So, you’ve finally decided to create a bespoke Landing Page, or maybe you’re just using this to review an existing page that you already have, whatever your case may be here are 11 of the most critical factors that directly lead to the success of a landing page campaign. Make sure that you have all of these ticked off before you go live and up your chances of success!
CLEAR AND CONCISE HEADLINE
Make sure that whatever your headline may entail it needs to be eye-catching, have a clear statement of your offer and give the reader an immediate indication of what the page is about. Remember, if they land on your page, they have a problem that they need solving, so show them your solution!
DO YOU HAVE A CALL TO ACTION?
To the more veteran readers out there, this may seem like a bit of an obvious Landing Page addition but this essential Landing Page feature is often left out on more amateur works. Once you’ve outlined your offer, give the readers a place to go – an indicator of where they can redeem your offer.
ARE YOU TARGETING THE RIGHT AVATAR?
If you haven’t outlined who your ideal target market, or more specifically, your ideal customer avatar is/are, then you may find yourself in advertising limbo… Make sure that you’re targeting the people who you know want your product or service that you have to offer.
IS THE CALL TO ACTION EASY TO IDENTIFY?
The whole point to a Call to Action is to show the reader where they can follow through with the offer that you’ve proposed, so you need to make it clearly visible. Make use of contrasting colors to increase the buttons ‘pop’ on-page.
DOES THE CTA HAVE COMPELLING TEXT?
Once you have the perfect placement and colour for your Call to Actions, you need to make sure that the text on them are inviting. Using simple terms such as “Submit” just won’t cut the cake anymore, so make them appealing and interesting.
ARE YOU ADDRESSING PAIN POINTS?
If a visitor can’t sense that you understand exactly what they need then you might run the risk of losing potential clients. If you’ve made use of our Avatar Worksheet then you should understand exactly what fears or struggles your clients are experiencing, and how your offer is their perfect solution.
HAVE YOU MADE USE OF MORE THAN ONE FORM OF MEDIA?
Prevent your landing pages from looking stale and stagnant by incorporating varying types of media. These can range from normal pictures and graphics all the way to short informative videos. The more variance you can apply to your page, the higher your chances are of readers staying for longer on your page.
IS IT LINKED TO YOUR SOCIAL MEDIA?
In case your offer is really enticing and super helpful, it’s always good to link your Landing Pages to your Social Media accounts. Though you might not get thousands of shares and retweets, you might gain a couple of new followers every now and then, and who knows, your Landing Page could always get lucky and go viral.
DOES THE TEXT FLOW?
The copy that you use on a landing page should be easy to read and flow from one section to the next in an organic and natural manner. If you read your copy and find yourself stopping to re-read some parts, then it might be time to get back to the drawing board.
ARE YOU LEADING THE READER THROUGHOUT?
Though this may be similar to number 9, it’s still of vital importance. The copy you use and graphics that you implement should be used with the intention of leading your reader to wherever you want them to go, like to your CTA for example.
IS THE DESIGN COLORFUL AND ENGAGING?
Keep the readers interested by implementing a whole host of different colours and fun graphics. Keep in mind that whatever colours you pick, they need to be ‘Brand Friendly”.