Your landing page is the first impression site visitors have of your brand. You must juggle many factors, including grabbing attention, keeping it and driving the user toward a logical action.
Hubspot’s State of Marketing Report surveyed 3,400 marketers from around the world. Respondents claimed a 55% increase in conversions when they went from 10 landing pages to 15. Adding additional pages created better focus and allowed marketers to segment audiences.
Improving your landing page increases the number of leads you collect. It also presents your image to new people who may not have experienced your brand before. Here are six qualities of a stellar landing page and some examples of companies getting it right.
1. Improve Your Call to Action (CTA)
The language of your CTA can make or break your conversions. Keep it personal with first- or second-person wording, such as “Get Your Free Guide” or “Get My Free Report.” Use action verbs to indicate what you’d like the user to do.
Marketing guru Neil Patel says placing the CTA button above the fold is a myth. It’s far more critical its placement makes sense. Have you given the user enough information to make an informed decision? Is the button easy to find?
Think about the color and the size of the button. While no one color works best for every site, the CTA should contrast with the rest of the page, so it pops. It should be large enough to draw the eye, but not so big it takes over the entire page. Make sure it resizes appropriately for mobile devices.
DH Condo Services places two CTAs in different colors. One is at the top of the page and offers a free quote if you click on it. The pop of orange draws the user’s eye. The other is a bright green and matches the color palette in the logo. Because they set the “Get Quote” CTA on a navy blue background, it pops and grabs attention.
2. Segment Audiences
Your landing page needs to speak to your target audience. You have just a few seconds to grab their attention with your headline. Every aspect of your page must address the needs of the person who has landed there. You have to know their pain points and how you can solve them.
Start by segmenting your audience by gender, age, career or even interest. If you serve both consumers and businesses, that is one natural segmentation, but you might also separate by industry or size of business. You can then make the page personal for everyone who lands there. If you must address more than one audience segment on the same page, make it clear to whom you’re speaking and offer links to additional data.
3. Include Powerful Visual Assets
Graphics on your landing page should enhance the text. They say a picture is worth a thousand words, so make sure you use relevant images. Throwing up any old stock photo won’t work. If you’re offering cooking lessons, the image should show you instructing students, for example.
Don’t rule out other visual assets to dig into complex data. Add infographics to break down facts and make them absorbable. Use graphs to prove your points. Sprinkle in photos when they add to the value of what you’re writing.
T.J. Garage Doors utilizes beautiful photos of the garage doors it sells and installs. The images include a variety of styles, so potential clients see options. Every photo on the page is unique to the company and showcases its work.
4. Create Responsive Pages
According to Statista, about 48% of web page views come from mobile devices. As more people access the internet from their smartphones, responsive website design becomes even more important. For a landing page, things such as CTA buttons and text must adapt to the size of the user’s screen, or the page becomes unreadable.
Pay careful attention to forms on your site and how they work for mobile users. Having to click on tiny boxes and type in endless information isn’t workable on a smaller device. Instead, figure out ways to collect data quickly or only require an email initially.
Go and Grow does an excellent job reducing its landing page down without sacrificing the quality of the design. The main features are all still there, but the menu items are hidden behind a hamburger menu to allow enough room for the other elements.
5. Embrace White Space
Don’t be afraid of utilizing negative space to draw attention to specific elements. Whenever something is set apart with white surrounding it, the feature naturally draws the user’s eye. Get rid of the extra clutter. The last thing you want is to distract people from the purpose of the page. Eliminate any outside links drawing users away from converting into customers.
6. Define Your Page’s Purpose
Figure out what the unique value proposition (UVP) is for each landing page. If you’ve researched your buyers, you know what drives them. What pain point or problem are they experiencing? Show them how you solve the issue for them.
Each page should have a clear purpose evident in the headline and focus of the page. The statement for one landing page won’t be the same for the next. You might want to make a sale, or you just may have a goal of collecting emails.
Jim Beam has a landing page where the purpose is to get people to mix their drinks using its whiskey. When you arrive at the website, everything points to getting you involved in the competition. The headline is about the mix-off. The CTA reads, “Join the Competition.” Even the text is a challenge to mix a cocktail using its bourbon. The purpose of this page is clear.
Study Great Landing Pages
The best way to learn about fantastic landing pages is by studying successful ones. Think about some of your favorite brands and visit their sites to see how they get their message across. Check out competitors’ websites to see what they do well and how you can make your page stand out. With smart strategies and consistent testing, your landing pages should perform at optimum levels, turning visitors into leads.
Author Credit: Lexie is a digital nomad and UX designer. She enjoys hiking with her goldendoodle and creating new cookie recipes. Check out her design blog, Design Roast, and connect with her on Twitter @lexieludesigner.