Don’t forget about landing pages

A few weeks ago, I covered lead forms and offered some simple advice on how to make them friendlier with the goal to increase conversion rates.  Now, I’d like to take it one step further and offer some quick tips on building conversion-friendly landing pages which are pages that appear after someone clicks on an advertisement such as an email or pay-per-click ad.

We all spend time designing good looking emails or optimizing ad copy for paid search campaigns. While that’s important  – don’t forget about the landing page you’re sending that traffic to! iStock_000007463158XSmall.jpg

Here are a few quick things to keep in mind when creating landing pages:

Maintain design continuity – make sure your design (including images, fonts, colors, etc.) is consistent from the ad to the landing page (and to all subsequent pages). You want your users – your potential leads – to be comfortable and to feel like they’re in the right place.

Ensure consistent messaging – the messaging/copy you use in the initial advertisement should be reused in places on your landing pages. For example, if you’re advertising low health insurance coverage options, you’re landing page should – naturally – talk about how to get low health insurance rates. Doing anything else would confuse the user and distract from your goal.

Be helpful – you want to ensure that the user knows where they are and where they can turn for help. Clearly display your company logo and make it easy for them to pick up the phone or email you if they want to reach you by prominently showing a phone number and/or email address.

Give direction – You’re likely not building a landing page for someone to peruse for hours. Rather, this is a conversion page where you want the user to quickly get acclimated and then take an action. Make it abundantly clear what that action is – don’t bury your offer or your desired next step!

Keep it simple – Sure, you have more room to showcase your jazzy marketing copy than you would in an email, but don’t get carried away (and don’t be too sales oriented and pushy). Definitely share what’s needed to whet the appetite, but remember: the core purpose of a landing page is to drive leads or sales for your business.

Test - I know this sounds basic, but you should always be trying new things on landing pages. You never know which slight tweak can make all the different in the world. Experiment again and again.

What landing page tips have worked for you? Share yours in the comment section below.

Further reading on this topic:

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Jeff Gordon

About Jeff Gordon

As Director of Marketing, Jeff is responsible for key online and offline marketing initiatives including customer acquisition and retention, demand generation, business development and public relations. Jeff has spent his entire eight year career at BuyerZone in a variety of marketing roles. Prior to his current position, Jeff managed the company's email strategy, affiliate network, external communications and has deep experience working with BuyerZone's sales organization.

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