Companies see a 55% increase in leads when increasing their number of landing pages from just 10 to 15, according to Hubspot’s 2012 Marketing Benchmarks Report.
The landing page is often the first thing customers see when they interact with your brand online. Whether it is a web page or Facebook app, landing pages exist to deliver relevant messaging that converts visitor traffic.
Landing pages are a fundamental part of a successful inbound marketing strategy. They are the focus of your lead generation efforts. Therefore, every campaign you run and offer you create should be tied to a custom landing page — as opposed to an ambiguous homepage where visitors have to guess what to do next.
Here are a few best practices to consider:
1. Get to the point. People don’t read. They skim. So, don’t make it difficult for them to find important information on your website. Use clear headers and sub-headers, use easy-to-scan bullet points to explain what they’ll get from the offer, emphasize key points using bolded text or italics, and keep things as brief as possible.
2. Use Contrasting Colors. You always want your main call-to-action to pop off your landing page. So when you’re encouraging visitors to fill out a form and click on that ‘submit’ button, make sure it’s easy for visitors to see where they should complete that action.
3. Ensure logo placement. All your landing pages should have your logo placed strategically on the page. While you don’t need to make it the focal point of the page, it’s important that it’s apparent enough that people will recognize the landing page as being a publication of your business. This is particularly critical for visitors who come to your landing pages from external non-branded sources, like social media and search.
4. Never underestimate formatting. Clearly laying out your headlines, images, copy, form, etc. can help you highlight the value of your offer and tee up conversion by creating a visual-friendly user experience that guides visitors to complete the conversion.
What other tips would you add to our list about landing page best practices?