The 5 Most Important Landing Page Factors
One of the most difficult things to do when creating a webpage is drawing attention to it.
Designing an attractive landing page is one of the key elements in accomplishing this feat. This is the page that will be the “entrance” so to speak for your website. This is the page where users are encouraged to do something, either enter your website, buy a product or service, etc. This is the call to action page for your website, which is why it’s so important. A good landing page can also attract new users to your official website and make them come back again and again.
To get your audience to appreciate your landing page there are many important factors, but here are the top five:
1. Landing Page Goal
First and foremost, think about your goal for your landing page. What do you want it to accomplish? What would you like the end result of your landing page to be? Are you trying to get contact information from your viewers i.e. an email address? Try to prioritize your goals if you have more than a few. Start with the most important ones, followed by the lesser goals. Your goals and messages should be extremely clear to anyone viewing your landing page. Make sure you determine these goals before you begin designing the landing page. It can be very easy to get inundated with the design and physicality of the page and forget your overall points in the process.
A call to action or “CTA” is where you’re requiring your viewers or users to complete an action. Good landing pages always have a call to action, whether it’s to enter into the main webpage or do something bigger. The hardest part is figuring out what your call to action is. Once you have that determined, all you really need to do is have an eye-grabbing button on your landing page that says: “download now” or “sign up now” or “register now”. Just something simple so they know exactly what they’re supposed to do next.
The important thing to understand about CTAs is that they’re beneficial to all websites, regardless of the industry.
Here are some examples of strong CTAs on websites in various industries, to show the variation of choices and explain the thought process behind them
Maxwell Systems is in the construction industry and as we’ll see below, has a goal of promoting contractor software. On their main landing page, we’ll see a direct CTA to this:
In four locations (highlighted in red boxes) we see the CTA push for their software. They utilize a mix of image links, text links, and video to fortify this goal.
3. Relevance to Searcher:
This is a vital factor when creating a landing page that can often be overlooked. Is the content and overall experience on the landing page relevant to your searcher? This is a great place to use SEO for the everyday Google searcher you’re trying to attract to your landing page. For this, try to follow trends that are relevant and popular searches. For example, around the holiday season, words like “Christmas” or “Holiday” will be trending and by using them, you could bring more traffic to your landing page.
The company Havahart functions as both an ecommerce and informational website, primarily selling products for critter control. In their case, new visitors will be searching for particular products to meet “emergency” needs. Think about it, people will search for mouse trap instead of Havahart if they have a mice problem. So when people search for this term, we are directed to the product landing page:
The primary CTA is “ADD TO CART” because this is, of course, directly influences their revenue stream. In the first red box we see “ADD TO WISH LIST” as well, a useful tactic that encourages uncertain visitors to return to the site in the future. In the blue box, we see a common associated CTA strategy – discounts. From a design perspective the green “SALE” is benefiting the success of the main CTA. The second red box is on the video below, which further supports the main CTA. Showing product images obviously necessary, but providing a quality video is icing on the cake.
4. Clarity vs. Clutter:
How does the landing page express the call to action and the values? Is it in a clear and upfront manner or is there just too much going on to be clear and concise? When it comes to a landing page, clarity can be the toughest for online marketers to achieve. There’s a fine line between giving your readers all the information they need and just overloading them with unnecessary details. Even if it may seem like you’re landing page is a little bare, there’s nothing wrong with a little empty space. As long as your main messages are clear and visible and sure to be seen by your audience, then you should be in good shape.
Refer to the Havahart example. Even though the product page is sporting a great deal of information and media, the color choices and positioning of everything makes it easy to navigate and quickly consume.
5. Colors & Design
Colors and design are so important in a landing page. In a lot of instances, less is usually more! If your brand or company already has a set color scheme and or logos, make sure those are made extremely clear on a landing page. This helps your consumer recognize the brand in a split second. Always stick with two or three colors TOPS as opposed to many more than that. Just like in real life, too many color combinations can be your own worst enemy.
You don’t need to be a professional graphic designer to pick appropriate color combinations. Color scheme designer is a great site that helps depict the best color combinations and provides samples of what they’ll look like on a webpage.
Lastly, Check My Colours is an excellent tool for determining if your site colors are giving readers a difficult time.
These are just a few points for making your landing page a winner, but they’re some of the most vital ones out there. Don’t underestimate the importance a landing page can have on your online business and audience!