Affordable Web Design with High Impact Landing Pages
Understanding landing pages
All of us have heard about landing pages, sales pages, squeeze pages and mini-sites. Although all of these have unique features they do share some common elements. Understanding these commonalities will allow you to build an affordable web design that has very high impact resulting in higher conversions.
In this article, we will dissect a couple of these sites, breaking them down to its various elements. Hopefully you will see that to build create these high impact website design only a few rules need to be followed.
Who will benefit from these kind of website design?
Just like anything else in website design, landing pages cannot or should not be used for everything. As an example, if you are a blogger and create articles and blog-entries for your readers, these kind of layout may not be your best bet. Scrolling vertically and stacking articles and blogs one on top of the other, may become hard to manage specially if you contribute to your blog or website regularly.
Landing pages can be effective for quickly allowing your readers know exactly what to expect from your website or blog.
Anatomy of a landing Page
1 Brand Identity – Depending on if you would like to use your own brand to market multiple products or services, you will probably need to use this space for your logo or title tag
example: If you are a real-estate company who is running a special on rentals, you would probably want to get some brand recognition and put your company logo. On the other hand, if you are just creating a website design to market individual products or services, you may want to create an unique logo for each of your pages.
2 Contact information – Your visitors have very short attention span. And since many people would much rather talk to someone and get their questions answered, it is generally good practice to include a phone number or/and email address where it is easily found.
This of-course is not always applicable. If you are creating a landing pages for your online business and do not have a framework to manage phone calls, you may use this space for highlighting an important feature or even create urgency – e.g: “Only for a limited time” or “Offer valid until – Dec 30, 2011” etc.
3Attractive Image or Message – This is a very visible part of your landing page. Usually an image or your primary message works best in this place. Whatever is put here should convey the site’s primary purpose or message.
As an alternative, you could use this space as a image gallery – but in my opinion, that will distract your visitor from what is more important – converting the visitor into a loyal customer or getting their contact information etc.
4The Lead capture form – This is why you have built a landing page in the first place. This area can be used to put your contact form, lead-capture form, opt-in form etc. If you are selling something (sales-page) you could put your big “BUY NOW” button right here.
It is important to remember that this is only a guideline and depending on your taste, you can interchange any of this module (below the logo) to suite your website design needs.
5Give your visitor a good reason why they should listen to you – use this bold heading to create a tag line that compels your visitors to consider your offer. The more convincingly you write this copy the better your chances of getting conversion
Do not limit your self to just tag lines, you can also use this pace for testimonials, an expert review etc.
6List of features – So you have done well so far, but the visitor is still on your site reading your copy – that’s good – because they have not left yet. Take this opportunity to drill home your message of important features of your product or service. You could also list the differentiators of your product from your competitors.
7A slide show or a static image – Convince your visitor some more with a slideshow or screen shots of your product. In my opinion, original images or screenshots of your actual product is the best thing to use here.
Conclusion: I hope you have learnt from this small article that landing pages allows you to create an online – one-page brochure that can be very effective if used correctly. Remember, there are a lot of examples out there – do your research – try to note down as many common elements that you can find amongst various sites. Then, create your own idea for a great landing page.