Tips for Creating the Most Impactful Landing Pages
If you have ever stayed at a hotel, you are familiar with the helpful staff members known as concierges. Long a mainstay of the hotel experience, concierges assist guests with restaurant reservations, recommend local activities and attractions, and arrange for transportation.
Here at Volly, we like to think the best landing pages are like a top-quality concierge. They provide information, anticipate questions and concerns, and empower customers to act. We also like to think we know what goes into crafting the most impactful landing pages. Read on to discover the guidelines that should be followed to ensure your visitors are given an engaging and educational landing page experience!
How to structure your content
Thanks to the Internet, the way people consume information has changed dramatically. We tend to skim website content, only absorbing the details that matter, allowing us to make a quick assessment of whether we remain on a page or leave.
With this in mind, landing pages should include:
- Subheads to highlight different topics of information
- Bullet points to further break down information
- Short paragraphs with three or four sentences
- Images to break up text and illustrate key points
Additionally, you want to write landing page headers that capture a reader’s attention and entice them to remain on your website—particularly since a header is typically the first (and quite often, the last) thing a visitor reads.
What to cover in your content
Be sure your content reflects the phase your landing page visitor is at in their customer journey—whether they are in the initial stages of looking for a home financing solution or on the verge of deciding which loan is right for them. Stated simply, your content needs to meet your visitors where they are.
How to break down your topics
On each landing page, include only one topic and one call to action (or CTA). Provide easy-to-read points for when a visitor first lands on the page. Too much information can distract the user from clicking that CTA button—and the opportunity to convert that individual to an interested customer is lost.
Which brings us to …
Where to place your CTAs
A CTA should be the first thing a visitor sees when they arrive on your page. A visually distinct CTA, along with whitespace to draw eyes to it, will ensure you garner more clicks. Also, the best CTAs invoke quick reactions. So, when crafting a CTA, be sure to use short, commonly understood, action-oriented words.
How to lay out your content
Last year, the number of unique mobile internet users was 4.28 billion, which means that over 90% of global Internet users go online with their mobile devices. So, making sure your landing pages are mobile friendly is essential.
A four-column layout on a desktop should be an easy-to-read single column on a small phone screen. CTA buttons must be easy to interact with; this means buttons that are finger-width in size and surrounded by plenty of white space. Font sizes should be greater than 16 pixels. Also, font and background contrasts should be high.
Finally, remove links to other pages on your website, as they will likely distract a visitor from clicking your CTA button.
Volly is here to help
We hope these ideas help you craft more impactful landing pages. However, if you want to position your business for greater success, you may need to work with an industry-leading marketing partner.
This is where we can help! Schedule a demo today to learn more about what Volly can do for you.