You only get one chance to make a first impression, so when you introduce yourself to somebody, try to remember your name. And give them a reason to want to talk to you a second time. These rules don’t just apply to personal interactions. They should also be at the top of the list when you’re designing your landing page. If you’re playing the search engine optimization game right, your landing page may be the first thing your new visitors see. So you need to introduce yourself without flubbing your lines, and you need to convert visitors into real, honest-to-goodness leads. That’s it!
A landing page needs to convey who you are and what you’re all about, as quickly and clearly as possible. Keep the blah blah blah to a minimum. Simplicity is key, even if your company’s value proposition is kind of complicated. Whittle your message down to a slogan, or a sentence, or at most, a haiku. (Note: No haikus unless you’re really good at it.)
If you can use illustration or animation to tell us who you are, even better. Not only does it cut down on words, but it gives us a vibe. It tells us whether you’re going for playful, super-serious, or just plain weird. Again, keep it simple. Get your point across and get on with it.
Who’s Invited to the Party?
Of course, it’s not all about you. Put yourself in your customer’s shoes (not literally… that would be gross). Now that you are figuratively wearing their shoes, think about the kind of experience your primary target audiences are hoping to have on your site. Are they coming to you for a product, a service, social interaction, entertainment? Who is your primary user and what is this user’s journey? How can your landing page help them get there?
Sorry. I can’t answer those questions for you. I haven’t met your customers…yet. (Hit us up if you’d like to arrange an introduction). Until then, these are questions you need to ask and answer as you conceptualize a landing page. The better you know your target audience, the more likely that you’ll draw visitors who actually want to be converted into leads.
Don’t Push It
Your goal is to convince your visitors to fill out a form that you can ultimately use to market to each of them directly. Keep the form short and don’t get too personal here. You probably don’t need much more than a name, an email address, and a company name. Now is not the time to request a social security number or blood type. The less you ask for, the more likely you are to get what you ask for.
It also doesn’t hurt if you can offer something in exchange for this conversion. Bribe your prospective customers with awesome goodies like discount codes, downloadable tutorials, or your popular monthly newsletter. Obviously, your offer will depend on the nature of your company, but you can use your landing page to start showing your new leads the love right away.
Your landing page doesn’t need to do much, but it needs to be really good at the things it does.