May 21, 2007
You need copy for your landing page but you’re not sure where to start. First let’s clarify what we mean by a landing page. A landing page can be a page that visitors come to after clicking on a promotional banner or link.
Ultimately, the landing page must convince the visitor that they should stay on your site. You may also have a goal that you want accomplished, such as:
- Signing up for a newsletter or filling out a form
- Buying a product
- Reading informational pieces
What’s going to keep them there? The structure, the language, and the visual appeal all play a part of it. Check out these tips to create a great landing page, or reinvent the one you already have.
People arrive at your site looking for answers. They scan to see if they’re in the right place and assess whether it’s going to be a quick and easy visit or a long grinding one. Your landing page is the welcome wagon inviting them in and feeding them the information they need. The structure of the page will either pull them in and encourage them to fulfill your goal, or distract and cause them to cut out of there before getting the whole picture.
The structure of the landing page in general should be matching that of the banner, ad or link they clicked on to get them there. So for example, if your PPC Ad is targeting SEO articles, your landing page should discuss exactly that. If a Victoria Secret’s ad for lingerie shows up and you clíck on it, you will be transferred to a landing page with the exact image and structure of the ad.
- Copy placement – Strategic use of copy and graphics will catch the visitor’s attention. Don’t muck up the page with large, distracting graphics. Use plenty of whitespace and place your message in the central portion of the page rather than placing information down the sides, where the focus can be lost quickly. Keep the copy short. The visitor expects a precise message, so don’t choke it up with tons of mindless prose.
- Beauty is in the eye – Use a consistent color palette. If you have advertising or banners that link visitors to your website, make sure the concept and color scheme match across the board. It’s also a great visual indicator for the visitor because they can easily identify that they’re still in the right place.
- Simplify – Remove any distracting elements like advertising banners, links, or additional blocks of information from the page and get down to the specific message.
Before you design the landing page, decide what the goal of the page will be. If you’re looking for newsletter subscribers, the goal will be to have the visitor enter their information and become a member of your mailing líst.
Be a Sleuth
Do your research. Keep your visitors in mind when building your landing page and tailor it to suit their needs. By narrowing your options and focusing on your visitor, you’ll stay on target.
Keep Your Focus
Keep the focus on you. You’ve dangled a large poster board over their head and pulled them in. Now that you’ve got them, don’t give your visitors a reason to wander.
Use a Call to Action
A call to action, such as ‘subscribe now’ or ‘get this offër’ reminds the visitor why they are on your website. Place them toward the top of your page. For users that want to clíck, it allows them to find it easily. For those who are still deciding, it’s a great reminder.
Many sites place the consultation or contact förm directly on the landing page, which may not be such a bad idea. Again, you need glaring calls to action. Don’t add several useless links on the page that will take the visitor back to your main site; rather include the links that will get them to actually purchase your product/service.
Write Like a Pro
No, you don’t have to hire one to look like one. What’s the best way to come off like a professional? Create landing pages with no grammatical or spelling errors. I recently hit a website offering ‘discount holideys.’ As I clicked out of there, I pictured the four-star flea-bag motel by the swampland I might have booked if I stayed.
Author: Ayat is the Director of the writing department at INVESP. She manages a team of writers that provide business writing services such as grant writing, webcopy writing and optimized SEO article writing.