Landing Page

An effective landing page is the cornerstone of successful online marketing. Your offer may be stellar and your PPC ads might be optimized pieces of perfection, but without a good landing page, your business is bound to suffer. Your landing page layout needs to be flawless.

good landing page design

A good, persuasive landing page grabs the attention of visitors and compels them to complete a conversion. Learn how you can create a winning landing page with these nine simple landing page tips.

Tip #1: Clean, Organized Design

The look, feel, and overall structure of your page design will have a huge impact on the effectiveness of your landing page and how well it drives conversions. The primary goal of your landing page should be to make it as easy as possible for a visitor to convert, so it is important that all elements of your page work towards the conversion objective, whether it being filling out a form, making a purchase, signing up for a newsletter, or downloading an ebook.

An effective landing page design makes smart use of color and eye-catching images. Certain button colors such as red or green are said to increase landing page conversions, but above all make sure that there is a strong contrastbetween your button color and your background. There are many different button attributes you should test to ensure a good landing page – test color, placement, and size to discover the most effective landing page layout.

Grade your landing pages today!

Tip #2: Be a Minimalist

Be sure to maintain a clean page with obvious, natural navigation and no distractions (such as pop ups). A good landing page provides all the necessary information needed to encourage visitors to convert, but nothing extra. Too much info can overwhelm visitors, so keep it simple and provide only the essential information that will guide visitors down the funnel. The info you do put front and center should be easily scannable – good landing page copy uses bullet points to explain details when possible.

Take into account what key info needs to be shown above the fold within the visitors’ direct line of vision, and what can be put below the fold. Most visitors naturally know that they can scroll down for more information, so don’t be afraid to add more thorough descriptions down where they will be discreetly hidden. A good landing page design maintains a clean and attractive visual impression while still allowing visitors the information they might desire in a non-intrusive way, and taking advantage of the below the fold space is one great way to do this. Another way to add more information without overwhelming visitors with text is through video landing pages. Consider highlighting the key points of your offer with text and using an optional, clickable video to explain the details.

good landing page copy

Tip #3: Use Header to Broadcast Offer Value

A good landing page should have a strong offer and be able to explain why the offer is valuable in clear and concise terms. The landing page headline and subheadings provide a key opportunity to promote the value of your offer. Most effective landing pages confirm the offer with the headline and use the sub-heading for further explanation of the offer or to share the value proposition. For example…

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Some landing pages choose to push their value proposition to the main headline and use the sub-heading to discuss the actual software or offer. Don’t forget, you have about 8 seconds to convince users your offer is worth pursuing, so it’s absolutely essential that your offer and value proposition are clear and convincing.

Tip #4: Trust Signals

Good landing pages make abundant use of trust signals, which can indicate to visitors that their offer and brand are trustworthy. Trust signals can take a number of different forms – testimonials are a classic form of trust signal, capitalizing on word-of-mouth to reassure visitors with endorsements from past clients or customers. This can also be done with “Like” counters, which push a more subtle form of endorsement through “Likes” and +1s from various social media sites.

good landing page testimonial

A combination of trust signals and testimonials

Another powerful tool implemented by effective landing pages are trust badges. Trust badges often refer to the logos of well-known brands you’ve worked with in the past, certain endorsements and recognitions you’ve received, groups and coalitions you are a member of, etc. They serve as endorsements of your trustworthiness and skill.

how to write a good landing page

Even unofficial (and, honestly, meaningless) buttons like those purchased from stock graphic sites add an element of trust and build confidence in your offer.

effective landing page layout

Tip #5: Make Your Page Mobile Friendly

These days it’s essential that your landing page can easily be navigated on mobile devices, as nearly 30% of all web activity comes from mobile. It’s been shown that having a mobile-friendly site can even double your conversions. Your landing page should look and feel great on mobile devices – easy to navigate, fast loading, and ultra clickable. If you want to learn more about making your landing page mobile ready, check out our guide to creating mobile-friendly websites.

Tip #6: Keep Your Forms Short

When a user visits your site, naturally as an online marketer you want to collect as much data as you can from them. However, when it comes to creating a good landing page, less is more. It is extremely important that you make users fill out as few form fields as possible. The more fields you ask a visitor to enter, the less chance you have of them filling out the form and completing the desired conversion. If your conversion requires a form, only ask the essentials of what you need. Remember, you can always ask for more info on the thank you page.

effective landing page design

This form only asks for email address and zip code

With such limited data to be acquired, what form entries should you make required? Most users won’t mind providing their name and email address, but asking for phone numbers or date of birth can cause your drop off rate to skyrocket to 50%. Beware those form fields!

Tip #7: Tailor Your Landing Pages for Individual Audiences

If you have a great offer and have been promoting it well, you’ll likely be getting traffic from a number of different sources. If at all possible, you’ll want to customize your landing pages for different audiences. A user that arrives at your landing page from a Facebook or Twitter post is quite different than a user that arrives at your landing page from a PPC ad or a link from your monthly newsletter.

Tip #8: Match Landing Page Copy With PPC Ads

Effective landing pages make sure to match the words used in their page copy with the keywords and text used in their PPC ads. Repeating the same language and key phrases reassures visitors that they’re on the right path and shows consistency.

It’s also important to deliver users directly to the content they are looking for. If a user clicks a PPC ad about sleeping bags, don’t drop them in the camping section – you want to bring them to their exact desired destination. Match the user’s need as closely as possible – that’s where the conversions happen!

Tip #9: Test!

The final hallmark of good landing page is testing. An effective landing page simply cannot be created without a thorough amount of testing. Testing and tracking results are essential for seeing what your landing page is doing right, and what it is doing wrong. Test, test, and test some more!

Check out 15 more landing page ideas.

Bonus: Test Your Landing Page Effectiveness for Free!

The AdWords Landing Page Grader is a free tool that checks your PPC landing pages for best practices, conversion rate optimization and more. Make sure your landing page is worth the click: It’s fast, easy, and free!

Advertisements

Determining Target Audience

Given the current state of the economy, having a well-defined target market is more important than ever. No one can afford to target everyone. Small businesses can effectively compete with large companies by targeting a niche market.

Many businesses say they target “anyone interested in my services.” Some say they target small-business owners, homeowners, or stay-at-home moms. All of these targets are too general.

Targeting a specific market does not mean that you are excluding people who do not fit your criteria. Rather, target marketing allows you to focus your marketing dollars and brand message on a specific market that is more likely to buy from you than other markets. This is a much more affordable, efficient, and effective way to reach potential clients and generate business.

For example, an interior design company could choose to market to homeowners between the ages of 35 and 65 with incomes of $150,000-plus in Baton Rouge, Louisiana. To define the market even further, the company could choose to target only those interested in kitchen and bath remodeling and traditional styles. This market could be broken down into two niches: parents on the go and retiring baby boomers.

With a clearly defined target audience, it is much easier to determine where and how to market your company. Here are some tips to help you define your target market.

Look at your current customer base.

Who are your current customers, and why do they buy from you? Look for common characteristics and interests. Which ones bring in the most business? It is very likely that other people like them could also benefit from your product/service.

Dig deeper: Upselling: dig deeper into your customer base.

Check out your competition.

Who are your competitors targeting? Who are their current customers? Don’t go after the same market. You may find a niche market that they are overlooking.

Dig deeper: In praise of niche marketing.

Analyze your product/service.

Write out a list of each feature of your product or service. Next to each feature, list the benefits it provides (and the benefits of those benefits). For example, a graphic designer offers high-quality design services. The benefit is a professional company image. A professional image will attract more customers because they see the company as professional and trustworthy. So ultimately, the benefit of high-quality design is gaining more customers and making more money.

Once you have your benefits listed, make a list of people who have a need that your benefit fulfills. For example, a graphic designer could choose to target businesses interested in increasing their client base. While this is still too general, you now have a base to start from.

Dig deeper: How to conduct market research.

Choose specific demographics to target.

Figure out not only who has a need for your product or service, but also who is most likely to buy it. Think about the following factors:

  • Age
  • Location
  • Gender
  • Income level
  • Education level
  • Marital or family status
  • Occupation
  • Ethnic background

Dig deeper: Why demographics are crucial to your business.

Consider the psychographics of your target.

Psychographics are the more personal characteristics of a person, including:

  • Personality
  • Attitudes
  • Values
  • Interests/hobbies
  • Lifestyles
  • Behavior

Determine how your product or service will fit into your target’s lifestyle. How and when will your target use the product? What features are most appealing to your target? What media does your target turn to for information? Does your target read the newspaper, search online, or attend particular events?

Dig deeper: Understanding how your customers think.

Evaluate your decision.

Once you’ve decided on a target market, be sure to consider these questions:

  • Are there enough people who fit my criteria?
  • Will my target really benefit from my product/service? Will they see a need for it?
  • Do I understand what drives my target to make decisions?
  • Can they afford my product/service?
  • Can I reach them with my message? Are they easily accessible?

Don’t break down your target too far! Remember, you can have more than one niche market. Consider if your marketing message should be different for each niche. If you can reach both niches effectively with the same message, then maybe you have broken down your market too far. Also, if you find there are only 50 people that fit all of your criteria, maybe you should reevaluate your target. The trick is to find that perfect balance.

You may be asking, “How do I find all this information?” Try searching online for research others have done on your target. Search for magazine articles and blogs that talk about or to your target market. Search for blogs and forums where people in your target market communicate their opinions. Look for survey results, or consider conducting a survey of your own. Ask your current customers for feedback.

Defining your target market is the hard part. Once you know who you are targeting, it is much easier to figure out which media you can use to reach them and what marketing messages will resonate with them. Instead of sending direct mail to everyone in your ZIP code, you can send it only to those who fit your criteria. Save money and get a better return on investment by defining your target audience.

Dig deeper: How to find new customers and increase sales.

Bootstrap

What is Bootstrap

Bootstrap is a powerful front-end framework for faster and easier web development. It includes HTML and CSS based design templates for common user interface components like Typography, Forms, Buttons, Tables, Navigations, Dropdowns, Alerts, Modals, Tabs, Accordion, Carousel and many other as well as optional JavaScript extensions.

Bootstrap also gives you ability to create responsive layout with much less efforts.


Advantages of Bootstrap

The biggest advantage of using Bootstrap is that it comes with free set of tools for creating flexible and responsive web layouts as well as common interface components.

Additionally, using the Bootstrap data APIs you can create advanced interface components like Scrollspy and Typeaheads without writing a single line of JavaScript.

Here are some more advantages, why one should opt for Bootstrap:

  • Save lots of time — You can save lots of time and efforts using the Bootstrap predefined design templates and classes and concentrate on other development work.
  • Responsive features — Using Bootstrap you can easily create responsive designs. Bootstrap responsive features make your web pages to appear more appropriately on different devices and screen resolutions without any change in markup.
  • Consistent design — All Bootstrap components share the same design templates and styles through a central library, so that the designs and layouts of your web pages are consistent throughout your development.
  • Easy to use — Bootstrap is very easy to use. Anybody with the basic working knowledge of HTML and CSS can start development with Bootstrap.
  • Compatible with browsers — Bootstrap is created with modern browsers in mind and it is compatible with all modern browsers such as Mozilla Firefox, Google Chrome, Safari, Internet Explorer, and Opera.
  • Open Source — And the best part is, it is completely free to download and use.

Targeting People: The Legal Kind

From inventors, to investors, marketing exerts to graphic designers a common thread is the need to understand the target audience. For a website no matter the purpose is greatly influenced by who is expected to use it. As designers creating content that appeals to the target audience is essential, before even creating such an appeal, how do you find who the target audience should be.

The inexperience designers will say “Everyone”, that is unrealistic. The design of a website that is meant to help the elderly will not look the same as a website for teenage gaming.

Research

I always start with research, not in the library or out on the field but with a client survey and my best friend – Google. I ask questions to find out who my client is, what they do, who’s their competition and how they want to be perceived. Then I google their competition and see what I’m stacked up against.

Next, I create personas for different visitors of the site. This can be fun! At Web Ascender, we always use characters from our favorite TV shows. As a team we determine their age, job title, gender, education and how the persona will be interacting with the website. It might be necessary to create several personas, because your target audience will most likely be a group of different people.

How to design for your target audience?

Once I’ve completed the necessary research for my project, I begin to design for my audience. Key phrase here: design for my audience. Although I might be dying to try out a new technique, I need to think about my target audience. Layouts, color choices, font selections and content are all important decisions that need to be made.

Content Layout

The information that needs to be display and the audience you are trying to reach will help determine what kind of layout will work best for your site. If I have a younger audience I am more likely to go with a full width layout because it will more likely appeal to a trendier crowd. However, if I have a more contemporary audience and lots of information to display it would be best to go with a more traditional layout.

Color Choice

Colors are powerful and play an important role in the world we live in. Colors can sway thinking, change actions and effect moods. Color can also play an important role in the perception of the target audience.  For example, I wouldn’t expect to see a black healthcare website, so I suggest that you choose colors that make sense to the market.

Font Choice

These days there are so many web safe fonts to choose from. My favorite fonts come from Google’s web safe font collection. But selecting appropriate fonts for your audience is also important. If I were designing for a younger group, I may use a fun scripted font whereas a corporate site would use a more conservative font such as Open Sans, Arial or Helvetica.

Content

Your target audience will also affect the content on your site and how the information is presented. If I am writing for professionals, I may use industry specific terminology more freely. Whereas if I’m writing for children, I would use different methods to communicate my message.

Now What?

Before you start your next website design, make a conscious decision to determine your audience. By keeping your target audience in mind you will make better decisions about the look and feel of your website and deliver your client with results they deserve.