Five Tips for Writing a Great Landing Page

Beyond the home page, the site’s landing pages are essential to conversion success. In fact, that’s exactly why they exist. Unlike other pages on your site, a landing page isn’t there to help consumers find what they’re looking for: It’s there to deliver it to them. In order to do that successfully, a landing page must contain certain key elements. Here are five tips for writing a great landing page.

1) Focus on the Offer and Call to Action

Don’t use a landing page to cross promote or sell additional products and services. Each landing page must represent a standalone offer. The call to action (CTA) needs to be clearly visible and apparent to the visitor, regardless of any other information that may be on the page. After all, that’s what he’s there for.

2) Get to the Point

When a potential customer arrives at your landing page, he has agreed to exchange his time for a return on investment (ROI). You may be inclined to load your landing page with amazing graphics and images, and while they have their place, they should also be kept to a minimum. The consumer is there for a reason, so keep it simple and get to the point. Don’t make him fish around for an offer once he gets there. Otherwise, he’ll get frustrated and leave.

3) Tell Him Why He Should Stay

The wording on your landing page needs to be concise and powerful, not generic. Give him the information he needs by describing the product or service in as few words as possible. Be economic, but specific and authoritative in your phrasing. Also, avoid general, pointless phrases like “Order now!” Tell him why he should invest in your product or service without wasting words and using too much prose.

4) Prove it Works

Use social proof that your product is a success. Use your landing page to tout the number of sales, shares, and other types of interest people have shown in your product. The more social buzz you can show has been generated about your service or product; the more likely new visitors will become interested, too.

5) The Layout Matters

If your landing page is unavoidably long, break it up into sections the consumer can easily digest, and keep the essential components (headline, logo, CTA) in the screen’s top center. Add subheadings and bullet points if you need to, but don’t go overboard. If the page is too busy, the consumer won’t be able to find the call to action easily, and may get turned off. If he’s bombarded with meaningless confusing images, your potential lead may turn away and find the product somewhere else. So, make a landing page visually appealing and easily navigable.

The formula for a great landing page is pretty straightforward. Go into the design of it with the goal of making it obvious what it is that you want the consumer to do, and then make it easy for them to do it. If you keep that in mind, the result will be a landing page that converts leads into paying customers.