Industry Conversations, Tips & Ideas

Landing Page Essentials
Posted by: Melissa on Thursday, 08 November 2012

Landing pages can seem confusing to the uninitiated, but getting the maximum conversion from this powerful tool is easier than you might imagine. For all the bells and whistles you could put on your pages, simple is definitely best, so here’s a guide to the bare minimum for a landing page (to provoke maximum response).


The design of the landing page plays a key role in persuading a visitor to become a business lead. Landing pages therefore should be designed very carefully and meticulously. Remember that it is best to minimize the content on the pages that convert, as the less content they have, the more easily they will be read by the visitor and the more impact your message is likely to have. Use landing page design tools to help you out in designing your landing page for maximum effect.


When asking a visitor who has been directed to your landing page to fill a form, remember to ask only for the most important information that is compulsory for him to get converted. Ask for his email in the form so that you can contact him later on, and a first name at least, but beware of putting field after field in front of him. The last thing you want to do is turn off a keen party right at the last minute. Remember that the lesser the fields the visitor has to fill, the more compelled he will be to fill the form. 


The landing page should provide valuable content and information to the visitor that is relevant to the purpose of the landing page. It should offer visitors an incentive like a reward or benefit for converting and must be placed such that it compels the visitor to become a business lead. Want an email address? Offer an e-book. Want a software sale? Offer a free trial. Answer the customer’s fundamental question: “What’s in it for me?”


Revise your landing pages constantly, based on the data from your SEO analytics software. This revision phase is going to help you in optimizing the landing pages even further and enhancing their ability to convert visitors in to business leads.