Substance and Style

    Five Steps to Better Landing Pages

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    1. Have a clear goal going in. Know your desired result (a sale, a sign up, a post share, etc.) before you even start designing the page. Once you know your goal, you can use the entire page to guide your customers through the process.
    2. Design for maximum impact. While what you’re saying is important, you need to pay equal attention to the design of your page. Make a good first impression. No one likes crowded, confusing designs. Instead, have a clean layout that guides people’s attention with visual hierarchy. Set apart the most important elements by making them a different size, color, or shape. Use contrast to your advantage and have a lot of negative space. Don’t try include too many elements at once.
    3. Make your copy count. Have a strong headline that leads with what sets you apart or the main benefit you offer your customers. Try offering a guarantee or time frame (example: Learn French in Six Months or Your Money Back!). Be clear and concise with the rest of your copy. Rather than listing every feature and benefit of your product or service, emphasize what it does for the customer. Again, don’t go into too many things. Try to limit yourself to three main points. Use a conversational tone and the same kind of language the customer uses.
    4. Make your Call To Action stand out. Your CTA should be the focal point of your whole page. Ideally, it will be large, near the top, and a different color than anything else on the page. Make your call to action as specific as possible. Rather than “Click here” or “Buy Now,” try saying “Buy Now for Just $12” or “Click Here for A Free Trial.”
    5. Have something on the page that speaks to your credibility. It’simportant to assuage customer fears with social proof or data. Post testimonials, customer satisfaction numbers, answers to frequently asked questions, a list of your qualifications, or any combination thereof to make your customers feel at ease.