Landing Page Design: Adopting Best Practices to Build an Affluent Landing Page
Posted by Sandeep Sharma
First impression is the last impression! True to each word, first impression does matter, at least when we are talking about landing page design. A poorly designed landing page with poor navigation, shabby colors, and unreadable fonts is sure to turn the users off.
So how a landing page should be ideally designed? What are the various factors that define the efficiency of a landing page?
There is a popular misconception that a landing page or a home page should contain all the possible information about the company and its services. Actually, for a landing page to be a good one, it should contain only the necessary information that will engage the visitors and give them a good overall experience. It should contain a catchy message for one and all and should be attractive enough to draw more and more attention.
Let’s talk more about this in detail. Check out the effective landing page creation secrets that work here!
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A) Pre-Requisites to Consider For Building a Landing Page
There are some pre-requisites to consider while building an affluent landing page for your website.
1) What is the goal?
Before creating a good landing page, you must have a clear cut idea and a goal for your landing page planned. Then you must figure out an appropriate strategy as to how you want to reach the goal in the first place. Only when you know where you are heading and the path to choose, can it lead you to the ultimate success! You have everything in your hands. Be very clear what you want your user to do. Should he just go happy about it, or take a call to action, should he visit your store, should share his email id or whatsoever?
2) Who am I competing against?
One must realize as to who they are up against. Having the knowledge about competitors and judging their strengths and weaknesses can be beneficial in the path of success. Keep your competitors close to you! Have a look on all the strategies that worked for them. Work on the same strategies with different flavor as per your brand’s identity.
3) Who is my audience?
Determining the target audience is essential. If the target audience can be fixed beforehand, it can help the maker of the landing page create the content of the page in such a way that it can cater to their basic requirements, needs and wants.
4) How did they get to my landing page?
How the audience was directed to the landing page, is an important factor in determining the kind of message that the landing page will have. Obviously, there is no one-fit-solution for all. The landing page that one lands on after getting redirected from Facebook should be different from the one when he lands from AdWords, and so forth.
B) Things to Consider While Building a Landing Page
Now that the pre-requisites for creating a landing page have been taken care of, one must move on to consider the things required while building a landing page.
1) Short, sweet, and uncluttered
The landing page should be short and sweet and should contain only the necessary information in the right form. Keep it balanced. While too less information can keep various questions of your users unanswered, too much information can overwhelm them. Thus, the information should be provided just in a short form but should describe everything in it.
2) Provide high-quality content that inspires confidence
If the information provided on the landing page is not inspirational, it might not be so alluring for the audience as you want it to be. The visitors should be drawn to the website and inspired to know more about the website and all it has to offer.
3) Have a flawless design
A landing page with a crisp content is the best thing you can have. The design should be made such that it is more approachable by the audience and should be user-friendly. Navigation should be kept simple and information should be provided in an attractive format so that it can be viewed right away.
4) Have a clear call to action
Having a clear call to action is a must. After all, this is what you have designed your landing page for, right? If you expect your audiences to fill a form, make sure it is properly placed. Similarly, pay proper attention on other call to action buttons like ‘register’ and ‘submit’ buttons.
Basically, this is to make sure that the audience should not have any trouble following various instructions.
5) Create eye-catching headlines
Headlines are what grab maximum eyes. ‘Lose extra weight in 5 days with proven results’ is far better than ‘How to lose weight’. You notice the difference? Headline should be such that it excites the users and prompts them to take the required call to action.
If the headlines are dull and boring, the audience might not be as interested as the landing page owner wants them to be.
6) Make it about the visitor
Talk about what the visitor will get if they do business with you. After all, not many of them will be interested to hear only about your inspirations and aspirations. They would rather want to know what service and information the company can offer them.
7) Should be easy to scan at a quick glance
Who wants to read those boring piles of texts one after the other? They hinder the readability. The better way here is to make the content easily scannable such that the important points get attention in the blink of an eye. How to do this? Simply by bolding the important points! Pointers also work well. Representing the info in various subheads and pointers not only enhances its readability but also makes it look organized.
8) Contain relevant, quality images
To work on the quality of the landing page and make it more attractive for the audience, colorful images that are relevant to the page should be added as and when necessary. This will help to hold on to the interest of the audience all along.
9) Have clickable share buttons
If the landing page has clickable share buttons, there are chances that the visitors will like it more. This is because in the present day a lot of people like sharing their experiences and purchases with their friends, family, and others. ‘Like’ and ‘share’ buttons have proved to be beneficial for various brands time and again. How many times have you checked the products when your friends have shared them on Facebook? The same concept applies here.
10) Mobile friendly
As most of the users prefer to visit pages and make transactions and purchases from the mobiles these days, it is essential that the landing page of any company website should be mobile friendly and easily accessible. This is one of the important elements of a modern web design. It not only pays to have a mobile friendly landing page, but having a mobile friendly website is equally important too.
11) Broadcast their trust signals
To prove the authenticity of the services, the landing page should contain trust signals and logos of big, well-known and popular companies on their website to build trust for the visitor. Logos of companies that you have worked for or provided services to, can be the right signal. It will prove the goodwill of the company to the audience in the first place and will be very beneficial for the business.
12) Have been through many rounds of A/B testing
It is very necessary to ensure that the landing pages are in accordance with your requirements and behave as you intended. To achieve this, A/B testing is conducted wherein a simultaneous test is conducted between two or more pages and the page which performs the best is studied. Tests are conducted to check headlines, call to action, content placement, etc. on the landing page and the traffic so achieved is calculated.
To excel in the art of landing page creation, it is necessary that the landing page simple, lucid and readable for the dedicated audience. Make sure you use the simplest of the font, highlight heading and put in the main information in the subheadings. The information should be put in a bullet format to make it more approachable by the audience.
Thus, just creating a random landing page for a good website is not enough. Following the necessary steps and meeting the pre-requisites is essential to lead to a good landing page and attracting more and more visitors to the page altogether. If the steps are followed genuinely then it will create an appropriate landing page for any type of business and prove to be a unique selling point for the business and its services altogether.