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Top 5 Landing Page Design Best Practices
Improve your conversion rate by using a landing page in conjunction with your PPC campaign, and any online marketing initiative.
Why link ad campaigns to your homepage where there is a wealth of content that might distract the visitor from their original intentions? Instead, direct traffic to a dedicated campaign landing page that is specifically tailored to the ad campaign keywords, search terms, and target audience. View our Google Ads PPC Services!
The landing page has one goal, and that is to persuade the visitor to perform a specific action… the famous Call-to-Action (CTA).
Top 5 Landing Page Design Best Practices
1. The Design
The overall visual design and color pallet of the landing page should be consistent with that of your homepage and branding. All navigation menus (eg-home, about us, portfolio, etc), links and extraneous design elements should be removed. Present the visitor with only one option to proceed – the CTA.
2. The Call-to-Action
The landing page has one goal and that is to encourage the visitor to perform a specific action (eg – buy a product, fill out a form, download an eBook, subscribe to an email list, etc). The CTA should tell the visitor exactly what to do, and what to expect in return.
a. CTA Title – should describe the offer and benefits, in a short and concise manner.
b. CTA Form Field – should only ask for information that is absolutely necessary, sometimes a name, phone number and email address is enough! Include a privacy statement to put the visitor at ease with sharing their contact information.
c. CTA Button – should be prominently displayed, in a contrasting color, and with text describing the action (eg – “subscribe”, “buy” or “request”).
3. The Headline
The headline is a short, catchy and descriptive statement about the offer/product/services, benefit(s) and value. Reassure the visitor that they are on the right page by matching the campaign search terms and keywords.
4. The Offer, Benefits and Value
Landing page content should focus on defining the offer/product/services, as well as clearly describing the features and benefits to the visitor. Know your target audience personas, their motivations, priorities and challenges, and tailor the message to meet those needs.
5. The 5-Second Test
The landing page should pass the 5-second test; all vital information (including the CTA) should be above the fold – immediately visible, legible and clear to the visitor, within the blink of an eye!
Landing Page Design Helpful Tips:

• Don’t clutter the page with text. Remember, visitors do not read website content, they scan! Use headings within the content to direct attention, lists and bullet points to summarize and highlight key information.
• Use one dominant image on the landing page (not clip art), and ensure that it is relevant to the offer/product/services, and target audience.
• Limit the number of CTAs to 1-2 on short landing pages, and 3-4 on longer pages (well spread out).
• Demonstrate your credibility by displaying 1-2 testimonials, and/or social proof by including social media counts, affiliates, and partners. If using AdWords, include your business Google+ information to maximize on social impressions.
• Once the visitor has performed the desired action, redirect to a Thank You Page where further information about the offer/product/service can be included, as well as relevant links, promotions, articles, etc
Green Lotus designed this Landing Page for a client, and has seen great results with a 5.2% conversion rate:
- Design: the logo, page design and color palette are consistent with company branding.
- Main Headline : is specific to the campaign and corresponding search terms/keywords.
- Headline and Paragraph: provides a description of the products/services, and the main benefits.
- Headline and Checklist: clearly displays the top features of the product/services.
- Headline and Bullet List: clearly displays the benefits of the product/services.
- Headline and Bullet List (optional): clearly displays additional information, the added value of the product/services.
- Headline and Paragraph: provides information about the company, including credibility, relevant credentials, and certificates.
- Footer: includes a bylaw and/or disclaimer (if appropriate).
- CTA – Contact Phone Number: includes the nationality of the company (if relevant), and provides a toll free number.
- Image: is relevant to the product/services and audience.
- CTA – Contact Form:
- A- CTA Title: describes the CTA and what the visitor will receive,
- B- CTA Form Field: requests only the necessary information,
- C- CTA Button: contains text, in a contrasting color.
- Additional Information: includes alternate contact information, or ordering options (should only be included if applicable).
by Bassem Ghali
•
14 Oct, 2024
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by Bassem Ghali
•
10 Oct, 2024
Almost half (46%) of all Google searches are for local information, such as "near me" searches. Homeowners use their smartphones to find solutions for everything from leaky faucets to faulty wiring. For companies offering home services, roofing , electricians , plumbers and contracting like yours, local SEO is crucial to ensure that you are the top choice when urgent needs arise. This guide offers a simplified approach to local SEO, specifically designed for busy contractors or home service providers. We will avoid using complex language and provide practical strategies and real-world examples to help you attract local customers, convert leads, and dominate your service area. The Foundations of Local SEO Success Google My Business (GMB): Complete Your Profile: Include accurate and detailed information about your business. Verify Your Listing: Confirm your business's digital address with Google. Categorize Strategically: Select categories that precisely match your services. Encourage Reviews: Positive reviews build trust and credibility. Engage with GMB Posts: Share updates and offers to keep your profile active. NAP Citations: Ensure Consistency: Maintain identical Name, Address, and Phone number across all online platforms. Prioritize Quality: Focus on reputable directories and avoid spammy listings. On-Page Optimization: Keyword Research: Identify and incorporate relevant keywords into your website content. Optimize Title Tags and Meta Descriptions: Craft compelling descriptions that entice clicks. Create Localized Content: Develop pages targeting specific neighborhoods or areas you serve. Mobile-First Approach: Ensure your website is responsive and user-friendly on all devices. Optimize Website Speed: A fast-loading website improves user experience and search rankings. Link Building: Local Partnerships: Collaborate with complementary businesses for cross-promotion and link exchange. Community Engagement: Sponsor local events or participate in community forums to earn links and build goodwill. Guest Blogging: Share your expertise on relevant industry blogs to gain exposure and backlinks. Reviews and Reputation Management: Monitor Reviews: Actively respond to both positive and negative reviews. Address Concerns: Resolve issues raised in negative reviews to demonstrate customer commitment. Encourage Feedback: Make it easy for satisfied customers to leave positive reviews.
by Bassem Ghali
•
08 Oct, 2024
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