Landing Page Best Practice – Top Tips

With seconds to grab the interest of people directed to your landing page and persuading them to convert, your landing page needs to showcase what you do as well as being attractive and interesting. Elementary have put together a few best practice top tips for your landing page – but after this, be sure to experiment and see what works best for your audience.

  1. Your telephone number – this shows people you are real and helps to build the trust among your customers. Make sure it is clear to read, and preferably at the top right hand side of your landing page – this allows people to interact with you on a personal level, so make it easy for them to do so.
  2. Heading – The heading on your landing page needs to match the advertisement your visitors clicked to get there.
  3. Call to action – Your call to action needs to appear above the fold and be clear for your audience to read. Using directional cues such as arrows to your call to action will also draw attention to it.
  4. Keep focussed – A landing page should have a clear, single focus throughout. Make sure to keep this one message consistent throughout the page as to not deter from the key message and confuse your audience.
  5. Keep it short – Cut out unnecessary content and keep it to the main points of your message. Use bullets to show key information.
  6. Segment – Segmenting your audience by traffic source will ensure you messages stay appropriate and relevant to the right audience. Send your social media, banner traffic, email and PPC audiences to different landing pages, this will give you a better idea of which channel converts best. Make sure to also segment by user type, if your product is extremely male orientated, females will not appreciate hearing from you.
  7. Build the trust – There are various elements your audience will look for on your landing page to assure them you are a trustworthy source. Include any partner co-branding as well as using real testimonials for authenticity. Make sure to use social icons to show proof of your social status.
  8. Additional features – Additional elements such as embedding a video to your landing page can help to improve conversion by up to 80%.
  9. Test – Test your messages and new ideas using A/B testing. After all, it’s your audience who you are trying to persuade to convert to click throughs, so test the messages with them to establish what works best.
  10. Understand the use of your landing page – Don’t send inbound traffic to your homepage, use a landing page – that’s what they are there for!

Author Gyles Seward

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