A landing page is a form of direct marketing. The efforts put forward in driving traffic to your landing page – through banner ads, keyword searches, or pay per click advertisements – means little if the landing page cannot convert visitors into customers. Affiliate marketing sites use landing pages often; however, any business can capture leads, make sales, or provide relevant information with landing pages. Only 52% of companies and agencies that use landing pages also test them to find ways to improve conversions.

Tips for Creating A Landing Page

Landing pages are content driven; but design is also a factor. A landing page is often the first contact someone has with a business, so it should build buyer trust immediately and project a professional image. Here are a few design tips to consider:

• Be sure graphics and visual effects are kept to a minimum - A good rule of thumb is that graphics and images should only be used if they augment the written copy, such as realty or vacation destinations where images help enhance the sales message.
• Avoid including navigation links - The purpose of a landing page is to get the visitor to take action, whether that means signing up for a newsletter or buying a product. When other links are included it distracts the audience and leads them away from the desired action. In fact, this is where most landing pages fail – companies provide visitors too much information. Avoid navigation links and stick to the message.
• Use proper color and fonts - Nothing is more distracting than text that is too small, too large, or on a background that makes it impossible to read. Many do-it-yourself web designers think ‘flashy colors’ equals sales. Remember, a landing page is content driven. If the content is too difficult to read, visitors will leave without taking action.

Tips For Creating Landing Page Content

Content is king when it comes to landing pages. First, the content must be relevant to the click-through because the closer the match, the higher chance of conversion. The content should be concise and get right to the point. Consider these factors as well:

• Focus is key - Content should be geared to one action and one action only. When selling multiple products make a page for each product, but do not put them all on one landing page.
• Avoid Spelling and Grammatical Errors - No one is perfect. Have others proofread everything composed. Again, professional image is important. A site filled with errors will leave a negative impression and destroy buyer trust.
• Be Personal - Avoid using words like ‘we’ and ‘us’ and put the focus on the reader by saying ‘you’ and ‘yours’.
• Avoid jargon and colloquialism - Engaging in these practices does not make a business appear more intelligent or friendly. It will only alienate visitors. Instead use short sentences, and terms and phrase, in an active voice so the majority of readers understand the message.
• Optimize to readers - SEO is important, but remember people are the true target. A page littered with keywords that provides no substance to the reader will not result in the preferred action.
• Call to action - Tell visitors what to do. Whether it is ‘buy now’, ‘click here to download’, or ’subscribe today’, put the action in short terms and bold text so it’s clear to them.

Remember, an ill-designed landing page, in any of these areas, will fail to convert visitors to customers; however, a well-constructed landing page can result in a highly successful marketing campaign for any business.

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