A landing page is simply a web page designed to welcome and provide additional information to your readers and potential customers from an outside link. Most frequently, a pay per click link is sent not to a business’s home website, but to a specific landing page that contains additional and specific information about a product or service related to a keyword query. The purpose of a landing page is to give more details to a reader and convince and persuade them to a certain call to action.
However, many landing pages designed by web marketers are useless. They are distracting with too many images, too long for a reader to scroll through, or contain absolutely irrelevant information related to the keyword subject. Readers quickly bail and hit the “back” button.
Why do so many landing pages fail to accomplish their goal? Landing page designers fail to incorporate these important details into their capture page.
Treat Your Readers Like 4-Year-Olds
Why is this important? Like a toddler or preschool child, an internet user has a very short attention span and is easily distracted. If your landing page doesn’t satisfy a reader’s curiosity and answer direct questions right away, you can kiss that customer goodbye. Your job is to grab their attention and keep them focused through your entire landing page spiel.
Keep Landing Pages Short
You have probably ended up on a landing page at one time that contains about a book-length of text all on one page. Lengthy sales copy may work for mail advertisements, but with internet users you must get to the point quickly. Don’t include so much text that it takes forever to scroll through. Instead, write concise text copy that the reader will have an easy time completing in less than a minute.
Write Simple Sentence Blocks
Internet readers have an easier time reading text that is in short sentences and is in narrow columns. Don’t let your text read across the entire screen. Make sure your text blocks are in 2 or 3 inch columns for easy reading, and include only 2 to 3 sentences per paragraph.
Avoid Image Distractions
It is tempting to include a variety of images on a landing page to keep it interesting, but it usually ends up distracting. Use simple text navigation. Include only a few images or photos that are absolutely pertinent to your landing page subject.
Build Trust with Readers
Give a Clear Call to Action
Many landing pages fail because they simply do not tell the reader what to do. Make it clear to the reader as you guide them through your landing page of what action they must take to receive the benefits of your offering. Include prominent links. Highlight text with instructions, and provide obvious blank information forms. Your readers will more likely respond when they know exactly what to do.