that you will follow through on your promises, and they feel more inclined to stay and explore your website further.
Landing page web design is very much about keeping visitors comfortable, engaged, and focused. As a result, creating mobile-friendly, streamlined, appealing, and focused landing pages is essential. If you need help creating pages that are both beautiful and effective, reach out to Sequential Tech. We provide the right combination of features to create a look that helps you meet your website goals.