<< by Des Taggart on March 26th, 2009
So many of us today have an interest in what is a good landing page. What landing page today is effective, efficient and simply appealing to the visitor? What is the landing page that can fulfill the overall objective with as much information possible without saturating the page with “too much” information and ultimately turning the visitor away. Is your landing page successful in getting the key points across and not forcing the visitor to read a gimmicky classified page?
Successful landing pages for many of us have a handful of philosophies we all tend to follow, yet most of us “experts” have a standard to follow. A landing page should answer the question of what the objective beckons … Does the landing page follow the overall brand of the client website? Are the colors, fonts, logos, images, etc. all in line with the client’s website and/or print collateral? Do headlines/titles run parallel in messaging or do they conflict? So much is said about the “fold” … Is your call to action (many times a form or a large colorful button) actively catching the eye of the visitor and not stuffed at the cusp of the “fold”–or below the “fold”? Is the general content and text allowing enough white space without creating a crammed look and feel? Is your text leading too tight? Is your font too small or too light in color. Are your links (hrefs) noticeable by buttons or at least contrasting colors with even mouse over effects?
What’s wrong with this landing page?
Many landing pages are cluttered not only with conflicting message as it pertains to general text/content, but they are cluttered with conflicting messages through images and/or buttons. If your general message or objective is to get people to sign up for landing page white papers, why are you showcasing “dog toothpaste” and even “dog shampoo”? How many words are misspelled in your text–or headlines? If you choose to utilize phone numbers on a landing page, one phone number is enough–two conflicting is a serious “no-no”. If you have a form as a call to action, are you asking for information that asks for more than just a name? If you cannot retrieve contact information–what’s the use!?! Is your “submit” button large enough and perhaps colorful enough? Are you getting the idea that using “SUBMIT” as your button label is not a recommended approach? Your form button label should be labeled in line with what your form objective is … such as “I Want My Free Whitepaper”.
Landing pages are not just a tool for lead generation and/or marketing information/products, but a properly landing page is a direct reflection to the overall image of the client. Have you achieved what you believe is proper for your client? Have you challenged your client with is “correct”, or are you just folding to what your client simply wants, knowing the client requires a landing page by what YOU know is best for them?