If you have a product or service, you should think about creating a landing page. Landing pages have one sole purpose. That is to introduce your product or service to a potential consumer and get them to buy or try it. Many people use these for apps, products, and almost any type of service that’s worth selling.
If you don’t know what you are doing, landing pages can be a real big pain. When you look at them, they are extremely simple, but there is a lot of work that goes into creating an effective one. I will say this first: if you have no clue who you are selling to, if you have no clue what you are selling and/or representing, then there is no point in making a landing page. You’ll probably end up harming your brand more than helping it.
On the flipside, if you know everything about what you’re offering and you want more people to have it, get one! Even if you’re working for a client, you must be familiar with their offering. What is the brand? Who are they selling to? What’s the big picture or purpose? All these things are key. Why? Because they will be the main focus of the landing page.
An effective landing page can contribute to the success of a company. So, you want to do this right and you want to do as much research as possible. These things are extremely important and can be impactful for you. Now, allow me to share five ways I think help create effective landing pages.
Put it Above the Fold
You want to put the most important information above the fold. What I mean by above the fold is above the point where you have to scroll for more information. You want to make everything important visible at at eye level with your viewer. You’re doing this so your viewer immediately see’s and understands what you’re selling. Never should they have to search for anything.
Information about the fold should include the name, the function or purpose, the call to action and probably something that allows your viewer to visualize the offering. Anything else like company information, locations, or extended documentation should be below the fold. Maybe even on another page.
Make your Sentences Short
You want to make your sentences short. Making your sentences short is hard to do, especially if you are “wordy” (like myself). Short sentences help the readers feel like its an easy and fast read. It also makes things easier to understand. Think about it as simplifying what you’re saying. No one likes long, drawn out explanations.
Try to compress what you’re saying into three or four short sentences. You want your viewer to be able to look at your page, digest what you’re saying and determine if the offering is for them. They should understand it so well that if it isn’t for them, then they know who they can share it with. No one wants their time wasted with a bunch of confusion and you don’t want your time wasted with silly questions or issues that arise from confusion.
Don’t Make It a Mystery
I absolutely hate going to landing pages that make no sense. I made a landing page for a client where they requested all the copy be famous quotes from people like Shakespeare and Napoleon. The info above the fold was dedicated to a very confusing quote with old-timey English that no one understood. Not even the assistant who worked for the company understood the relevance.
Now you can imagine what a potential buyer would feel like. It was extremely ineffective and a huge waste of time. Why make your offerings a mystery or cryptic code? How can you created interest like that? There’s no plus-side to doing and including irrelevant things on your landing page. If I’m not immediately tipped off and informed, I can guarantee I’m leaving and have no regard for your company.
Landing pages are not an opportunity to try out your latest advertising campaign. Landing pages that ask many, salesy questions are ineffective. Don’t make your audience think! TELL them they need your product, inform them and then direct them to take action.
We’ve already touched on the importance of a call-to-action. We also know it should be eye-level, above the fold. Some ‘experts’ create landing pages that are salesy and gimmicky. There’s tons of copy for pages and pages, lots of bold text and at the very bottom, there’s a button that says ‘Buy Now.’ You click it and scroll through another five pages, only to realize the e-book they want you to download cost $395.97. Why?
Having a clear call to action is essential. Don’t just make your button say ‘Buy Now’, let it also include the price of what you’re selling. You cannot keep secrets or hide information — put it all out there. A lot of people don’t like showing their prices because they don’t want to lose potential customers. But there’s no point in hiding it until the last minute either!
Clear buttons make sense and they also lend to trustworthiness. If you do not build a trustworthy brand in the short time you’re given, you will always lose. Being clear and be honest. Also, draw obvious attention to your button. Use a bold color that may not be in the same color scheme. It has to stand out and it has to make your viewer take action.
Make it Personal
We just talked about making your landing page trustworthy, and the best way to do that is to make it personal. You want to make sure your offering is relatable. There are many ways to do this, but the most effective, especially for landing pages is testimonials.
Make sure your testimonials are good and REAL. Never endanger the authenticity of your testimonials — people can tell. I’ve even ran across people who don’t edit testimonials at all — they keep the typo’s and poor grammar just so people understand it’s real. That’s totally your call, but if you can get them, use testimonials.
If you don’t have testimonials, don’t fret. You want to create a way in which someone can still relate to your product or service. Create a video, an illustration or even a short story that spells it out. For example, if I am selling my design services, I can make a graphic or a video of a small business owner. He wants to take his business from small to medium and in doing that, wants to create brand. His first step is make a logo and some flyers, so he comes to me and I create something. After all is said in done, you see the owner enjoying a 25% increase in profits.
It sounds extensive, but in video format or something else, something like that works and makes a connection to your intended audience.
Landing Pages can be extremely positive for a company. But if done incorrectly, it can have an extremely detrimental effect and end up being a waste of time and a waste of space. If you have a client that wants to go against these principles, you have to stress the importance of landing pages to them. Politely tell them the issue, and back it up with your research and ideas.
In any circumstance, you want to create the best product you can. I often say that you have to create web pages as if your audience has never been online before and has never surfed a web page. Always remember your basics and try to create a landing page with effectiveness and results in mind.