Industry Conversations, Tips & Ideas

How to Create a Landing Page that Actually Converts
Posted by: Murray on Thursday, 02 May 2013

If you’ve gone to the trouble of designing a strong inbound marketing campaign, complete with email, social media, and content marketing strategies that bring people to your website, you’ve likely realized the importance of a strong landing page. After all, if you’ve invested the time and energy of your staff into creating strong content, the last thing you want to do is confuse your visitors by bringing them to your homepage or an unfocused landing page. 

If you’re hoping to turn your hard-earned page visitors into customers, read on for some top landing page design best practices.

1.      Make it simple – If an inbound link directs customers to a “15% off sale,” take them to a page that clearly shows products that are 15% off. Make any other goals, such as an email input, very prominent on the page. Contrasting colors, like bright red, can help signal your intent. Make sure you remember mobile – make the “call to action” clear on a small screen as well.

2.      Use your logo – There should be no confusion about where visitor is when he or she reaches your landing page. Use an identical logo on all of your pages – landing pages are no exception. Adding this technique to your landing page design toolbox is one of the best ways to up the effectiveness of your inbound marketing campaigns.

3.      Appeal to authority/social proof – You’ve got a logo at the top of the page, a clear call to action just below it, and a small amount of other space that you should make count. Appeals to authority are an effective lead generation page design that can help you maximize the usefulness of your limited page real estate. Adding logos of companies that use your products or services is a great use of space, as are sample tweets or facebook posts about your website. Either or both will do – just make sure to put them below your main call to action.