Engaging ads and shared links can encourage people to click through to your website, but click throughs without something to entice readers probably won’t accomplish your marketing goals of boosting sales or building a mailing list. A landing page is a distinct page on your website that encourages or guides visitors to take an action on your site. It can take some trial and error to design the right landing page for your website, but your site metrics will let you know your landing page is a success when they show a response to the call to action that increases over time.
You don’t have much time to make an impression on your visitors, so your headline needs to grab their attention and make it readily apparent what your landing page is about. For example, if you sell a product, your landing page headline should state what the product does. The headline should be succinct and no more than 20 words in length. Anything longer can potentially confuse site visitors and cause them to click away. Additional elements such as an image and subheading can also enhance your headline and make your meaning more clear to visitors.
To retain visitor attention, use plain language that stays focused on the premise in your headline. Avoid clever language, jokes, or outrageous language that distracts from your landing page purpose. For example, to get visitors to download your e-book, or purchase a product, your copy should state clearly what your product does and how it solves a problem for your visitors.
No matter how wonderful your product, you want your visitors to do more than take your word for it. A strong landing page backs up your copy with social proof that your product or service gets the job done. Some ways to add social proof to your page include:
*Selected customer testimonials*Media mentions*Quotes from influencers in your field who reviewed your product or service*Names or logos of your business customers
There is no one size fits all when it comes to successful page layouts, but you can research landing page examples created by similar businesses in your industry to get a feel for layouts that attract visitor attention. Elements to look for include font sizes, icons, colors, and the amount of vertical space that appeals to your customers. Keep your design simple and uncluttered so eyes remain focused on your message and your call to action.
Call to Action
After your visitors read your message, don’t make them guess about what they should do next. Your call to action should tell people exactly why they should take action and what your offer includes. Make it easy to find a text box where visitors can add their name to an email list, or a button to click that takes them to a page where they can download information or purchase a product.