10 Tips To Create User-Friendly Landing Pages

10 Tips to Create User-Friendly Landing Pages

When you think about landing pages, there are questions and more questions. Who’s visiting my site, how often is my form being abandoned, what should I do to reduce my bounce rate? Use our 10 tips to create a user-friendly landing page and find your answers to some of these questions.
 
 

1. Get Your Objective Right

Getting your objective right is a huge part in your landing page creation. Write down your objective and design all aspects around it.
 

  • Are you trying to get people to sign up for something (a newsletter, an account on your site)?
  • Are you trying to promote a sale with a specific offer?
  • Do you want your visitors to download a new piece of software, or maybe an eBook?

 
 
 
 
 

2. Make Your Copy Action-Oriented

Write with compelling action verbs, in active voice to grab instant attention. Focus on the benefits, and not the features. Use the second person – directly address the visitor as ‘You’, making him or her feel singled out. You’re on a timer, you’ve got 3 seconds to make an impression, so write with clarity. Leave the fluffy prose out. Be sure to format your copy, check spelling, keep it within 5 lines and proofread it for consistency.
 

3. Write a Power Headline

Your headline conveys the main message of the landing page, and what to expect from it. Plus, it lets your visitor know that he or she has indeed landed in the right place.
 

  • Your headline should be short, direct, in active voice and contain compelling words.
  • Use a large font, prominent color, center your headline and place it on top of your page.
  • Use the same rich keywords and phrases that were used in the PPC Ad your visitor clicked.
  • Use header tags to enable search engines to better index your landing page.

 
 
 
 
 
 

landing-page-optimization-example

4. Keep Your Landing Pages Relevant

Your visitors come to your site from various sources, such as Ads, search engines and so on. Make sure your visitor lands on a page that is relevant to the source.
 

  • Create campaign-specific individual landing pages.
  • Customize the page depending on your visitor’s source. For example, if your PPC Ad states 10% discount, your landing page must reflect the same offer.

 

5. Reassure Visitor’s Commitment Fears

No matter how good your offer is, visitors will be worried about their security and data privacy.
 

  • Reassure your visitor with a good returns policy, or a refund process if they’re not happy with their purchase.
  • Provide a link to a privacy policy, put up Trust symbols (such as VeriSign), testimonials and product reviews from authority sites.
  • Offer a free product trial if possible to gain their trust.

 

6. Be Clear With Your Call To Action

Succinctly state what you want your visitor to do, and clearly explain what the result of clicking your CTA will be.
 

  • Stick to one CTA per landing page. You want your visitor to take your suggested action as quickly as possible.
  • Use bold, large and colorful CTA buttons as much as possible. If the rest of your page is in green and white, design your CTA button in a bright red to grab attention.
  • Next to your CTA button, mention an exciting reward for taking the action, such as a free eBook.

 

landing-page-optimization-call-to-action

7. Create A Sense Of Urgency

Even a nervous visitor might commit to a purchase if they perceive scarcity.
 

  • Convey a sense of urgency through your copy, such as a time-limited discount. Include a countdown to mark the days till your offer expires.
  • Display a ticker that indicates exactly how many units of a particular product are left.

 

8. Put Up Social Proof

People feel reassured when they see that others have bought your service and are happy with it.
 

  • Display tweets from other buyers.
  • Put up positive product reviews from third-party authority sites.
  • Include security badges from third party companies.
  • Display the number of Facebookers who ‘Like’ your product.

 
 
 
 
 
 

landing-page-social-signals-social-proof

9. Ensure Smooth Eye Flow

A smooth eye flow makes it easier for your visitor to consume the information and comply with your CTA. Your headline begins the story, which is taken up by your copy, strengthened by your offer and sealed by your CTA.
 

  • Determine the visual hierarchy of your page elements. What comes first, what comes later? Test various placements before you finalize them.
  • Use bold arrows and directional images to direct visitor’s eye towards your offer and CTA.
  • Use bold colors on pale background for important elements so that they gain attention.

 

10. Keep It Simple

In general, web users spend only a few seconds to evaluate a landing page before deciding to stay or leave. Simplicity should be your weapon of choice.
 

  • Eliminate unnecessary copy, links, Ads, design elements, navigation elements and so on.
  • Allow plenty of whitespace between and around your main offer and CTA. You want the visitor to notice those immediately.

 
 

About the Author: Stephen from Invesp.com
 
Featured image by: Formstack

Comments for this post

  • August 21, 2012 at 4:53 am

    Hi Stephen,

    Great wrap up / Guide that you have shared with us. The tips you’ve mentioned are some of the best tips when it comes to optimizing landing pages to attract and also rank in Search Engines. Especially when it comes to PPC (and organic SEO for that matter), Having a unique landing page for your adds (or social Mentions and shares) is great for driving traffic down a sales funnel or to a specific page.


  • August 23, 2012 at 6:22 pm

    I think the most important item in design is theme. Stick to it. It becomes difficult to stay on track with a specific theme because there are constant bells and whistles showing up on the market. Look at Google’s home page. Its simple theme – quick search, is evident and is popular with the users.


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