Website Design Techniques for Effective Landing Pages
A landing page is the first page a user lands on after following a link. A good website design professional will create a landing page with the goal of providing user information within the first two clicks.
The page should clearly define the information being searched, and, thus, landing pages are typically more detailed pages that provide additional information. A landing page does not necessarily have to be the homepage and is often an internal page providing more information on the queried search term.
Several Paths to a Landing Page
- Through a link on the homepage.
- Following links from syndicated articles, blog posts, press releases etc.
- Following a link displayed in the organic search results.
- Clicking on a displayed advertisement
- … and others
Designing an effective landing page that captures the reader’s attention and clearly conveys what is expected of him can improve conversion rates.
While creating a landing page make sure that the page has sufficient information organized in a manner that is easy to follow. This increases readership and likelihood of a buying decision. In addition, keep certain parameters in mind so as to maximize the full potential of the page.
Navigation
Each page should outline a clear path for visitors to follow – much like the aisles in a store or a book’s table of contents. The headlines should be in context to the page’s theme and focus on the subject in question. There should be a logical sequence assigned to the path and headlines throughout the page should be relevant and provide addition guidance.
Call for Action
A prominent call for action (that prompts a visitor to take the next step) should be well highlighted. It should directly take the user to the conversion page – either buy now or contact us depending on the site’s objectives.
User Benefit
The page should identify how the offering would benefit the user. Of course, features and attributes along with a general discussion are important, but you ability to convey user benefits is the holy grail of an effective landing page.
Highlight Areas
When appropriate, highlight key ideas, keywords, and keyword phrases to entice the reader and illustrate relavence. Search engines also like the use of keywords so apply this technique with care. Bullets and ordered lists also improve readability and engage the user to learn more.
Page Load Speed
Pages that take too long to load have a risk being abandoned versus a page with a faster load speed. While designing keep in mind that large graphic files, long coding, and excessive javascript contribute in slowing down a page load and should be kept to a minimum is possible.
Keeping these parameters in account can help you decide in choosing the right website design firm to create landing pages designed for better conversions.
