Behind every great digital marketing campaign is a great landing page—or should be, anyway. Incorporate these characteristics in your design to create landing pages that support your marketing with a healthy supply of leads.
Landing pages are dedicated to a single marketing initiative. They allow you to generate and track leads by focusing visitors on a particular conversion goal that guides them to the next step in your sales funnel.
These attributes work to unite design and copy for a strategic, conversion-focused experience that creates a compelling case for your offer.
Characteristics of Compelling Landing Pages
If you’re asking visitors to give up their contact information, you need to offer them something of value in return. The golden rule of landing pages is that they must be a give and take.
Every landing page should contain an appealing offer in line with what you’re asking for in exchange. Not only does your offer give visitors a necessary incentive to engage, but it’s also an opportunity to demonstrate the value of your product or service, increasing the likelihood of future conversion.
Clear Call To Action
The focus of your landing page is the conversion goal, articulated by your call-to-action. Your visitor should understand what you’re asking them to do within seconds of opening the page. Instead of just saying “Submit” on your button, label it something more descriptive to better motivate action, for example “Download my free e-book.”
It’s no longer safe to assume visitors are on a desktop or even a laptop. Make sure your landing page is easy to read across all devices so that you don’t risk losing a potential lead because your page didn’t load properly.
To increase the likelihood that visitors will fill out and submit your form, it’s important to make sure it’s as simple and intuitive as possible. Remove any unnecessary fields so visitors aren’t overwhelmed by the task; the fewer fields, the better.
Color and Contrast
Use color strategically to indicate items of importance. Use a different color for your CTA button than the rest of the page to make it stand out. To draw even more attention to it, design your page in shades of a color, then choose a bright contrasting color for your CTA button.
Select high-quality, high-resolution photos that clearly reflect your offer. Use an image with a clear focal point or directional movement to draw the user to an important page element.
Just as important as the visual elements on your page is the white space that surrounds them. Mke sure there is a generous padding of white space around your call-to-action button to give it prominence.
Social proof is the influence that popular opinion exerts over our buying decisions. We’re wired to think more highly of things recommended by others. Including short excerpts from customer testimonials, embedding positive tweets, or including social share buttons are all good ways to implement social proof.
Keep Your Focus
Every element of your landing page should be geared toward your conversion goal. Any unnecessary information on the page is just a distraction. Even remove navigation menus and other typical page elements in order to keep the focus on the offer at hand.
Not sure your landing page are optimized to convert?
Tak advantage of our Free 1-Hour Digital Marketing Assessment to discover new ways to create a compelling conversion goal with your next landing page.