Tips on making a landing page
When setting up a business, you never really imagine that a landing page can make or break the company. A huge amount of other aspects seem a lot more important, such as pricing, suppliers, attracting traffic and so on.
But in highly competitive businesses, tiny advantages can lead to outsized results. Landing pages are crucial for online businesses, because they act as bottlenecks for customers.
Compared to a poorly done landing page, a properly optimized one can lead to anywhere between a few percentage points, to double or even triple the amount of customers.
So how does one create a properly optimized landing page? Well, here are a few tips and tricks that are useful for any website idea you might have.
Keep the page focused
As an overall philosophy, you should think of a landing page as a carefully constructed tunnel, designed to direct the attention and emotions of a users towards a certain destination. This can be a sale, an email sign-up, a donation etc.
To keep a user’s attention focused, try to eliminate as many elements as possible from your landing page. This means eliminating most, if not all pop-ups, links to other articles or pages, email contact forms (if the objective of the page is a sale) and so on.
Also, make sure that any navigational links such as the About or Contact page aren’t eye catchy. Otherwise, you risk distracting users and pushing them to other sections of your website.
This last part can be quite a challenge, since many businesses keep use the landing page as the homepage of their website. If that’s the case on your end, then consider following the best practices in homepage design.
Limit text to a minimum + use photos
This is an offshoot of the “keep a page focused” principle. Most people have limited attentions spans, and throwing several walls of text at them will immediately turn them off from staying on the page and continue engaging with it.
That’s why the best approach is to keep text as light as possible, such as 7-8 words, written with a bigger and more visible font.
However, some ideas and concepts are simply impossible to effectively distill into small sentences. In these cases, the most elegant solution is to just combine the words with an image or even a GIF.
The words will have a nice anchoring effect to explain the feature or selling point, while the visual element will show how it works.
Write beautiful and clear copy
Clear and concise copy is essential to help your users understand exactly what your page is about, and also when explaining certain features and selling points.
One thing to take into account, especially for English writers, is to write copy that is easy to understand even for non-native English speakers. It’s easy to start with the assumption that every reader of yours is a skilled English user, but that is simply not the case.
By writing for intermediate or even novice English speakers, you’ll absolutely make sure to target users of all skill levels.
Whenever possible, make sure to add testimonials that vouch for your product or service. People trust other people, especially when they’ve tested out your offferings.
Invest in a good design
The design and overall look of your web page is important for gaining user’s trust and attention. Not only that, but users will also compare your landing page to those of your competitors, and this is a competition you surely do not want to lose.
For this reason, you should invest in making sure your landing page is good looking and beatifull for your readers.
In this day and age, having a decent landing page is more important than ever, and can generate a meaningful difference in sales.