We’ve been asked about landing pages quite a lot recently. Our clients have asked what they are, how to design one, and why they need one. All perfectly valid questions if you’re not familiar with the ins-and-outs of digital marketing. Here’s a guide on what a landing page actually is, and how to design one.
A landing page is a web page that’s engineered to get enquiries from potential customers. Whereas your website home page is there to provide people with more information about you and your brand. A landing page is solely there to generate enough interest to receive an enquiry about providing your product or service. Marketing campaigns will drive traffic towards a landing page to maximise the return on click investment, rather than pointing towards the home page of your site where a use may get distracted by having a browse.
Landing pages then, are there to provide just enough information for someone to make an enquiry. No one will spend any money on a landing page – they’ve not researched your brand enough probably. They will fill out a contact form to give you the opportunity to sell to them. Something people generally don’t realise they are doing when filling out a call me back form.
While not a hard-and-fast list, these best practises should help you:
Leave it out. The idea of a landing page is for visitors to make an enquiry – if you give them the option to explore the rest of the site they might just do that. If you’re paying per click to your landing page and a visitor leaves without making an enquiry you’ve lost that money.
For anyone not familiar, above the fold refers to content a user will see when they first view your page. In contrast, below the fold is the content they will have to scroll to see. Modern web design for home pages generally places a full width / height image above the fold with a header or two to describe exactly what that website offers. Similar principals apply on a landing page. You want a header, followed by some snappy points to explain exactly what you offer.
It’s a bit of a contested issue as to whether you should put the contact form above the fold. Personally I don’t think it matters too much – you should go for whatever works best with the design. Just make sure if your contact form is at the top of the page, you have plenty of call to action buttons further down the page to bring you straight back up to the contact form. People will only make an enquiry when they feel they’ve read enough information – so top or bottom, they’ll probably scroll down a bit before filling out your contact form.
This is where you need to convince people that the service you’re offering is the best. It’s going to make their lives easier / better and other people already love it. Try to keep the text to a minimum and explain as much as possible with diagrams, bullet points and content blocks.
Testimonials and previous client logos (if they’re recognisable) work really well. It gives visitors the instant impression that other people love what you’re offering. Don’t forget it also needs to drive people to fill out your contact form at every possible opportunity so buttons which take a visitor back to it are a must.
If you absolutely must put external links on your page, they belong in the footer. You should try and avoid this at all costs though. In the most recent landing page we worked on, we had to include some links about legal code of conduct, terms and conditions and a privacy statement. Hopefully people will click on the bright orange buttons to take them back to the top, rather than they grey on slightly-darker-grey links in the footer.
To have a chat with us about developing a landing page for you or your website, send us an email to firstname.lastname@example.org and we can talk you through our offering.