Developing a decent landing page does take a little thought and ability, but it’s not as though it requires absolute genius to build one that is effective and entices prospects to move through. The steps to take in order to end up with something that you might be proud to call your best landing page design are fairly generic and can be followed like a formula. Take the following case study as an example.
We created the landing page below for a customer that had been struggling with the development of this landing page for quite some time.
Following are the 5 steps to follow when building a good landing page:
1. Funnel the Lead With a Single Offer. The biggest issue for this customer was that they wanted to represent two different products on one landing page. This is a big no-no for what should be fairly obvious reasons, right? You should be responding with a resounding “RIGHT”, by the way, because the landing page proposition needs to be crystal clear. When a prospect reaches a landing page, all you want them to do is to fill out the form, so all the content on the page should be steering them in that direction, not asking them to make a decision. The decision already happened before they made it to the landing page.
2. Clearly Define the Offer In the example below, the offer is summarized in bolded bullet format. It is expressed in crisp terms that don’t require a lot of thought to understand, and reflect the essence of the call to action that drove the prospect to the landing page.
3. Tell them What to do An important element to this game is to keep the momentum going that was started with the call to action. Your prospect should arrive at the page, confirm the offer, get instructions what to do, and then do it. We tell them to “Fill out the form above and we’ll respond straight away”. Another important point is to remove the navigation to further help funnel the prospect by limiting his/her options.
4. Images Help to ‘lube’ the Process The selection of a professional, pertinent image is an important element to a strong landing page design. Images instill confidence, and help the page sell your message.
5. Limit the Length of the Form Limit the amount of information that you ask for to only the bare essentials that you must have in order to process this lead. Usually this is just name, email, and phone. You can play around with your landing page to see whether you get more conversions on it with different form fields.
One other thing to note on this case study is that we resolved the problem of representing multiple products on one landing page by folding in one of the products into the other as an option (last bullet) since the two were directly related to one another.
Check out all of our landing page best pracitces articles.