Tips to Get your

Landing Pages

Right14

1. Maintain Message Match

• There must be a message match between the ad copy and Landing Page.

2

Ad CopyLanding Page

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• Ensure that the main headline of the landing page reflects the message

conveyed in the campaign.

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2. Message Match must become evident immediately

• Don’t make the people work to find the connection.

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3. Get rid of the Navigation Bar

• We design the Landing Page to drive an action.

• Irrelevant elements would just distract the visitors from taking that action.

4

• Giving a navigation bar is like making your Landing Page compete with other

more interesting elements on the navigation bar.

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• Each element of the page (title, copy, video/media element, etc.) should

be tightly aligned with the said objective.

4. Stick to One Point

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5. Visible Call-to-Action (on the 1st fold)

• Have a persuasive CTA above the fold.

• Call-to-action Button or Message must be distinct (contrasting colours will

work).

• Don’t use a generic CTA like ‘Submit’. That is a conversion killer. Use

specific ones, like ‘Download Whitepaper Now!’, instead.

• Check out the Landing Page on the next slide.

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7

Form with CTA

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6. Have Relevant Media Elements• Media Elements are Interactive, and can help capture visitors’ interest

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6. (contd…) But, don’t overdo them

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• Keep your landing pages simple and focused

• Avoid making them cluttered with too much of information, media

elements, pictures, etc.

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What’s wrong with that LP?

• Gaudy Color Combination – Use only a 2-3 colors on your Landing Pages

(color scheme similar to your website/logo).

• Too Many Images – If there was just one image congruent with the LP

objective, that would have done the trick.

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• Video would have helped – But, it’s hidden behind all the other

brighter elements.

• No specific CTA – The page does not have a CTA which might confuse

the visitor.

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7. Keep it Uncluttered

• Go minimalistic.

• You would have more chances of driving a specific action that way.

11

This page has too many

unnecessary elements

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8. Keep the Copy Short and Precise

• Come straight to the point; don’t play unnecessarily with words.

But, don’t be afraid of going beyond the 1st fold.

• Check out the landing page on the next slide for instance: It has two folds;

but each is complete in itself, and the content is not overwhelming.

• The trick is ‘Have a CTA in the 1st fold for people who don’t want to read’,

• For those who want to know more ‘Have some more info and another

CTA in the second fold.’

12Read the Original Article on Landing Pages Best Practices Here

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1st Fold

2nd Fold

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9. Have Client Testimonials

• This would add credibility to your landing page.

• Use Authentic ones. Check out this LP again. (There are names,

designations, companies and images of the clients.)

• Use the ones Relevant to Landing Page objective.

• For instance, if you have two different client testimonials for Landing

Pages and Lead management, put them in respective Landing Pages.

• Check out the Landing Page on the next slide.

14Read the Original Article on Landing Pages Best Practices Here

Testimonials Example:

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1st Fold of the Landing Page

2nd Fold of the Landing Page

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10. Collect only the Most Vital Information

• It is ideal to have a short form, asking for only vital information.

• For instance, in your LP for Newsletter Subscription, minimal details would

suffice. (For instance, Name and Email).

• The details you would ask would depend on your product/service as well.

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11. SEO of Landing Pages

• The Landing Pages are Webpages as well right; so search engines would

index them.

• Therefore you should put in keyword rich titles and meta-descriptions for

the page.

17Read the Original Article on Landing Pages Best Practices Here

12. Phone Number and Logo

• Logo would help people associate your Landing Page with your business.

No need to link it to your website home page though.

• Phone Number – This would be another way for prospective customers to

reach you.

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13. A/B Testing• Always track your Conversions – Only then you would know if your

Landing Pages are working or not.

• Conduct A/B Tests to analyze various elements of Landing Pages.

• Test only one element at a time – This would help you determine

correctly what is working.

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14. Other CTA Best Practices

• Use Bright/Contrasting Color for CTA.

• If you have two folds, have CTAs in both of them.

• The CTA copy should flow with the Landing Page copy.

• Instead of using a boring ‘Submit’, use ‘Action Specific CTAs’, like ‘Download

E-book’

• Check out the Landing Page on the next slide

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CTA Example:

21Read the Original Article on Landing Pages Best Practices Here

CTA Tip:• If you have 2 CTAs, make the more important one brighter

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Brighter in color

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