Consistency with ads

When you drive traffic to a landing page from an ad, the design and tone of the ad should follow through to the landing page. There should be no doubt in the user’s mind that where they arrive is related to the ad they clicked on. Any confusion here will result in high bounce rates and wasted money.

The call to action

Landing pages should be very specific. They should be tailored to the marketing campaign driving traffic to them and be focussed around one single goal. Use one clear primary call to action to avoid any distraction or confusion about what you want the visitor to do.

On this landing page their is no doubt that the next thing to do, is to fill in the form.

Minimal distractions

Landing pages should be focussed on one goal so anything unnecessary should be removed.

On this example, the main navigation is removed. The visitor can either call, fill in the form or leave. This works best when you know the visitor has high-intent – they are actively looking for the service you provide.

This sales page has no navigation at all. The user only has two options, sign up or leave.

Features, benefits, results & unique selling points

Show your visitors the features, benefits and/or unique selling points clearly. This can be done easily and effectively with an icon along with a brief description of what makes you different or what the benefits of your product or service are.

You can also use sections with more detailed descriptions of the features, benefits and results of using your product or service.

How it works section

Your visitors should be able to learn how your product or service works quickly. It should be explained simply using effective copy along with icons and/or images to explain the process.

Statistics & figures

Statistics and figures help highlight impressive metrics regarding your product or service. By using exact figures, they are more believable. Being specific is powerful. Always avoid vague claims and be specific when you can.