Landing pages are arguably one of the most important parts of any online marketing campaign. Once someone clicks on your ad, this will be the first page that they’ll see – and they will begin to formulate their opinion from there.
At Sherpa, we take pride in our Website Design and offer a variety of solutions for our clients. With that said, here are three questions you’ll want to ask yourself when creating a new landing page.
1. Is My CTA Immediately Obvious and Clear?
The purpose of a landing page is to guide a user in their transition from prospect to customer. (This is also known as a ‘conversion’.)
With this purpose, landing pages work best if you make the next step immediately obvious. Similar to climbing up onto a diving board; the next step is clearly to jump into the water, not climb back down. An unclear call-to-action (CTA) on your landing page is like putting a baby gate in front of the diving board. The customer arrives at the top, feels confused and will likely give up.
On a landing page, you want to make your CTA stand out. For example, after clicking on an ad for BookBub, I landed on the page below. While there was still more content in this article, there was a clear CTA that I was attracted to. The “Sign Up – It’s Free” button in the top right.
2. Have I Mobile-Optimized This Page?
While this one might seem like a given, with Google’s recent algorithm update it is essential that your page, and website in general, is mobile friendly. If potential customers begin clicking through to your landing page, but it takes too long to load, you’ll never see the opportunity to convert them. Same goes with customers who land on your page, though you don’t have a mobile-friendly version of your page that is optimized for mobile.
3. Are there distracting elements on my page?
More often than not, you’re likely going to want to communicate more than you really need to. Sure, your company is amazing, and you want to share that with your potential customer, though there is a time and place for that.
Going back to the purpose of a landing page, you want to convert customer and not distract them away from that purpose. Do this by keeping things clean and eliminating any unnecessary links or distracting elements.
A poor example would be Behr. After Googling “Paint”, Behr’s ad came up first and this is where I landed. There is no real direction and based on my initial impression, I didn’t convert and I hit the “back” button within a few seconds.
If you’re looking for some more tips, check out this list of questions to ask yourself before publishing a new landing page over at Marketing Land.
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