The Anatomy Of A Good Landing Page:
1. Keyword-Rich Page Title:
Your page title is the first thing that both your customers and the search engine crawlers will see. You need to make it compelling for your customers and keyword-rich for the crawlers to be able to determine how to index your page.
2. H1 Tag: Keyword-Rich Heading:
Search engine crawlers love H tags! It’s their favourite food! H1 tags are the most searchable type of H tag. The H1 tag should be used as your heading. Make it keyword-rich but descriptive so that the content of the page is crystal clear to your customers. Remember that your landing page should have one sole purpose/offer. Make sure your main title encapsulates it well.
3. H2 Tag: Keyword-Rich Sub Heading:
In the same way as point no.2 you need to give your customers and the crawlers a short snappy sub-heading which elaborates on the main heading. Give a bit more info. Keep it short and snappy as your customers don’t want a lot of text. If they see lots of text they will click off your page. Make it manageable and appealing. Include keywords but try not to repeat yourself. Try variations to get you ranking for related searches that your customer might Google.
4. Clear Image:
People are visual. They like pictures. Give them what they want. Make the picture relevant to the content of the page. Ensure your picture has a descriptive alt tag so that the crawlers can crawl this too (crawlers can’t crawl images but they need an alt tag to be able to crawl the element). Having an image also helps for when you are promoting your page on Facebook as the image you choose will be generated as a thumbnail – and that’s also crucial to getting your customers’ attention in their Facebook news feed.
Remember that your customers don’t like too much text. Keep your copy short, snappy and to the point. Clearly outline the benefits to the customer – what will they get/skilled with that they didn’t have before using this? Space it out clearly and use bullet points if necessary. Text that is spaced out, with short sentences in bullet points get a lot more reads than standard prose.
6. Clear CTA (Call To Action):
Your CTA is the most crucial part of the page. If no one clicks this then your page has failed. It all depends on whether someone clicks this button. The CTA needs to be absolutely clear – big enough to see, slightly contrasting colour to the rest of the site, above the fold (middle of the screen) so that your customers dfon’t have to scroll. your customers don’t like to scroll. They might not scroll down and if they don’t scroll then they won’t see your CTA. Keep it above the fold.
7. Clear Contact Info:
You should always have your contact info clearly displayed above the fold at all times. The chances are people might want to contact you if they have any questions, or if they want to discuss more things with you. You basically want to eliminate the need to scroll. You are spoon-feeding your customer everything on one page and ensuring they don’t have to go anywhere.
8. Social Media Icons:
In the same way as people wanting to contact you, people may want to follow you for more information. Make it easy for your customers to find you by having your social media icons clearly visible and above the fold.
9. Secondary CTA:
A landing page should have only one purpose and therefore one CTA. You are allowed only one additional (smaller) CTA. Ensure yoursecondary CTA does not overpower your primary CTA and that it does not confuse your customer. Keep it out of the way but easy enough for your customers to find.
Hi, I’m Haroon Rashid and I’m the author of this blog and the founder of Finisher Creative. If you are a small business or a charity/non-profit I would be more than happy to talk to you about your online marketing and social media needs. If you’re in the Yorkshire area (UK) I’ll even take you out for a coffee! You can email me on firstname.lastname@example.org, check me out on Facebook, follow me @FinisherCre8ive or Google+ I look forward to hearing from you!Get a FREE Consultation