Every landing page looks a little different, but they all share the same job: turning a viewer into a lead or potential customer, usually by collecting their information. That process is rarely fun for the person on the other end, filling out forms isn’t anyone’s idea of a good time, which is exactly why your landing page needs to be built to generate new leads as smoothly as possible.
Here are our top tips for designing or refining your next landing page.
Cut the Distractions
Most websites lean on an easily accessible navigation bar, but on a landing page, it’s often worth hiding it. Without a way to click elsewhere, there’s nothing pulling your potential customers away from the sign-up form. You still want people to be able to explore the rest of your site eventually, so consider adding a Thank You page with full navigation once they’ve completed the form.
Keep Your Copy Short and Sharp
Your landing page still needs to convey information and intent, but keep it tight and lead with your key value propositions. A wall of text might technically cover everything, but it also gives your visitor every reason to click away before finishing it. Your call-to-action buttons deserve the same attention: you can do a lot better than a flat “Submit Form.” Reach for language that actually speaks to your audience. Selling a fashion email sign-up? Try “Get Your Style Fix” or “Your New Wardrobe Is Waiting” instead.
Then Trim the Lead Form Too
Visitors want to get through your form as quickly as possible, so don’t bury it behind extra clicks or pad it out with more fields than you need. A short, focused form will get you more leads, but balance that against what your business actually needs to know, a name and email address alone won’t always produce a lead worth following up on. Add the extra fields that genuinely help you qualify a lead, just don’t go overboard.
Give Your Social Channels a Nod
If you’ve already stripped the navigation bar off your landing page, a small nod to your social channels can still be worth including. If growing your following matters to your business right now, tuck a mention of your social pages below the fold after your CTA, or save it for the Thank You page once someone’s already submitted their details. That way you’re not tempting people to wander off to Instagram before they’ve finished the form.
Speed Matters More Than You Think
Don’t let your landing page get so loaded up with extras that it slows to a crawl. A 2016 Google research survey found that page load times of longer than three seconds can cost you over half your visitors. Every extra second genuinely costs you money.
Not sure where to start with your next landing page? OMDIGI Group offers Creative and Web Design services to give you everything you need to take your digital marketing further.
