5 Key Attributes of a Killer Landing Page
Remember when microsites were all the rage?
(Or when the phrase “all the rage” was all the rage? Nah, me neither).
It wasn’t long ago that microsites functioned as the exclusive front porch presence for many a marketing campaign. To be fair, microsites are still alive and well. Like an aging, playground basketball legend… the microsite still gets it done. But there’s a young upstart baller in town that’s turning heads in recent years. The Landing Page.
Why Landing Pages Matter
Landing pages are cost-effective, nimble, and ultra-user-journey driven. So let’s talk about five key attributes that great landing pages share:
1. Clean look and feel – Paid media tactics will be driving visitors to your landing page. Be sure brand identity is present in the design, and that the page is clean, attractive and warm – with a clear call to action (more on that below). The page is functioning as a front porch for your product or service so it better be inviting. Simple is better when it comes to Landing Page design.
2. Alignment with keywords – Let’s say you have Google PPC ads driving visitors to your landing page. Be sure that the Ad Group, Ad Copy, and copy on the Landing Page are in alignment. This is instrumental in the search engine matching the content of your Landing Page with the keywords you’re bidding on in a campaign. The result will be assigning the keyword a higher score which will lower your cost-per-click and save you cash money.
3. Deliver on Expectations – The ad copy you generated caused a Landing Page visitor to click-thru. Just as the content of an email must back-up its subject line, the content of your Landing Page best comport with the expectation that a person has when he/she clicks your banner or text ad. If it doesn’t, you’ll not only see a high bounce rate, you’ll erode whatever level of trust the visitor had in your brand and jeopardize future engagement.
4. Clear CTA – The Landing Page lives for lead generation and conversion. That conversion takes place because the visitor is attracted by the ability to get something he/she values. It could be problem-solving info, a giveaway, or a white paper. Put that “something” in the virtual hands of the visitor as fast as possible. Have a clearly visible CTA that identifies the valuable piece of info sought and make it the focus of your page. Avoid outbound links to other assets or offerings that will distract the visitor from the intended course of action. And avoid clutter and the urge to tell your businesses’ entire story here.
5. Grounded in reality – Date before you get on one knee.
Chris: Hello, I’m Chris, nice to meet you.
Alesia: Hi, I’m Alesia.
Chris: Will you marry me?
Alesia: Let me think about it… don’t call me, I’ll call you.
An extreme example, but… remember the object once a visitor hits your page is to be helpful, provide relevant info, capture their info, and build trust with your audience – over time. Not scare the hell out of them. As a general rule, be sure your lead capture form is low-barrier (i.e. first name, last name, email address) and commensurate with the value of the information you’re providing.
Chris is Vice President of Client Services Innovation at RDW and the talented wearer of many hats. A former practicing attorney and current nationally-recognized Atlantic 10 basketball conference media maven, Chris is presently leading client engagements in the higher education, scholarly publishing, healthcare, and real estate sectors. If you want to talk college hoops this (or any) month, follow him on Twitter @CDiSano44.