In a previous blog post, we discussed conversion optimization tweaks to the offer and copy on your landing page. In this post, we will focus on the landing page itself.
As part of your Internet marketing repertoire, your landing page plays a crucial role.
Optimizing The Landing Page Itself
What happens when your targeted potential leads actually land on the page? What would be their reaction? Double check the following factors that make up your landing page:
Branding - your landing page doesn’t just have to look nice, it should be aesthetically pleasing as well as branded. Use your brand’s colors and color schemes to generate brand recall from your page’s design. You should also take your copy and images into consideration — there may be too much info on the page to meet your Internet marketing conversion goals.
Usability in design - landing pages typically don’t have navigation menus because you want your readers to focus on the single goal laid out in your Internet marketing plan. Of course, while you want your readers focusing on completing the submission form and reading your offer without leaving the page, they might also need more information.
This is where additional copy, imagery, or even video should be available to the user so they don’t leave the page while allowing for a complete and engaging user experience. Most CMS have effective plug-ins that will do the trick.
Information architecture – don’t panic; it’s one of those Internet marketing terms that only sounds complicated. It refers to how information is presented on the landing page. For the typical webpage, the IA is straightforward:
- navigation at the top or immediate sidebars
- menus with an umbrella and then sub-categories
- menus need to be keyword specific and relevant to the user
- the most critical copy and elements above the fold (Internet marketing best practice recommend H1 text and most important blurbs and CTAs)
But for landing pages, you need a bit more focus.
- navigation is purposely omitted – you wouldn’t want your readers navigating away from your carefully crafted Internet marketing offer
- value proposition statement up top and center, with supporting blurb for better impact and finally, an eye-catching CTA plus a submission form – this is the standard, but depending on your design and copy, the use of white space may be variable
- supporting copy immediately below – required as a secondary convincer to the value proposition statement
- video and other elements – depending on how impactful these elements are, they may replace the standard above-the-fold elements entirely. Having an assortment of videos and variety of graphics in your Internet marketing toolbox helps keep the landing page fresh.
And there you have it: small tweaks that can seriously boost your landing page’s ability to convert and generate leads. These guidelines aren’t Internet marketing rules that you absolutely cannot break, apply them to your specific situation. In the same vein, deviation from these standards if necessary, as long it fits within your Internet marketing strategy.
The success of your overall Internet marketing strategy is hinged on the ability of client-facing tools like landing pages to deliver ROI. So, don’t hesitate to make sound changes based on the above Internet marketing best practices and make the most of your landing pages.
