Landing pages can serve many purposes, such as:
A destination for your online ads
A lead generation tool
Fuel for your social media channels
Nurture for your email subscribers or a specific email campaign
We provide a variety of templates with full customization options that are easy to use and will serve any of these purposes. But if you need a crash course on how to put together an effective landing page, below are a few best practices.
Keep It Simple
It’s possible to make landing page mistakes, and one of them is design and copy overkill. You don't want to bog down your landing page with over-explanation or heavy design elements, as doing so can overwhelm your prospects and distract them from the purpose behind the page. It's crucial that you keep the layout of your page simple and easy to digest, and remember, less is more.
Have a Clear Call-to-Action (CTA)
Landing page visitors are looking for solutions. When they click through to your page, it's because they were offered something that is of interest to them, so they want to access it, and they want to access it quickly. Have the CTA front and center so that it is clear what landing page visitors should do once they're there. It's also in your best interest to leave off top navigation bars, as those typically drive visitors away from the page. Remember: the single most important purpose of the landing page is to motivate an action that leads to conversion - not bounce visitors off the page.
Include a Form to Capture Information
As mentioned above, the typical CTA of a landing page is to capture information and to do that, you need a form. But what's more crucial is putting together a form that converts. By limiting the form fields to three or four, more visitors will be inclined to fill it out, and you'll, therefore, increase conversion rates. Just make sure you request the most essential information, like first and last name, email address, and/or phone number. What you ask for totally depends on what you deem valuable in knowing about your prospects. As your goals and needs change, you can always update the form field to request other information, like job title, budget, or company name.
Pay Mind to Content Placement
While each landing page serves a specific purpose, it is generally a good idea to follow tried and true practices. Rather than reinventing the wheel altogether, take a look at other high-converting landing pages and find commonalities. What we recommend is having a strong headline, a brief paragraph that explains a bit about the problem the gated resource solves, along with a bulleted list of main points included within the resource. This helps remind the visitors of why they need the resource and convinces them why they must download it. Imagery and design are fine to include and can be very beneficial, just make sure you keep our first point in mind and don't go overboard.
Utilize Blocks and Cloning
When you're putting together your landing pages, you'll want their layouts to be consistent with one another. Instead of recreating the wheel every time you create a new landing page, you can alternatively create a landing page design you like, and then clone it for all your subsequent landing pages.