You’ve seen the websites before – you know, the kind that have so much crammed into it that it instantly sends you scrambling for the back button. Varying fonts, tons of colours, unappealing pictures, and more words than a dictionary come together in a sort of melting pot of landing page purgatory. This eye sore isn’t what you want. First of all, it’s hideous. It also doesn’t generate leads or convert views into sales.
Designing an effective landing page isn’t as daunting as it may seem. Here’s some tips to help you craft the perfect landing page that’s not just gorgeous, but also generates leads and ultimately increases revenue streams.
Understanding The Psychology Of Landing Pages
Before we get too far into the meat of an effective landing page, let’s talk about the psychology behind them. Landing pages basically get their roots from the idea of persuasion. You’re persuading your audience to keep reading and follow whatever path it is that you’ve placed in front of them. Three of the best ways to accomplish this is to use the psychology of scarcity, authority, and social proof.
If people believe an item is in short supply – either physically or timewise – they’re more likely to act. This scarcity can be legitimate or artificial. Either way, you’re subtly encouraging people to take immediate action before it’s too late.
Now let’s look at authority. Whatever good or service you’re selling is nearly worthless without the proper authority. You don’t necessarily have to be the authority yourself, but you should implement authority into your web design. This can be done one of two ways.
- Implicit authority: Achieved through landing page design that adheres to social standards and general expectations. First impressions mean a lot, especially on a landing page.
- Explicit authority: Statements from a trusted source pertinent to the brand, endorsing your product’s benefits.
Lastly, there’s social proof. This one is kind of a no-brainer. As humans, we tend to follow the crowd whether we like to admit it or not. You can show the value and trustworthiness of your brand by showcasing satisfied customers or reviews. This is the landing page equivalent of a friend recommending a product by word of mouth.
Now that you know the psychology behind landing pages, let’s dive into the content. Copywriting should be one of your highest priorities. Not only should the copy be compelling but it also needs to have proper grammar, sentence structure, and be in-line with your brand’s own unique voice. Tell a story that ultimately places your viewer within it and compels them to believe that your product was made for people just like them.
You can have the best copy in the world but it loses its hold on the audience when there’s photos or video that don’t support it. Choose images that are appropriately sized, high-quality, and, most importantly, relevant to your brand, your message, and your target audience.
Call To Action
The CTA should be obvious but not obnoxious. It should compel your audience to act immediately, which in turn will help you generate leads. It’s imperative to keep the CTA and subsequent lead form above the fold – or in other words, on the part of the page that a visitor sees without having to scroll. Since 70% of people will bounce off a web page almost instantly, it’s critical to get that CTA button in front of them early on.
You’ve heard the phrase “less is more,” and it holds true when it comes to landing pages. A simple, well-thought out design is substantially more effective than overwhelming the senses with as much information as possible. The psychology and meat of a landing page falls apart without implementing a good layout. Here’s some rules to consider in the order that they should generally be placed:
- Attention-grabbing headline
- Image or video relevant to your brand and audience
- Lead form and compelling CTA above the fold
- Compelling copywriting that educates and entices visitors to complete the lead form
Be sure to always use colours, fonts, and tone of voice that are in-line with your brand’s identity.
It’s important to note that your landing page should evolve over time as your brand and the market itself changes. Now that you’re equipped with the knowledge and tools to create a captivating, lead-generating landing page, there’s no limit to the audience you can reach!