Solutions for Businesses

What is a well-optimised landing page?

A well-optimised landing page can be the difference between a profitable and scalable marketing campaign and a complete failure.

Having a well-optimised landing page not only removes friction from the conversion process, making it easier for more of your page visitors to convert, but it also helps your page rank well organically in search engines like Google.

Generally when we consider what makes a ‘good’ landing page it’s important to address:  

Page Layout
An uncluttered and simple page layout works best. Knowing when to use 2 or 3 column design plays a critical role in helping your visitors convert. Ensure headlines and bullet points being used to ensure visitors can skim the page. It is important to have the ‘high value’ statement on whitespace so visitors can absorb the message when they are skimming.

Design Elements
Are the design elements on the page consistent with your brand? Do the color schemes work together? Make good use of white space and colors to create contrast and draw the visitors eye to the most important area of the screen.

Content
It used to be said the ‘content is king’ online, but now more than ever ‘context is king’. Ensuring the content of your landing page is relevant to the search term or ad that delivered them to your page is critical.

A headline that matches the search term that delivered the visitor to your landing page is a great tactic for helping lift conversion rates. Be persuasive in your copywriting and always deliver your unique selling proposition (USP) in a short and direct manner.  

Calls to Action
It’s amazing how many web pages we see that don’t even contain a single call to action or the call to action is hidden amongst other page navigation. Firstly make sure there a bold call to action on the page and secondly make sure there is at least 1 call to action above the page fold.

We recommend our clients have at least 2 calls to action above the page fold. The call to action must be simple and easy to understand.

Forms
Forms should be as short as possible and there must be reassurance that personal details will be kept secure. Benefits to of completing the form should also be clearly stated so visitors understand what they get in return for completing the form (e.g. fast next day delivery, instant access to free whitepaper). Don’t assume.

Navigation
Don’t distract the visitor from completing the task at hand (converting). While it’s important to provide links to supporting information, navigation should be minimised so as to avoid distracting or confusing the visitor and taking them away from the task at hand.