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Tips for a Successful Landing Page in 2013

Tuesday - July 9th, 2013

Written by: Tristan Pelligrino

Tips for a Successful Landing Page in 2013

While web design trends are consistently evolving, certain aspects of web design become classic staples of successful online marketing. One such element is the landing page. Originally, the landing page was a place where brands tried to cram as much information as possible into a small space in order to convince the consumer that conducting business with their brand was a good idea. Now, however, landing pages are mirroring the minimalist trend that websites everywhere are embracing.

Too much on a landing page leaves it cluttered and confusing for customers. But too little doesn’t give users a sense of what your website or business is about. By remembering that the visitor reaches this page after a banner ad or promotional link, we can strike a balance of content that should be displayed on a landing page.

Determine the Purpose of Your Landing Page

Before we can craft an effective landing page, it must have a clear purpose. Wordstream recently wrote a post about this very thing. Generally, there are two types of landing pages.

  • Reference Page – A reference landing page is aimed at text and multimedia that is relevant to the visitor. The goal is to present your site or business as a reference point should the visitor ever need you as a resource in the future. These pages are typically focused on increasing newsletter signups, raising brand awareness, and generally marketing your brand.
  • Transactional Page – A transactional page, on the other hand, is focused on capturing a strong sales lead. Whether you’re trying to cultivate and lead the customer through your sales funnel or convince the customer to make a purchase at that moment, the design of this landing page will be much different than the reference page.

Identifying the purpose of your landing page will help you understand what elements to incorporate to reach those goals. There will be some common ground, such as CTAs, and there will be strategies specific to each one.

Elements of a Successful Landing Page

When a visitor lands on your landing page, you want to lead them through the following chain of events.

  • Awareness. Chances are that the visitor has never heard of your brand but they’re interested – or else they wouldn’t have clicked on the promotional link. This is the perfect opportunity to attract attention by highlighting benefits for the customer.
  • Desire. Once you capture the visitor’s attention, it’s time to start building desire. They have to want the product or want to know more about your brand. Here is where you can bring out your proven marketing techniques to sway the customer.
  • Action. Whether the visitor makes a purchase or subscribes to an email newsletter, you want the visitor to take action. Here is where you drop all your CTAs and really push the customer to do something. If you’ve built enough awareness and desire in the landing page, you’ll have an easier time encouraging actions.

Now, with all of these elements, it’s important not to have too many distractions on the page. Remember, too much information equals clutter! Highlight important sections, such as headings, subheadings, bullet points, and CTAs, to make the content more digestible for visitors. Also, ensure that you visually engage the visitor’s attention to compel them to stay on the page and read more! For more information, feel free to checkout one of Hubspot’s recent posts about landing pages.

By creating focus for your landing page and incorporating these elements, you’ll find it easier to attract, engage, and cultivate new customers!

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