If you’re looking to create the perfect landing page then this post is for you. We will discuss what makes a great landing page from a business, design, and customer conversion point of view. We will also look at tips and examples to get the perfect landing page. There’s also a freebie at the end! Let’s get started.

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Landing page tips + freebie for email subscribers
If you’re looking to create the perfect landing page then this post is for you. We
will discuss what makes a great landing page from a business, design, and
customer conversion point of view. We will also look at tips and examples to get
the perfect landing page. There’s also a freebie at the end! Let’s get started.
Your brand message
Apart from the various sales advantages of landing pages, the design, content, and
usability of your landing page can impact your brand experience. It can be used to
distinguish your company from competitors even if you provide similar products
and services.
Take Virgin Atlantic and Ryanair for example. They are both airlines, but when
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2. you think about the two companies do you think they take the same approach to
air travel? If you’re familiar with the companies then you’ll probably agree that
they’re very different in their approach.
The two airlines actually cater to different needs, and budgets. For instance,
Virgin is renowned for its more premium flight experience, while Ryanair has built
its ‘no frills’ reputation on value. Virgin aims to be more personable and to offer
an in-flight experience with fun gifts for passengers, while Ryanair caters for
people who prefer a value for money flight over a luxury flight experience. We
see that the two companies are similar, but hugely different at the same time.
So how does this relate to your company? Just like Virgin Atlantic and Ryanair,
you must differentiate yourself from others to maintain competitive advantage and
help prospects to choose your company. One way to do this is to make the right
first impression when visitors get to your landing page.
Practical landing page tips
But how can you create the right first impression with your landing page? You
may have the best website in the world, but if your landing page – its content,
look, feel and functionality – is lacking in impact or doesn’t feature the right
content, your prospects won’t hang around, they’ll just go elsewhere.
Just as you would dress appropriately for important meetings, your landing page
should be designed to convey your important messages in the most appropriate
way for your website visitors.
So what is it that makes a great landing page? In a nutshell, it’s about how it looks,
reads and works:
1. A strong headline
The page headline is the first thing a browser will see when they enter a search
term, so it needs to be fully optimised and compelling, giving people a reason to
visit and stay on your site.
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3. 2. Topical, focused content
Landing page content needs to be focused on an outcome. You need to get across,
in clear terms, what you do, what’s in it for them and prompt them to take further
action.
A good example this is this landing page by American Bullion:
This American Bullion landing page is simple, clean, has a strong headline, is
descriptive and gives you all the information you need. The use of testimonials
and the visual inclusion of client logos adds credibility and helps persuade your
prospects.
3. Simple, easy to read content
Scannable content which enable the prospect to easily move between the
information most relevant to them.
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4. A good example this is this landing page by Manpacks:
It’s credible thanks to the inclusion of publications which have featured Manpacks
in their editorial, it’s clear, concise and answers the two main questions of what it
is and who it’s for. Testimonials add further credibility, and visually it’s
uncluttered with a prominent call to action.
4. Great design
It’s easy to go into information overload, but visitors want clean, tidy and
uncluttered pages, they want great content and an organised layout. Don’t distract
visitors, make your design appeal to them and keep them engaged.
5. Strong call to action
The whole point of a landing page is to encourage prospects to take the next step.
Guide your prospects, make it clear what you want them to do and they will
hopefully do it.
The reason these examples are so good is because they were designed and
created to be completely bespoke to each business, personalised to them and their
goals. They weren’t ‘off the shelf’ templates (they have their benefits in some
instances), but if you have specific business goals and want to develop your brand,
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5. then a customised landing page is the best option.
Image credit: Morphic on Flickr
Get a free customised landing page
Your brand deserves more than a template - get a free a custom designed
landing page and one to one design consultation worth over £700.
Request your free landing page and consultation here. Offer is subject to
availability.
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