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Landing Page Tips for Better Results

Written by: Karen Scharf

Article Overview: Whether you're driving traffic through organic search, pay per click, affiliate marketing, direct mail, email campaigns, social media, whatever, your landing page will make or break your conversions. Follow these few simple tips to create a landing page that produces results.

Landing Page Tips for Better Results

Whether you're driving traffic through organic search, pay per click, affiliate marketing, direct mail, email campaigns, social media, whatever, your landing page will make or break your conversions. Follow these few simple tips to create a landing page that produces results:

Create multiple landing pages for different purposes
While you probably already know that each page should focus on its own keyword set, you may not have considered that each landing page should also focus on its own traffic source. A visitor coming to you from a organic search will more than likely be at a different point in the buying cycle and a different place on the "know-like-trust scale" than someone visiting your website from your Facebook page.

Utilize different calls to action
Just as website visitors will be in different phases of the buying cycle and on different places on the know-like-trust scale, the way you communicate with these site visitors will be different. You'll probably want to use gentler, kinder verbiage with organic traffic, such as "request additional information" while you can be more personable with your Twitter traffic such as "give it to me now!" But no matter who the audience is, be sure to include your call to action in various locations throughout your page.

Keep it clean and simple
When it comes to landing pages, the simpler the better. Pretend you're setting up the page for a 3rd grader. Your visitor needs to figure out exactly how to do whatever it is you want him to do in three seconds or less. If a 3rd grader can't complete the task with relative ease in a few seconds, chances are your site visitor is not going to stick around to figure it out either. Make sure your landing page has one call to action. Do not use technology for technology's sake. Eliminate every possible distraction. Make your copy easy to read. Take advantage of eye tracking. And test, test, test.

Don't ask for more information than is necessary
Do you really need to know your visitor's company name in order to email a free download? If not, remove it from the form. But be careful not to go over board with this technique. If you've been in business for five years and all you have is a list of first names and email addresses, you've done something wrong along the way. Progressive information gathering is essential to the lead scoring process, so consider where your landing page fits into your marketing funnel before arbitrarily wiping out all your form fields.

Tell your visitors what you'll do with their information
Let your readers feel secure when providing you with their personal information by telling them exactly what to expect. Will they be receiving a download via email? Will they be added to your mailing list? How often will they hear from you? By letting your visitor know what to expect upfront, you'll be assuring yourself of more qualified leads who actually want to hear from you.

Test, test, test, test, test
Before you publish your landing page, test it in different browsers. Test on different operating systems. Test for mobile display. Once your landing page is live, split-test your headlines, your graphics, your body copy. Test our calls to action, test your email follow up. Try different combinations and tweak every component until you find the perfect fit for the optimal conversion rate.

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Article Tags: landing page, web design, website design



Related Forum Posts
Business Tips - How about: Tips for managers to handle employees more effectively? Tips on how to deal with difficult customers? Tips on how to deal more effectively with suppliers? The only three I have in mind right now, but will try to come up with something else. Chris
Re: Examples of Great Landing Pages - Kevin, been a while! hey I just reviewed the Landing Page - I like it! The structure is all there and I like how the testimonials are "related" to the business benefit of becoming a Partner - Nice work! Two points: 1. Have you tried other headlines or split tested other headlines? You can use google website optimizer to do it. I know you can come up with a slightly stronger headline unless this one came out on top. 2. I feel that when the page first loads it looks "incomplete". It's just a visual thing. I guess i was expecting a border around the content, a header image maybe... it's just the way i am wired to expect webpages to load. This point may be insignificant. Testing is the only way to know for sure.
Page Rank Changes - Hi Kevin - there is a lot of speculation as to why so many websites lost Page Rank. A few new sites that I've been following also got Page Rank for the first time. Every time Google does a Page Rank update there are websites that get caught in the crossfire and have to work to get their rankings back up!
Re: Secrets About Landing Pages Revealed! - Hi Greg, Thank for posting this, it's very helpful. Landing pages can convert very well if they are well written.
Re: Facebook Fan Pages - Hi Terri, I haven't yet started a Fan Page of my own (it's on my to-do list), so I don't have any tips to share yet. What others have mentioned about giveaways is a good idea. I also think updating your page with useful content on a regular basis is a must to keep Fans interested and coming back. This can easily be done if you have a blog because they allow you to import RSS feeds on your page. Every time you make a new blog post, your Fan Page can be updated.


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