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Now that we’ve covered the fundamental pre-landing page questions, let’s discuss how you can make awesome, persuasive landing pages.
Interior design books will often suggest different colors for various rooms and moods – energizing red for a dining room to inspire dynamic conversation, yellow for a cheerful, relaxed kitchen. We’ve got some examples of great landing pages to better illustrate what makes a successful landing page that drives conversions.
Short Stack helps companies organize and manage Facebook promotions and other custom Facebook content. Kiss Metrics has a custom landing page for visitors interested in their marketing tools bundle. Social Sprout (featured in our guide to social media management tools) is another example of a powerful landing page. With software similar to Social Sprout, HootSuite is another website that has a strong landing page, although takes a different approach. Pinterest’s approach is different in that they don’t spend much time explaining what Pinterest is, since they can assume most people have already heard of them.
Airbnb makes it easy to rent homes or rooms from people all over the world amidst an increasingly share-oriented economy. Really great article - exactly the kind of quality, in-depth coverage I was looking for as a newbie. This is probably my first comment ever, but I wanted to thank the author for an amazing article. This article was really great thank you very much.It made me re look at my landing page for my small business with great success. Great insight!I guess providing visitors an awesome offer and creating an outstanding CTA that will make them choose itare the key elements that should be done flawlessly. Hey John, quite a few of these tips actually deal specifically with landing page copy and deciding how much is too much. I've felt in the past that landing pages were a waste of time but I appreciate your insight here. Hello, I am going to design my business website, You gave me a lot of new ideas so I canimplement those points in my website. You're welcome Dinesh - I like the wild animal analogy as well :) Very appropriate I think. Hello, I am making some landing sites for a site, and I was wondering what sites you suggest to make them, and how much do you estimate making a landing page would cost. A landing page is “a standalone web page distinct from your main website, that has been designed with a single focused objective in mind.” For example, the goal may be to get users to sign up for a free trial or download a free Ebook in exchange for providing information, such as their name and email address.
Landing pages are an essential element of your Google Grants strategy and lead to its overall success by increasing your conversion rates.
Write in the second person and using action-oriented language to help capture the reader’s attention.
The body of your landing page should further describe what your offer is and why visitors should download or sign up for it – therefore, your goal is to make clear the benefits of completing the form and answer the question “What’s in it for me?” You need to not only create and deliver value in the offer itself, but also convey that value on your landing page. The format of your landing page is equally to the success of your landing page as the content. Images catch a viewer’s attention instantly – your goal is to use a relevant and captivating image that reinforces the benefits of your offer. You can also use videos to explain the offer or give additional information as another fun way to convince your visitors to fill out the form. When possible, it’s better to create an original photo or video demo rather than using a stock photo. The form is a crucial element of your landing page, since this is where the conversion takes place.
To entice someone to complete your form you need to match the perceived effort involved in completing it (the length and personal nature of the form and it’s questions), with the ‘size of the prize’ (the item you offer in return, such as a discount, an ebook or a webinar registration).
Make sure the form appears above the fold – You don’t want the viewer to have to scroll down the page in order to see it. Make the form stand out on the page – Surrounding it with a colored box helps isolate it from the rest of the content. Privacy and Security – Many people are hesitant when asked to provide sensitive information. Your CTA is the action you are asking the user to complete (such as download a fact sheet).
Use negative space effectively – Make your CTA button stand out from surrounding content and command attention by incorporating blank space between your content and your CTA button. Once a website is developed, your entire goal is to drive traffic to your website and for that you are spending enough time and money to get leads, right? If your visitors are confused about your website and they are unable to figure out important stuff such as, how to buy products and what your company is all about, you are definitely doing something wrong and that is not having a landing page. Before we go any further about the importance of a landing page, it is important for you to understand what a landing page exactly is. Depending on the kind of website, brand and campaign you are running, you will have to select between the most suitable types of a landing page.
Jot down the important points you need to highlight regard that single item and then move on to writing text.
You do not have to go overboard with things so while making landing page, be sure to stay simple, precise and to the point.
Yes, your landing page should look attractive but like I always say, you do not have to overdo things. When you are sure of the objects to use on the landing page, you need to work hard on the proper positioning of these objects so that there is no room for confusion. You will not find a shortcut for creating a very nice landing page and in my opinion, personal efforts will result into a very good landing page so do not look templates. With a passion for Knowledge, Smashinghub has been created to explore things like Free Resources For Designers, Photographers, Web Developers and Inspiration.
A landing page is the page a visitor arrives at on your website after clicking an ad (for example, a Google text ad or display ad).
A landing page should offer all the necessary information, but not so much as to overwhelm (and as a result, drive away) the visitor. We just discussed how you don’t want to information-smother visitors, but this isn’t to say you should be cheap with your content – on the contrary, provide rich, useful content, so long as it is relevant.
The goal is to make it as easy as possible for visitors to convert, providing as little distance and as few barriers as possible between points A and B. Information architecture comes into play here, as it’s important for a landing page to have a clear, crisp design that leaves all questions answered without inspiring any new ones.


Call to actions can be present in the headline text as well as the button text (example: “submit” vs.
Don’t bore the visitor by talking too much about yourself (this rule can apply to so many areas of life).
Video landing pages can make complex products more accessible and entertain your visitors at the same time. It’s absolutely vital that you visitors can capture the essence of your offer with a quick glance.
Bright, eye-catching images make for a more attractive page and a better user experience overall. Great landing pages use the same keywords from the PPC ad text – the connection should be obvious and the continuity reassures visitors that they’re on the right path.
The more fields you ask visitors to fill out in your form, the less chance you have of them completing your offer. Many people are more than happy to post about a recent purchase or share a resource they have found helpful.
The thank-you page is a great way to guide visitors to other related material on your website that they may be interested in. Trust signals, like logos of well-known companies you’ve done business with, awards you’ve won, and associations you are a member of, build trust in the mind of the visitor. It sounds crazy but it’s true – your page visitors are frantic creatures looking for a quick and easy meal. At WordStream we talk a lot about the importance of conversion tracking, and it’s one of the best practices we advocate in our new Landing Page Grader. Instead, a different example of Pinterest’s value is shown with each visit to the site, with a broader explanation of Pinterest (find and save all the things that inspire you) that sits below the main headline. Because if there is an irresistable offer going with an attractive "push" to accept this offer there will be no doubt to choose it. The general rule is you only want to provide the key bits of copy and info that will help visitors convert and nothing extra. For example, San Francisco-based Futures Without Violence (FWV) wasn’t having any difficulty using Google Grants to get users to their website -the issue was that most visitors to their site only stayed for a few minutes and didn’t return.
Below you will find brief descriptions, examples and tips on how to create a successful landing page.
Format your page in a way that makes it easy for viewers to understand the offer, the value, and the action they need to day.
The main questions to answer are what to include and how long to make it – Your goal should be to collect enough information through your form to enable you to both contact and qualify the lead.
You need to show your visitors that they can trust you with their information; a simple way to do this is by including a link to your privacy policy. You can bring back your navigation and keep the visitor moving through the site with other offers on the thank you page after the form has been completed. Take advantage of the viewer’s attention by asking them to do something else after the conversion. Media Cause is a big supporter of Unbounce, a cloud-based software that makes it easy to create, publish and test landing pages. However, something is just not working for you and you are unable to drive traffic and leads besides the fact that your website has to offer some awesome stuff. A landing page is basically a page which will highlight the most important item of your website and it could be anything. The most common kind is a landing page which is a part of site’s structure and helps in enhancing the important features and explains navigation.
Before you jump into the procedure of creating a landing page, you must be sure of the item you need it for.
Make sure that you stick to the point and the page’s headline should be simple and direct enough for the visitor to understand the purpose. If you want to win the trust of your visitors, show them your happy customers by publishing testimonials. Your correct decision regarding call to action will help you a lot in producing quality and desirable results.
Be creative but as mentioned above, try to keep things as simple as possible and only use important things to doll up your website’s landing page. Even a slight change in headings can increase your conversion rate so make sure you test 2-3 headings for every point.
Inexperienced marketers often direct all of their PPC traffic to their homepage, but this can be a big mistake.
Really it’s three questions: Who am I competing against, how are they succeeding, and how can I copy their success?
Consider changing your message depending on where your users come from – a different message might be appropriate for users who arrived at your landing page coming from Google vs.
Provide the essential info that will interest your audience and nothing more (check out this post for some landing page inspiration).
Navigation should be obvious and simple, all required information should be provided, and nothing should come between the visitor and the conversion (aka no pop ups!) If at all possible, visitors should be able to convert in one click. Using the word “you” makes your copy feel personal to visitors and allows for intimate conversation. Make sure your offer is enticing enough to users and that it is something they actually desire. It’s estimated that you have about 8 seconds to convince users to stay on your page, so value proposition needs to be quick and convincing.
Why is it that an attractive man can hit it off with a woman using the same line that might dub a less aesthetically pleasing guy a “creeper?” The truth is that, despite what we teach children, appearance alters perception. If your conversion requires a form, get the bare minimum of what you need – you can always ask for more info on the thank you page once the deed is done.
Many marketers claim that certain button colors like green or red increase landing page conversions, but ultimately you want to focus on the contrast of the button color in relation to your background color.
Adding share buttons increases your chances of getting your content shared across the social space, and great landing pages make generous use of these buttons. Virtual word-of-mouth comes in the form of Likes, +1s, and online customer testimonials (preferably from trusted sources like big brand names). Providing this added info in the initial landing page would have been distracting and could have led visitors away from making a conversion. A great landing page puts its best foot forward to comfort and reassure visitors so they can convert with confidence.
An excellent landing page is built like a bullet, so get out your stop watch and get your landing page moving at a healthy clip.


They key is to make your page easily scanable with your main point in your headline while using sub headings, bullet points, and various fonts and colors to indicate information hierarchy. They needed to form a long-term relationship with these visitors in order to create true value from their Google Grant.
We created a strategy to build custom landing pages that collected email addressed from FWV supporters. To implement the strategy we used resources that FWV already had available. For example, if your visitors click on an ad telling them to download a fact sheet, they are expecting to be directed to a page where they can do just that.
Your goal should be to convey the top 3 or 4 most important pieces of information almost immediately. For example, this is an ideal time to ask them to sign up for your newsletter or join you on social networks. If your website sells stuff, a landing page will either highlight the products or the payment method. If your visitor understood the reason of that landing page in first few seconds, you have successfully made a good landing page. Testimonials from real people will play an important role in convincing your potential customer to work with you. Everything else on the page should be supporting this one feature so that your viewer knows what to do. If you are using graphical images, try to use images which are a representation of your product. While testing be sure to check and keep a record so that you know what works best for your landing page. Specific landing pages tailored to different offers are essential for providing a quality experience for visitors and driving conversions with a targeted message that matches each user’s need. Imitation is the sincerest form of flattery, so if your competitors are doing something that works, you should go ahead and follow likewise. As silly as that sounds, it’s true to some degree – the better you understand your audience, the more you can cater to their wants and needs.
The goal is to funnel visitors down a desired pathway, and if links serve as points of departure from the funnel, they should be used sparingly.
Let every additional click weigh on your conscience like a heart beating beneath a floorboard. There should be no question as to what next steps are necessary – tell your visitors exactly what you want them to do in big, bold text. The word “imagine” encourages readers to visualize using your product and increases desire. When building a landing page, make it easy to scan by highlighting your main point in the headline while using sub headings and bullet points for added info. You can go the obvious route with arrows, or try something more subtle such as making a bright button the focal point of the page. And don’t send them to a generic page and make them search for the product they were looking for.
While most users don’t have a problem providing their name and email address, asking for info about phone numbers and date of birth can cause your drop off rate to skyrocket to 50%. It’s also smart to add social buttons to the thank you page, since users will be more likely to share your great offer with others after they’ve signed up themselves.
If your business has received some shinning compliments in the past, be sure to showcase them.
However, now that you’ve sealed the deal, the thank-you page is the perfect place to suggest related products, guides and information your audience may find helpful, or links to other parts of your site, such as your company blog. Reduce load times by not making your images files any larger than they have to be, using cache tools, and using a speedy web host (some are a lot faster than other). There is definetly a lot to consider, and you can see in some of the examples towards the end that many brands choose to focus on some strategies while ignoring others. I've read about what makes a good landing page in theory but have had a hard time actually visualizing how they can look. We discovered through Google Analytics the top downloaded fact sheets and created landing pages that offered these fact sheets to supporters in exchange for their email address. Make it obvious that they’re in the right place when they arrive on your landing page by keeping your ad copy, headline and copy consistent. Your formatting style should draw your viewers’ attention to the key components of your page very quickly, allowing them to take in and process the information in a shorter amount of time.
If a visitor ends up being confused on your landing page, all your effort goes down the drain. Instructions on your landing page should be way too clear and on clicking a button, user should know exactly where it will navigate. Unless you know who your ideal customers are, it will be very difficult to write persuasive copy in the voice of the customer. Businesses with more landing pages (30+) generate 7x more leads than those with only a handful, so there’s no denying their value.
For Kajabi, changing their button text from “See Plans and Pricing” to “Get Started Today” increased conversions by 252%!
The rule of thumb is not to include more than seven fields in your lead gen form on your landing page. As an added bonus, showing your “likes” and follows can also serve as a word-of-mouth endorsement.
Fast-forward to a couple months later, and FWV was now adding 1,000+ emails per a month and growing. Now that we have understood the basic functionality of a landing page, let’s see how to create a successful landing page.
Eliminate the unnecessary stuff and only keep the important and way too necessary information. Ideally you want a tailored landing page for each ad group, but that’s a pretty hefty operation, so start where you can. As Jakob Nielsen notes, your page visitors are wild, frantic animals looking for a quick meal, so serve it up fast! Adding a few best-practice landing pages made a huge impact on the value of Google Grants for FWV.
Try beginning with one custom landing page per campaign, and add from there for individual ad groups when resources allow.



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