Have you ever been to a page on a website and been prompted to fill out a form with some information about yourself in order to receive something of value or entertainment? Like a downloadable piece of content? Well, that is what most marketers consider a landing page. If you are a marketing manager for a company that uses Inbound Marketing it is extremely likely one of your main goals is to get potential customers to fill out that form. One side of achieving that is having a valuable enough or entertaining enough piece of content they want to download, the other side to aid in achieving that important goal is good landing page design – which is exactly what this article is going to teach you!
If you’re not into the website design scene of marketing, the term ‘landing page’ may still seem a little bit confusing to you. Don’t get hung up on what a landing page is, yet, though. As HubSpot frames it, knowing what a landing page is not might make things a little easier to understand going forward. The most important of what a landing page is not is this: it is not just any ol’ and every ol’ page on your website. Once you understand that it will make learning what makes good landing page design MUCH easier (even if you’re a marketer who knows nothing about it).
So, first things first: one should understand how a landing page works, or, more specifically, how one gets to a landing page, so we can better understand the landing page’s purpose, which will, in turn, help us more understand the thought process behind why including, excluding, and emphasizing certain aspects of the page make for good design.
How or why does someone end up on your landing page? The most likely answer to that is through a call-to-action (CTA). This is a clickable button or advertisement with a link/button that tells or asks you to take an action, such as ‘Want to know the most successful secrets of inbound marketing?’ ‘Download our e-book here!’ When you click that download our e-book here link, you’ll be brought to the landing page. The important thing to note here is that someone must be partially interested in what you’re offering to have clicked the CTA (unless they accidentally clicked it). However, though interested or intrigued, they’re probably not completely sold on or sure of what you’re offering—and that’s where your landing page comes in. Your landing page is what is going to convince these top-of-the-funnel (potential) customers to download what you’re offering, and ultimately, trust you enough to give you their information. Luckily, you don’t have to rely solely on words to do this. They say, “Don’t judge a book by its cover.” But it certainly doesn’t hurt if the cover has an appealing and clear design. Good landing page design matters – it can be one of your biggest allies in helping convert your potential customers. So let’s break down the characteristics that make good landing page design:
Have a straightforward, action-oriented headline.
What’s the first thing someone will see when he or she comes to your landing page? If you said headline, ding ding ding. That’s correct. Though good enough to capture interest or spark intrigue, the CTA that was clicked on to get to the landing page was probably a little vague. So don’t risk losing them at the beginning with more vagueness. Give it to ‘em straight and have a headline that tells your potential customer exactly what they’re going to be reading about. If you can also make your headline a little vivacious or action-oriented, do so. That will spur your potential customer along to continue reading.
Have informative copy (the more explanatory, the better!).
Your potential customer has now made it past the headline. Keep them interested by giving them a few brief sentences on the value of your downloadable piece. If they make it past that part, then you probably have them hooked, or at least interested enough to stay to the end of the copy. Your next step will be to explain to them why your offer will benefit them. (Cue the more explanatory, the better). A likely reason your potential customer is on your landing page is that you’re offering them information on something you’re an expert in, and they’re most likely not. This means taking the time to explain things a little more in-depth should play out to your advantage. Also, don’t forget to add bullets or break your content up into sections with bold and italics if things start to get lengthy—it’ll make for easier reading and digestion of information.
Have a relevant piece of visual content.
At this point in our Internet-obsessed, visual-oriented world, I probably don’t have to, but I’ll tell you anyhow: visuals are extremely The research is overwhelmingly in favor. Visuals are more engaging, more memorable, and more easily processed—good visuals help build the credibility of your website, which builds the credibility of your company. Trust us on this one big time; you are going to want some kind of visual. Whether that is a book cover, infographic, .gif, or video of some sort, is up to you.
Do not have a navigation menu and links.
Bear with us on this one. It may seem a little silly, but it’s far from it. These things are distracting. And that’s the last thing you want to do to your potential customer, especially if they’ve made it as far as starting to read through your landing page.
Have social sharing icons.
It’s one thing to share and promote your landing page yourself, but when other people start sharing and promoting it, you’re golden! This is going to grow your audience reach and, again, add credibility. If someone else, such as an influencer, is suggesting your download, then it must be worth a look! Don’t make it harder for people to share than it has to be.
Now that you’ve had your crash course in good landing page design you’re on your way to becoming an expert. Put your newfound knowledge to use and start building out that digital sales rep! And one last reminder, don’t forget the form – that’s part of what makes a landing page a landing page and, as mentioned in the beginning of this article, one of your main goals! Now, begin constructing confidently. You’ve got this.
Can-Do Ideas is a Digital Marketing agency located in New York City and Connecticut. We specialize in Inbound Marketing and Inbound Sales.