Creating an effective landing page design is one of the best things you can do for your online marketing strategy. While it’s important to have a well-designed website overall, landing pages serve a specific purpose. They often make the first impression for your brand and help turn visitors into potential customers. If designed well, they are a great way to increase brand awareness and provide customers with valuable information. They also help generate enough customer data to turn them into a marketing lead. In this post, we will discuss some best practices for creating a successful page design. We will also look at some examples of great landing pages for you to use as inspiration.
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What is a Landing Page?
In digital marketing, a landing page is a single web page that serves a purpose for a marketing campaign. If a user clicks a link to your site (in an email or an ad, for example), it will take them to your landing page. Simply put, the landing page is designed to turn visitors into potential leads. Some people confuse landing pages with a website’s homepage. While a homepage shows off your brand and lets users explore your site, it won’t necessarily increase conversions. This is why it is important to have quality landing pages.
How do landing pages work to increase conversions? The process usually looks something like this:
- The user sees a call-to-action and clicks a link.
- They end up on the landing page.
- The user fills out an online form and submits information, turning them into a potential lead.
- You can now market directly to the lead based on the information they’ve provided.
Dynamic vs. Static Landing Pages
There are two different types of landing pages to choose from. Static landing pages deliver the same content to everyone. No matter who clicks on the link, they will get the same headline, photos, and contact information. Dynamic landing pages show different content to different users. A dynamic landing page gives you the opportunity to personalize your content depending on who is visiting the site. For example, you may want to customize your content for repeat customers or site visitors from certain geographic locations.
Tips For Creating a Great Landing Page Design
#1: Keep it Clean and Organized
This is the number one tip for creating great landing pages. The overall look and feel of your page landing page design will have the biggest effect on the page’s success. A good landing page is attractive, but minimalist. Having too many elements can be distracting. Remember, the main goal of a landing page is to create opportunities for more conversions. Make sure that all navigation feels natural and that the page provides all the information the user needs. The most important information and the call-to-action should be “above the fold” in the user’s line of sight. Anything else can be put further down the page.
#2: Be Concise
The form that users fill out when they reach a landing page is crucial to the page’s conversion rate. That being said, a lot of marketers get this wrong. Asking for too much information can cause site visitors to leave quickly. The idea of giving out so much information might also make them feel uncomfortable. Studies have found that after filling out 7 fields in a landing page form, conversion rates start to drop. A best practice is to only ask for information that you really need. A good landing page design will have a form that gathers just enough information to create a lead, without scaring them away!
#3: Utilize Trust Signals
Trust signals indicate to visitors that what’s being offered (and the brand) is trustworthy. These elements are displayed on websites to make potential customers feel more comfortable with their decision to submit their information. There are many different kinds of trust signals you can use. One of the most common is a money-back guarantee. This assures customers that their purchase is secure if they’re unhappy with the product or service. Another option is social proof. This usually means displaying previous customer testimonials and positive feedback. Lastly, there is “trust by association.” If your company is affiliated with or has done business with another reputable company, display their logo on your site for your visitors.
#4: Make Your Page Mobile-Friendly
About half of all web traffic comes from mobile devices. This means it’s essential that your website works well on any mobile device. This is even more true for your website’s landing pages. In fact, studies have shown that having a mobile-friendly webpage can double your conversions! Your landing pages should look and feel great on all mobile devices. This means making sure that they are easy to navigate, have clickable links, and load fast. Skipping any one of these steps could mean losing out on valuable potential customers.
#5: Tailor to Your Audience
This goes back to the idea of static vs. dynamic landing pages. If you’ve done a good job promoting your brand’s offer, you will most likely get traffic from a variety of sources. This also means that you will be drawing the attention of many types of visitors. If possible, you should try to customize the page for each audience segment. A user that finds your page on social media may have different needs than someone who lands on your page from a PPC ad. Additionally, you may have repeat customers who reach your landing page through a link in an email newsletter. Try to tailor the experience for each of these potential customers to generate the most leads and conversions.
#6: Include a Call-to-Action
The call-to-action is a very important piece of your landing page. In fact, it is likely the first thing a visitor will see when they visit your page! There are a few important things to consider when crafting your CTA. First, (like the rest of the page) you want it to be designed well. Make it visually appealing so that the user’s eye is drawn to it. Next, you’ll want to make sure that it is written well. This means using short, action-oriented words to drive your visitor to engage. Examples include phrases like “start your free trial,” “download now,” or “sign me up.” Lastly, you want to make sure that your potential customer knows how they can benefit from signing up. Be clear about your offer and what they will get if they provide their information.
Examples of Great Landing Page Design
If you want to design quality landing pages, you may want to start by looking at some examples. If you search for “good landing page examples,” you’re likely to find tons of websites that have been able to do this well. Study their landing pages and use them as inspiration for your own. Here we will share 3 examples of great landing pages that you can take inspiration from.
#1: Lyft (Call-to-Action)
Lyft’s landing page is a great example of using an effective call-to-action. Lyft knows that the main concern of potential drivers visiting their landing page is earning money. As a result, their headline reads “make up to $35/hr driving your car.” Right next to this headline is the landing page form.
At the top, there is a call-to-action button that says “apply now,” which takes the user right to the driver application form. If the user isn’t quite ready yet, they can fill in a few fields and have more information emailed to them. Lyft has done a great job of personalizing their calls-to-action, depending on the intention of the visitor.
#2: Khan Academy (Personalization)
The great thing about Khan Academy’s landing page is that it caters to three different types of visitors at once. Underneath a large banner that reads “you can learn anything,” there are three clickable “start here” buttons for teachers, parents, and students. Clicking each button will take the user to a separate section just for them. Also, people who are unfamiliar with Khan Academy can scroll down further to learn about the benefits of learning with them. By using a personalized approach, Khan Academy has been able to reach multiple audiences with one single landing page.
#3: Short Stack (Attractive, Minimalist Design)
Short Stack’s landing page is a great example of a minimalist, yet visually appealing design. All of the colors used are bright and draw the user’s eye, but still work well together. There is also minimal text, while still explaining the value of their introductory offer. The page even includes a clickable video that explains how Short Stack can help organize and manage online promotions. This landing page is a great example of an easy-to-navigate design.
Designing the Best Landing Pages
Great landing pages are an essential part of any business’s marketing campaign. By bringing in potential customers and turning them into leads, they can help increase conversions. Following the tips from this article and researching good landing page examples is a great place to start. For more help designing a dynamic and user-friendly website, contact SEO Design Chicago. Their team of premium web development consultants can provide full-stack web development services to help design your brand’s ideal website.
- What is a landing page?
- What are some examples of good landing pages?
- How do you write a call-to-action?
- What is a dynamic landing page?
- What is a trust signal?