Landing pages are exactly that, they are the pages that people first get to (land on) when they visit your website. When designing a website these are the most important pages to consider, you have just seconds to convince someone that they are in the right place and that it is easy for them to find what they are looking for. The first thing I would mention is that it is really important that you think about your business and choose images and an overall design that represents it properly. I have seen so many websites where there homepage has some random image on it and therefore it takes that little bit longer to try and determine whether this is indeed a website that can help fulfill my individual need.
The layout of your landing pages is incredibly important, there have been lots of studies about how people read webpages and where certain elements should be placed. As a general guide, you contact details should be top right, your logo top left and an easily visible menu which is either towards the top of the page or on the left hand side. People read in a kind of F shape so you need to ensure that your most important information is here. Oh, don’t waste valuable space talking about how lovely it is for them to have visited your website and then spouting off a story about the history of your company, people don’t care.
Don’t use too many, ensure that what you do have fits in with your overall brand and don’t use red or black unless you are involved in cars, fashion or music. It just doesn’t work. Make sure that people can easily read the text you have on the page, try to avoid white writing on a dark background as firstly it’s more difficult to read and secondly if someone wants to copy and paste some of your text for future reference then they won’t be able to.
Write you web copy with search engines in mind, get to the crux of what your business can do to help solve someones problem. Don’t use too many or too few words, includes links to other relevant pages in appropriate so that people can navigate easily. Make sure your menu titles make sense to people, try and stay away from jargon. You need to approach this with very easy to understand English and remember that most of the people visiting the site won’t necessarily know much about the industry you are in so use words that people will understand.
Images are great, but referring back to an earlier point about where to put certain information, don’t take up half of the page with a massive banner, people rarely scroll down below the fold of the page and you are likely to lose people. Also, don’t use too many images and those that you do use, ensure they are small in file size so that it doesn’t take days for the page to load as people will just leave the website and it will have an impact on your search engine rankings.
Call to Actions
People want a simple life, make your call to actions clear and concise so that it is obvious at to what action people need to do next, have them situated in the most viewed part of the page (yes, it’s that f shape again), the easier your make it for people to take action, the more likely they will and therefore the more leads you will get. Simple heh!
I bang on about it all the time, but I can’t stress enough how important it is to measure what you do. Try testing two different landing pages to see which one works best (A/B Testing) then continue to tweak and change to continually improve.
Most of all, remember that this is all about the people that visit your website and not about you, tell people what they want to know, help them find what they are looking for and make it easy for them to purchase, call, email etc.. If you take these steps then you will go a long way towards improving your conversion rates.