Landing Page Best Practices
What is a landing page?
A landing page is a targeted entry point to a web site.
Most web users are familiar with the concept of a homepage – the main focal page for a website that is usually considered to be the entry point to the site that is often a “catch all” page that gives overview and insight to the website and its content. As such, the homepage is a generic entry point to the site, business or brand.
A landing page allows specific information to be delivered to a user to provide a focused and tailored browsing experience. The user only views information specific to either their reason for entry – web search keyword etc. – or information specific to a campaign or goal set by the business. A landing page allows the focus of the campaign to be displayed clearly and not to be clouded and confuse the user by showing additional generic content or irrelevant content.
A landing page is any page on a website where traffic is sent specifically to prompt a certain action or result.
Using a Landing Page.
There are two main reasons that you might want to use a landing page:
- To generate interest in your site, product or service and convince the user to view the rest of your web site – “click through”.
- Lead generation – to provide targeted information on a product or service and convince the user to “buy-in” or commit.
Landing Page Best Practice
Focus & Simple and obvious writing.
Be clear what you page is about. The user will decide if you page is of interest in a matter of seconds. So provide some key focal points to the user to let them know what the landing page is about.
Don’t clutter the page with either too much text or too many images. It is a delicate balance to provide enough white space to convey the message in a clean and yet concise manner. Users will scan text for key points of information so make sure the sites message is put across clearly – What are you offering and Why do I need it?
Headlines – be descriptive. The headlines will jump out at the user as they scan the page. Make it easy for the user to know and understand what the page is about by providing clear and descriptive headlines.
Deliver what you promise. If your landing pages is targeted at a single conversion goal and or advertising campaign then make sure that the content on your landing page matches what the advertisement promises to deliver. Users will quickly move on if promised one sort of information and taken to irrelevant or misleading content. To perfect “message match” put your shoes in those of the user.
Call to Action – the user needs to know what to do next, be that click a link to view more of the site, complete a “sign up” form or even make a purchase. Be clear about what you want the user to do and what they can expect.
Stand the out from the crowd – make the CTA clear, the user doesn’t want to search around the web page to find their next move.
At the same time, do not confuse the user by providing too many options for what the user does next.
Prove it! There are too many web sites that clutter themselves with user reviews, testimonials and customer profiles. However, “social proof” is an important factor to consider for landing pages. Social Proof is a strong element in engaging the user to commit to spending longer reviewing the landing page or better in investing in the product or service. (See
Landing Page Optimization tips for further discussion and illustrations of social proof.)
Best Practice Tips
- clear headline;
- clutter free layout;
- deliver your promise with relevant content;
- clear call to action - after all this is what you want the user to do; and
- prove it!
For best practice tips put in to practice, take a look at formstack.com and “The Anatomy of a Perfect Landing Page“. Summarised the main focus points are:
- Page Headlines and Ad Copy
- Clear and Concise Headlines
- Impeccable Grammar
- Trust Indicators
- Strong Call to Action
- Stand Out Buttons and Call to Actions
- Easy on the Link
- Images and Video that relate to content
- Keep it above the page fold
visualwebsiteoptimizer provides a useful interview with unbounce.com (a specialist in landing pages) with links to infographics on “How to Use PPC Landing Pages” for higher conversions and lower cost-per-click – which forms a useful tip sheet for landing page best practices.
Direct link to the infographic.
11 Tips to Improve Your Landing Page at digital-web.com. They key points being;
- Define the conversion
- Research what a visitor is looking for and tailor the page and content for them
- Clean – get rid of any unwanted and unnecessary elements (content, links, unnecessary navigation)
- Focus only on what you are targeting
- Provide clear Call to Action or Conversion Exits
- Catch the users attention before the fold (the bottom of the page as viewed on the screen before scrolling)
copyblogger.com provides a set of useful tips about landing pages “turn traffic into money“. In particular there are links to seven landing page tutorials (all by copyblogger) and 28 real-life landing page makeovers – these give analysis and critique to real-life web sites and landing pages, providing recommendations for making improvements to landing pages.
I will shortly be designing and developing a landing page. The information contained within this posts forms the basis of research into best practices for this task.