You create a landing page when you are running a promotional campaign or when you want to create a compelling online presence where you want your visitors to just buy from you. You should also create targeted landing pages for your social media profile pages because people coming from there are generally looking for different information compared to those coming from your ad campaigns.
Traffic to your landing page normally comes from
- PPC ad campaigns such as Google AdWords…you can create different landing pages for different keywords so that people get to do precisely what is mentioned in your ad campaign.
- From banner advertisements you place on various websites
- From your newsletter campaigns and from your ezines
- From your own website or blog
Creating a great landing page takes lots of experience and you need to be aware of precisely what you want to achieve out of. If you want to create a successful landing page, create it to achieve just one purpose. It should be devoid of distractions. For instance, if you want people to subscribe to your newsletter from your landing page you shouldn’t make other offers from the same place because then your visitor may end up doing neither.
Here are a few things you can do to create a great landing page
- Put your critical information at the top of the page. The visitor to your landing page shouldn’t have to scroll down in order to know exactly what you are promoting. Preferably, the entire gist of your page must appear within the top 300 pixels of your page.
- Remove everything unnecessary. That includes images and text. Leave no distractions on your landing page in the form of images and high-flying words. You should even remove your main navigation or your side bar if you think it can distract your visitors. Just keep a single image that is relevant to your product and service.
- Use the F-shaped eye-tracking principal. This was recommended by Jacob Nielson who discovered that visitors on your website view information in the F pattern — they’re most focused on the upper left portion of your website and their focus begins to diminish as they move downwards. So have your most crucial information in this area.
- Use standard HTML formatting conventions. This means using heading and sub-headings, using bullets to summarize main points and underlining your hyperlinks.
- Keep your page light. Your page must load fast because some of your prospective customers and clients might still be using a dial up connection, and some might be using handheld devices to access your landing page.
- Don’t get into the debate of creating a long or a short landing pages. There are just effective and ineffective landing pages. The length of your page depends on the kind of information your customers and clients need before they can decide to buy from you.
- Use a single column layout. A single column layout on your landing page helps your visitors focus better on the core message of your page. Use ample white space on both the sides of your column.
- Keep your language and text simple. Your landing page is not a good place to prove your writing prowess. It addresses an issue and that’s it. Use very simple, but decent language to convey your message. Organize your text in shorter paragraphs — express one thought in one paragraph — and use heading and sub-headings to highlight important points. Use a particular page theme or layout and stick to it — don’t change your font colors randomly.
- Test multiple landing pages. It’s not often possible to create a great landing page in a single attempt. So try out different landing pages and them use the one that performs the most.
Got some more ideas on how to create a great landing page? Please share in your comments section.