In my career spanning over 5 years, I have audited 100+websites. Some impressed me, while the others made me cry because I had to correct those silly mistakes.
Never mind, as my career progressed, I found out that designing high-conversion landing pages is not rocket science.
All it takes is following tried and tested methods to create a clean and simple landing page. I learnt these lessons the hard way, but it shouldn’t have to be like that for you.
The following list unveils some of the most important lessons every website owner should know.
1. Keep only 1 Call-to-Action (CTA)
When I started copywriting, my senior who is extremely skilled at creating landing pages that generate millions of leads, told me one thing:
Home page and CTA should be minimal.
It’s like a Mantra for me.
To make an effective call-to-action, you need to keep the number of words at a minimum. A few rightly chosen words work much faster than a long descriptive text.
CTAs should do what they say. Don’t try to deceive your customer.
You need to add only few elements for creating a lead magnet landing page:
- Creative headline
- Supporting images
- Minimal CTA
2. Make Compelling H1
Polish up your header-writing skills to craft a compelling click-worthy headline.
A simple but complete H1 introduces the topic your page is all about, just as a title tells a reader.
It should be:
- Use a focused keyword in your H1.
3. Focus on Good User Experience
To get ahead in the competition, businesses try to create landing pages that users fall in love with.
Websites & Apps that understand humans stand out if they put customers at the center of their strategy building.
- Don’t talk about brand.
- Talk about user.
- Make the copy & design to cater them.
4. Simple Homepage Design
I love simple homepage designs. You can’t go wrong with it because simple design makes it clear what visitors should do.
What works wonder?
- Minimal elements
- Compelling title
- Creative and simple tagline
- Clean CTA
- Menu bar
5. Avoid Fluffy Buzzwords
Gone are the days when beating around the bush was a crazy trend.
Now, avoiding fluffy words and getting straight to the point is appreciated.
Coz, short attention span, Duh...
- Explain the benefits early, but clearly.
- Don’t overuse and abuse.
- Don’t get into marketing vocabulary rut.
6. Don’t Complicate it.
A good landing page clearly answers “Who I am,” “What I do,” and/or “What can you (the visitor) do here.”
Keep your focus on answering these questions. That’s the best way to make your landing page serve its purpose.
You might feel compelled to put puns and lengthy text in your copy, but hold back.
They probably won’t work well!
Just think about it. What’s the point of using jargons and complicated words if your customer doesn’t resonate with it?
Most of the top players keep it simple.
7. Inject Success Stories
When you scroll the first fold of most of the landing pages, you’d see logos representing their topmost clients and texts showing their testimonials.
Find ways to showcase your success in the copy.
The marketers are obsessed with social proof.
I asked a bunch of SEOs and Copywriters about its importance.
They all agreed that borrowing third-party influence is a great way to sway potential customers.
Not only it improves your landing page in terms of credibility, but also your structured data markup.
Using video testimonials is a next level strategy that you shouldn’t be missing.
8. Use Images Only Where Text Falls Short
Spare your graphics designer on this one.
I know that images are important, but adding unnecessary images would only do harm.
The purpose of images should be to improve the understanding of words.
One of my colleagues liked to add images in every fold of the landing page without testing its outcome.
He: People like visuals.
I: Okay, I agree!
But the landing page looks like unicorn pooped on it? There’s no color scheme.
He: That’s irrelevant.
He was used to read every damn article about landing pages. I respected his zeal to learn but I despised his choice of resources.
He never tested what he read against real world outcomes.
9. Make It Interective
Interactive landing pages make sure you feel like an active participant with the site.
When most of the businesses are busy buying stock images, you can create something that gauges user’s attention.
In the example above, this screenshot is from Lyft driver’s landing page, which adds character and visuals to make the page interactive.
10. Make your pricing easily available
Don’t hide your pricing. Put it on a pricing page or the landing page itself.
Companies who sell subscription or services, have to communicate their pricing plan to their potential customers.
Keep in mind — pricing options don’t have to be limited to 2 or 3 varients. Businesses can introduce customisable plans that would work best for what they need.
11. Keep Important Details Above the Fold
Anything that is visible immediately, without scrolling, is considered above the fold.
It’s what people see first.
It tells first timers a lot about you. All the important elements of the landing page should be easily accessible here.
For an example, Quicksprout looks like this:
We have all the important things here:
Now that’s what we call a Basic yet powerful landing page.
The best landing pages effectively serve 2 purposes:
1. Giving users every reason they need to make a decision
2. Reducing any doubt that might discourage or dissuade someone from signing up.
I hope the article walked the fine line between giving you all the information to creat high-conversion landing page, while giving you the creative space to venture with your new ideas.
The purpose of introducing these learnings wasn’t to bind you in an 11-pointer thought process.
Let’s be honest, designing a landing page is much bigger thing than that.
But these are the very best practices that one must bear in mind while planning.
Share your personal experiences with landing pages in the comment section as I enjoy reading your experiences