7 Main Characteristics of a Perfect Landing Page
[toc]All marketers have tried to design to the overall, generic needs of a visitor, but people are often looking for something specific. Basically this means that not every visitor will find something to love about your perfect landing page. However, there are some ways that you can make your landing page stand out and even achieve a greater rapport with your audience. By creating different landing pages for each of your marketing campaigns, you can further target your visitors and gain their readership. There are a few things to include in every landing page so that it’s optimized for your visitors.
1. Stay on the Point, Soldier
Marketing copy needs to reflect what is in the content of your landing page. When you offer something to a potential visitor and your perfect landing page doesn’t deliver, it totally negates the fact that they even directed their browser to your site. You have just blown your trust with that individual. Therefore, content has to have goals that align with your marketing copy. There should be one message per landing page that really stands out and coincides with what you have promised in your marketing campaign. 2. Consistency is the New Gold
As part of your brand, a perfect landing page should flow with the site design, marketing campaign and social media. The user should expect to find your brand wherever they click along the path to the landing page. For example, if you have a banner that is offering some promotion or special new product, the perfect landing page needs to provide a visual image, description that goes along with the same flow as the other pages in the chain.
2. Filler Won’t Work
People don’t want to read lots of text online. They want to scan and pick out quotes, images, bullet lists and comparisons. Some readers may go in-depth, but many want to skip right to the meat of your content. You have to get right to the point when marketing with your perfect landing page. You can use a list to define certain aspects or high-definition visuals or video that will bring in more visitors.
If you do produce exceptional content, there’s a higher chance that people will share it and make your brand more viral. However, you must have something of worth and value to a visitor that is easy to read. Some crucial elements to have on every landing page include:
- High quality and relevant images
- Funny, interesting videos
- Authoritative content
- Bullet point list to summarize
These elements should show the benefits and features in greater detail than a paragraph of text.
3. That’s One Bad Headline
Headlines and subheadings are the key to breaking up content and directing the reader’s eye. It’s just like when you are driving. There’s a billboard or street sign that is directing you to something. If it does capture your attention, you may stop. It’s always important to be informative, clever and concise when creating the right headlines. As far as formatting, big, bold headlines work best. Small type in any form online is the best way to get someone to bounce off your page. Here are some points to remember about headings and headlines:
- Express what you’re offering clearly
- Shorten length to one sentence
- Make sure the message meshes with the headline
4. Who’s Going to Use That?
Most consumers question every ad that they see. They don’t know if it’s the right product or if it’s really as good as the ad claims. There are ways to overcome this with your perfect landing page. When a visitor lands on the point, they can see cases of how the product was used effectively by people just like them. This works for all kinds of products and services. If consumers see other people liking a product and being able to use it effectively, then they consider it be more trustworthy and may give it a shot.
However, you should always back up any claims with poignant user reviews, honest data and statistics. People want to see testimonials, but they like to see graphs and charts with relevant data. If you can show proof that your product works 99 percent of the time or has a ton of high reviews, it will likely get more sales.
5. Hey You! This is My Call to Action
It’s important to always include a call to action on your page, but these should be creative and fit your target audience. Above all, they don’t have to be too much like spam to make an impact on a reader. Some good CTAs are as follows:
- Grab yours now
- Will you be there?
- Share with your friends and fans
- What are your thoughts on [keyword or topic]?
- Get a sneak peek at [topic], click [insert link]
- Think you’ve got what it takes?
There are all kinds of CTA words to mix together. The basic lines of “click here” or “call us” don’t really work for most audiences. They’re not going to pick up a phone because you tell them to. The best thing to do is pair a call-to-action with a poignant link that gives them something that they want.
6. Integrate Your Perfect Landing Page with Social Media
There are a lot of people out there who still don’t trust buying things online. Your company isn’t Apple or Amazon, so you have to fight for those sales a little harder than these trusted names. Social media can help with that. The truth is that people will share anything that speaks to them, and who they are sharing that with may be someone who wants your product.
Malorie Lucich, a Facebook spokesperson, said, “People share, read and generally engage more with any type of content when it’s surfaced through friends & people they know and trust.”
This is what you’re after when you include share icons and link directly back to your social networks on your perfect landing page. Of course you must have something to share. This goes back to engaging with your audience. You can hold promotions or contests, but an interesting video or funny image is just as powerful. In any case, your landing page must have icons and easy-to-find social media links so that people can see your landing page and easily share when they’re ready.
7. Can You View It On Your Kindle?
It doesn’t have to be a Kindle, but you should check that your perfect landing page looks just as good on a mobile device as it does on a desktop browser. You should look at it on tablets, smartphones and a variety of different browsers to ensure that it is congruent, bold and easy-to-understand. Mobile browsing has become so popular that it’s projected to take over desktop browsing by 2014. This means that if you aren’t optimizing your content for mobile users, you are missing out on a ton of viewing, sharing and buying.
Building a responsive landing page means that you have a single image, one or two navigational items, headlines, a video and a few social media sharing icons on the bottom. The landing page shouldn’t be very large or include side bar content. After all, you created this perfect landing page to get their attention and focus, so keep your landing page as targeted as possible.
In addition to these characteristics, there is one more that depends on what kind of landing page you have. You should include a web form for email sign-up or research if the marketing campaign coincides with it. You can gain a lot of new email subscribers with a clever marketing strategy that involves your landing page.
All of these characteristics help to build the perfect landing page for today’s modern Internet users. As more and more consumers use their phones to view content and shop, it’s imperative that your landing page provides a mobile-friendly version. If you want to drive traffic every day, you should follow these methods to build flawless content that engages with your visitors and offers them something in return for visiting.
With bold headlines, images, video and bullet lists, you break up the content and make it easier to scan so that readers can get to the heart of your message. At the end of your landing page, you should always have some type of call-to-action and a means to share your landing page. With social media icons, you can easily get visitors to click and share content, which promotes a viral campaign naturally.
At the end of the day, your landing page has to be a guide for visitors. It should easily capture the eye and direct them to the message that relates to your marketing campaign. If you want to gain trust with your visitors, you won’t try to trick them as much as provide them with clever content, entertainment and clear benefits.
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Sources for images: FLICKR