A landing page is a place you send traffic to when you want some specific action.
We’re going to focus on an opt-in landing page for the purpose of building your email list. Your page might include video or audio, but lets just hone in on the basics.
Of course the copy on your landing page is very important. But I’m going to talk with you about design. Your landing page design must support the page copy and lead the visitor’s eyes through the content, step-by-step, towards the desired action you want them to take.
Here are seven design tips to use as you plan for and create your ultimate landing page.
1. Essential Elements
At the most basic level, each landing page must have these five essential elements. If you have nothing else, you must have these.
- A compelling headline (catch their attention)
- 3-5 benefits (what they will learn or take away from your free giveaway)
- A call to action (make the offer)
- An email opt-in form (their name & email in exchange for the offer)
- Social proof (client testimonials, tweets, or posts)
2. The powerful headline!
Everyday people are bombarded with information in all forms of media, and they’ve got short attention spans.
When they get to your post, you’ve got 2-3 seconds to dazzle ’em and keep them reading. Craft a powerful headline and split-test different versions of it. More than any other element on your page, your headline is the first place to test.
If you have a WordPress website, you might consider using a plug-in called WP Test Monkey.
3. Minimize distraction and confusion
Many of us use WordPress as the content management system behind our websites and blogs. Your WordPress theme and standard header and sidebar work just great for your website, but for a landing page not so much.
Remove the header, the navigation, and the standard sidebar. Too much distraction waters down the message and the singular focus of the page, which will reduce conversion.
4. Keep it front and center
Put your most important page elements above the fold. That’s the area of the page that your visitor can see without scrolling. It’s possible to design your page so that the compelling headline, the benefits, the call to action, and the opt-in form are all above the fold.
It’s important to get right to the point because most people won’t bother to scroll down. It’s ok to make your page longer. Just be sure to repeat the call to action again further down the page.
5. Follow basic design practices
- Simple. Clean. Professional.
- Avoid using too many fonts. Stick with no more than two.
- Don’t use gaudy colors. Use colors chosen to appeal to your specific audience and that help lead them to the action you desire.
- Avoid lots of yellow highlighting and bolding. Use sparingly.
- Forget the cheap, silly clip-art.
Be sure to use supportive visuals, like photos and graphics, strategically. They should move the visitor toward taking the desired action. If they don’t, get rid of them.
6. Be obvious. Make it easy!
Visitors don’t read web copy like they read a book. They scan it. Don’t make it hard for people to scan and understand your message.
- Underline your hyperlinks
- Use clear, descriptive copy in text links
- Keep paragraphs short — no more than 4-5 lines
- Use bulleted lists
7. Just give them one choice
Remember, the only thing you want them to do on an opt-in landing page is to opt-in for your free offer and join your list. Don’t give them any other choices. Don’t send them to any other page. That’s a sure way to get them to take no action at all!
Ask for it. Don’t be vague. Just tell them what you want them to do.
Sure there are other things you might consider when creating a landing page for your valuable free offer, but this list gives you the top design considerations you need to make. Follow the list and you’ll be on your way to the ultimate opt-in landing page!
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Join me on Tuesday, July 23 2013 at 4pm pst on #SpeakerChat as I share some tips on:
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