When you visit a shop the first thing you will probably notice is its window display, which is why they are often filled with their best products and latest offers.
This first impression is critical to whether that shop makes a sale or not, which is why successful retailers often invest a lot of time getting the right brand appearance.
The same approach should apply to a website, but it is even more important when creating specific landings pages for services or new offers.
The use of individual landing pages, often separate from a company’s main website, has grown phenomenally in the last few years – partially in response to the SEO value that a landing page can add and their integral role in pay per click (PPC) advertising.
A well-designed landing page should be attention grabbing and make use of bright colours and interesting images and graphics to draw the client in.
Regular conventions such as paragraph structure can also be replaced with intriguing infographics of fact boxes, which make the information easier to digest.
All website copy should be concise, but landing pages mustn’t beat around the bush and should get straight to the point.
Looking back at the analogy of a shop window you rarely see anything more than a sentence on a display and they are often packed full of visual clues to help customers easily understand what’s on offer – landing pages must fulfil the same function.
A call to action
Landing pages should be about as subtle as a sledgehammer and must contain a strong and effective call to action early within the text.
In most cases people will be visiting the page from social media or an advert, so they just want to know what you are offering and how it can make their lives or business better.
Firms shouldn’t be afraid of the obvious and should say exactly what is on offer. Additional details can either be provided further down the page or be referenced via a link back to your main website.
Landing pages offer a fantastic way to carefully monitor interactions with potential clients.
Google and the various social media platforms will tell you how many people have clicked on your page via their analytics service. However, by creating a landing page you can see how long they have stayed to read your offer or even monitor click through to your main site.
If a page is getting a lot of clicks, but people aren’t spending long reading it then it may be that the campaign or offer simply isn’t working as intended and therefore requires amending.
In the long run, this can significantly cut the costs of PPC advertising and ensure that you enjoy a more captive audience.
Landing pages are an extremely effective way of improving your presence on the web and your ranking on search engines in particular.
By having more common keywords associated to your business via various sites you are far more likely to improve your ranking, while the various click-throughs and connections to your main site can improve its organic ranking as well.
As many practices may not have used landing pages previously there are a number of common mistakes that they can make, these include:
- Self-praising – A landing page should be persuasive, but it should mainly focus on the benefits of your service – it shouldn’t be a masterclass in patting yourself on the back. Content should be authentic and confident, but not too ‘fluffy’.
- Ineffective calls-to-action – Do not regurgitate the same old call to action. Try and use specific language in the page that will appeal to your target audience and get your point across quickly. Be short, clear and concise
- Long, boring forms – You will probably want to capture information using your landing page, but complicated forms are not effective and can be a real ‘turn off’ for visitors. Far better is to provide a quick link to either an email address or contacts page, or if you have to use a form keep it simple – name, number, email (you don’t need to always collect an address, their mother’s maiden name and their favourite flavour of ice cream).
- Clutter – Just like we all try and avoid clutter around our home and office, you also want to create a clean, crisp landing page design. Anything too ‘busy’ just looks messy and only works to dilute your point.
Now that you understand the benefits of a landing page and the ‘dos and the don’ts’, you will probably want to explore their effectiveness.
By seeking professional advice, you remove the uncertainty of whether a campaign will work or not, which can reduce costs and the burden of managing the page in the long term.
If you would like help from our team of creative web designers, who are supported by our PPC and social media specialists, why not give us a call or send us an email.
We can’t wait to see what ideas you have and how we can make them a reality.