The Secret to a Great Landing page
Landing pages are a great way to convert your website visitors into customers. These pages are usually built into your website; they are designed in a way that will direct the attention towards a particular call of action.
Although there is not one way to design these landing pages, there are a few things that you can do to design a more effective landing.
Common Terminology You Should Know When Creating Landing Pages
The hero spot, also known as the header, belongs at the top of the page. Typically, a Typically, a hero spot will have your company logo, your tagline, and your call to action.
The fold is the point on the website where the visitors will have to scroll to see the restThe fold is the point on the website where the visitors will have to scrollThe fold is the point on the website where the visitors will have to scroll to see the rest of the webpage.Your objective should be to place the call to actionThe fold is the point on the website where the visitors will have to scroll to see the rest of the webpage.Your objective should be to place the call to action above the fold; otherwise you will more likely lose their interest.
Call to action
Call to action is the action that you want your landing page visitors to take. This could be signing up for a weekly newsletter, downloading an ebook, or anything.The most optimized landing pages typically have no more than one call to action.
The elements that you add to the webpage that is related to the call to action you want your visitors to take. This could range from text to images to videos.
Designs That Make for Great Landing Pages
landing pages can be designed in various ways that should minor your brand identity; however, there are a few things to keep in mind when designing a landing page that are based that are based on the typical human behavior.
The most optimized landing pages are the ones that are designed in what is termed as “Z” pattern . According to a study conducted by The Nielsen Norman Group in 2006, one of the most common ways that people scan a page is through an “F” pattern.
This means that people tend to form a visual “F” when they are Looking at a page. What this means for you is that when designing a landing page the most relevant information should be placed in these positions.
Another common scanning pattern is the “Z”pattern. Since people don’t typically read every word on the page, it is important to place the content in a way that guides the eye to the next place where they should Look. In this case we use the “Z” shape allowing one important item to lead to the next while building up towards the call to action button at the right end of the “Z” .
Using different colors allows for a differentiation in content; however, you should be carefully not to use too many as they will take away from the call-to-action, which should be the objective of the page. The image below is of the landing page from Memo Bank, as you can see the information is written in an “F” pattern, and the there is one dominate color which is blue. This shade of blue stands out from everything else around it, gravitating our attention towards it. Even what is below the fold use colors that are not simple and do not attract attention. The only color is used to highlight all that the site visitor needs to know quickly and efficiently. As if they are saying this is what we do, there are three reasons why you need it, and get access to it.
Different colors can signify different meanings, so when choosing a color make sure you understand the associations that come with it. For example, the color blue is associated with dependability and trust, which is befitting of a bank as is the case above.
When writing the text for the landing page, you have to keep in mind that this page is not about your business, but about the customer. It has to be written in a way that is directed towards them.
You must write to answer the “what is in it for me?” statement. The headline should be your answer; do not be afraid of addressing that person directly by using the pronoun “you”. Make sure that the headline focuses on the customer and not on the qualities of what you are offering. Take a look at the example below from SalesForce.
The headline is directed towards the visitor. It clearly highlights the benefit it provides that person. “Connect with your customer in a whole new way.” The benefit is clear, simple, and brief.
If you visit the page and scroll down below the fold, you will find the explainer copy which is also written in a way that is directed to address the customer needs. Notice, that the text is not entirely concerned with how things are done, but rather with the fact that they are. For example in the second chunk, it doesn’t explain how the customer can send targeted and personalized messages; it simply states that it does. This allows the site visitor to navigate through the landing page quickly and without having to filter through information that they do not need at the moment.
Once they agree to sign up for the service, then they will have access to that information, but that is not the case for the landing page.
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