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02/14/2019

Daniela Fischer

6 Landing Page Best Practices For Growing Your Business

What is a "Landing Page"?

Before we dive into the deep end explaining which Landing Page Best Practices will help your business to grow, we want you to understand exactly what a landing page is. The term, "Landing Page" refers to a single web page that shows up when clicking on a search result or online ad. Typically, these pages have a single call to action or purpose, minimal design and navigation so there is no distraction. However, creating an effective landing page involves more than a good design. In this blogpost we will explain the difference between a landing page that looks good, and one that converts.
<b> 1. Write a compelling headline </b>

1. Write a compelling headline

A headline should compel a visitor to stay and learn more about what you have to offer. It’s where you catch the user’s interest and attention. So what does a compelling headline need? 1. Your headline should tell the reader what the product or service is all about - ambiguity rarely works. 2. Make sure your headline is short, 10 - 12 words max. 3. Ideally, your title image complements the headline.

2. Break up your copy into paragraphs

Even with the most amazing offer and the best copy in the world, if your landing page presents the user a wall of text, you have got to be really lucky to find anyone engaging with it. Successful content comes in small chunks of copy with engaging visuals that draw the user’s eyes to the most important information on the page, and persuade them to take action.
<b> 3. Imagery</b>

3. Imagery

Your brain understands visual information better. According to Dr. Lynell Burmark, Ph.D. Associate at the Thornburg Center for Professional Development and writer of several books and papers on visual literacy: Words are processed by our short-term memory where we can only retain about seven bits of information (plus or minus two). This is why, by the way, we have seven-digit phone numbers. Images, on the other hand, go directly into long-term memory where they are indelibly etched." With text, we just process one word at a time, when it comes to visual information we are able to process multiple images at the same time. Visuals can shape the user’s impression of a brand or product before they even read the copy. The visual component is essential for landing pages that convert. Visuals that increase engagement:
  • Particular formatting (bold text, italics, different color fonts)
  • Images of people and products
  • GIF's

4. Design a powerful call to action - CTA

The most important element in creating a high converting landing page is the call to action. After all, this is the element that the rest of the content on the page is designed to drive the users’ attention to and eventually will convert them into customers. How does your call to action button stand out on your landing pages? We recommend:
  • Use contrasting colors
  • Repeat the button at different scroll depths
  • Create negative space around the button
  • Use images to point to the button
<b> 5. Make it easy for users to complete the CTA </b>

5. Make it easy for users to complete the CTA

A highly effective way to get users to complete your CTA is to only request their email address. When the process is quick and easy conversions increase enormously. Don’t be overly intrusive or greedy when asking a user to take action. The fewer number of fields the better unless your offer lies deeper down in your marketing funnel. As you progress down the funnel, longer CTA forms may be less of an obstacle as you have already built trust with the user. In any case: Label each field clearly and do not force the user to make a decision.

6. Provide Social Proof

Customer recommendations may help you bridge the trust gap if your website visitors haven’t already had contact with your brand. Well-positioned recommendations from existing customers could make all the difference when it comes to getting the user take the next step. Of course, social proof alone might not convert users into a buyers or subscribers, however it will help reinforce their decision. Some other examples of social proof are:
  • Case studies or testimonials
  • Magazine/Press features
  • Reviews and ratings from sites such as Yelp, TrustPilot or Google
  • Subscriber counts or social numbers
  • Contact us today for a free consultation on how to improve your landing pages!
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