Landing Pages Need to Convert
Whenever a customer clicks one of your paid ads or finds your website from a search query on Google, they must immediately recognize value once they “land” on your landing page. The most important aspect of a good landing page is relevance. Your landing pages should be constructed as an answer to very specific behaviors or actions.
Related Post: Five Reasons to Always Use a Landing Page
Clear Calls to Action
Before your customer arrives on your landing pages, however, they’re going to need directions on where to click and why they should click. If your ad says “download our free ebook here,” when they arrive at the landing page, the download link should be readily visible. Landing pages should not be ambiguous or imprecise. Customers should be able to tell from your call to action what is on the landing page, so make sure you meet their expectations.
Responsive Design is Essential
Responsive design is the idea of designing your web pages to “respond” to the screen or device on which they are viewed. This means considering touchscreen capability, not solely mouse and keyboard, into your functional design. Many modern web designers have adopted a “mobile first” mentality for web design considering the staggering number of mobile internet browsers.
If your landing pages are poorly optimized for mobile viewing, you’re going to miss a lot of traffic. Modern consumers are tech-savvy and accustomed to well-designed websites. They more than likely won’t bother with clunky, unresponsive websites for very long.
Keep It Simple but Effective
Good design should be a top priority for all of your site pages, but it is even more crucial to your landing pages. Your potential customer clicked a link for a specific purpose – it could be to join your mailing list, download your latest whitepaper or ebook, or obtain a coupon or promotional offer. The landing page needs to be concise, clearly showing customers they’ve come to the right place. Overly complex or garish design detracts from your message, so keep your landing pages elegant and minimalist.
Ideally, you want to have landing pages specifically constructed for all the possible “entry points” a customer could take to engage with your company. Remember, the most important part of a landing page is relevance. When your customers click a link to your landing page, they should be able to expect what they’ll find and find it easily once there.