3min read

DOs and DON'Ts of a Powerful Landing Page

by Article by Rachel Begg Rachel Begg | May 13, 2014 at 8:53 PM

TL;DR: The success of your landing page relies heavily on the design: graphics, buttons, copy and mobile view. The user experience is key to conversion. 

Inbound marketing problem: Your landing page isn't converting even though your social media is driving tons of people to your website and blog. 

Traffic to your landing page is coming in droves, but you’re not seeing the boost in sales you expected after all this work.

Leads are viewing your site, but they’re not sticking around.

Your bounce rate is on the high side, and you’ll never convert sales when prospects leave after just a few seconds.

If this sounds like you, it doesn't necessarily mean you have to go back to square one with your marketing efforts.

Instead of tossing in the towel, check out what visitors are doing once they arrive.

You might see that you need to put more effort into the dos and don’ts for creating a landing page for your business.

DO make your landing page straightforward and simple.

A clean appearance is probably the most critical aspect when creating a landing page design for your business. If a lead doesn’t like what they see within a fraction of a second, they’re clicking back and you lose the sale.

  • Develop a page that loads quickly, and features streamlined graphics, easy navigation and clear headers.
  • Don't put your navigation menu on the page or else they might "squirrel" and completely forget why they were there in the first place.
  • Guide them through the process and provide a brief description of what they will be getting along with the form.

DON’T fail to re-direct your lead.

Once they complete the form, make sure you have the proper follow-up. You might re-direct them to a thank you screen, generate an email with additional information, or let them know an agent will be in touch.

The important thing is to let them know what to expect next so they’re not left wondering. 

DO optimize your landing page for mobile users.

When creating a landing page design for your business, make sure you account for the increasing number of leads who access it via portable devices. If it loads improperly or is difficult to navigate, they won’t stick around long enough to enter their information.  

Interested in learning more about a successful, optimized website? Check out our FREE Successful Website e-book. 

DON’T include endless text.

You can direct visitors to an appropriate page on your site if they want more information, but your landing page isn’t the place for long text pieces.

Get to the point with a brief form, using graphics if appropriate. Keep in mind that less is more, and err on the side of caution when incorporating text.  

DO make your “Submit” button obvious.

As they scroll down your landing page, you want the clickable button to stand out from the rest of the form.

I personally don't like the word "Submit" so how about we try "Download Now" or "Get Your Copy Here" and call it a day.

A contrasting color is one way to draw attention to it, though you could also make it larger or vary the font. Avoid using blinking or other graphics that tend to be annoying. 

DON’T request duplicate information.

You've already asked them for certain details in a previous visit. Implement smart forms that know that they've been to your landing page before and will avoid requesting certain information a second time. Yeah, it's pretty awesome! 

DO Create an Integrated Inbound Marketing Campaign

Make sure you test your process from call-to-action to landing page to thank you page; make sure that every step is connecting to the right place.

A successful landing page is only one piece of the puzzle when it comes to a successful inbound marketing campaign. 

We believe in a Marketing Operations mindset when it comes to successful inbound marketing. That means moving beyond-off campaigns to strategically orchestrated, high-velocity initiatives that generate real revenue.

Learn more about Impulse Creative's Marketing Operations.