Optimized Landing Page Design
First we must ask, what's the goal of a digital user that reaches the Dallas landing page web design?
On a home page, it is impossible to predict for every visitor. A visitor might want your phone number, or to see where you are located. Maybe, they want the story behind your business. Or they just head for your products and pricing. It's why you have a navigation bar to all area of your site.
However, on a optimized landing page, you have only one goal and that to convert that visitor. It's the design intent of the page to give only the information your visitor will need to determine if the offer is worth claiming.
"The Paradox Of Choice - The more options you may have, the harder it is to make a decision"
Which one should you use?
The home page is the entrance to your website and all other page connects to it. It's a portal to the rest of your site with the goal to browse thru the site. Most of the time, visitor already know you from previous digital contact before or they remember your domain name from a business card. They come there to gain access to the other parts of your site like your blog, product categories, services, resources, pricing, etc.
A good homepage typically does the following things:
- Occupies your root domain (think www.yourwebsite.com)
- General purpose splash page used for first impression
- Gives a comprehensive overview of what your business does
- Links to other important permanent categories / product detail page of your website
- Tells visitors how to connect with you in other ways (by location, phone, social media, email, etc.
The landing page is usually connected to your PPC, social media or email campaigns and is considered a link to an outside source.
A landing page has one primary goal: to convert a visitor on an offer. When a user lands on the landing page it should be from a "promotional link" or external advertising source that the user is considering or claiming a offer you advertised. It's cleanly designed, with limited navigation, topic specific content and displays extremely fast.
A landing page, more often does the following things:
- Topic specific content with a specific call to action
- Is designed to receive traffic from a specific sources (AdWords, email, external media, etc.)
- Prompts visitors to take a well-defined call to action
- Stays focused on a single topic throughout the page
- Omits or downplays site navigation
Two varieties of landing pages
- A Click-through landing page aims to get the digital user to click through to another page of your web site. It is commonly used in the ecommerce model because the digital user is unlikely to buy when first landing on the checkout page. A good example of this page is likely to offer product details in hopes that it will inspire the digital user to "click to buy".
- A Lead Generation landing page is used to capture leads via a form of "call me" button. They typically describe a service or offer and calls for the digital user to "take action now" like an email address, click-to-call feature, or submit a question.
Landing Page Key Elements
The key design element to landing page success is its simplicity. A clutterd page and you risk cluttering the mind of digital user, which triggers the bounce that lowers the conversion rate. Therefore, a landing pages should be simple to create. The suggestions that follow should help.
- NO navigation
- The instant connection
- The subhead segue
- Show me something
- Value based copy
- Social proof
- Simple form
- Attractive button (only ONE)
- Thank you page
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