Your landing page layout plays a crucial role in your marketing efforts. Naturally, you need to start with a compelling offer. However, it's also important to have a landing page design that's clear, compelling, and easy to navigate. Let's look at what a landing page is and how to design what they help you get more leads and customers.
A landing page is a generic term for any page where you send prospects you're trying to convert into customers. In many cases, the purpose of a landing page is to get people to opt into an email list or download more information rather than buy something outright. When visitors come to this page, whether from an ad, social media post, email, or anywhere else, they'll immediately form an impression that determines what they do next. Will they take action or click away? Landing page design is extremely important in this regard.
Here are a few examples of companies with effective landing pages.
The ride-sharing service advertises extensively for both riders and drivers. Their Become a Driver landing page is a good example of a page that's simple and direct. Notice that they put the main benefit ("Want to be your own boss?") at the top of the page, with an opt-in to place your phone number right underneath. There's lots more information below, but the page is designed to capture phone numbers quickly.
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Shopify, a leading e-commerce platform, makes a persuasive case to sign up for their 14-day free trial. As with Lyft, they start with a compelling benefit: anyone can start a business. They also point out that no credit card is needed to sign up.
StubGroup's landing page is promoting a free Facebook Ads evaluation. Unlike the previous two examples, this one has more text and information on the page's top half. They also use a chatbot to engage with visitors.
Your landing page layout and design should be customized to your own needs. At the same time, there are some principles to keep in mind when you want to design a compelling landing page.
A landing page must deliver what you've promised in your ad. Of course, the same is true if you send people to your landing page with organic social media posts, emails, or other content. Never mislead people to get more clicks. For example, don't imply you're offering something for free if it actually costs money.
You need to grab your audience's attention right away with the headline. You want to start with the key benefit that you're offering. Focus on the customer's goal, not your own. "Want to lose 20 pounds in a month?" is an example of the former. "Subscribe to our newsletter," or "Free e-book," on the other hand, aren't really benefits.
Images will capture your audience's attention before anything else. You want to use relevant and compelling images that draw people in without distracting them. A well-chosen image can tell a story, which your text will elaborate on.
For most landing pages, a minimalist design with lots of white space is ideal for getting visitors to focus on your offer. There are exceptions, as with StubGroup's landing page above. They are marketing to a niche audience, marketers who are already using Facebook Ads, so their approach is to provide as much information to their audience as possible. As a rule, though, it's better to focus visitors' attention on your offer.
The whole point of a landing page is to get visitors to take some kind of action, such as downloading a free guide, subscribing to your newsletter, or giving you their phone number. Make sure the CTA is visible on the top half of the page, also known as above the fold.
You'll get a better response by requiring as little information as possible. Anything beyond the person's name and email or phone number will cut down on your conversions.
It's important to test as many landing page design elements as possible. You can conduct A/B tests that measure how different elements perform. This includes:
Your landing page is a powerful tool to get people interested in your offers. Remember that a landing page's main purpose is usually to get visitors curious enough to request more information. You don't need to inundate them with text, images, and other elements that can be distracting. The simple approach is usually best.
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