A landing page is one of the most important tools in inbound lead generation. In addition to giving your audiences somewhere to “land”, quite literally, landing pages also point customers in the direction of desired actions and help them know what to do next on your site.
When it comes to landing page design, there are dozens of small tweaks that can help the page perform better and draw more leads.
1) Make Your Headline More Interesting
Arguably the most important part of the entire landing page is the headline. Designed to grab the reader’s attention and indicate what the page is all about, the headline is your one big chance to draw would-be customers in.
Think of it this way – if a viewer only read the headline of your landing page, would the purpose of the page still be clear? If the answer is “no”, rework your headline to make it so. There are many different formulas for landing page headlines but the most important part is to tell the reader exactly what they will receive by being on your landing page.
Be sure to make the headline bold by using a header tag. Additionally, include power words in the headline itself and ensure that you’re incorporating your SEO keywords into the mix just like you would if you were writing the title for a blog post.
2) Keep it Short and Sweet
Does your landing page look more like the first chapter of a novel than a landing page? If this is the case, shorten it up to cut out all of the extraneous information and keep the good stuff. Text-dense landing pages are intimidating to readers and often make it hard to discern the true message of the page.
A good rule of thumb is that great landing pages should feature 100 words of text or fewer. This ensures that the message is easy to interpret and that guests can read your landing page quickly, understand its message and be convinced to convert.
3) Alter the Position of Your Form
Second in importance to only the headline is the sign-up form. If your visitors have to spend 30 seconds scrolling down a page to find a place to sign up, you can bet you’re going to lose a large number of them. For this reason, it’s important to place your sign-up form in a prominent location. This serves a dual purpose: on one hand, it takes the guesswork out of navigating the page, on the other, it makes guests more likely to convert by simply making the opportunity to convert more prominent.
4) Pay Attention to the Form’s “Submit” Button
While it may seem like a form with a submit button that actually says “submit” is good enough, tweaking the submit button’s text can have a large effect on the page’s conversion rates. Research has proven that people are much more likely to click a form button that says “Click here” or “Go” than they are to click one that says “Submit.”
Researchers theorize this is because the word “submit” carries with it a heavy sense of commitment while “click here” is authoritative and “go” feels laden with excitement. While it may seem like a small tweak, altering the submit button text has the potential to dramatically increase your conversion rates.
5) Add a Visual
Did you know that the human brain process visuals 60,000 times faster than it does text? Humans are drawn to visual content and, for this reason, it’s wise to add a visual if your landing page doesn’t have one and find a better one if it does.
To select the right visual for your landing page, ensure that it is one that accurately shows your visitors what the landing page is presenting. For example, if your landing page is driving clicks to an eBook, feature an image of the eBook’s cover.
By including high-quality images, infographics, or memes on your landing page, you help ensure that your message is received as quickly and clearly as possible and that people are drawn to interact with your page.
6) Optimize Your Text
In addition to keeping your text short, sweet and to the point, it’s important to break it up in order to make it easier to read. As a general rule, people are less inclined to read big blocks of text than they are short paragraphs, bulleted lists or individual sentences.
With this in mind, break your landing page text into bite-sized chunks that make it easy for your readers to scan the page. If a reader can’t immediately discern what your page is offering and why it’s valuable, they’re highly likely to leave. With this in mind, keep it short and simple and help your readers understand exactly why they’re there.
7) Make Your Privacy Policy Accessible
One great tweak to land wary visitors that aren’t exactly sure they want to give you their email information is to include a link in the form itself that re-directs visitors to your privacy policy. Every site needs a privacy policy anyway and making yours easily accessible can help on-the-fence customers better understand how you intend to use their information. It also has the added bonus of helping your landing page feel high-class, transparent and trustworthy.
Landing pages are an important piece of increasing your overall discoverability and, with a few simple tweaks, you can take yours from good to great.
To learn more about landing page optimization, visit Bigfoot Media. Bigfoot Media is here for all of your digital marketing needs and would love to help your business create a game-winning strategy. Call us today for a FREE consultation or shoot us a quick email to learn more.
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