What is a Landing Page? Your Landing Page is the page where your visitors first arrive at your website. Don’t waste this opportunity.
A Landing Page which is optimized for your desired action can get anything up to 47% more actions than one which is not well written, according to some statistics. What is your desired action? You know that according to your business model. It could be a sale, an optin, registration for a webinar, or to consume some content.
We also have to say that once you made your first attempt at a Landing Page, you should then test, test, test to try and improve your results. There are various way to “split-test” your trial Landing Pages to see whether a change to say, headline, colors, or opt-in form improves your results.
The first element of your Landing Page is your headline. Some copywriters will write hundreds of headlines before settling on one to test.
Search engines will only show 65 characters of your headline, so keep them short and sweet.
Numbers make your headline believable, as does specificity. Use digits rather than words.
Use some interesting adjectives: effortless, strange, incredible, unique, fun, free
Using negative wording can type into your reader’s fears and curiosity: “These Exercise Tips Will STOP You Getting Injured.
Use trigger words: What, Why, How or When
Make a huge promise. Dan Kennedy, the great copywriter and marketer, used to call this the “horse’s *ss” propositions. The promise is so big, so valuable, and so audacious that a reader would have to be a “horse’s a**” to pass it up.
One headline formula that is said to make profitable Landing Pages is: Number or Trigger word + Adjective + Keyword + Promise
Write many, many headlines, and test more than one.
Call To Action
Your Call To Action (CTA) asks for the order, whatever that is. In a really simple opt-in type Landing Page, the headline might also be the Call To Action, but regardless, the CTA is where you ask for your desired action.
You can have a gentle CTA, or a Stop-Everything-And-Sign-Up CTA, much like Dan Kennedy’s “horse’s a**” proposition.
Here’s some example Calls To Action (or words in CTAs) I found looking around the net:
- Sign Up Now
- Sign Up for Free
- Free Trial
- Join Now
- One-Time Offer
- Join Free for One Month
- Start Selling Today
- Get Started
- Send Me Specials Now
- Enter Your URL to Find Out
- Discover a Cocktail Tailored to Your Taste
- Download Now
- Tweet This
- Special Offer
- Exclusive Invitation
- Show Me My Heatmap
- Learn More
- Save More
- Send a GiftRocket
- Talk To Us
- Create My Resume
Landing Page Colors
We’ve all seen some horrible websites. Websites with fonts that are unreadable, colors that turn your stomach, and font/color combinations that seem designed to induce some kind of optical malfunction.
First, make your Landing Page easy to read. It’s too easy for your readers to choose to click away, don’t drive them away with bad color choices. I’ve read statistics that suggest 52% of readers could leave a website based on color and design, while 85% of readers could buy based on color alone.
Red, orange, black and blue target impulsive shoppers. Navy blue and teal may appeal to price-conscious shoppers. Pink, sky blue and rose can appeal to traditional buyers.
Orange in particular is found to be excellent for CTA or buy buttons. Like anything, this needs testing. Green can mean Go, red can mean stop, or danger. Green can also mean money, or the calmness of nature.
Blue is a widely used corporate color. It can mean “trust us”. You might also use blue if your website or business has a nature or nautical theme.
If the Landing Page is designed to lead into the larger website, as opposed to a simple opt-in type, then the Landing Page should reflect the design of the website overall. it should use the same colors, and block page design.
You should make sure the color and design isn’t distracting, and think about some cultural aspects. Some countries have particular colors which make people think of death, as well as particular numbers which or lucky or unlucky.
Finally, make sure your website is mobile and tablet friendly. Mobile now accounts for 65% of digital media time, so make sure your prospective buyers can read your website at Starbucks on their smart phone.