There are tons of great articles online teaching you what you need on a landing page, but sometimes the trick is in understanding what you DON'T want on there.
Here are the dos and don'ts of landing pages:
Yes, have a strong and wide image that supports what you're saying
- The primary image on your landing page should be above the fold (before someone has to scroll).
- That's the first thing visitors are going to focus on, so make it captivating.
- If you're running ads, make sure your ads and the landing-page text match up, so people feel that they've arrived at the right place.
Yes, present a single and focused call-to-action
- What's the one thing you want your visitors to do? Remove any other links that might cause someone to leave your page (sometimes that even means site navigation).
- Remove any social media links for sure.
Yes, clearly state your value proposition with a compelling header and subheader
- Why should your visitors take action?
- Use your headline and especially your subheadline to talk about your value proposition.
Yes, show examples of how you've changed lives
- Yes, benefits-oriented messaging.
- Show your visitors the transformation that's possible.
Yes, include testimonials and other forms of social proof
- People want to know that other people have trusted you in the past.
- Social proof includes testimonials, reviews, and partner logos.
- Join credible associations if needed to build your reputation.
Yes, show your expertise
- Now it's finally your chance to talk about who you are, why they should trust you, and why you are the expert in this topic.
- Share some of your accomplishments as they relate to your call-to-action.
- Use partners' bio's for credibility if necessary.
I absolutely love this article by CXL Institute. It has so many great (and blunt) tips on what not to do, with examples.
Here are a few examples I see most often:
No, cheesy stock photos
- Try not to use too many stock photos at all; some of the best conversions come from finding people just like your customers.
- The best way to get customer photoshoots is to offer your customers the photos or some free service in exchange.
- If you can't convince your customers to do a photoshoot, try calling on your friends and family for photoshoots. Those types of pictures will be more credible.
No, more than 1 offer
- Try not to have more than a single offer on the page.
- Be mega-specific and mega-targeted.
- If you need to test 2 offers, then use 2 landing pages.
No, extra information
- Don't include irrelevant information that does not relate to your call-to-action
- What’s the one thing you want people to do on your page?
- Focus on that one thing and remove everything that does not directly contribute to people taking action toward that goal.
No, asking for too much information
- Keep your forms simple so that people fill them out.
- The more hoops you make them jump through, the more they will try to run away.
No, slow pages
- Slow pages are a killer to conversions.
- For every second your page takes to load, you'll lose 20% of your audience.
No, performance measuring
- You can only improve what you can measure.
- Configure Google Analytics, Facebook Pixels and anything else that will give you clues as to whether your page is creating conversions.
No, good follow-up strategy
- This one time, we sent a client 126 qualified leads in a single month, and they didn't have the capabilities to call them back. When they finally did, the leads were so old that people didn't know what they were talking about. Big mistake on our part — we didn't ask the client if they could handle what we were about to lay down!
- Make sure you have a plan for how you'll follow up with your leads.
- Map out the entire marketing & sales funnel.
Having a great landing page is part technology and part #marketing psychology.
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Posted: Wed May 20th 2020 12:00pm 6 months ago
Written By: Dafne Canales
Founder and CEO of the innovative digital marketing software company, Spartan Spark, Dafne Canales Lees has earned her reputation as the Data-Driven Digital Storyteller. Her 7-Second Trust Formula uses behavioural marketing strategies to create client trust via digital marketing platforms for a more personalized user experience that translates into additional sign-ups, sales and increased profits.
A member of the Neuromarketing Business and Science Association and the Society for the Advancement of Behavioural Economics, Dafne travels monthly to California to attend meetings with her advisory board. A sought-after speaker and facilitator, this creative innovator never stops giving of her time and talent, even teaching corporate in-house marketing teams the latest digital marketing strategies.