Lovely Landing Pages

A great landing page can increase conversions for both your Pay Per Click and email marketing campaigns.

Rather than directing visitors from those sources directly to your website (where they might get lost amongst the rest of your content), you should create a custom landing page that directs the person in exactly the right direction.

Creating a successful landing page isn’t the same as crafting a website or email campaign. There are guidelines to follow to ensure you make the most of your page’s success.

What is the goal of the landing page?

Like any other part of your online marketing strategy, you need goals and aims in mind. Without these your campaign won’t be as effective.

You also need clear goals for the landing page. It’s up to you how you measure the page’s success – it could be based on a previous campaign or page analytics e.g. click throughs.

It’s helpful to have a specific number to compare your results with. This could be the number of conversions or the number of people who make it past the landing page.

Include a clear call to action

When you know what the goal for the page is, you need to concentrate on creating a call to action. Your call to action should be tied to your goal, and should be supported by the rest of the content within the email, from the headline and body copy to images.


KISS – Keep It Simple Stupid

Landing pages need to be simplified compared to the rest of your website. You do not want your visitor getting distracted by any of your site content, you want them to convert.

Clear copy

The copy on the landing page should be clear, concise and persuasive. It’s easy to assume that those who visit your landing page are there because they’re interested in what you have to say. Just because they were interested when they arrive doesn’t mean they’ll continue to be. You need to get to the point.

Every sentence on the landing page should serve a purpose, and it should support your call to action. If it doesn’t do that, it doesn’t make the cut. You need to be ruthless when editing your copy. Tell visitors what they need to know in as few words as possible.

Only ask for the vitals

If your landing page includes a form, keep it as short as possible. Long forms with lots of fields deter visitors from completing and submitting the form.

If you’re asking visitors to buy something, make it simple. Ask for billing and shopping information, plus a confirmation screen before placing their order. Ask for additional information after their order has been placed.


Design considerations

The design of the landing page is just as important as the copy. A good email design will support your call to action, and a bad design will detract from it. Less is more when it comes to designing landing pages. A page with a simple design is more likely to convert.

Remove navigation elements

A big difference between your normal website and your landing page is the navigation. Again, you don’t want the visitor to be distracted from your call to action.

The call to action should be the only clickable link on the page, and possibly a link to more information for those who are undecided. Make your logo linkable to the home page in case they do want to explore your website.

Pay attention to the fold

The fold is the position on a web page where the majority of browsers viewing the page will begin to scroll. This is often a hot topic when designing email campaigns, as historically call to actions work well when placed above the fold. It’s the same with landing pages.

If your call to action is below the fold, it doesn’t automatically mean that your visitors won’t scroll to find it. But hopefully, some visitors will be ready to buy, or to sign up as soon as they arrive on your landing page due to the amazing email campaign you’ve just sent out. Putting your call to action near the top of the page makes life easier for these visitors.

Below the fold call to actions

Don’t neglect the visitors who are happy to scroll. If your page is long make sure your calls to actions appear at regular intervals on your page, and are relevant to the copy. Make it easy for the visitor.

Minimal images and larger fonts

Avoid visual clutter on your landing page and stick to using one or two images at the most. Larger fonts are also a good idea, just don’t go overboard.

Centered, single column

Studies have shown that centered, single columns landing pages works best. Some marketers still use two columns on the landing pages, because ultimately the choice is yours. Of course, all you’d need to do is test which works best.

Match your email campaign

If your landing page is associated with an email campaign, make sure that the landing page matches the look and feel of the email. If the two look different, it may leave your visitors feeling confused. Carry over fonts, images and colours from your email onto the landing page.


Don’t forget testing

As marketers you’ll know how important testing is and your landing page is no different. What works for one company may not work for another. Like most things trial and error will determine the most effective page design.


Here is an example of an email that tells you what to do with clear calls to action, from Innocent Drinks:

innocent email

I clicked ‘Blog’ and landing directly on the blog page. Although this isn’t a specific landing page. The calls to action are clear, and you know what to do when you land there – you need to read the blog:

innocent blog

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