Ultimate guide to landing pages, best practices from industry leaders

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As you browse the internet, you will undoubtedly come into contact with a wide variety of landing pages. Whether you get there after clicking on a social media ad, an email link, or manually typing in a URL, a landing page will typically be your first experience with a brand. First impressions are crucial, and the best landing pages will not only make a great first impression, but will convert casual browsers into devoted customers.

Landing pages are a powerful component of your digital marketing strategy. They should always serve a specific purpose, whether it’s to convert visitors into leads or to inspire them to take a certain action. Although many businesses simply use their home page as a landing page, a successful website will present a standalone page with a single request. A good landing page can significantly increase conversion rates, so take a moment to learn how to successfully use this tool from the best leaders in the industry.

Call to action

“Your landing page should have some calls to action – you can use your landing page to collect email addresses or other relevant information, in exchange for a big discount or more information about your products. This isn’t the place. to present a lot of details or insightful information; that’s what the rest of your website is for. Your landing page should just get the ball rolling and establish a connection between your visitor and your brand. “- Fred Gerantabee, Chief Experience Officer from Readers.com

Eliminate distractions

“When designing your landing page, make sure you keep it as simple as possible. Ask only the essential information and clarify your request. One of the benefits of a good landing page is that it eliminates distracting information, such as other links, testimonials, or an abundance of images. A simplified landing page should only ask for one or two pieces of information. Visual cues also help simplify things – use bold fonts and limit the number of images you show. “- Kashish Gupta, founder and CEO from High touch

Your customer base segment

“A great feature of landing pages is that they can be tailored to your audience. Customers can have very different needs, depending on your company and the product you offer, and they can benefit from different information and offers. landing page is automatically segmented based on things like geographic location, whether it asks people to segment based on their interests, designing a bespoke experience for your users can ensure they find what they’re looking for. ” – Jordan Duran, founder and designer from 6 ice

Continue with a thank you

“If your landing page successfully captures user data, even if it’s just their name and email address, you should be sure to send a follow-up email thanking the visitor for their interest. Email can be as simple as confirming their information has been received and welcoming them to your brand. This is a good way to make sure you make a positive first impression on the visitor and is the first step in cultivating a good relationship with the customer “. – Jared Hines, chief of operations from Golden acre

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Integrate your channels

“Your landing page should have a clear call to action, but you can also follow that by linking them to your other channels. Once they’ve signed up to receive emails from you, for example, perhaps your next step is to direct them to your Instagram or Facebook page or to a specific product page. Make sure your landing page addresses your customers through a quick and easy process, so they don’t get lost trying to navigate on their own. “- Nicholas Vasiliou, CEO from BioHealth Nutrition

Keep it simple

“Don’t overdo it when designing your landing page. If customers are overwhelmed with options and testimonials, they will likely quit and you have wasted your time and theirs. Focus on one task and keep the design streamlined and visually appealing. It’s also important to make sure your landing page has a similar design to the rest of your website so people don’t feel duped or think they’ve landed in the wrong place. Your landing page should be an extension of your brand. “- Isaiah Henry, CEO from Sea breeze management

Establish a goal

“Be clear about what you want your landing page to achieve. Your landing page should be part of your overall marketing strategy, and just like any other marketing campaign, expectations should be outlined right from the start. Maybe. your goal is to convert leads into sales, or maybe it’s getting people to sign up for a free trial. Once you have clear goals, you can measure the success of different designs or layouts to make sure you’re on the right track. ” – Lindsay McCormick, founder and CEO from Please

Test your landing page

“When you’re designing your landing page, it’s helpful to run some A / B testing so you can try out different designs and formats. Use different images or languages ​​to see what works best for your users. If you’re concerned that your landing page is too cluttered, try eliminating some form options to see if that leads to higher conversion rates. When performing A / B testing, be sure to adjust only one factor at a time so that you can determine the true impact of each component. “- Anish Patel, founder from Amorio stained

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Make them an offer they can’t refuse

“If your landing page demands something from your visitors, be sure to offer them something in return. Your landing page can be where you offer a discount for new customers or a special benefit for subscribers only. If your business hosts events, perhaps your landing page offers access to an invitation-only event in exchange for customer information. People expect to get in touch with landing pages, and they also expect to get a decent deal in exchange for personal information. Make sure your landing page keeps your part of the deal, otherwise your visitors might just click away. “- Derin Oyekan, co-founder from coil

Don’t let them flow

“Just like newspapers, landing pages should present their most important messages above the fold. In other words, your most compelling information should be instantly accessible to users when they click on your website. Highlight your lead form clearly at the top of the page so visitors don’t have to scroll down to access it. Many users may not realize they need to scroll and will simply exit the screen if they cannot figure out how to proceed. “- Tri Nguyen, co-founder and CEO from Network capital

Stand out from the crowd

“Not only does it have to look attractive at first sight, but it also has to be accessible and functional, showing a degree of originality to stand out from the crowd. Of course, the content on your landing page will differ depending on the product or service you offer, but there are elements that can commonly be found on successful landing pages. They could include anything from a video demonstrating the value your business can offer, to a contact form that clearly explains the benefits of joining your mailing list, to rewards that showcase your past success. “- Desire Athow, managing editor from TechRadar Pro

Identify their weaknesses

“Remember that someone with a nagging problem or challenge will seek solutions, one way or another. Be there when your ideal customers need you most, with your relevant, well-designed landing page geared towards a positive user experience. If your landing page is relevant to both web design, call-to-action and content, you’ll become the go-to expert for someone looking for a solution and increase conversion. “- Neil Patel, co-founder from Neil Patel Digital

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