6 Dos & Don’ts for Developing Successful Landing Pages

Written by Mark Weinstein, President

Last month we discussed the importance of a dedicated landing page that is targeted and focused on the offer. Basically what it comes down to is whether the offer was to customers or prospects, the landing page they are directed to from the email, online advertising, social media, paid search, direct mail or other medium needs to created specifically for the offer in order to achieve the maximum conversions, redemptions, sign-ups or sales and not to a website home page.

Like any good direct marketer, you’ll want to test conversion offers and creative (copy and design) to determine the most effective landing page. We’ll discuss landing page testing is subsequent blog posts. This month we’re going to review several dos and don’ts for successful landing pages.

Our TWO Sense: 6 Dos and Donts for Developing Successful Landing Pages

Don’t have your landing page include several other products or services you have available. The landing page must focus on the one action you want responders to complete, and guide them straight into it. Don’t distract responders from the intended goal.

Don’t let your main website homepage double as a landing page. A homepage is the gateway to your whole site, making it automatically more generic. Direct marketing campaigns focus on a specific offer and call to-action. Directing responders to the homepage can confuse and will reduce conversions.

Don’t make your landing page short. Often providing too little information will make your landing page appear less credible, especially for insurance and financial service marketers. But, be sure the main call-to-action is in the preview pane. When using a longer page, have the call-to-action appear several times so that when responders scroll down the page the desired call-to-action is always visible.

Do make your call-to-action stand out. The call-to-action should be the most visible element on the page and stands out from all other content while still being consistent with the overall design of the page. The call-to-action copy should be specific and create a sense of urgency by using “respond by” dates, countdown devices showing days/time remaining, etc.

Do spend time focusing and writing your headline message. A good headline is critical to getting the responder to stay on the page and take the desired call-to-action. The headline should be short, simple and stimulating. Headlines can make a significant difference in the conversion response, so consider testing different headlines to find which is most responsive.

Do make the landing page consistent with your marketing campaign. All good direct marketing campaigns are targeted, and yours is probably no different. You have taken great pains to target responsive customer segments, or selected media based upon a desired prospect profile and interests. Make sure your landing page is consistent with your direct marketing campaign and website. On the landing page, use the same copy tone and style message as your marketing campaign. Reinforce the features and benefits. Responders arrived at your landing page based on the expectation set up in your marketing campaign. Make sure your landing page matches that expectation.

Follow these dos and don’ts and you’ll be on the way to a successful landing page.  For additional landing page ideas contact me at mweinstein@twochicago.com.