Brevity, as William Shakespeare once wrote, is the soul of wit.
It’s also the primary issue to keep in mind when it comes to web design on a landing page.
It’s easy to get caught up in writing spectacular content or uploading tons of colorful images on your landing page. After all, you have a product or service to sell that you obviously are proud to have created.
But that’s not the best method when it comes to landing pages, as any web design company will tell you.
A Google search can yield roughly 1 million ideas on the best way to design a landing page that converts. Here are some of the best to keep in mind.
A Perfect Headline
In a one-sentence headline, you want to encapsulate why a person should buy your product. If it seems like that’s a lot of focus to put on one sentence, that’s because it is. It needs to be crafted and honed to exactly what you want it to say and get to the heart of what your company offers.
Some good examples include:
- “Get more done with freelancers.” (Upwork. In one sentence, they hit upon what businesses really want the most from outside contractors).
- “Slack is where work happens.” (Slack)
- “Sign up to ride.” (Uber)
- “How Much is My House Worth?” (Redfin)
Sometimes it helps to have a supporting “subhead” which expands on the headline. For example, from LinkedIn:
“Download the Sophisticated Marketer’s Guide to LinkedIn” (headline).
“Now with more B2B goodness!” (subhead)
A Clear Call to Action
Beyond the headline, the landing page should feature a clear, concise call to action. Forms to fill in should be prominently displayed. For example, the Uber page directed at potential drivers has a headline, “Drive with Uber - Earn Money on Your Schedule.” The call to action above the form to create an account says simply, but in large letters: “Sign up now.”
That’s a simple example of being clear, concise and direct.
Don’t ask for more than you need. First and last name and an email address can launch an organization’s marketing campaign. This is something, however, that can be tested. In some cases, and with some products, more information might be required.
While testing which fields work best, don’t be afraid to ask for exactly what you need. Depending on your business model and sales process, asking for a phone number, company size, or budget may be more beneficial to you than asking for a last name or even just their email address. You may find less people fill out the form but the ones that do are more qualified to buy.
Benefits of Product
In some cases, especially with new or more complicated products or services, it helps to create a bullet list of the benefits of buying the product. The key here is to focus on the benefits, not just the features. The benefits answer the important “what’s in it for me?” question every user will ask when evaluating a new service or product.
For Uber, a feature is the ability to use a mobile app to call on a driver to take you from point A to point B. A benefit of that is the convenience of having a ride readily available to you when you need it.
You need one photo that captures your product. Much like the headline, this is something that needs to be examined thoroughly. An image of people using your product is a great option. Again, this is an area where a web design company can create or find the perfect image for your business.
Testing Your Landing Page
All the elements of a landing page are easily tested by simply changing them from time to time and analyzing the data. Hiring a web design company to handle the details of landing page tests is a smart move for companies that do not have time or personnel to commit to the task.
Most testing falls into A/B testing, which is simply a way of comparing two different elements and see which one performs best. In the case of a landing page, performance is measured by conversions.
One key is to test only one element at a time. Trying to do more than one can muddy the results. Testing every element, no matter how minor, is important for landing pages. This can include the color of call to action buttons, photos, headlines, subheads, what you do and do not include in forms and the background colors or images.
Landing pages are important. Taking the time to construct a good one is key. Be sure to put the best effort forward, test the various elements and analyze the results. Also remember that in web design, nothing stays static. Expect and plan for changes. A landing page is something you should work on continuously.
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