Web Design Tip #5 of 7: Properly Format Your Landing Pages
This is post #5 in our 7-part web design series for our clients in Reading PA, Lancaster, Philadelphia, Allentown, Harrisburg and beyond. To see all 7 tips please download our free web design report offered at the end of this post.
What is a Landing Page?
Landing pages are special pages on your website designed to convert a prospect into a lead, or a lead into a customer. Due to their specialized purpose they require some unique but simple web design considerations in order to really pay off. Landing pages are often accessed directly from outside links from a variety of marketing sources including pay-per-click ads on search engines and in social media, and links appearing in magazine ads, on billboards, and in other printed media.
The Sales Funnel
In this process a prospect may realize their need for your products or services and consider them as a possible option, and be converted into a lead by providing an email address or other contact information in exchange for a special report, a coupon or discount, or some other item of value. The contact info is then used in later follow up efforts.
In the conversion stage, a lead may be converted into a customer as the result of signing up for a free trial or actually making an initial purchase.
A customer may then be retained as a repeat customer through special offers sent by email or accessed through social media such as Fan pages. The highest payoff comes when the customer continually refers your business to others (a raving fan).
At each stage in the sales funnel the client becomes more valuable and more engaged.
Some Useful Web Design Landing Page Guidelines and Statistics
- Remove all navigation and other distractions so your offer may be presented in a more focused and persuasive way, and use an easily understood format
- Make the description of the offer clear, simple, and concise. One company found that reducing the number of required form fields improved the conversion rate from 32% to 53%.
- Keep the form above the fold (fully viewable without scrolling).
- Landing pages are the key to conversion offers that create interested and engaged leads. Be sure to grab their attention with an interesting offer, but also clearly explain the value of your offer, and make it extremely easy to complete the process.
But Wait, There’s More!
Watch for 2 more posts in this 7-part web design series. Can’t wait for the rest? You can download our white paper on which this series is based by clicking here.
Need Help with Your Website Design?
If you need help with your next website design project then please contact us online or call us at 484-297-6395. We can help with everything from keyword strategies and content planning to graphic design, blogging, calls to action, lead generation, and ways to differentiate yourself from your online competitors. We can also educate and coach your internal team to achieve greater success with your next web design project.
