Simple Landing Page Strategy
August 25th, 2009 by
Lately I have been doing a lot of research on landing page strategy and as I read about what not to do and what you must do, I think someone needs to break it all down into a simpler form. Where are we going wrong, maybe it’s all just too much? Make it simple. All you need are these 5 things arranged properly and it is most likely going to perform better than what you are using now:
1.) Your Company Logo clearly marked in the top left corner of your landing page.
Your company logo is your brand and it is what is going to clearly connect your landing page to your website. You do not need or want the exact navigation that exists on all of your web pages, it offers too many distractions and takes up too much room, most likely forcing the more important information (the Form) below the fold.
2.) The only content needed is a few credible and useful facts that must satisfy the users search inquiry.
Display this text concisely using bullet points. The messaging should match the ad copy and try to use relevant keywords. Only add relevant images that will enhance the users intent to take action. Do not use stock photos for design because it will likely distract the user from the intended action.
3.) Make the point of your page loud and clear with clear and obvious calls to action.
If you want the user to fill out the form or call a number don’t make it difficult for them. Add the phone number clearly in the top right of the page. Add a visible contact form that is above the fold, and does not ask irrelevant questions like “how did you hear about us?” Since, we can track all of our leads in analytics, we do not need to ask this question, so don’t ask it!
4.) Add your credibility symbols above the fold.
This is very important, because the users need to immediately see a reason to trust your brand, if they do not see it right away, they will not scroll to the bottom of the page, but they will hit the back button to find it somewhere else.
Visible trust symbols are also very important for the ad copy. For example many of our client’s are plastic surgeons, and we cannot say, “board certified” in the ads unless it is proven on the landing page.
5.) Offer links to more information or to other pages on your website.
Link to the website at the top and the bottom of the landing page and from your logo. Add “read more” links to your bullets points, which will allow the uses to find more information. Remember you do not want to use too many links out because this will distract them from the purpose of the page, but not using any, the user will use the back button and navigate off the page, which is the last thing you want to have happen.
Everything else will distract you from your purpose. Yes your pages should look good and be visually appealing, but they should be simple. Make sure all content is fact and not marketing jargon, also provide links to read more. Read more about this in Technique: How to build the best PPC landing page , 7 deadly sins of landing page design and 8 Dimensions Of Excellent Landing Pages.
Airplane image courtesy of Flickr user: Rennett Stowe
Bullhorn image courtesy of Flickr user: LuMaxArt
What, no crazy 2 minutes to load flash animation; blaring music with sound off option well hidden; and crazy artistic graphics with hard to read font?
(nice article. I wish companies I’ve worked with would follow your advice!)
These few five things are are so very essential that it is strange to see, how many landing pages obviously wouldn’t know about them. The reason is, that the obvious is sometimes hard to see. Particular when there are so many myths, as about what consitutes a quality lp… Thanks a lot for this article!