A landing page is a Web page designed specifically for visitors who have arrived at the site via a link from another site. Peter Shea from HubSpot's inbound Internet marketing blog has developed a list of best practices Internet marketers should consider when developing their own landing pages.
1. Pass the Blink Test: Visitors make the decision whether they will fill out the site's form before the page has finished loading. Make sure that the landing page illustrates the message you wish to convey to your customer, professional and easy to use.
2. Keep it Simple: The nature of a landing page means that you already know something about your audience. They clicked a particular link to arrive at the page you sent them to. So, adjust the landing page to appeal to their interests without redundancy.
3. Keep it Short: Any time someone is presented with a form of 15 to 20 questions, they will think long and hard while evaluating if it is worth their time.
4. Graphics and Endorsements Matter: Credibility is key, especially when you are asking for sensitive information. You need to ensure that the landing page encourages customers to trust you by including your logo and/or easily visible client testimonials.
5. Go Naked: Your potential customer is right where you want them, mere keystrokes away from providing you with valuable information. Paul Shea stresses that the last thing you want is for this lead to get distracted and slip through your fingers. Keep the landing page "naked" by removing any additional links or unnecessary information. Have the form and the submit button be the their sole focus. Your goal is to help them swiftly complete the process.
6. Restate Value: Although they arrived at the landing page via a hyper link, it is prudent to remind the customer why they got there to begin with. Reinstate the value they will recieve by providing you with the info requested.
7. Eat Your Own Dogfood: Before you hit "publish" ask yourself a few questions. Would you fill the form out? Are you comfortable providing the information requested? Is it easy to use? Void of distractions? This is your opportunity to finalize any last minute details to ensure perfection, and lastly - don't forget to test test test!
Shea, P. (2010, March 28). 7 habits of a highly effective landing page. Retrieved from
http://blog.hubspot.com/blog/tabid/6307/bid/6014/7-Habits-of-a-Highly-Effective-
Landing-Page.aspx?source=Blog_Email_[7+Habits+of+a+Highly]
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First and foremost, yes KC, you did invent the internet.....I actually read that article as well when I recieved the update via my email. What I found to be most interesting is how common sense the seven seem, and probably how few actually abide even near these guidelines. The ones that catch my eye the most are stating the value and keeping it short. If you can do these two things, you might even have a great landing page. I hope all is well in St. Cloud.
ReplyDeleteI thougt Al Gore invented the whole information highway thing.
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