A successful landing page is vital for your website. Nearly 2/3 (66%) of your visitors will ignore your website, if your landing page is not well organized and designed. You need need to keep your visitors on your page but more importantly to convert them into leads.
Design & User Experience
The most crucial for you landing page is the UI and UX. A well thought and optimized layout can make all the difference to a successful landing page. All branding, colors, styles, fonts should be consistent with the website. A “Call to Action” button should be clear to visitors which action a company would like them to take. Value proposition can be a list or a paragraph stating the value in providing information for a clear incentive to visitors. A navigation is always good to have it – a sticky navigation menu with anchor links or dots on the side. The visitor has to know where is he right now. Use headings to define different sections in your landing pages (e.g. heading 2 or 3).
The trends in 2015 shows that most of the modern websites have a full screen or half screen high quality background image with some text and a button or two. Keep it short and simple. One or two sentences are more than enough to convince your visitor to stay. Make it big. Use big headings and buttons. Make it clear who you are and what you offer.
Where to position the text and buttons?
You can use the golden ratio for positioning your text or the rule of thirds. These two are my favorites. Yet, you can improvise but I do not recommend. Do not forget to make it responsive. You do not want your mobile users to get annoyed because something overlaps or it is hard to read.
Change the background in different sections
Use consistent style and try to change the backgrounds in different sections. For example, if you have a section about your “Services” you can use plain white background, while the next section “Partners” use a grey background or a blurred background image which shows random people (user will associated it with clients) and place your partners logos. The next section will use white background, the next gray and so on.
Use 2 type of buttons
You should have two buttons – a default and a primary button. For example, a default button could be white background with black borders and text. While a primary button must stand out. In this case, a black background with white text will work perfect.
Use one font as a primary and one secondary for headings to give a bit different look. Be careful, do not load all variations of the font. For example, if your primary font is Lato just load
https://fonts.googleapis.com/css?family=Lato:400,300 While, your headings font is Raleway just load
https://fonts.googleapis.com/css?family=Raleway:700 This will load the bolder version so you can use it for headings.
Analyze & Revise
A landing page is the most visited page on your website. Do not overload it with useless information. Try to keep it short and simple. Spend your time carefully, find out what works and adjust it. Identify key metrics such as visits, conversions and downloads.
Set Goals – what is your purpose? Explicitly stating goals and determining how they will be measured will make it easier to monitor the success of your landing page.
Adapt – do not change your landing page frequently. However, if something on your website is not right then it is time to change your landing page.
Improve your forms
Creating forms with the user in mind helps minimize the feeling and maximize lead generation. Almost 90% of the landing pages only have a simple contact form with a name, e-mail and message as input fields. The information collected should be valuable to you. Do not make it too difficult. Minimizing the number of fields will aid in completion. Five fields are more than enough for a contact form.
Another form must be an opt-in form. You need people to subscribe to your website. Make it super simple by just adding name and e-mail as fields. A name field might not be required but it is super effective because you can address the user directly. Automated e-mails (e.g. Dear User; Hello and etc) are old fashioned and must be ignored.
You must remember that the landing page is NOT about you. A sentence or two are enough “about you”. It is more about what client receives and the reason to choose you or your product. Fancy stuff. No one likes something that is not clear. I am sure that you do not like it too. Make it clear and simple.
As I have mentioned it several times – the landing page is the most important page on your website. Make it big, short and simple. Five sections are enough (services, portfolio, testimonials, partners and contact). You may add blog posts and subscription to your website. Add graphics and high quality images to your sections.