Landing Page Guidelines

Landing Page Guidelines

Landing pages are where a user reaches after clicking on an online ad or web link. It can be a Services web page or a Contact page, depending upon the choice of the online marketer. Landing pages are crucial in the sense that it offers the first point of contact between a brand and the consumer. Successful landing pages are those that provide what the user is looking for, intuitively understanding the requirement of the visiting users.

You can create quality and effective landing pages if you answer these questions about your own landing pages. These questions are from the perspective of the visiting user:

1. Who are they (the brand)?

2. What they do?

3. How will I (the user) get benefitted?

The landing page should be able to answer these 3 questions within a span of 3 seconds. And they must get the answers above the fold (the portion of the web page that is visible to users without hitting the scroll button). If your landing page answers these 3 questions satisfactorily, you are doing it right!

Best Practices

The best practices of building quality landing pages are:

• Provide useful, relevant and precise content

• Promote transparency and trust among your website’s users

• Create easy navigation through the website from the landing page

• Encourage users to spend time on your landing page and website

• Relevant to your subject and related keywords

Tips and Tricks

In tune with the best practices mentioned, here are some tips and tricks that you can use for your landing pages:

• Lots of white spaces, with clarity of vision, will help optimize conversion rate of landing pages

• Decrease the loading time of your landing pages. Make it light

• Prioritize content information by getting the most important segments above the fold

• Use PageSpeed Insights to figure out how to measure the performance of your landing page

• Make it easy for consumers to purchase products that you have advertised

Don’ts

Landing pages can defeat your purpose of converting online leads into sales. Do not:

• Pack too much information into the landing page and make it cluttered

• Make people hunt for information on the landing page

• Annoy users with ad pop-ups and unnecessary Flash videos

• Request for personal information from users without clarifying why you need it

• Create irrelevant landing pages or mismatch them with ads that lead to them

Screenshots and Illustrations

The ideal landing page design:

Another example: