Industry Conversations, Tips & Ideas

Building the Perfect Landing Page
Posted by: Melissa on Wednesday, 07 November 2012

Landing pages normally lose half their visitors in the first few seconds, the remaining out of which only a small percentage will actually turn into a conversion. Optimization of these pages is therefor paramount, to make sure that you don’t lose half of the visitors to your page before you’ve even made your pitch.

Design and Layout

The layout of the landing page should be very simple, and should focus on what action you want the visitor to take only. The design of the best lead generation landing pages is made to match the design of the overall website, and there are no links on the landing page leading away from it (other than via your single call-to-action). The images and colors of the page should be consistent with the page leading to it so that the visitor feels at home and takes the time to understand the page before making a decision.

Request only the essential

The form on your landing page should request the minimum information, as long forms divert attention away from their pitch. The design of the form should be simple and should contain strong statements to ensure the visitors that their security and privacy will not be threatened by providing the essentials.

Give some value

Your landing page should contain incentives for the client. The offer you provide should be relevant to the client and there should be some value to it as well. It should provide a benefit that your client is looking for. And of course, it should bring your visitor closer t6o making a purchase (or some other conversion which benefits you).

Continuous optimization

There is nothing perfect and complete in this world, so is the case with landing pages. They are never perfect, so you should keep analyzing your SEO statistics so that you know what is working for you and what is not. You should change a number of things on your landing page and then analyze what increases your chance of making a conversion and what does not.