5 Characteristics of a Good Landing Page

By , Worldwide Search Marketing Media Manager at Adobe Systems:

What makes a good search mar­ket­ing land­ing page? It’s a pop­u­lar ques­tion across the dig­i­tal com­mu­nity, espe­cially for those who are think­ing past find­ing the right audi­ence for your prod­uct and get­ting them to the web­site.  I cringe every time I hear a search mar­keter say, “My job is done after get­ting the cus­tomer to the web­site,” or “It’s not my fault there was no con­ver­sion, it’s the website’s fault.” While it is easy to throw up your hands or turn a blind eye to what the cus­tomer does once they get to your web­site, it is def­i­nitely a path I encour­age all search mar­keters to blockade.

You… yes, YOU can have an effect on the customer’s con­ver­sion jour­ney with just a few easy steps. Here are some of the basic ele­ments you’ll want to keep in mind when cre­at­ing a land­ing page that converts:

  1. Cre­ate a Clear Call to Action: Per­haps the most impor­tant tip you’ll see, cre­at­ing a great call to action is a sim­ple way to dras­ti­cally improve con­ver­sion rates. The call to action (CTA) is what you want vis­i­tors to do. Maybe it’s: Call Now, Click Here to Learn More, or Sign Up. Focus on one call to action on each page, and make sure your mes­sag­ing is con­sis­tent, in a promi­nent loca­tion, and easy to under­stand. When test­ing dif­fer­ent strate­gies, CTAs are one of the most impor­tant parts of your land­ing page. Exper­i­ment with dif­fer­ent col­ors, place­ments, and messaging.
  2. Focus on the Cus­tomer View­point: When you’re think­ing about your land­ing page design and con­tent, remem­ber to think like your cus­tomer, whether it’s a busi­ness or per­son. Do your cus­tomers pro­vide you with exactly what they were look­ing for in the search query? If so, give them that per­son­al­ized con­tent on the land­ing page. Remem­ber, your web­site is really NOT all about you or your com­pany. It is about show­cas­ing your prod­ucts or ser­vices in a man­ner that res­onates with your audiences.
  3. Con­struct an Effec­tive Head­line: If the head­line on your land­ing page is not com­pelling, cus­tomers won’t be eager to stick around for long. This head­line should be attention-grabbing, but not over the top. You have already got­ten poten­tial cus­tomers to your site; now you just need to help them find out if you are indeed offer­ing what they are look­ing for. A typ­i­cal cus­tomer will make a deci­sion in less than 15 sec­onds about whether he or she is the right place—an effec­tive head­line can help with this.
  4. Make Your Design Clean and Sim­ple: Don’t let con­sumers be dis­tracted by untidy visu­als. Leave plenty of white space on your land­ing page, make your fonts easy to read, add inter­est­ing videos, and cre­ate bul­leted con­tent that’s eas­ily scanned for impor­tant points. Your cus­tomer should never have to go dig­ging around in search of what they need. Pro­vide a clear path of nav­i­ga­tion, and sim­plify your pages to con­tain on the infor­ma­tion that is per­ti­nent to your customer.
  5. Show Off Your Social Sta­tus: Have a list of top-notch cus­tomers? Been men­tioned in the press or given excel­lent tes­ti­mo­ni­als from cus­tomers? Let oth­ers know! Add a tid­bit on your land­ing page that shows you’re known for your great products/services. Give them the chance to read real reviews on the prod­ucts and ser­vices you are offering.

Now that you have what you believe is a great land­ing page, it’s time to mea­sure, ana­lyze, and adjust. Web­site test­ing is a vital part of the con­ver­sion process; it’s impor­tant to ensure that what you have cre­ated really works, and not just in theory!

In my next sev­eral arti­cles, I will dis­cuss the key aspects of a great test­ing strat­egy, along with how dis­play ads can help your com­pany achieve the most con­ver­sions when they are pointed to relevant land­ing pages. We’ll get into the tech­ni­cal aspects of paid and organic search and how they work together to cre­ate value. Most importantly, we will dis­cuss why ana­lyz­ing the data pro­vided by these ini­tia­tives is often more valu­able than cre­at­ing the cam­paigns themselves.

Maria Corcoran

Maria Corcoran

Maria Corcoran is the Worldwide Search Marketing Media Manager at Adobe Systems where she focuses on search platforms using online marketing tools and data analytics to obtain the most efficient ROI for a portfolio of digital media clients. Corcoran works closely with analysts to help with forecasting, projections, and data integration. Her mandate is – Measure, Analyze, and Adjust.

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