Creating Landing Pages that Work

A key task for designers, both for images and for actual web design work, is creating marketing materials, and one such material is going to be a landing page. Landing pages are the first thing that a user sees when they click a link. Your users may be coming from:

Creating Landing Pages that Work
  • Search engines, the most common source of traffic for most sites.
  • Social media, another popular source of traffic.
  • Newsletters and advertising campaigns, usually the least popular.

You may also get traffic from QR campaigns or links from other websites if you have an interesting article or product that has been mentioned in a blog post, but as mentioned, you’re most likely to get new visitors from a search engine query. When someone is looking for “dog food supplements,” they will see a title, a brief description, and a small bit of information. When they click that linked title, they will see the landing page, and it has one job: Get conversions. You want the visitor to see the landing page, go in to see the product, buy it, and hopefully come back.

That’s why you need a landing page that’s effective from a design standpoint, and it’s where you will be doing your work. There are a few considerations that should be made, however:

Creating Landing Pages that Work
  • Where are visitors coming from? Not every landing page needs to be the same. Just as you think about responsive design, you can actually make different landing pages for different sources of traffic, including different searches for different products that your company happens to offer– car polish, and truck accessories. Pet food and pet bedding. Your best bet is to look at the analytical breakdown of what your traffic is coming from, and then design your landing pages to get to your strongest leads of incoming traffic.
  • Keep it brief and on point. Don’t follow the trend of trying to jam as much text into banner images and as much copy into a landing page body as you can. If a user can scroll down to a second page on your landing page, you’re giving them way too much time to reconsider the idea of doing business with your site. Try to direct them into the store so they can get the purchase, or toward the video or article that they came for, as quickly as you can. Convert, don’t stall.
  • Be clear. Have a headline that actually reflects what the landing page should, the right images without a heavy reliance on hokey stock photography, and a “Call to Action,” which is a “Click here,” a “Fill out this form to learn more,” or any suggested action. Keep it tight.
Creating Landing Pages that Work

Don’t be afraid of A/B testing either, so that you can determine which design is actually getting you more conversions. You will need to fine tune these designs over time to get great results, but it’s always worth the effort.