10 landing page tips from our favourite blogs
Want a killer landing page? Well, we’ve hunted through the web to find some of the best blogs on the subject. Here are some of the most helpful landing page tips, from some lovely experts within the industry.
1. “Think one goal, one message, one action.” – Unbounce
Resist the urge to give people more information than they were looking for on your landing page (LP). If you want someone to subscribe to your blog, for example, give them all the necessary information they might need to make the step. You won’t need to give them any more than that, and if you do, it might distract them from the goal. After all, man must explore.
2. “While graphics are certainly attractive, they can also increase the load time of your website.” – Hubspot
Pretty visuals will really help your page ‘pop’, but if they’re too big, they could be problematic. Using an image compressor like this one can help you quickly and easily size down your images, and as a result, the load time.
3. “People coming to your site are going to decide in a split second if they want to go back to their game of “Words with Friends” or stay and see what you are all about.” – Kissmetrics
The best way to do this is to tell your visitor with clarity what your site is all about and what you can do for them. People often scan-read on the internet, so headlines are one of the first things that stand out on your page. You might lose your visitor’s interest if you fail to clearly communicate your message.
4. “Think carefully of who will be visiting the landing page and write copy for that demographic.” – DavidMeermanScott.com
Making the page speak to your visitor’s problems and concerns and making usre you have the solution for them is key to LPs. Don’t write what you’d want to read, but instead write about the specific needs of your key personas to make sure that you’re getting their attention and showing your value.
5. “Use scarcity tactics such as a limited supply of your product offering, limited time for your offer, or limited numbers for offer.” – Wishpond
When something is limited, people generally want it more. This is great for digital marketing, because it forces people to make a decision quickly about whether or not they truly want or need what you’re offering.
6. “Don’t assume that you created the best LP out there. Just like with everything else, you will have to split-test it and follow what converts the best.” – QuickSprout
Test, test, and test again. Experiment with your page; change the words, forms and design to see which performs best. You never know what could work better until you try it out.
7. “Provide positive feedback, testimonials, awards, certifications from well-known sources and satisfied customers.” – Blue Fountain Media
Highlighting proof highlights less risk to your product or service. By attaching positive feedback to your page, your visitor will be more likely to make a purchase, or download your offer.
8. “Keep your brand top of mind when they’re downloading your content and offers by making sure the viewer knows exactly where they are. All your LPs should have your logo placed strategically on the page.” – Hubspot
Although this doesn’t need to be the main focus, it is important that your logo is apparent enough to ensure people will recognise the LP as your business’s publication. This is very important if your visitor came to you landing page from an external non-branded source, such as search engines or social media.
9. “Different words evoke different kinds of emotions. Try different wording to try to improve conversion rates.” – Search Engine Land
It’s pretty crucial that you test your phrasings against alternatives to find out their effectiveness. This is not only important for SEO, but it’s also vital for making a connection with your reader.
10. “Write like you talk, and avoid using business jargon in your copy. Prospects don’t want to hear how your first-rate, top-of-the-line company is leveraging cutting-edge techniques to teach waffle making. They just want to hear that you can provide them with the skills they need to make some darn good waffles.” – Pardot
You’re a human, right? So write like one. The more you realise that your web visitors are human, the more likely you will be able to convey a message that they will hear. By writing like the way that you talk, your words will feel less dry, and more conversational, inviting, and interesting.
Now you know some of the best practices, it’s time to go and start building your pages. Seriously, stop reading and go up those conversion rates. Immediately.