5 Guidelines to the Perfect…I Mean Right Landing Page

Brian Bluff co-founded Site-Seeker with his brother Eddie in 2003. He received his degree in micro-electric engineering from RIT and later served in the United States Navy.

Before we can create the perfect right landing page, we must first understand what it is we want to achieve. Based on your online
marketing strategy you should put together a list of goal(s) and objectives(s) you want your visitors to accomplish. Whether it’s completing a contact form, request a quote form, newsletter signup, or promoting a new product, etc.

As you’ll notice from the title, I don’t believe there is a formula for creating the perfect landing page – only creating the right landing page. Developing the right landing page for your visitors takes a combination of creativity and experimentation. You’re an expert on who your target audience is so you’ll want to design and develop a landing page that effectively combines usability, accessibility, persuasion, trust and engagement for that type of visitor. The guidelines below will outline how to captivate your audience while also improving conversion rates and time on site.

1. Usability

Ensure that your landing page is easy to use. Most budgets don’t allow for focus groups to test their landing page(s)/website(s) so use your colleagues and co-workers as test subjects. Send them a link to review your landing page(s) and then have them fill out a short online survey of their experience. As you refine your page, you should be:

  • Decreasing the time to complete conversions/goals.
  • Improving the navigation.
  • Refining the information architecture.

2. Accessibility

You want to make sure you create an organized and legible landing page that works properly in all the major web browsers. Also, web accessibility means that people with disabilities can understand, navigate, and interact with your landing page. This includes older people with changing abilities. This enforces the statement of knowing your target audience. Who are they?

  • What is their demographics?
  • What are their interests?
  • What is their primary language?
  • Where do they live?

3. Persuasion

If you’re not the best copyrighter, this is where experienced copywriters can make a big difference in the success of your landing page. If you don’t have any copywriters on staff, there are plenty of talented freelancers. You know your product(s) and service(s) so you will be able to work together to sculpt a persuasive page with informational copy and visually appealing images. Here are a few tips:

  • Be clear and concise with your copy. Use bullets to place emphasis on focal points.
  • Be visible. Use images, videos and infographics to help sell your product(s) and service(s).
  • Provide context with your content. Make sure your visitors can fully understand what it is you’re providing them.

4. Trust

Trust is everything. If your customers and potential customers don’t trust your brand and/or website this will have a negative impact not only on your sales but your company as well. Make sure your landing page is relevant to the online marketing campaign that brought them to the page whether it be an online ad, e-newsletter or direct mail piece, etc. Some other helpful advice is:

  • Encrypt your website. This will prevent eavesdropping. Encryption also replaces your site protocol “http://” with “https://” (“s” for secure).
  • Create a “Privacy Policy” for your site.
  • Obtain a Certified Seal. A “Certified Seal” is a seal that recognizes your website as “safe” for your users.

5. Engagement

Plan for two (2) points of engagement on your landing page(s). One being a visually engaging piece of content like an infographic or video, and the other being a relationship building action like a contact form or newsletter signup, etc. Companies have seen a 20-50% increase in conversion rates just by ensuring that there are two (2) engagement points on the page.

  • Include social media feeds to help increase engagement.
  • Monitor and measure the landing page(s) website metrics using tools such as Google Analytics to validate your efforts.
  • Update your landing page(s) with new and relevant content to ensure your page doesn’t become stale.

Remember, finding the formula for the perfect landing is impossible but finding the formula for the right landing page for you audience is very achievable. Make sure you continue to explore what is working and what is not. Use analytics tools such as Google Analytics to validate your successes and your failures. Not everything you try is going to work but as you narrow down the components to the right landing page, you’ll be closer to a more successful online marketing campaign. Another important piece of the puzzle is to have a solid foundation for your landing page that starts with relevant online and offline marketing campaigns that direct traffic to your landing pages. Leave a reply if you have any comments and questions.