Landing Page Best Practices and Examples
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Landing pages are a powerful way to improve conversions; they’re easy to create, easy to test, and easy to get a visitor to take action. However, you can’t expect to slap together a landing page and call it a day.
Landing pages, like most Web pages, benefit greatly from going the extra mile when understanding their best practices in design and development. Understanding of what has worked in the past and what trends hold for the future will allow you to craft landing pages that start off in the most effective form as possible.
In this article, we’ll share a monstrous list of landing page best practices to set you in the right direction so your efforts, with these pages, have considerable results for your affiliate marketing business.
Let’s break it down
Unbounce, a company that specializes in landing page development, has put together a great list of landing page designs which will give you a great starting point to wrap your head around what other businesses have been up to with this form of marketing strategy.
But, we’ll take a look at one of the landing pages pulled from the page as per our example:
The Florida Hospital Pepin Heart Institute has put together a remarkable landing page for their TAVR product/service (Transcatheter Aortic Valve Replacement).
The immediate reaction you may have, as a marketer, is the shock that a hospital would take the time to create these types of landing pages (since our natural thought is that hospital websites are generally just about information and not so much as to selling the specifics).
Take a moment to scan through that landing page and see if you can follow along with some of the key elements that make it effective.
- The logo is top-left and immediately tells that the page is provided by a trusted facility within the health industry.
- The contact number is along the top-right so individuals can save the number for reference.
- The header image has a big, bold question followed by a claim that’s specific to the individual experiencing its troubles (plus a picture that shows the product without being too gory).
- The expertise section gives reassurance to the individual since they can see all the professionals that participate in the procedure (along with their 100% claim in bold).
- To the right is the contact form that doesn’t require a lot of information but sticks out due to its size and color coordination.
- The information section explains how many people have gone through the procedure which will give reassurance that the individual is not part of a test; it also explains the procedure in a non-technical manner so the individual doesn’t become confused about what’s in store for them.
- A benefits section cuts straight to the point and allows the individual to fully understand what they gain from the procedure.
- The added approval by the FDA builds trust.
- A FAQ section adds qualifiers that will aid in building a targeted list.
- A final call-to-action to get in touch (plus logo/privacy) seals the deal.
Again, this is just one example of hundreds of excellent pages out there on the Web done by professionals but you need not worry if you don’t have that professional touch because you can convey this same level of trust on the simplest of landing pages for your campaigns if you use the best practices.
The best practices of a landing page
This is, by no means, a complete list as it would be impossible to predict the growing changes in design and development for years to come but it’s a great starting point for anyone working on landing pages for their business:
1. Always present clear brand identity with your logo (and byline).
2. Include contact details at the top.
3. Use a strong visual (or video) to catch the visitor’s attention and direct them to the hook; go with a person to create empathy or show the product/service in action (like an overview video).
4. Write a headline/hook that explains what they are seeing and the benefits it presents.
5. Utilize a big, bold contact form that has stark contrast to the rest of the page (also, keep it above the fold); this bold look should go the same for the call-to-action button/link.
6. Use an area that explains the benefits of the product/service in meaningful, understandable terms.
7. Display social signals and endorsements by industry professionals and thought leaders.
8. Qualify the visitors using FAQ’s or testimonials of the experience.
9. Display trust badges and guarantees to remove the hurdles associated with purchasing a product/service.
10. Format the text, graphics, and other media to create a clean, streamline flow in the pacing, tone, and structure making it easier for the individual to consume the message.
Give this presentation a go for additional best practices:
As you can see – forming the landing page is far more difficult than you can imagine if you hadn’t known the best practices. It’s not required that you have each present on the page (and in the campaign) but starting with the big ones (like the ones listed) will definitely give the page a major boost in conversions rather than building it upon gut instinct.
Take some time to browse the Web and discover landing pages that catch your eye. See if you can identify the best practices the business has put in motion. Create a swipe file with images and notes about what you like and hate about specific landing pages, and place that information into practice whenever you’re building landing pages for your business.