In a previous marketing training video, I outlined the principles to creating an effective, no budget lead-generating marketing system. Watch this video for the detailed breakdown of the 4 elements you need to have in place for your landing page.
Video or text talking about your audience pain points and solution options (and why they should opt-in). About jon rognerudEntrepreneur Magazine says Jon Rognerud is one of the most sought-after SEO and Digital Marketing Experts for Small Business. In general, your landing page should absolutely be as minimal as you can make it because distractions (ie.A anything that takes users and leads away from your page goal) will cost your site money. One of the reasons this discussion still exists today is the fact that many landing pages still have navigation bars, sad to say. If you happen to have a client who insists on navigation on the sitea€™s landing page, ita€™s your job as the designer to educate him. Sure, your client may push back because of various reasons such as disbelieving the data, branding (company logo on the navigation menu), or refusing to prioritize the importance of removing the navigation on a landing page. The Light Phone site gives you two simple options: pre-order, or scroll for more information.
So on your landing page, be sure to use real images of the people behind the product or service, as nothing inspires conversions like credibility. Now that you have images under control, you have to make your pagea€™s flow work its way toward the all-important call to action button. Irving Farma€™s site uses real photographs to pack the site with the companya€™s brand personality. One of the hardest things to possibly design on a landing page is the call to action button. First, therea€™s the color: it should feature good color contrast so that your visitors can easily find and click it. We spoke of eliminating the navigation menu from the very beginning of this article, yet the goal of a high-converting and successful, landing-page design should involve getting rid of as many links as possible. Designers should always keep in mind that theya€™re designing for consumer psychology when theya€™re designing for landing pages. Shelter dogs were used to retrieve balls during Brazil Open a€“ and it was awesome Modern slavery widespread among East Asia migrant domestic workers, report finds Is This a Huge Million-Year-Old, Man-Made Underground Complex? One of the biggest clashes in design has been the question of whether to strip down your landing page to the point where it’s so minimal that it has no navigation at all.


If you happen to have a client who insists on navigation on the site’s landing page, it’s your job as the designer to educate him. Now that you have images under control, you have to make your page’s flow work its way toward the all-important call to action button.
First, there’s the color: it should feature good color contrast so that your visitors can easily find and click it. Designers should always keep in mind that they’re designing for consumer psychology when they’re designing for landing pages. Join our 746,498 subscribers and get access to the latest tools, freebies, product announcements and much more! Just 16% of all landing pages are free of navigation, which is alarming because of all the lost conversion opportunities. Point him to numerous studies like this one, backed by hard data, that show that taking navigation away from a landing page increases conversion rates. These dreaded and generic nightmares that celebrate insincerity will hurt your clientsa€™ conversion rates, too. This is highly important, as marketing guru David Ogilvy himself foundA when he conducted research, headlines underneath images are read by 10% more viewers. It requires a lot of thought and consideration because it is the star of your page, the whole reason it exists. When you remove the navigation, there may still be other links on the page that you need to deal with to make the page as much of a single-action environment as possible and support your conversion funnel.
After all, the fewer links on the page, the fewer elements will compete for your clientsa€™ leadsa€™ attention on the page. Many studies have been done that prove how consumers are simply overwhelmed and experience decision-making problems when faced with too many choices. When your clientsa€™ leads arrive on your landing page and are greeted with way too many links and a navigation menu, theya€™re likely to go elsewhere and fail to complete the conversion.
From the initial conception to the wireframe to the final testing, the landing page you design must have few choices so to only emphasize to visitors and leads the one and only goal of the entire page: to convert by clicking on the product or service offered. Proponents argue that the only thing on a landing page should be the call to action button, so as to eliminate all distractions and increase conversions; opponents will say that’s too extreme. So how do designers know what the best course of action is when it comes to landing page design? These dreaded and generic nightmares that celebrate insincerity will hurt your clients’ conversion rates, too. This is highly important, as marketing guru David Ogilvy himself found when he conducted research, headlines underneath images are read by 10% more viewers.


After all, the fewer links on the page, the fewer elements will compete for your clients’ leads’ attention on the page. When your clients’ leads arrive on your landing page and are greeted with way too many links and a navigation menu, they’re likely to go elsewhere and fail to complete the conversion. Designers who include navigation on their landing pages arena€™t looking out for the best interests of their clients. This is true for any type of content that the page is offering, from free trials and demos to ebook templates and content-creation kits.
Stock images fail to inspire trustA on a landing page because ita€™s almost like a business concealing whoa€™s behind it. Of course, when more people read your pagea€™s headline, moreA continue reading down the page. If your page flow and information architecture make your offer persuasive and clear, then visitors should have no problem clicking on the button.
This means using action-based words like a€?hurry,a€? which is also one of the most persuasive words in the English language, and a€?now,a€? which also speaks of urgency.
The notorious jam experiment of a few years ago springs to mind; in it, people bought less jam from a table with more jam choices than the table with fewer choices. Combine that with horrible stock images and poorly designed call to action buttons, and youa€™ve designed a low-converting disaster for your client. Designers who include navigation on their landing pages aren’t looking out for the best interests of their clients. Stock images fail to inspire trust on a landing page because it’s almost like a business concealing who’s behind it. Of course, when more people read your page’s headline, more continue reading down the page. This means using action-based words like “hurry,” which is also one of the most persuasive words in the English language, and “now,” which also speaks of urgency.
Combine that with horrible stock images and poorly designed call to action buttons, and you’ve designed a low-converting disaster for your client.



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