What is a landing page?
Landing pages are web pages that customers get directed to after clicking on a search engine result, promotion, email, or digital ad. These pages entice potential customers to take action through simple-yet-exciting landing page designs and include either a sign-up or a product page, depending on the goal of the company creating the landing page.
What does a landing page look like?
It may be somewhat hard to conceptualize what a dedicated landing page looks like without seeing a concrete example. Here’s a landing page featured in one of our Google AdWords campaigns for our product, The Magazine Manager:
What makes a good landing page?
So, you’ve decided you definitely want to employ landing pages in your marketing strategy. Before you actually design a landing page, you must plan. Begin by asking yourself what the goal of your landing page is. The answer will help you figure out which elements you need in order to build the perfect landing page and achieve that goal.
- Establish Definitive Goals
The ultimate goal of a landing page is to generate a conversion, but what is a conversion in the context of your brand? Conversions can be broken down into three categories: growing a list of subscribers, generating leads, or facilitating a purchase.
Based on these functions, here are the types of landing pages you want to create:
A sign-up page’s design succinctly relays information about your offer and includes a form for potential customers to provide their information. The form should be short, as this page mainly exists to open a line of communication between customers and your company. It’s best practice to offer something in exchange for a form submission, such as gated content, a free trial, or discount code.
This landing page variation is used to sell a specific product. Like a sign-up landing page, a product landing page should contain only the most important information of the product you wish to sell. Instead of a form, this page should feature an add-to-cart or purchase-now call-to-action, as well as minimal navigation to other parts of the website.
- Determine Your Call-to-Action
Now that you’ve identified a goal, you need to determine an effective call-to-action (CTA) that ensures your goal gets completed.
“Save 20% now! Request a demo! Get started with your free trial today!”
You can practically guarantee a conversion with the perfect call-to-action, so take the time to curate a creative one relevant to your product or service.
Plan ahead by looking at past campaigns to see which CTAs have or haven’t worked with your target audience. Think about the words you’ve seen in your own experiences that led you to fill out a form or make a purchase. A well-thought-out CTA will result in far better results than one slapped on at the last minute of the landing page design stage.
- Make an Irresistible Offer
Nowadays, giving something away for free isn’t enough. Your offer, whether it’s a free trial or resource, needs to incentivize beyond costing nothing. Essentially, you need to make your potential clients an offer they can’t refuse.
To do this, carefully consider why your company’s product or service stands out among its competition. These points of distinction will be your primary selling points on your landing page.
If you’re offering a piece of content, you need to call out what makes your white paper or ebook unique. Did you perform an impressive case study that resulted in brand-new data points? Highlight that! Plus, this exclusive information will help you build a trusted reputation for your brand over time.
Next, think about how you’ll convey these points and how to do it succinctly. The landing page design must really make the benefits of your offer stick out. If that info is too difficult to locate, potential customers will likely abandon pursuit of the offer.
Let’s look at two examples of landing page designs with unrefusable offers.
The following landing page from Google Cloud Platform provides you with all the vital information you need to try the program for free. You immediately know what’s provided, and there’s complete transparency regarding the terms of the free trial. Sixty days for free, and no autocharge once that period’s up. Auto-charging is a huge pain point when it comes to free trials, and Google recognized this.
On the PayPal landing page below, which offers a free ebook, you can easily read about what you’ll learn from the digital offer, no scrolling necessary. The bullet points use keywords like “boost,” “reduce,” and “expand” to call attention to goals and pain points shared by PayPal’s target audience: Ecommerce vendors.
Ebooks are long, and this one likely contains much more information than the bullet points highlight. However, PayPal did a great job of summarizing everything in an appealing way. This is a great example of how planning your content prior to landing page design can take it to the next level.
- Build Trust with Reviews
One very important element to consider before you begin your landing page design: Reviews. Landing pages should include testimonials from satisfied customers, because they speak volumes about your product’s or service’s quality. If potential customers are unsure about your product or service, testimonials and positive reviews from current customers could be what helps them finally decide to buy.
Think about how you’ll get these reviews, because they don’t happen overnight. Sometimes, incentivization must be involved. You should have several quality testimonials in your arsenal prior to designing your landing page.
Congratulations! Half the battle of having a successful landing page is planning the content. With your landing page’s goal, call-to-action, irresistible offer, and testimonials decided, you now get to design.
When it comes to designing a landing page, there’s a large assortment of opinions on best practices out there. It’s difficult to sort through all the noise, so we did it for you. With these nine essential design tips, the perfect landing page is near.