Land great landing pages
Nothing ruins trust more than a false promise. Make sure your landing pages provide what you promised on the referring link.
Hold on, what are landing pages exactly?
Landing pages are the first pages your visitors see after clicking on a link you posted somewhere, which could be your home page, but for a better, quicker and more productive costumer experience, it should be a specific page talking about a specific subject.
The easiest examples for correctly linked landing pages are e-commerce websites who create ads on various other locations, like search engines, for example.
Let’s say your store is having a -50% off sale on an awesome product. Now, you’re gonna want to let people know about this offer, so you will create an ad on Google ads, for example, which will talk about said offer. The ad, which could include something in the lines of
“Fed up with expensive and sad products? Click here to check out our -50% sale on our amazingly awesome product!”.
If someone should click on this ad and be redirected to your home page, this will not be bad per se, but it would be much better to bring them directly to an ad-hoc page that talks about the sale, shows a few product images and sports a large and attractive CTA to claim the offer.
So, what’s the secret behind good landing pages design?
It’s easy to lose sight of what’s important while designing a web-page, so here’s some of the most important points, broken down to a easy to follow list:
- First and foremost, you need a super clear CTA slapped right on top of the whole page.
- The same CTA can (and should) reappear at the bottom of the page, just in case people got there and don’t feel like scrolling back to the top.
- Great crisp images will help your visitor decide to buy your product or sign-up to your service (Tip: try to avoid stock photos).
- A well studied Copy Text will make sure your page speaks for you and explains your offer clearly.
- Just in case your visitors are still not completely on-board, make sure to leave them a Contact Form so that they can clear any remaining doubts, just make sure you’re swift to respond and are being useful and friendly.
Case study
A client of mine, who is a certified training center, has many offers and promotions on various courses and packages, which are continuously advertised via social media posts and ads.
While redesigning their website, one of the major changes that was going to take place is a much quicker and easier way to create ad-hoc landing pages for various promotions.
One added feature, which is very important for analytics, is adding UTM parameters to their links (made easy with this tool by Google), so that they could track better where the landing pages visitors came from and what campaign is bringing home the bacon.
