7 Essential Things Every Great Landing Page Needs
A landing page is just a page on a website, but it is called a landing page when a link points to it. It could be an internal link, or it could be an external link. A web page is commonly called a landing page if an advert points to it too. Here are seven things that will make your landing page better if you apply them to your landing page design and composition. The list is not really in an order, but the first tip on this list is the most important of any tip you will ever read on the subject.
1) A swift answer regarding why the user landed there
You really have to understand this point clearly because if you take note of any of the points on this article, you need take note of this on as a priority.
People have landed on your website page for a reason. There is a reason that they were redirected there, or clicked on a link to get there, or clicked on an advert to get there. They had a reason, and on some level that reason is a question.
The reason they have arrived at your landing page is because they have a question. If they clicked an affiliate advert, their question may be “I wonder if that offer is real” or “I wonder if I can find out more about that product”. It may even be, “I wonder if I can buy that product there.” If people have clicked a link to get to your page, then their question ranges from, “I wonder if this page can help” to “Well, what’s all this about.”
It is vital that you examine every possible question that brings the customer to you so that they can get a clear answer very quickly. If you are controlling your affiliate advertising and your backlink campaign, then this should be easier than if you have no control over it. But, it is vitally important that you answer the question, so if they are thinking “I wonder if I can buy that there for that low price”, then your landing page must open with, “Here it is, at this price!” Although obviously, you would write with more marketing flair.
2) A clear resolution to the answer in the top 3rd of the landing page
You may have provided an answer, but you also need a resolution. For example, the answer may have been that you do sell a certain product. The user is now going to need a link or a checkout where they can make the purchase or learn more about the product. Some people put this sort of thing at bottom of the page with the hopes that the user will read through the blurb and want to buy by the end–they won’t.
Furthermore, people only see the first top third of a page before they bounce, and any mobile users will only look at the top third of any site as standard because their screen can only accommodate a third of a page at a time (they will need to scroll down to see the rest).
3) A lack of auto start video, audio, or an inescapable-click pop up
Just do not put them on your website. Any popup at all is a terrible idea, but if people have to click off of it, or click a button, or register, then you should be imprisoned for wasting peoples time. Furthermore, stop forcing your videos and audio down people’s throats. The only people who do not instantly leave a site that has auto-start audio or video are mentally incompetent people.
4) A very fast rendering and loading time
If it does not start loading quickly, and then load fast, then people are simply going to bounce from your landing page.
5) A very clear route away from the landing page that leads internally
People may want to bounce from the page, but that does not mean they have to bounce away from your domain. Give them some links to related pages or different pages, but make them internal pages so that you may still regain your standing with the viewer.
6) Options for places to go (or at least the illusion of options)
They want more than one link. In fact, people want a few links so that they do not feel as if they are being penned in or funneled. If you are trying to funnel, then show quite a few links, but have some of them lead back to the same pages (giving the illusion of options/choice)
7) A benefit to the user
If your landing page has a benefit for the user, then they are less likely to bounce. Having an answer and a resolution as said in the first two points on this list is the best way of doing this. But, in design terms, when you make your landing page, you have to ask yourself what use people are going to get out of it.