Whether it’s a landing page, email, blog, or anything else, a blank page can be intimidating. Many marketers naturally want to include every last bit of pertinent information on their landing pages, and that’s understandable.
A great landing page doesn’t necessarily include everything, though. It’s important to carve away information that isn’t directly going to help drive a contact to convert, and organize the information you do include in a way that’s easy to consume.
Sounds tough? Don’t worry. We’ll take a look at tricks and strategies that can make it easier.
How to Design a Killer Landing Page That Drives Conversions
Before Designing, Prepare
You’ll have an easier time designing a landing page if you do a little preparation beforehand. What’s the point of your page? What action are you hoping your contacts will take?
Assuming you’re looking to generate leads, you’ll need a form, of course. But aside from that, a new landing page is a blank canvas, and there’s a lot you can do with it.
The first step is figuring out what you should say to achieve the result you’re looking for. That means taking a look at your product and identifying exactly what it offers that will convince people that they need it.
If you end up with a huge list of awesome features, you’re going to need to pare it down. Be ruthless. Kill your darlings.
Why? If you’ve got all these amazing features, why not use them for marketing?
Simply put: your contacts have a finite attention span. That goes double for cold contacts. Unless you really sold them on it in your email message (or however you’re driving people to your landing page), most contacts will be ready to bounce at the drop of a hat.
So, in order to design a landing page that can really get results, you’ll need:
- The main selling point you’re using for this page
- A list of your most powerful, convincing other points
- A couple spiffy product images
- A form
Once you’ve got that, you can start assembling your page. It also helps if you have a sketch of what you’d like it to look like, even if it’s just in your head.
Putting the Pieces Together
Regardless of your actual layout idea, your landing page will have a couple sections. Above the fold refers to content that’s visible without scrolling. This is prime real estate, as it’s what your contacts are guaranteed to see. This is where a few important things should go: your form, your header, and your main point/angle.
Below the fold is, of course, everything that comes after. This is where your supporting arguments and extra information should go.
Your form needs to be obvious and easy to fill. Your entire goal is to get people to fill it out, so make sure it’s front-and-center (figuratively, it doesn’t need to be centered on the page of course).
Your header should be the big, main point you picked out previously. If you sell ergonomic office chairs, for example, that might be “the single most ergonomic office chair on the market”. You could use that directly for a header of course, but you could also use a more interesting and engaging claim. “Never complain about your office chair again!”
Back that up with some explanation. Why is this chair so incredibly comfortable? “Our in-house team of physiologists designed every angle and texture on this chair to support your back.” Use that valuable above-the-fold space to give your most compelling reasons why your contacts should fill that form out right away.
Below the Fold
Once your main section is ready, you can build the rest of your page. This is where you need to make some decisions.
A good landing page needs to be extremely well-optimized, which means you want it to load as blazingly fast as you can get it. That means you want as little content as possible on there.
However, you also want a page that’s got enough information on it to convince on-the-fence people to convert. Which means you’ve got to find a balance between the two.
That’s why I said that you need to make some decisions. What’s really worth including? Make sure you’re testing your page speed regularly as you make design decisions, so you can identify when you do something that bogs it down.
Aside from page load speed, you don’t want to clutter your landing page. If you have too much that you feel you genuinely need to include, but it’s too much to arrange on a page cleanly, you have some options at your disposal.
You could use an accordion. No, not the instrument. (If you have a landing page that involves an actual accordion, we want to see it!) An accordion dropdown lets you place content under a collapsible heading, allowing contacts to click whatever they want to learn more about.
You could take all that content and put it in an explainer video that highlights all the important info about your product. While this is a great way to pack a ton of information into a small space and in a more engaging package, be cautious. Videos can really bog down your load speed.
Getting Extra Value with WVI
There’s some debate on whether you should include navigation to the rest of your site on a landing page. On the one hand, it gives people a way to explore more about you and your products, and educate themselves. On the other, it pulls attention away from your form, which is what you want people focusing on.
However, if you’re using Clickback’s Website Visitor Intelligence™ technology (built right into our email lead generation software), it’s worth making it easy to access the rest of your site. That’s because WVI gives you insight into how your email contacts behave on your site after they click a link in your campaign.
In other words, if they click your CTA and hit your landing page, then convert there, cool. If they instead start looking at another one of your product and pricing pages, you can target that contact with nurturing campaigns about that product instead, which they were clearly interested in.