2.26.16

A Simple Guide to Landing Pages

BY SHAY RUGGLES

In the last year we have had more and more clients jumping on board with landing pages (yay!) and with that, many questions about what should be on those pages.

Here is a quick guide to what you should have on your landing page and some additional usability considerations while you’re creating your next offer.

Landing Page Components

Landing pages and thank you pages are vital to tracking the success of your lead generation campaigns. There are a few standard components your landing pages should have and we’ll outline a few must haves from a usability standpoint as well. The goal of your landing page is obviously to get as many leads as possible, so making sure you’re providing a good experience on those pages is essential.

  • Stripped navigation and footers: Landing pages should be as focused as possible. Traditionally, they should have your main navigation and full footer removed. All you need is your logo up top.
  • Focused text content: A clear headline, optional subheader and a brief description of the offer that clearly emphasizes its value is all you need on this page.
  • Visuals: You should have at least one supporting image. Again, keep things focused. Show just enough to prove it’s real and demonstrate value.
  • Social proof: Technically this is optional, but I suggest testing this out yourself to see how the addition of these elements improves your leads. This includes testimonials, client logos, security logos, etc.
  • Lead form: The lead form is the most important element on the page. It should be above a laptop fold, loud and proud. Use a contrasting color or treatment so it really stands out against the rest of the page.

Usability Considerations

The more our experiences on the web mimic good interactions we have with real-live people, the better. Here are some additional considerations that will help lift your landing page conversions through better usability.

  • Match ad copy to headline copy: It is imperative you match your ad or button copy to the headline copy on the landing page. These should directly correlate with the same exact words used. If the ad says: “Get a Demo Now” your headline should mirror that offer, for example:  “Get the World’s Best Product Demo Now.”
  • The offer needs to clearly state what will happen next: Are you going to walk them through the demo on a call or are you emailing them a link to a self-service demo? Are you emailing them a PDF or is a sales representative going to call? Make sure you are explicitly clear what you’ll be doing with their personal information and what they should expect to happen next to get what you’ve promised.
  • Don’t say “SUBMIT” You are not a robot and hopefully the person filling out your form isn’t either. Tie your button text to your offer. Why SUBMIT when you can “Get my Free eBook.”

Landing pages are primed for A/B testing. Try different offer language, button colors, location of images, add a video. Test and have a little fun increasing your leads. Hopefully these tips can help get your landing pages off on the right foot. If you have any questions or would like Carbon8 to help you create landing pages and test your offers, give us a call!

Shay Ruggles
written by SHAY RUGGLES

Shay Ruggles is the Director of UX at Carbon8 who ensures we are creating compelling experiences that balance user intent, clients’ business needs and site performance. A former Account Manager, Video Producer and Carbon8’s first employee, Shay leveraged her years of experience, education and research to transition to the creative team of Carbon8 in 2012.

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