One of the key aspects to any successful online marketing campaign is lead generation, and one of the best ways to generate leads is through the use of a well-designed, well-thought-out landing page.
Landing pages in general terms are considered the page which an end-user of your website visits first or “lands on”. This usually ends up being the homepage of your website. In online marketing terms, a landing page is a page on your website which allows you to collect information from the end-user through an online form. Once the user has submitted their information they are usually given something in return such as: an educational e-book or whitepaper. When done properly, this landing page will be targeted towards a particular end-user who is interested in a specific product or service offering.
There are several different ways to approach the design of your landing page and a few questions you should ask yourself before getting started. What is the goal of your landing page? Who is the target audience? How will people get to your landing page? No matter what the answers are to these questions – every landing page should consider these 4 pieces to make them perfect.
1. Lead Generation Form (above the fold)
Making sure your lead generation form is above the fold of your website makes it the focal point of your landing page – which is exactly what you want. Be sure to design it in such a way that it catches the eye and stands out from the rest of the page. How much information you make mandatory is based on the item the end-user receives once they’ve submitted their information. For example, if you’re giving away a free demo of your software, you’d probably require the user submit more information than if you were giving away a one-page whitepaper.
2. Minimal Navigation
The amount of navigation you include on your landing page should be based on how the user landed on your landing page. If the user traveled to your landing page from a page within your website, your navigation at the top of the page shouldn’t include anything more than your logo. If the user traveled to your landing page from an external source (social media, search engine etc.) you should include links to a few other pages on your site. The idea behind this is that you don’t want to offer the end-user too many “outs” or links off your landing page. Once they’re there, the main objective is to get them to fill out the form.
3. Brief Description and Point-form Details
Keep the content on your landing page brief and light. The last thing people want to read is a 4-5 paragraph story about why they should submit the form. Write out a short, catchy paragraph about what they receive when they submit the form and 3-5 “points” on what the advantages are of doing so.
4. Related Picture or Video
Visual aids are always more enticing to visitors than just plain text. Add a picture to your landing page that serves as a visual aid to what you are offering to the end-user. The related picture should be somewhere above the fold of the page and next to the lead generation form. It shouldn’t be clickable or expandable in any way and shouldn’t take the user’s eyes away from the lead generation form for more than few seconds.
So that’s it? My landing page is perfect?
Not quite. A landing page is a crucial aspect in determining the success of any online marketing campaign. While these 4 pieces will help get your design in the general vicinity of perfect, they are not the be-all-end-all of every landing page. The only constant in online marketing is change. A/B test different layouts and determine which is best in the long term based on conversions.