Oct 5, 2023

Landing pages: mastering the basics

Aby Grant
All posts

Landing pages are the shop window or the front door to your business. They're where you greet your visitors, back up your claims, make your pitch, and hopefully, invite them in. But here's the thing: if your  page isn't optimised, you might as well be greeting your guests with a "Do Not Disturb" sign.

So, let's get down to the nitty-gritty of making your landing page a success. No tech jargon here, just plain and simple basics that work.

1. Start with a Killer Headline

Imagine you're at a party, and you meet someone who just starts mumbling, saying nothing of interest. Would you stick around? Probably not. Your headline is that first impression. Make it catchy, clear, and compelling. Tell your visitors what they'll get or what problem you'll solve. You don’t have long so avoid waffle and be concise with what you say.

2. Eye-Catching Visuals

People are visual creatures. Add some appealing images or even a short video that's relevant to your message. Show don't just tell. It helps your visitors connect and engage. If you’re clear on your ideal customer that perhaps use a visual version of them to help with familiarity and connection.

3. What's in It for Them?

Don't be vague about the benefits. Spell it out. Tell your visitors what's in it for them, how their lives will be better after they click that button. After all, they’re here to solve a problem. Don’t bang on about you you you. Talk about them and how your awesome business is going to make their lives better.

4. The Almighty CTA

The Call-to-Action (CTA) button is your money maker. Make it pop with contrasting colours, clear text (like "Get Started" or "Sign Up") and place it where no one can miss it. The goal is to make clicking irresistible. Use it in several places to help encourage the all-important click BUT be sure to get the CTA above the fold so users can action straight away if they want.

5. Keep the Form Simple

If you're asking for info, keep it minimal. No one likes to fill out a gazillion fields like multiple name fields, compulsory phone numbers, details about their favourite pets ;). Name, email, maybe one more thing. That's it*.

*obviously sometimes we need a little more but always think less is more and take the friction away.

6. Trust is a Must

Add some trust signals, like customer testimonials or trust badges. People want to know they're in safe hands. If you can, use third party validation such as G2  or Trustpilot. It’s all very well saying Emma from some company loves you but really, who cares.

7. Easy to Read

Use short paragraphs and clear headings. Nobody likes to squint at tiny text or wade through a wall of words. If you can’t get your point across quickly then perhaps your points isn’t the right one to make. Time is money and people are busy!

8. Mobile Matters

It goes without saying but depending on the sector you’re in many folks are browsing on their phones. Your page needs to look good and work well on all devices. Obvs.

That's it for the basics. Keep it simple, make it clear, and remember, your landing page is your first impression. Make it a good one, and you'll be on your way to success.

To see examples of landing pages we like then check out our 7 SaaS landing pages we think are great and why post.

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