It’s an art, not a science and there is no absolute formula for creating the perfect landing page – and like many things in marketing, there are more don’ts than dos. Landing pages are your calling card though - your virtual shop window if you like - where customers will decide whether to pop in and browse or not, so it’s worth putting in the time and effort on the web design to get it right. Here are a few top tips...
Have an eye catching headline, ideally something that reflects your advertising and keywords. Keep it concise, you have other pages for writing longer pieces of information and you don’t need to bombard your site visitors with everything all at one. Make it inviting, and make it stand out - the same goes for any call to action buttons. Pick your colours carefully, making sure they are in keeping with your brand identity. The trend now is for keeping the colour schemes of websites very simple, with shades of a single colour running through the design. Teamed with this is an accent colour, often from the opposite side of the colour wheel, to draw your attention to keywords, offers and buttons.
Don’t overload the page with links – menus that appear or extend when you hover over them or tap them are much more user-friendly. Keep your links relevant and obvious. Don’t overload with images either, the popular model now is a single large image to draw the visitor in, rather than attempting to display everything on the landing page.
Something to be wary of is going ‘below the fold’; that is, putting information where it won’t be seen. It’s less of an issue on mobile sites where people are used to scrolling, but for a traditional monitor view, it’s a serious consideration. The initial space that a visitor can see without scrolling is where your most important information should be displayed. Follow convention to a point as well – customers are used to looking for delivery information at the bottom of a landing page, don't make them hunt for it three sub-menus away!
Your landing page is your prime space to welcome visitors and display yourself to your best advantage, and create a natural flow of information around the site. Make the most of it!