A well-designed landing page can dramatically increase your conversions during your various marketing campaigns. Rather than directing visitors from these sources to your website (where they may have trouble finding exactly what they are looking for), you can direct them to a landing page specifically designed for them and direct them exactly the direction you want them to take.

What Is a Landing Page?

A landing page is a page on your website where you can provide a resource for your business in exchange for a visitor's contact information. Marketers can capture this contact information using a form where visitors can enter their name, e-mail address, address, job, and so on. Landing pages are essential to implementing an inbound marketing strategy.

A unique goal

A good landing page is focused on particular traffic flow, for example from an email campaign promoting a downloadable resource. Since the landing page only targets people who are likely interested in this ebook, and because this ebook contains proprietary information that develops a topic of interest to your audience, you can convert a higher percentage of visitors to your website…

Before you begin, it is essential to determine the purpose of your landing page. Landing pages have one main goal: to generate leads for your business. However, you can define these leads in several ways and offer several types of content or experience via this landing page.

An identified call to action

Once you know what your goal is for this page, you need to make a clear call to action. This is perhaps the most important part of any landing page. Your call to action must be specifically related to your purpose and must be supported by the rest of your landing page, from the title and body of the text to the images and the overall layout.

Making It Simple is Often the Best Thing

The landing page must be greatly simplified compared to many other types of pages on the web. Indeed, they have very specific objectives and must not include any superfluous information that may distract your visitors and prevent them from converting.

A clear and concise page

Your page must be clear and concise. It must also be persuasive. Landing pages are not the place to show your creativity ... unless this creativity is clear, concise and persuasive!

It's safe to assume that most people who visit your landing page are already interested in what you have to say because they probably clicked on an ad or email that you sent. But the fact that they are interested in their arrival does not mean that they will remain so. Every sentence and every word on your page must have a specific purpose, which must also support your call to action. If that does not work, remove it. Tell your visitors what they want to know with as few words as possible and have them respond to your call to action as quickly as possible.

Ask only the main data

If your landing page contains a form, be sure to ask only the most important information. If you are trying to get visitors to sign up for a newsletter by email, make sure you only ask them for their email. Asking more information will decrease the chances of submitting the form. If you ask them to buy something, make it as simple as possible. Just ask for the essential information: billing and shipping information, as well as a confirmation screen before placing their order. Before asking them for additional information, wait for their order to be placed.

Design

The design of your page is just as important as what's inside. Good design emphasizes the call to action, while the bad design does the opposite. That's why, when it comes to a landing page, "less" is definitely "more". The simpler your page and design, the more likely it is that you will convert better.

Delete navigation items

The first major difference between your website and your landing page is that your pages should not use the usual navigation of your site. Instead, the only clickable links should be your call to action, and possibly a link to more information for those who are undecided. Linking your logo to your homepage can also be a good idea.

Minimum images and larger fonts

Your landing page should only use one or two images at most. You want to avoid visual clutter on the page or anything that might be detrimental to the message and the call to action you want to put forward. Larger font sizes are also preferable. The last thing you want to do is to cause eye fatigue to your visitors. The ideal line length for page readability is 39 characters. Adjust your font (and the width of the column) accordingly.

Be centered and opt for a single column

Studies have shown that landing pages with a single centered column are the ones that convert the best. And yet, many marketers opt for two-column models. Be sure to test one-column versions against two-column versions before validating a design.

Match the appearance of the email

If your landing page is linked to an e-mailing campaign, make sure that it reflects the appearance of the e-mail. If the designs of the two are very different, visitors will wonder if they are in the right place. The easiest way to do this is to transfer fonts, images, and colors from your email to your landing page.

Do Not Forget to Test Your Landing Page

What works for one site may not work as well for another. Finding the most effective page design is a matter of trial and error in many cases. It is important to test the versions of your page to identify the one that best suits your situation. Without that, you risk leaving a lot of potential conversions on the tile...