The only thing you really need to know about landing pages (other than YOU NEED THEM!) is that, “Less is more!”
But to explain it a little better, here are 10 Landing Page Best Practices:
1. A landing page is not a substitute for a website
- Only the most necessary information for your audience to convert is what should live on a landing page. You don’t need an ‘About Us’ or ‘Contact’ section on a landing page. Landing pages are all about the conversion and people get distracted very easily…
2. Eliminate Choices
- Decide on the ONE thing you want your audience to do and eliminate all other deterrents. If you want people to convert to your website – don’t also give them the option to fill out a form or download a file.
3. Ask for less information
- Don’t be greedy! If you want people to sign up for your email newsletter… all you really need is their email. You don’t need their name, phone number, address, zipcode – so don’t ask for it! It’s a major turnoff to your audience. Don’t believe me? Try some a/b testing and see what results say!
4. Forms should always be placed above the fold
- You have about 3 seconds to grab your audience’s attention – they may not even scroll to the middle or bottom of the page. So if you want your readers to fill out a form, then it better be visible when the first click on the page!
5. The audience needs to benefit in some way for taking time to just LOOK at your page
- Time is precious and you want to be able to offer your audience something for taking their time to look at your landing page. Whether you provide them useful information, a coupon, or a service – give them something!
6. A landing page needs social proof
- Not to be confused with social media. Social proof can be testimonials, or logos of other companies you have worked with (if appropriate). People want to see that you’re the real deal – so give them proof! A short testimonial with an accompanying name and picture can do a lot to up your credibility. Links to social media can work if you don’t have testimonials on hand – but keep in mind – anything you give your audience the opportunity to click on may lessen the conversion rate.
7. Think about what the target audience wants to see– not what YOU want to see
- Does your target audience have bad vision? Make the font bigger – even if it looks a little silly! Design is important, but not at the cost of the conversion. When in doubt – leave the page design to the experts!
8. Consider A/B testing
- Testing out different creative or wording on your landing page can give a lot of insight into what’s really working. It’s such a simple thing to do and can be as easy as switching out one headline. Try it out on your next campaign and see what the results are!
9. Don’t brag!
- You have brought your audience to the landing page for a reason – don’t take advantage of their time by bragging all about yourself…unless it’s from the mouth of a testimonial!
10. Use authentic photos
- Business clip art can be the death of your landing page. Use authentic photos that represent your business or services. If you don’t have any (and you really, really should!) consider only relevant stock photos. If you’re selling flooring… showcase different types of… flooring! Unless your landing page is for a dentist - stay away from images of random smiling girls. Your ad is not a showroom!