1. Compelling Headline
Be clear and concise to engage your reader immediately. The headline is the first thing a visitor reads. It tells them straight away whether they’ve come to the right place.
2. Easy to Read
The aim of communication is to share an idea. A landing page shares the idea that your service is valuable to the customer. If your landing page is effortless to read, your value is easy to see. If your landing page is linguistically complex and difficult to understand, your value is difficult to see. Read more about effective content writing here…
3. Above the Fold Call to Action
The easiest way to get your visitor to do what you want them to do, is to tell them what you want them to do. Call now, book online, request a quote, etc. If your reader doesn’t know how to engage your services, they won’t.
4. Social Proof
Consumers expect bias. Testimonials from fellow customers help back up your claims. Provide testimonials to prove your value with reliable sources.
5. Easy to Navigate
Minimise work for your reader. They should be able to see both your service’s benefit and call to action at a glance. Your number or info form should be immediately under your call to action. This provides a seamless experience and reduces the risk of potential customers leaving your page and moving on. Read more about effective web design here…
6. Custom Button Text
Your submit button is an opportunity to strengthen your call to action without increasing clutter. Use specific text such as, ‘Book Now’ or ‘Request Free Quote’. Or create value by saying, ‘Free Instant Access’. As long as you keep the text relevant, it’s an improvement on default text.
7. Brand Consistency
Keep your message consistent across pages. Both brand image and positioning must be reflected in every page. You landing page colour scheme should match your website, other landing pages, and even uniforms or business cards. Your value message should be supported by every page, never contradicted.
It also helps to maintain one clear call to action to avoid confusion. Should they request a quote or book a consultation?
8. Minimal Form Fields
Again, minimise work for your customer. A visitor will be more inclined to fill out a form with just 2 or 3 fields than a demanding, census-length questionnaire. An easy rule to follow is only ask for information you will actually use in contacting them. If you prefer emails, ask for name and email address only. If you prefer calls, stick to name and number. Limit additional fields to information you really need. This form is a good example.
9. Mobile & Tablet Friendly
Your landing page should have a responsive design which displays key elements on any screen size. More and more searches are done on mobile devices and people using these devices are often more likely to respond to a call to action. Having a mobile friendly landing page can more than double results.
10. Thank You Page
Once a user has submitted a form, they are done with the landing page. Send them to a ‘thank you’ page so they know the form has been submitted and expect to be contacted shortly. Without this interactiveness, the action can feel empty and inconsequential. Instead, take the opportunity to welcome your new customer to your business.