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. If you want to promote your products or services through a PPC ad campaign, then you would need a great landing page to serve your purpose. Informative: People are looking for the right information about the product or service in your landing page.
Cruise and Maritime Voyages' new 2017 Cruise Collection, which is on sale from 31st March 16, features Columbus’ maiden season sailing from London Tilbury alongside Magellan and Astoria. To celebrate this Cruise and Maritime have some great offers when you book before 20th June 2016. Cruise and Maritime Voyages are great for solo travellers, with a programme of events for single cruisers including welcome cocktails and get-together. Cruise and Maritime Voyages are delighted to bring you breaking news about the addition of Columbus to their expanding fleet in 2017. Cruise and Maritime Voyages have unveiled their newest and largest addition to their fleet, Magellan. Measuring 46,052GT, with a length of 726ft, Magellan will be able to accommodate 1,250 passengers across 726 cabins – providing a ratio of 1 crew member per 1.89 passengers. A range of comfortable lounges and bars are combined with easy to navigate to corridors and stairways – meaning you won’t spend the whole of your cruise trying to work out how to get from one place to the other. With P&O Cruises’ Britannia being launched in the same week, you would be mistaken for thinking this ship was playing second fiddle. Many cruisers will flock to the top deck during their time on board, and Magellan does not disappoint in this field. For those looking for a spot of peace and quiet on board, you will not be disappointed with the peaceful library and the cards room. Magellan will embark on journeys around Europe, visiting locations such as the Mediterranean, Baltics, Scandinavia, Norwegian fjords, Iceland and the Canary Islands. Delivery of Cruise and Maritime Voyages new flagship, Magellan, is set to begin prior to the vessels maiden Solar Eclipse and Northern Lights cruise which will depart on March 15 from Tilbury. Magellan will reposition in Greece for refitting, where changes will be made to enhance the on board facilities.
Passengers on board Magellan’s maiden cruise will embark on a 12 night journey, arriving in Iceland for the ‘solar corona’ and potentially the Aurora Borealis or Northern Lights.
The cruise will take passengers from Tilbury, London, around the Scottish Highlands and the Shetland and Faroe Islands before arriving in Reykjavik, Iceland. Alongside fellow ships Marco Polo and new ship Azores; Magellan will also be an adult friendly ship for fans of scenery - with no climbing walls or ice rinks in sight. Instead, the ship will feature a mix of contemporary and traditional features with two formal restaurants, panoramic seating and observation areas, bars, card and bridge room and a wellness and beauty centre. There will also be a mixture of stunning performances in the magnificent two-tiered main show lounge which boasts wonderful viewing opportunities. The commemorative Marco Polo cruise programme for 2015 will include: themed nights, dinners, quizzes and even a journey to the swinging sixties. Cruise & Maritime are the ex-UK cruise specialists with a choice of convenient sailings from a port near you - Bristol Avonmouth, Edinburgh Leith, Glasgow Greenock, Harwich, Hull, Livepool, London Tilbury and Newcastle Tyne. Cruise & Maritime vessels carry up to 1250 passengers and offer a wide range of leisure facilities to enrich your time on board. For the enjoyment of our adult passengers, Azores, like Marco Polo, also operates as a ‘child free’ ship.
The intimate 700 passenger Discovery joins the Cruise & Maritime Voyages fleet in February 2013, replacing the Ocean Countess, under charter and in association with the widely respected All Leisure Holidays who also operate Voyager, under the Voyages of Discovery brand, and the well known Minerva and Hebridean Princess. Along with many Cruise and Maritime sailings, we have plenty of other cruises from the UK available on the GoCruise site. Last week saw the launch of the newest ship from British independent cruise line, Cruise and Maritime Voyages - the proud new flagship Magellan. With her Maiden voyage for Cruise & Maritime Voyages departing on 15th March 2015, as the new flagship of the fleet, we were lucky enough to be invited to the re-naming of Magellan on 13th March at the London Cruise Terminal in Tilbury. According to the joining instructions I received Tilbury is one and a half hours from Stansted airport – I managed it in just over half an hour. Never having visited Discovery while she was with ‘Voyages of Discovery’, I was pleased to have the opportunity to have a look around while she was berthed in Bristol Avonmouth docks. We arrived early as we were joining the ship visit first, dropped our bags off at the terminal and then drove to the long term car park, which is some way from the terminal. 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.
Not only Google determines your quality score of the ad campaign through the evaluation of your landing page, but your landing page is important to retain visitors on a general level. A website usually has many pages, but a landing page is a single page with all the required info neatly arranged in it. You would have to make sure that all the info about the product you wish to sell is present in the landing page. The company offers various IT services such as web design and development, Apps, SEO services and more. New for 2017 are cruises from Cardiff, Newport, Belfast and Dublin bringing the choice of departure ports up to twelve, and Cruise and Maritime's cruising even closer to home. The new flagship will become the fleets forth vessel and, along with fellow ships Marco Polo and Azores, will operate as an adult-exclusive ship. Once you climb aboard, you’ll instantly familiarise yourself with the striking floor to ceiling light feature in reception. Perhaps one of the most appealing factors about this ship as a whole is the omission of a climbing wall or ice skating rink, which helps build a contrast between this adult only cruise ship and the mega resort style ships. After returning from the Solar Eclipse Maiden Cruises, you can experience everything Magellan has to offer for yourself on a one night cruise from Tilbury to Newcastle.
The ship was originally built in 1985 for Costa Cruises’ brand Iberocruceros and was refitted in 2010 for 55 million Euros. Magellan will carry 1,250 passengers in 726 cabins, spanning nine passenger decks which are serviced by eight passenger lifts. Over the years the ever popular Marco Polo has built up a strong following and reputation on the British market offering a fine tradition of destination cruising and is positioned as a ‘child free’ ship operating exclusively for adult passengers. With her handsome profile and a traditional walk around promenade deck, the 16,144grt Portuguese registered Azores is a classic beautifully restored ocean going cruise ship carrying just 550 guests and offers a wide selection of very well appointed and comfortable pubic lounges and cabin accommodation spanning eight passenger decks serviced by two lifts. This means that even in the school holidays you can enjoy the pleasures of cruising in the company of adult passengers only.
I don’t know if that is the result of my driving or just that Cruise & Maritime’s customers take a more leisurely approach to life. This was the first time for many years that a cruise ship had embarked in Avonmouth, so the local television cameras were there as well.
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From the core of the product right up to the marketing page that supports it, many startups make great use of design – often to an extent that puts the larger incumbent companies to shame.The truth is, startups need great design in order to compete.
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. Many advertisers promote their multi page website’s home page as the landing page, but the usual practice is to create a separate smart landing page which contains all the info on a single page. Do not create an information overload however, because no one wants to go through tedious details.
Alternatively, you can stay on board and experience the Norwegian fjords; travelling to Dundee before visiting locations in Norway such as Flam and Bergen. You can also embark on a cruise from a regional port, with Magellan cruises allowing you to embark from London Tilbury, Newcastle or Dundee. We do however welcome teenagers who are 16 years or above at the time of sailing but only if accompanied by adult passengers. It is probably the latter given that most passengers disembarking the ship, which has just returned from a trip to Amsterdam, seemed to be of retirement age with many travelling as friends rather than as couples. A startup is an underdog, and they need to use everything in their disposal in order to succeed – and one such method is making sure that the landing page for their product is beautifully designed and thoughtfully crafted. 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.
You would have to make sure that you are observing the following parameters while developing the landing page.
The design aspect is very important and you should make sure that you are putting up an attractive design to entice your visitors who have clicked through your sponsored ad and has reached your landing page. Make the information smart and chirpy so that the visitor can get the idea at a quick glance. An ugly landing page for a startup – even if the product itself is good – will be more likely to turn people away than for larger, more well known companies.
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. You should not be spamming your landing page with a barrage of images or lengthy videos, as in the internet, everything moves in a fast paced manner.
For startup landing pages, good design is crucial.We’ve brought together a collection of some of our favourite startup landing pages.
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! People are essentially looking for great ideas that would be helpful to their lives, and the transformation of these ideas into useful products and services.
Try beginning with one custom landing page per campaign, and add from there for individual ad groups when resources allow. Even when you are presenting a call to action accompanied by a brief description and an attractive image of your product, you should make sure that the CTA is accomplished tacitly in as much less words as you can allow. So, you should make sure that you have a great product idea presented in a manner that it is immediately accepted in the psyche of the target audience. Put in sufficient research in understanding the psyche of your target audience so that you can create clear information by attractive words relevant to your product.

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