How To Plan Your Landing Pages

Apr
20

Whole books have been written about the ins-and-outs of landing page design.

Each element on the page, each word, graphic, block of text and link, contributes to conversion, or lack thereof. However, this complexity can be boiled down to six essentials.

If you’re designing a land page, or revamping those pages you have, make sure you cover these six points:

1. State Your Value Proposition

What is it? What value are you providing the customer? What is in it for them?

Your value proposition should be part of the ad text, and it definitely needs to appear on your landing pages. Whilst there are always exceptions, the value proposition generally comes first.

People will judge the overall look of your page to determine credibility and relevance, and next they will try to determine what’s in it for them. Craft a succinct value statement that conveys your value to customers, and if possible, let people know the positive, compelling attributes that separate you from the competition.

2. Use Appropriate Logo And Design

People judge by appearances.

This is not to say that complex graphic design is desirable, however landing page design needs to be of sufficient quality that it doesn’t put people off. Design is obviously highly subjective, so take a look at the designs your competitors are using, particularly those competitors who rank highly over time. Does your design standard mirror theirs?

3. Use Crystal Clear Calls To Action

Is it immediately obvious what action the visitor needs to take? Make your action buttons large and surround them with white space. Make text links bold, in that they stand out, visually, from surrounding text. Surround the calls-to-action with benefit statements that signal to a visitor what to expect after they click the link/button i.e. Click here to order

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