Five Website Landing Page Essentials

When you click a link, the page of the website that opens is referred to as its landing page. It is an important component of online marketing because a successful landing page will keep visitors on the site and complete the task you ask of them. Instead of sending them to scroll aimlessly through the homepage, the landing page prompts a specific response. This could include taking advantage of a special offer, buying your product, downloading your free e-book or signing up for your mailing list. There are many ways you can monitor the success of your landing page. Keep on top of it and make tweaks as needed. Here are five landing page essentials:

An eye-pleasing layout
Have you ever hit the back button and pursued other options because a website was ugly? Clashing colors and tacky clip art may discourage you from staying on the website and give off an unprofessional or outdated vibe. Your landing page should be simple and free of clutter. Tailor your fonts, colors and visuals to appeal to your target audience. Avoid graphic-heavy pages that will take too long to load in a web browser.

Intuitive organization flow
The visitor isn’t going to sit there and read the content word-for-word. Leave enough white space to make skimming the text easier, and watch your margins. Copyblogger.com advises following Jakob Nielsen’s findings that people follow an F-shaped pattern when they visit a website. Visitors read across the top, glance down the left side and then read across again before going back to the side. Remember that when you are organizing your information.

The important information in plain sight
Don’t make the visitor scroll down or click another link to read valuable information. If you are selling a product, check that the essential elements, like price, size and colors are visible. Make sure the page is easy to use. Spell out the site’s privacy policy so visitors feel safe providing you with their email address or, if applicable, their credit card information. Put a link to the homepage, contact information and frequently asked questions in the navigation bar on top of the page.

Clear, smart copy
Use an appealing headline to make a good first impression, and make sure it is consistent with the link that brought the visitor to the landing page. Don’t dwell on all the great services your company offers. Instead, highlight what they need to know about a product or offer. The landing page should have objective. To convey that, use short paragraphs and get right to the point. Consider organizing important information into bullet points.

Call to action
Give the visitor something to do once he or she accesses the site. Do you want them to sign up for your mailing list? If so, make that very clear. Don’t give the visitor too many calls of action and make him or her choose. This could result in no action being taken. Place the call to action above the fold, so to speak. Make sure to thank them after they complete the task you asked of them!