Designing A Landing Page - Best Practices

What Is A Landing Page?

A clean landing page is a sales page or a page that's designed to sell your products and services.

The page itself includes a basic design in order to reduce a visitor from leaving the page and to increase engagement. The bigger the engagement, the more likely it will be for a visitor to eventually buy and become a customer.

If the page contains a video, then the chances of this happening become even higher.

According to Social Media Week, viewers claim to retain 95% of a message when obtained via video.

So it's clear that using a clear product landing page to sell a product, whether it a digital product, an ebook or a live consultation is typically the most common way for a marketer or website owner to build a list of loyal customers and allowing you to communicate with them further with future offers.

But don't make the mistake of making these too salesy - Instead, focus on providing real value through compelling benefits that are specific to your audience.

Why Build A Landing Page?

You may be wondering why you should build a landing page in the first place when you could so easily start a TikTok or Instagram page and build a following that way.

It seems much easier after all and less technical to set up.

Well, there's a common agreement in the Digital Marketing community that email is by far the most essential part of running a business.

In many tests conducted in comparing engagement rates between email and social media. Email appeared to win by a large margin.

It's not uncommon to see engagement and open rates of 20-30% with email. What this means is if you have an email list of 1000 people. 200-300 of them would engage, open and read your emails.

Landing Page Design Guidelines

So with the benefits out of the way, you may be considering building a landing page of your own and want to begin the process of building your list.

But it's important to keep in mind that in order for landing pages to be effective, a few guidelines will need to be met to ensure that you get the most out of it and increase their effectiveness.

Here are the core guidelines to consider, which we feel are the most important:

Focus on one job

To make your lead capture or landing page the most effective, you must always ensure that you focus on one objective. Everything about your page should lead your visitor towards subscribing to your email list or making a purchase.

If there's anything in there that's likely to draw attention away from the visitor, then remove it.

Use a single and clear call-to-action

Telling your visitors what to do will make the difference between a failed landing page and a page that brings you lots of email prospects and customers.

Keep your message clear and simple and ensure that you test each of your elements and keeping the ones that bring in the best results.

Capture visitors with a strong headline

Knowing what your target audience wants is the cornerstone to building a successful business.

Without paying attention to their needs, it will be very difficult to target them with solutions that they would want to sign up for.

So a great headline targeting their pains and offering a solution is the key to hooking them into reading more and eventually taking action.

Be sure to test different headlines and using the most successful headline as the version to use on your page moving forward.

Focus on benefits, not features

Your audience does not care about what your website looks like.

They don't even care about you or your background.

All they really care about is whether you offer them a solution to their problem.

So focus your page on the benefits they will receive for signing up to your email list of purchasing your product and watch your email and sales conversions skyrocket.

Keep the page as simple as possible

Above all else, keep your page as simple as possible for the benefit of your visitors and the overall success of your page.

Only use elements on the page that will help them take the necessary action and leave out the things that will serve as a barrier.

The simpler your landing page is, the easier it will be for your visitors to understand and for them to take the action you would like them to take.

Landing Page Examples

With OptimizePress, we have made building landing pages as simple as a few easy clicks on your mouse.

But selecting the 'Create New Page' option, you will be taken to an area containing a wealth of page templates for you to choose from organized by category.

You will then be able to use our simple yet powerful tools to edit it to fit your brand and ready to begin collecting emails and making sales.

Template #1 - Active Landing Page

Here's a nice example of a clean landing page. What's notable about this style of page is the brief but impactful content area, which doesn't conform to the conventional need for a complicated design.

Both styles offer unique benefits, but this should provide a good illustration that you don't have to have an overly complex landing page in order for it to be effective.

This should help with deciding on what type of page to create if you're running your first offer or if you've tested a few styles and would like to try something new.

Template #2 - Author Optin Page

Here's another great example of a page that contains nothing more than a simple headline with an image and a call to action button.

Again, providing a perfect illustration that you really don't need anything complex in order to have a high converting page.

Template #3 - Bold Optin Page

Here's another great example of a page that contains nothing more than a simple headline with a an image and using a basic colour combination.

Another perfect example to show how you really don't need anything complex in order to have a page that converts well.