Having the right landing page design and strategy can make a big difference in your business by matching the right kind of customers to the right kind of product or offer that suits them best.
For example, if you’re a general contractor, rather than having potential clients land at your home page, you want a customer who needs kitchen work to land on your kitchen landing page. There are some best practices that you’ll want to be mindful of if you want to convert visitors to potential paying customers or leads.
- Stay on a single message.
You want to stay on one type of service or product, have only one offer, one message, and one call to action for each landing page. Your website may include a plethora of services or products but a landing page informs a particular type of customer to your particular service or product. They have everything they need on that one landing page. This way, things are kept simple for the visitor and they’re not lost trying to poke around your site trying to find the information they need. Just a clear message, with a clear product or service with a single call to action guiding the visitor on what they need to do next.
- The Five Second Rule
Not the rule about eating food that’s been dropped on the floor. Rather, this rule acknowledges the short attention span of internet users. Our brains are hardwired to pay attention to information that benefits. Your landing pages should be short and sweet and to the point. The structure should have a clear message on what you’re providing (product or service), how it improves their lives or addresses a need, and instructions on how to obtain it. Further more, this information should be display “above the fold” or at the top of your page when it loads. If your landing page doesn’t provide the necessary information at the top, then chances are your visitors don’t have the incentive to scroll down.
- Three Key Benefits
Some of my favorite examples of excellent landing pages include three key benefits for the product or service being offered. These aren’t features or perks but rather a solid benefit that the visitor and potential customer can visualize. Here’s an example: A telescope being sold has a feature of a finderscope. Rather that just stating that the product has a finderscope (feature) quickly summaries how it benefits the customer. “The finderscope makes targeting celestial objects easy and quick!”. When you list your benefits, include a headline or an image to help it be visually appealing and understandable at a glance.
- Strategic Videos
A 60 second video that tells the story and transformation from before your customer found you to their happier after state. It should have a call to action at the end of the video. that’s clear on the same page. Use visual storytelling in your video rather than a person talking into the camera the whole time. We want your potential customer to visualize your solution to their problem and anticipate the happiness your solution will bring to them.
- Features List
We mentioned a short benefits list on #3 on this list but now we want to encourage the customer to justify their purchase or investment into your product or service. The features list provides the visitor a solid foundation of purchase justification by allowing them to feel that they are definitely getting their money’s worth. We’re addressing the logical point of view at this stage. A simple bullet list with all the nuts and bolts of your product or service. Add icons like a checkmark besides the typical bullet point for more visual appeal.